STRATEGY
MARKETING
3 Keys to Guaranteed Growth in 2021
WHEN A YEAR ENDS, THE PLAN FOR THE NEXT YEAR BEGINS
by Shawn Tiberio
Wow, what a year 2020 has tru- ly been. There were the murder hornets, fires that seemed to never end, hurricanes that seem to show up every other week, and heck let’s not forget that invisible enemy we call COVID. Just twelve months ago, many of you probably had 2020 marked as “The Year.” I know I did. New decade, new year, new time to make everything happen. Yet we all got hit with one heck of a left hook. So now what? Here we are at the end of the year that felt like it should have been the best ever, yet quickly turned into the year that was never going to end. Well, let’s celebrate together that we made it this far. The end of a year always brings out the usual to-dos: rethink your goals, adjust your business struc - ture, re-evaluate business relation - ships. As important as those tasks may be, I invite you to consider some more “Non-Traditional” end of the year plans that will take your real estate business to new levels. Focus - ing on these three digital marketing areas will bring guaranteed growth to your business in 2021. NO. 1 INBOUND MARKETING FOCUS The modern buyer and seller do not want to be distracted by irrelevant marketing and advertising; they want
brands to deliver experiences that are relevant to their individual needs. Inbound Marketing is the only way to deliver those experiences, enabling you to provide the right content, at the right moment to bring them further along in the buyer’s journey. Personalized messaging resonates with audiences in a way that tradition - al mass advertising strategies cannot achieve. You see, the day of just saying “Hey We Buy Houses” is over. Buyers and Sellers want more. They want you to answer the questions they have before they get on a phone call with you or have you to their home. By leveraging the Inbound method to marketing, your audience becomes the central focus. Every - thing you do to market your brand has one focus. Answer the customers’ burning questions by attracting them, engaging with them, and overall de - lighting them. Is your prospect at the center of your efforts? NO. 2 PROSPECT SEGMENTATION Prospect segmentation goes beyond basic demographic infor - mation. It’s deeper than just what zip code they are in, or if they have a probate property or are facing foreclosure. Prospect segmentation gives you insights into your consum - er’s behavior, previous engagement,
interests and preferences, and life - cycle stage they are in. This informa - tion is vital to creating relevant and exceptional experiences throughout the buyer’s journey. Remember, a seller dealing with foreclosure is looking for the same thing as someone with a distressed code violation when they are in the early stages of the buyer’s journey. “Who can help me?” is what they are asking. Not “Who will buy my house?” Prospect segmentation allows you to give the message you need to give at the correct point of your client’s journey. Take a look at your ability to segment your pros- pects to this level. NO. 3 GROWTH-DRIVEN DESIGN Many say the start of the year is the best time to look at your web-
56 | think realty magazine :: december 2020
Made with FlippingBook Online newsletter