Real Estate Marketing

Integrated marketing – What’s that?

I was so excited when my husband went to a search engine optimization conference and one the sessions was about integrated marketing. I was like “Wow, it’s not just me that thinks this is something that needs to be discussed.” You might be asking, “What is integrated marketing, Tricia?”

Integrated marketing is where you are not just looking at one element of your marketing plan and think that its results will work independently from other marketing. An integrated marketing mindset means that you are massively mindful of what marketing you are doing and making sure there is cohesiveness in the flow of information and you leverage that message to insure the best return on investment. Here are 4 simple tips to building an integrated marketing plan.

1. Buy domain names (URLS) for ANY call to action that you might want to use in ANY of your marketing plans. Get Domains like www.FortMillHomeValues.com, www.FortMillShortSales.com, or www.FortMillForeclosureList.com to support any advertising you will run to generate leads.
2. Make sure every postcard you use has a specific “call to action” to drive lead generation on the web. For example a postcard that has a call to action saying “market conditions and home values are changing in this shifting market. Go to www.WasillaStateOfTheMarket.com and get your custom report on what is happening weekly in the market.” This will be much more valuable then a simple “just listed postcard” with no traffic driver.
3. Classified Ads – I know you are dying to ask me, “Tricia, isn’t newspaper dead? The answer is NO, especially if you use it as a specific driver in your web strategy. Imagine having different calls to action that go to specific pages in your website that create interactivity and lead generation. Ask your local newspaper what they charge for a simple 2×1 classified ad. You might be pleasantly surprised how inexpensive this strategy can be.
4. Stealth Marketing on Facebook – The ads on the right hand side of your profile or news feed screen are ads that you can create and run. This is where you have the opportunity to do stealth marketing and even better, select specific target markets that reach those people using facebook. Imagine having an ad like “Own more on your home than what you can sell it for? Click here for help.” This in turn could take them to a specific site that addresses this like www.GetShortSaleHelp.com (ps. This applies for Craig’s list, Google ad words, etc)

Note: When driving traffic to your website from ANY marketing channel to a specific form make sure that they go into a specific email follow up drip that supports the message and connects to them.