Archive for: June, 2023

Loan Officer Marketing: How to Build Magnetic Campaigns

Jun 10 2023 Published by admin under Uncategorized

Keeping your name visible by advertising consistently generates awareness. Getting quoted in the media creates publicity. Making guest appearances at real estate offices and at networking events builds confidence with prospects.

And when you combine the different elements, you have the power of an integrated campaign that presents a consistent image for your prospects and clients.

It’s from integrated campaigns that generate magnetism, meaning the messages you’re sending real estate agents help draw them toward your services.

The structure of an integrated campaign relies on three components: communication channels, reach & frequency and most wanted response.

Communication Channels

A channel is the path used to transmit the message. Campaigns depend on various channels of communication to transfer information. An integrated campaign uses multiple channels simultaneously.

Channels include electronic, direct communication, and media. As a rule, select channels and sub-channels that your targeted audience uses regularly. Presenting your message in a format that your target audience is already reading can increase the probability of your item being read.

Electronic Channel

In a multi-channel world, communication has become increasingly complex and technology based. For example, the electronic channel uses email, fax, telephone and web sites to transport messages from you to your targeted audience.

Email provides a direct communication channel, rather than a broadcast channel. Fax transmission is a physical communication medium, and has a more official aspect than email. An agent-focused web site, if you place submission forms, online support, newsletters and visual impact on it, is a web-based communication channel.

Direct Communication

A channel that can only transmit a message to one person at a time is considered a direct communication channel. It permits interactivity, the opportunity for both you and the Agent to respond and react. In a personal communication channel, you and the prospect communicate directly with each other over the telephone or in person.

Media

Refers to the entire set of channels through which it is possible to transmit messages to some Agents or an entire group. The channel can take the form of broadcast, like TV and radio, print, such as newspapers, magazines and direct mail, display media includes billboards, signs and posters.

Channel Mix

As a guide, use these questions to determine which channels would be most appropriate for your integrated campaign. Ask yourself the following:

  1. Which channels will allow me to communicate to the greatest number of my targeted audience?
  2. Which channels can I afford?
  3. Which channels complement my personal brand and position?
  4. Which channels are likely to show a positive return on investment?

Reach & Frequency

Since many Agents you meet today aren’t ready to do business with you, an integrated campaign provides regular, scheduled contact to develop familiarity and trust. Reach and frequency keep your position fresh in your prospect’s mind so that they call you instinctively when they need your help. Reach is the number of Agents you expose to your campaign and frequency is the number of times you touch each Agent with it.

When determining reach and frequency, follow these two questions:

  • Reach – How many targeted Agents must see, read, or hear my campaign during a specified time frame?
  • Frequency – How often should they be exposed to the campaign during this period?

Most Wanted Response

Your most wanted response (MWR) is the same as a call-to-action. It’s when an Agent, who’s exposed to your campaign, is told within the context of a message to do something specific, such as, “Call today,” or “Act now!”

In crafting your MWR ask the following:

  • Does it clearly identify exactly what prospects are to do? Are they learning more about a problem? Watching a demo? Viewing a comparison chart? Let them know upfront what you want so they can determine if it’s something they want.
  • Is the MWR action-oriented? You’d be surprised at the difference in response, in the electronic communication channel, between “Learn How” and “Learn Now.” Given the interactive nature of the medium, an active voice will boost your MWR.
  • Can the prospect easily find your MWR? Make sure that it’s glaringly obvious and doesn’t get lost in the design of your message. You wouldn’t want a prospect becoming emotionally involved with a message and missing their instructions for further steps to take.

The idea of your MWR is to broadcast a marketing message and encourage potential Agents to act on that message while it is still fresh in their mind.

Shock and Awe

Integrated campaigning is a systematic strategy that combines all aspects of your marketing and helps you to present a consistent image to your prospects. By establishing consistency using different communication channels, high reach and frequency, and a deliberate most wanted response, you can generate magnetism that delivers a steady line of Agents at your door seeking assistance.

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The Gloria Gaynor Guide to Print Collateral Marketing

Jun 08 2023 Published by admin under Uncategorized

For years digital doomsayers have declared that print advertising is as washed-up as a morning-after disco diva. By association, advertising’s less glamorous cousin-print collateral-should be broken-heeled and hobbling home in shame, too.

But like Gloria Gaynor, print marketing survived.

