In an earlier part of my life, I was a very successful General Manager with Marriott hotels. My specialty was going to under performing hotels and increasing both revenues and profits. Today, besides SEO, web marketing, and real estate, I still consult for a portfolio of hotels.
One of the mistakes that I saw other GM's make - and I see a lot of real estate agents make - is taking a shotgun approach to marketing. You know - you pull the trigger and you hope that the buckshot hits something.
I'll save target marketing for another time, but I use this analogy to bring up another point. When you take a shotgun approach and you do receive a few leads, you're not always sure where these leads are coming from.
Take print media, for example. Most agents that have a web site will put
www.myrealestatewebsite.com somewhere in their print advertisement. But how do you know how many people visited your web site based upon your print media ad?
There is an easy way to better track your results. Create a new web page for every print media ad that you run and use that web address in your advertisement. For example, if you run a newspaper ad, list the web address as
www.myrealestatewebsite.com/newspaper.htm. If you run an ad in Southern Living magazine, list the web address as
www.myrealestatewebsite.com/southern-living.htm.
This way, when you review your monthly web stats you can get a better idea of the productivity of your ad. With any results, you can also get a better handle on ROI.
You should never, ever run any type of ad without doing your best to find a way to track your ROI.
Real Estate Marketing Tip Of The Month
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