The Effect of Effective Marketing

What is the goal of your marketing? Most marketing is designed to build brand awareness and or increase sales. Either way, the goal of marketing is to produce results. When your marketing is effective at getting you the desired outcome, then it would be considered effective marketing.

Recently I was involved in a broad marketing plan with a builder in central PA that was truly effective. This campaign was designed to kick of the opening of a new community of brand new homes at extraordinary pre-construction prices. With our efforts we were able to produce a huge turn out of potential prospects, which resulted in folks waiting in line for up to 3 hours at our temporary sales office (a tent!) In the first 10 days 27 Single-family homes were sold. While I know many in the new home industry may have seen similar results in 2004, our results were last week, here in Nov & Dec of 2009!

By sharing this information it is my hope that you can see the positives in your market and produce similar results. It also gave us great feedback, which proved that:

• There are buyers in the Market right now.
• People will make a purchase when they see how their life will be improved.
• Incentives and Discounts will only give potential buyers a reason to buy NOW, but will not draw prospects into the market.

If you want to produce similar results, start with a clearly defined goal of what you want your marketing to result in. Figure out who your prospects are and how you can reach them with a message that they will want to know about. Then have a plan in place to deliver effectively.