The face of marketing is changing. In the past, the marketing mix was all about the 4 Ps: product, pricing, promotion and placement, but, we are moving beyond the 4 Ps and are venturing into a new arena of marketing. Today, marketing designs are becoming much more strategic; development of a game plan that lays out a step by step analysis and a plan to create an environment that will ultimately bring success and fulfill goals. Business models have become the new marketing bible, and innovations in this area have allowed entrepreneurs of all levels the opportunity to play on the big field. Resources, Relationships, and Offerings focused on the customer’s wants, needs, and desires are gaining more momentum rather than the traditional company revenue model.
So, how does this affect you… the Real Estate Professional?
Have you ever stopped to consider what your business model is? Have you developed a value statement? We’re all aware in Real Estate that the relationship an agent develops with the client generates the success of the sale, and so having a customer focus isn’t a new to the real estate professional. But, there is more to a unified marketing plan than focusing on the relationship aspect alone.
Today’s Real Estate Professional is faced with a client base that has access to information. Information on any level provides the searcher with a certain amount of knowledge, good, bad or indifferent, which places that client on a different level than the client of the past, who was dependent upon the information that you provided to him. Today’s buyers and sellers have vast amounts of resources available to them, providing them with tools to prepare them before they ever even talk to you. They’ve researched the area, community and neighborhoods from the comfort and safety of their own homes. They’ve investigated the processes and are often aware of the ins and outs of a typical transaction, they’ve read the hype, they’ve browsed the tours, and they’re armed and sometimes, dangerous!
So, as they are prepared, the question begs itself, “How are you preparing yourself to provide them with the best possible service, and in turn generate business that will produce results and increase your revenues, realizing your goals?”
Where do you begin? What is your product? Pricing? How do you promote yourself? And where is the best place for that promotion? Are those valid, or should your focus be strictly on the relationship, your available resources and your offerings? Can you focus on one rather than the other? How do you center your marketing plan to provide you with a strategy that will carry you into success as an agent in today’s quickly changing and highly competitive market?
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