Know-How Exchange : Advertising/PR

Consider information based newsletters on a particular regions. Often Chamber of Commerce has these sorts of things. Sometimes banks have a new to area marketing kit. Same with Information centers in many cities.

rdoyle,

GO WITH YOUR EXISTING CUSTOMER BASE…
As a consultant for those who truly want to expand their customer base my first recommendation is that of tapping into existing customers. This is the most effective and simultaneously the most obvious but currently the most avoided step companies are taking.

WHY ARE COMPANIES AVOIDING DEEPER RELATIONSHIPS...
A lot of companies are afraid to convert their customers into evangelist because they are not building relationships and memorable experiences during the business transaction.

BUT THIS IS THE EASIEST WAY TO SELL...
EVANGELISING CUSTOMERS WITH PASSION...
USING RELATIONAL SELLING...
BUILDING WONDERFULLY PASSIONATE BUT MEMORABLE EXPERIENCES DURING THE SALES TRANSACTION.

WHY NOT DEVELOP THIS OPPORTUNITY?…
Everyone seems to avoid this rich resource of referrals but it’s the easiest to tap into if you have great client relationships. And maybe that’s why for most people it’s not the obvious first choice.

I SPEAK FROM EXPERIENCE BUT YOUR EXPERIENCE MAY BE DIFFERENT…
Having spent over 2 years in the real estate industry first as a mortgage broker and second as a member of a leading sub-prime lender I speak from experience. I discovered through interviewing men and women who had 10, 20 and 30 years of experience in this industry that those individuals who had the greatest advantages developed those from tapping into the existing customer base.

THE EXISTING CUSTOMER BASE IS ALREADY ESTABLISHED…WHY RECREATE THE WHEEL?
Your existing customer base if they were won over properly will want to help you reach those who are interested in buying new homes especially if they themselves were new home buyers who had an extremely positive experience.

THE COMPANY YOU ARE CONSULTING FOR ALREADY HAS “ACRES OF DIAMONDS”.
If your current client has been successful as I said above they already have “Acres of Diamonds”. What are "Acres of Diamonds"?...Acres of Diamonds are the hidden treasures that already exist within your customer base. They are the rich resources of clients who were satisfied by the business experience who are just dying to be a spokes person for your client. Most are laying dormant almost hidden with in your clients existing database but they are still the untapped hidden jewels I call "Acres of Diamonds".

EVANGELIZE YOUR EXISTING CUSTOMERS WITH PASSION…
And reward them to take action for your organization when they offer you referrals from friends, family members and business associates who are looking to purchase new homes like they once were.

WHY KEEP SHOOTING IN THE DARK AND SHOOTING YOURSELF IN THE FOOT…
When you work with your existing customers for your client the following happens

you save time
you save energy
you avoid wasted advertising dollars
you increase your success through word of mouth
you avoid shooting in the dark and shooting yourself in the foot
you create a huge partnership campaign with your clients

This is what I would want you to recommend if you were working for me. I know this works! And if you need help please let men know. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)

hi rdoyle

great response from experts, especially Deremiah. my 2 cents are..

1. tap into the mortgage companies. develop brochures and distribute them through the mortgage companies.

2. send the brochures tagged with Credit Card Bill, Phone Bills. this will make the distribution wide and increase awareness.

3. like others mentioned, tap into the Banks. they send Account Statements to their clients regularly. ensure your brochures are sent along with the Account Statements.

hope that helps.

cheers!!

Every good-size city now has multiple free RE listing, some even have "builder" mags. Buy the back or inside cover for maximum impact. Have a strong market positioning and testimonials. Market directly to executives through local chambers. Do you have a tagline and brand established yet?

Good luck, Debi Brady
Technical Writing & Marketing Consultant