And just as Gloria created fanatically faithful audiences in her heyday, print marketing continues to engage and convert key customer segments like no other media.

If you’re a copywriter, graphic designer or other marketing creative, you’ll want to note the professional opportunities.

Did you think print would lay down and die?

First, let’s make it clear that no one’s predicting print’s resurgence to pre-digital preeminence. But for certain products, customers and campaigns, printed marketing tools remain key persuaders.

As always, it’s crucial to know thy customer-and mix media accordingly. Today New Media is not so new-or so intimidating. More and more marketers feel free to pick, choose and lose media at will-or to break onto the digital dance floor with their own mix. Even in these recessionary times, some are integrating print and digital tools with stunning success.

Who reads collateral these days? About 60% of your B2B tech customers.

You and I may spend the workday in front of a screen filled with 20+ browser tabs. But guess what? A significant number of your customers don’t.

Consider that…

  • 21% of Americans have never visited a website, sent an email or used a search engine, reports Elaine Fogel at MarketingProfs.com.
  • 68% of American adults feel more comfortable when they have something on paper than on screen, according to a survey by Harris Interactive.
  • 60% of all B2B technology buyers report that brochures influenced their purchasing decisions, as noted in an Eccolo Media survey (PDF).

Case study: My mother-in-law

But who needs industry surveys when I have my own mother-in-law to prove a point? Yes, my 86-year old mother-in-law recently drove home the truism that print ain’t dead yet.

Maybe it’s because she was raised in relative commercial isolation: Growing up in the Caribbean, colorful print collateral must have been an enticing novelty. Or maybe it’s because, as a career Naval officer’s wife, she lived all over the world and relied on print materials as cultural touchstones and practical shopping aids. Whatever the reason, my mother-in-law loves direct mail and glossy collateral.

For years she’s ca-chinged a small fortune to direct mail merchants like Franklin Mint, Harry & David and Omaha Steaks-and sent their products to our family.

My beef with digital-centric grassfed meat marketers

Omaha Steaks does a booming direct sales business-currently serving 1.2 million active customers-supported by copious print collateral.

Our family-half vegetarians, half grassfed, small-AG, ethically-raised meat evangelists-are, um, not Omaha’s target customers.

I’ve tried to explain the grassfed value proposition to my mother-in-law. I’ve attempted to direct her to various grassfed meat websites.

But my mother-in-law doesn’t like to shop online-a preference typical of her generation: Half of all senior Americans don’t use the Internet. The other half most frequently go online to use email, search, and find health information, according to Pew Research Publications.

My mother-in-law prefers to shop by perusing bundled product offerings presented through print ads, direct mail and lots and lots of collateral.

Too bad four out of four pastured, grassfed meat farmers I contacted had no glossy collateral materials. None. Nada. Zero.

Are you missing out on sales by skipping collateral?

My point? My mother-in-law could be a cash cow to the right grassfed beef farmer. And, moving forward, these niche marketers are missing out on an even larger chunk of change: According to Forbes.com, seniors will make up 12% of the US population by 2015, followed by older baby boomers-both demographics traditionally ecommerce-wary-whose numbers will burgeon to 11%.

That’s almost a quarter of all American consumers-in niches with more disposable income than most. Admittedly all aren’t into grassfed beef, but even a fraction-well, you do the math.

Need more pro-print persuasion?

Still not convinced your customers respond to collateral? Don’t see yourself using a brochure anywhere in your sales cycle? Hmmm. See my next article, 10 Ways Dead-Tree Print Brochures Improve Your Digital-Age Marketing, by clicking here.

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5 Copywriting and Marketing Lessons From My First Business (All of Them Are Still Relevant Now)

Jun 06 2023 Published by admin under Uncategorized

It’s funny some the ideas you get from time spent in reflection.

I was recently reflecting about my time in my first business, a now defunct roof restoration company. I figure there are five pretty important lessons I learned back then that have helped shape me as a copywriter.

Lesson 1: If you don’t sell you don’t eat.

Probably the most important lesson you can learn in life. If you don’t sell something nobody has any work to do so they can get paid. It has shaped my copywriting because I know every time I sit down at the keyboard to write I had better be selling

Lesson 2: You can make selling a numbers game.

