When you create any advertising or marketing pieces, spend some time thinking about what message you want to convey. If you are creating marketing that just buys you some attention, is that a good use of your energy and resources…or of the recipients’ time?
As it’s been said before, there is a huge difference between getting someone’s attention and getting someone’s business. When you shout the equivalent of “fire!” in your marketing, you may get a lot of views, possibly more comments, a few pass alongs for the interest of the piece, but will you ultimately win over new business? Will recipients remember you behind the attention-grabbing element? Do they know what your underlying message is?
Your marketing does need to draw attention to yourself and your business, but it also needs to include a call to action for the recipient and a way to open the door to an eventual sale with them. You need to picque the interest of the recipient in a way to begin the conversation with them and build up the relationship so that they are comfortable (and confident enough) to buy or sell a home with you. Getting their attention is great, but you need to be able to hold their attention too — and for good reason.
How do you balance attention-grabbing marketing with the needs of your recipients?