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Need Help W/a Marketing Campaign For A Title Co.
Posted By: rm* on 10/4/2004 9:13 AM (CST) 125 Points
New Title Company (Real Estate) with a new concept of technology & affiliate program. Company does not want to spend any money. Help!!!!

Posted by: Rick Sebok* Accepted Answer
10/4/2004 9:23 AM (CST)
RM, tell us more -

1. what will the new concept allow the company to do that they could NOT do before? And, what's the value of this capability?

2. what are the reaons that the company does NOT want to spend the money?

With this information, we may be better able to help you.

- Rick
 
Posted by: D4Demand Accepted Answer
10/4/2004 9:25 AM (CST)
No money to spend? Sounds like a startup,

I hope they have enough money for shoes, hand sanitizer, breath mints and lotion, because they are going to have to hit the pavement. Believe it or not, there are hundreds of businesses which do not advertise.

Companies like this need to shake a lot of hands and knock on a lot of doors. But it is not a numbers game.

The key to this game is finding the contacts and clients who are Centers of Influence, who have their own networks of contacts that you can tap into with a success story or two. This may mean that the company has to provide something for free to a few people -- in order to prove the benefits of their technology -- or at least provide a no risk trial.

Ask around for personal contacts in the real estate and mortgage broker communities. Talk to title ATTORNEYS.

Hang around the bureau of public records and find out who the large players are. Then go to their chief competitors and ask them if they would like to get a leg up on the big boy. THAT is where your most receptive audience may be.


I am certain that my colleagues will want MORE INFORMATION in order to help you. You may as well provide it now.
 
Posted by: et3dotcom* Accepted Answer
10/4/2004 10:08 AM (CST)
The TELEPHONE is by far lower cost than door to door. Develop a telemarketing campaign to call every real estate broker, every new “for sale by owner” listing in the news paper, and every attorney in your town and the neighboring towns. Keep it up even if you do not get quick results.

Your message must quickly explain your unique benefits to them from their perspective. Use a two or three call approach – first call should be a 5-10 second introduction only (give brief answers to their any questions, but get off the phone quick – make an appointment is they appear to want more info - stick to the 2 or 3 call approach – insist on using a script – so your results can be measured and improved.

daryl
 
Posted by: et3dotcom Member Response
10/4/2004 10:21 AM (CST)
Use permission e-mail to replace the use of printed material. The focus of your second telemarketing call can be to learn their e-mail address, and get permission to e-mail them info on your company, and a URL to your website. (will require spending a little on a basic website with a local provider).

Everyone who is not busy with necessary work must be making cold calls.

daryl
 
Posted by: jstiles* Accepted Answer
10/7/2004 11:35 AM (CST)
If they do not want to spend money... are they also willing to forgo making money. A small overstatement, but the fact is that in order to get the word out, even by personal contacts, they will need marketing dollars.

Given such tight resources, it will be critical to identify the USP early on and ensure that it is clearly communicated for first impressions.

Best of luck.
 
Posted by: Ambidextrous Accepted Answer
10/12/2004 1:10 PM (CST)
If they don't want to spend any money, then good luck finding customers/partners -- do they want to give away their services for free? They can spend man hours of their own or pay someone else to do it (either way spending time/money). Also, good luck finding affiliates without offering them marketing. Advertising adds value.
 
Posted by: meg* Accepted Answer
10/14/2004 12:52 AM (CST)
My answer is more on the affiliate program. Our agency handled relaunching of a real estate two years ago. What we recommended to them was to tie up with a popular brand that would help them in their open house activities. Guess what company they had tie-up with? It was a famous fast food chain catering to families. The fast food accepted the tie-up without contract fees. All we did was to set-up a picnic on the real estate's open house, had huge streamers in major roads and all the prospective clients poured in. By the way, all the marketing staff of our client manned the event. The streamers were also sponsored by the fast food chain company. =) This may sound sort of "really" but it worked for our client. Good luck!
 
Posted by: Val (Moderator)* Moderator Response
10/20/2004 1:26 AM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating!

Val (Moderator)
 


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