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Friday, March 23, 2012

Warmer weather gone, spring marketing sprouts

The weather has warmed and Spring is in the air.

Snow has largely melted, and you’re starting to think winter might officially be over.

The park benches are cleared, and people are back at the parks. Maybe it’s time to put an advertisement on one.

Yards have no snow, and would look pretty good with that “For Sale” sign out front, alongside the new tulips.

People are driving down the road with their windows open and tops down. They might see your billboard even more clearly.

And won’t it be nice when future customers come across your advertisement while reading their newspapers on their patios with a fresh cup of coffee?

For some reason, those ideas just don’t excite you like they used to. Maybe it’s because you’ve seen their gradual decline in effectiveness. Maybe you’re realizing the country has officially taken its turn toward new media.

Billboards have gone digital. Yard signs have QR codes. Newspapers have been replaced with tablets and smart phones. And park benches? Well, they’re used for sitting again…

The warm weather has you excited, but for a different reason. You know people will be looking at new homes and new opportunities, but you also realize they’ll be looking in a different fashion than they have in the past.

A recent study came out that addressed these exact points. Among other stats, it stated:
  • 85 percent of customers expect businesses to be active in social media.
  • 80 percent of businesses are not passionate; do not show they’re human.
  • Businesses that blog get 55 percent more Web visitors and 67 percent more leads.
  • eMarketing gets a 20-30 percent response rate, vs. an average 1-2 percent response rate from email marketing.
  • 30 percent of customer questions and compliments get no reply.
  • 77 percent of customers read brand posts, but don’t comment.
  • 68 percent of email subscribers and Twitter followers are likely to buy.
  • 51 percent of Facebook fans are likely to buy.

What’s missing from those stats? The amazing rates of return on billboards, park benches, newspapers and yard sign marketing. Because none of those mediums any longer produce much return on investment, despite many costing even more than they did in the past.

If you’re not yet convinced, we'll point you in the right direction: Internet marketing is the future of marketing. Web analytics is the future of data analysis. Social is the future of networking.

The only debate about any of those points is whether they’re not really in the future, but already existing and effective right now. And, for the most part, they are. Regardless, if your brokerage is not yet embracing them, you risk already being behind.

Make sure you have a real estate website that can cater to the type of Internet marketing, social media, and Web statistics you need to best enhance your business. For more information, contact Delta Media Group.
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