If you have a winning formula, selling becomes a numbers game. I knew how many doors I had to knock on in order to get an appointment. I new how many appointments I needed to get a sale (they weren’t good numbers at the time but I made them work.) And I knew how many sales I needed to keep the wolves from the door. Direct Marketing using powerful direct response copywriting works the same way as door knocking. You turn it into a numbers game without the painful grind.

Lesson 3: It is better to turn the game on its head than play ‘according to their rules.’

Although I became proficient at the numbers game, I stumbled across a better one. I figured out how to use direct mail to generate leads and as a consequence increase my efficiency and my close rate. It is far easier to put $100 worth of letters in the mail and get a sale than to knock on a couple hundred doors (when you factor in the ‘nobody home’ houses) to get a sale.

Lesson 4: Copy is king.

I learned that having a good lead generating sales letter was the answer to my woes. A simple letter that is effective and can be deployed at will, can make you a lot of money.

Lesson 5: If I only had a marketing system to go with that brilliant copy.

What I learned later was that copy is a big piece of marketing but it is not the only piece. I did a lot of things right with that mailer. I did a lot of things wrong with it too. If I had of developed a marketing system then I could have made significantly more money than if I had of just used the letter

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Difference Between Directional and Non Directional Trading Strategies

Jun 04 2023 Published by admin under Uncategorized

Directional and non directional trading strategies are two types of strategies used by all traders, regardless of the type of financial market. These two categories may require various approaches as well as different levels of trading education and requirements.

There are major differences between the two types of strategies. The directional trading strategies are those that involve short and long positions that traders may opt to hold in the forex market or whatever financial market they are into. The non directional trading strategies on the other hand do not take any short or long positions, the exact opposite of the other type.

Traders more commonly take the directional type since it is less complex that the other type. An investor will profit from it when instruments’ prices that are in the long positions will rise and when there is a drop in the prices of the instruments in the short positions. With the non-directional strategies, the systems are quite complex and expert automation is required.

The directional strategies are simpler and flexible and easier to follow and may be used in all types of markets aside from the forex market. Although the non directional may be more complex, it is nevertheless very effective. It is actually more suitable to those big time traders having high position sizes. The risk in the latter is also minimized by the need for calculated diversifications.

The use of the two types of strategies largely depends on the type of trader you intend to be or already are. It is best to have knowledge of both but adopt the ones that could make possible for you bigger success.

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Direct Mail Marketing Ideas for New Real Estate Agents

Jun 03 2023 Published by admin under Uncategorized

New real estate agents who are starting their direct mail marketing campaigns are often faced with a huge dilemma: what do I send out? Experienced agents can send out open house invitations, property brochures and a plethora of other pieces that talk about their business. Because new agents don’t have any business to talk about, they often feel like there isn’t anything to mail. But that’s not true! There are several pieces of information you can share that will establish you as an expert in the community and real estate industry.

Community News and Events

This is a great marketing piece for real estate agents who are farming. Contact the city, local library, and local organizations like the YMCA for a list of upcoming events. Then list those events on a flyer or postcard and send them out.

Broker Bragging Rights

Although you don’t have much business activity to speak of, your broker does. So piggy back on that success for a while. Talk with your office manager about sales made by your broker in the geographical area you’re targeting. Also ask about selling prices, amount of sales, client testimonials and any other information showing the success of your broker.

Market Updates

Again, this is a great idea for agents who have chosen a geographic farm and are sending regular mail to that area. Generate a market update (there are lots of online tools that can do this for you) that tells recipients how many homes have sold and for how much in that area.

Generic real estate articles

Many people hear about hot real estate topics but don’t fully understand them. Establish yourself as an expert by writing a short article explaining one such topic. When doing a piece like this, be sure to keep it visually interesting and eye catching. A giant block of text is going to deter most people. And keep your explanation brief, covering just 2 or 3 main points. If you have more to say, direct them to your blog.

Non Real Estate Pieces

When you are first starting out, its important to establish yourself as an expert in real estate. Most of your pieces should be directly related to the industry or the geographical area you serve. However, you may on occasion want to spice things up with a non real estate piece. This could be a holiday card, sports schedules, tips for homeowners, recipes or fun facts.

With every piece make sure your name, contact information and picture are clearly visible on each piece. If you have a custom brand, be sure that drives the graphic elements of the card. Lastly, always put some sort of call to action on the piece, asking people to call you, email or visit your website. Doing all of this will get recipients familiar with your brand and your business as well as give them a reason to call you.

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