If you are exposed to something ongoing, if it doesn’t kill you, you will finally become immune to it. The same principle applies to our marketing material and our target audience.
The more guff we send out, the more immune our audience gets to our material. This can be a good thing, but it can also be a bad thing.
For example, when we are sending the same stuff week-in-week-out, our audience tunes out and becomes immune to it – this applies to all the mediums you are using, print and digital. If they are not looking to sell or do anything at the time, this is OK because they are tolerating your marketing and not getting frustrated and making a complaint.
If your target audience is simply putting up with your marketing material, or ignoring it, you are losing the opportunity to build trust and a relationship with them. And we want to build trust and a relationship, we want them to get to know us until such a time as we meet them in person, such as at a home open, or at their door, or hopefully when they call us in for an appraisal. The right marketing can do that, so how do you create material that becomes INFECTIOUS rather than makes them IMMUNE.
Firstly, STOP telling them how good you are, this is nauseating for owners (every week I dump dozens of DL flyers from agents raving about themselves). START using actual facts about what you have listed and sold, use testimonials to sing your praises rather than trying to do it yourself.
Include a voucher, like a free coffee or cupcake, free shirt ironed, kid’s haircut or something like that. Yes, you will have to build strategic alliances with local coffees shops, dry cleaners and hairdressers, OR just pay for it yourself. The thing is, if you are giving something of value on every piece of marketing material or every post or email, how can your target audience ignore you or complain about you marketing to them? Go one step further, mix up the vouchers and giveaways and even change the templates so it looks like you have worked hard and put some effort into your marketing, rather than your audience just seeing the same pic of your face saying how good you are week after week.
It’s not that hard to get people to like you and warm to you, you simply have to give, give and give. This shows them you value them, and not only will they not get immune to you and your marketing, but they will infect others, thanks to your energy and willingness to give, by talking about you and referring you to their friends and family. And if you are really good, they will visit you at home opens in the area.
These are only two examples of the marketing strategies you can use to stand out from the crowd and build relationships with future clients. For more, come along to my free seminar How to BOOM in a Disruptive Decade.