Real Estate Marketing - Integrating Your Efforts for Maximum Response

Integrated marketing sounds pretty scientific. Maybe that’s wherefore up-and-coming marketers get a glazed expression in their eyes when the topic is mentioned.

Truth is, integrated marketing is easy to understand. It can also make wonderments for your existent estate marketing programme as a whole. My end with this article is to take you beyond apprehension integrated marketing and well on your manner to practicing it.

What is Integrated Marketing?
Here’s A definition I establish on the Internet: "Integrated Marketing: The pattern of blending different elements of the communicating premix in mutually reinforcing ways."

Fair enough. But let’s simplify it even more. Integrated marketing is when different marketing channels (print, web, email, etc.) work together to accomplish a common goal. The "work together" portion of that sentence is critical, and it motivates me to come up up with a definition of my own.

"Integrated" is past tense. It suggests something that have happened once and will not go on again. It’s not forward-thinking.

So let's name it "cooperative marketing."

Here’s the cardinal rule of combined marketing: The individual parts cooperate to accomplish more than than they’re capable of achieving on their own. In other words, the whole is greater than the sum of money of its parts.

Cooperative Marketing in Action
Let’s state you’re Associate in Nursing agent targeting buyers. The end of your direct marketing political campaign is to generate phone phone calls and electronic mails from prospective clients. (An first-class goal, by the way, since studies have got shown that most people travel with the first existent estate professional person they call).

To carry your receivers to reach you, you’ve decided to offer a free home-buyer’s kit. Here’s how combined marketing might assist you accomplish your objective:

You direct a direct mail postcard to your farm area. The postcard highlights the free (and valuable) home-buyer’s kit you’ve created. It supplies clear instruction manual on how to obtain the guide.

The postcard also have a thumbnail image of the information kit’s cover (a additional enticement) and directs the reader to a page of your website where they can see an extract of the information kit.

They read the extract and like what they see (because, of course, you’ve chosen the two best pages for the excerpt). To get the free kit, all they have got to make is phone call or electronic mail you ... which, hopefully, they do.

Better still, the information kit mathematical functions as a high-value business card, because you were wise adequate to include your contact information in it. And if the receiver go throughs the kit along to friends, you’ve just extended your marketing range and your possible ROI, without any extra effort.

Now that’s combined marketing.

On its own, a marketing postcard cannot impart much information. But when it entices the reader with a promise of value, and then points the reader to a website where that value can be gained in full, the postcard enjoys a whole new degree of effectiveness. Cooperative marketing have been achieved.

On its own, a website can incorporate a batch of valuable information. But your prospects will never cognize it’s there, aside from lurching across it. The marketing postcard sets the website in presence of them and gives them a specific ground to travel there. Cooperative marketing have been achieved.

Lastly, don’t error the word "cooperative" with "dependent." The postcard doesn’t necessarily depend on the website for success -- nor the opposite. Each transmission channel is capable of generating responses on its own. They’re just capable of a batch more when they cooperate.

Direct marketing (and marketing in general) is rarely a one-shot deal. The whole is more than powerful than the individual parts. The parts cooperate to accomplish the common goal.

Integrated marketing is combined marketing.