In today’s real estate market, the virtual tour has quickly been established as a prerequisite in selling and marketing real estate online today and is recommended by the Association of Realtors®. Virtual tours go beyond what can be shown with text and still images while attracting more views and generating more activity for the home. Done creatively, virtual tours take a variety of forms and each one has strengths in creating a tangible home experience for prospective buyers.
Many real estate agents have embraced the new digital era of real estate marketing. In fact, real estate transactions initially fell way off, but now have returned to pre-pandemic levels in most markets across the country. Virtual open homes and tours, digital brochures, interactive 3D experiences are just a few of the tools that agents have put into play so sellers can keep properties accessible for buyers. With all this justifiable focus on virtual digital tools, it's easy to forget about a proven tool that has time and time again proven its value – the real estate postcard!
Your company’s image is its brand, and so the brand becomes the embodiment of the features and benefits of the company itself. To lay a strong foundation communicating your company’s value proposition internally and externally, you must ensure your brand foundation is solidly in place. In fact, according to Forbes, consistent brand presentation across all platforms increases revenue by up to 23%. By defining the key elements supporting your brand you can ensure your brand is well-positioned from others in the market.
It's a global pandemic. Life has changed. And many businesses are being hit hard.
When life and business get turned upside down, it's natural to go into "hunker down" mode. It's understandable to want to cut all expenses and anticipate the worst. None of us should feel bad about these very valid (and sometimes practical) reactions.
We don't know what the future holds and there are so many things out of our control right now. However, We'd like to offer an argument that marketing is not one of the things that should be suspended right now. In fact, there are many reasons why marketing should continue or even get more resources. Here are 6 things to consider before adjusting your marketing strategy.
As I recap and ponder last year, I thought about memorable marketing trends and game changers. The Mayweather vs. McGregor fight came to mind as a significant marketing moment. I was one of the millions of people who purchased the fight on pay-per-view. Initially, I expected that Conor McGregor would disqualify himself by doing some sort of Mike Tyson antic, not necessarily bite his opponent’s ear off, but maybe kick Floyd Mayweather in the head. Granted, I did buy the fight for the hype and entertainment with the understanding that I was losing money. However, what I did not expect is the value I received in this epic bout. What I bought was a strategic, organized, marketing powerhouse that satisfied the marketer in me.
Getting leads today isn’t difficult; however, getting targeted and qualified leads is a different story. That’s because no lead is created equal; every company, and each team within those companies, defines a qualified lead differently. Since there are no boilerplate answers when it comes to B2B lead generation, companies have to get creative and be specific with their goals.
In order to build a better customer profile, you need a clear definition of your target customer. This may seem obvious to some businesses, but the reality is, it’s an overlooked aspect of B2B lead generation and building your business in general.
Putting together a better customer profile will not only give your business stability, it will also provide a better engagement and return to help the bottom line. But building your customer profile the wrong way can have negative long-term and short-term consequences. While you may have an ideal customer profile on paper from a financial standpoint, the best customer profile may come from other measurables you can’t find on a financial statement. These benchmarks could also provide more sales lead generation in the future, which will lead to more business and a stronger customer base.
You’ve got a great communication strategy, dynamic marketing resources and sales team, but the full impact of these smart assets are not being fully realized with the faster ROI and increased sales you had anticipated. Statistics suggest that as much as 80% of marketing collateral spend is tossed aside and left unused by sales. At the same time, sales spends 30% of their time re-creating that same 80% of collateral to build something more relevant to their needs.
Communicating a Value Proposition that Resonates
All companies have a value proposition, but many make the mistake of creating a value proposition that doesn’t work very well for customers. How does this happen? Companies become internally focused and create value propositions centered around their own goals and priorities, not on their customers’ needs.