What’s Your Problem?
November 30th, 2009
You don’t notice mattress sale ads until you have a mattress problem – same thing with dealership ads – yet, you can’t miss them when it’s top of mind.
Most people don’t have a house problem most of the time. In fact, most of the time, a new house is probably last on the list of things that matter to them (especially now).
Today, you can target prospects based on income, age, net worth, geographic location and other lifestyle attributes and end up with a potential universe of “0″ – seriously, I’ve done it!
Yet, the greater long term results are gained by consistent, steady messaging.
I met with a builder years ago who wasn’t interested in branding his company. He’s a builder and he felt that it was his realtor’s job to market his properties.
“That’s what I pay her for.”
Over the past 20 years, his realtor has become the name and face of his company.
What happens when she leaves?
20 years of building and nobody could pick him out on the street (except for his competitors).
When someone develops a house problem, you need to to be out there as a solution.
Otherwise, you’ve got a problem.
Posted in Marketing Principles
