Yes, the weather's been beautiful and I know Memorial Day weekend is coming up and you may be looking forward to some much needed R&R. But, you're not on vacation, yet! Keep making meaningful progress toward your goals this week and you'll savor the time off even more.
Today we'll cover the second of Dan Kennedy's "8 Universal Business Principles" we're exploring to help you focus on improving your real estate business. Enjoy!
If You’re Not Sure Whether Something Will Work or Not, TEST it Out and Let the Prospect Tell You Whether It’s Right.
Only Direct-Response Marketing Can Give You This Power To Test
What Do Your Prospects Want? You must ask yourself some very important questions:
“What motivates the prospects I want to work with?”
“What factors are most important to them?”
Do they want a quick sale or top dollar?
Are they after best value or most attentive service or least hassle?
How do you find out what prospects want?
It’s very simple. You ask them.
Failing To Understand and Address Your Customers’ Needs is One of the Biggest Marketing Mistakes Real Estate Agents Make.
Rather than just assuming or guessing you know the answers, you should be asking your prospects directly by tracking their response and researching their needs. It is amazing how few agents ever test any aspect of their marketing and compare it to something else. Instead, they spend their money with blind faith, hoping that it will return to them in time. It’s putting your future in the hands of arbitrary, subjective decisions. It is an expensive and often tragic mistake for many reasons. First, we don’t have the right or the power to predetermine what the marketplace wants and what the best approach will be. We do however have the obligation and the power to put every important marketing question to a vote by the only people whose vote really matters: Clients and Prospects.
How do you put a marketing question to a vote? In the marketplace of course. By testing one ad concept against another, one headline against another, one sales letter against another and so on. The point is – and this isn’t guesswork – you will be amazed that one approach always substantially out pulls all others by a very large margin. You will also be very pleased at how many more sales you can realize from the same efforts.
Finally, the purpose of testing is to demand maximum performance from all of your marketing efforts. Test every piece of communication you expose to prospects. Any positive or negative data will help you to radically manipulate the effectiveness of your sales efforts.
The only way you can test and measure your marketing efforts is if
EVERY piece of marketing you use has a direct response component to it.
If the ad doesn’t earn you more than it cost, you shouldn’t run it. That’s the inherent problem with image ads; you have no way of tracking response. You must be tracking and testing how well each of your ads does for you. You have to incorporate hotline numbers and mechanisms that allow for maximum tracking - both online and offline.
Your Partner in Greater Success,
Bill Zimmerman
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