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“You’ll wonder where the yellow went!” “See the USA in a
Chevrolet!” “Double your pleasure, double your fun!” …… When that Chevy
sat on top of that mountain every Sunday night, we remembered. Those
twins put Doublemint gum on the map and I’m not even sure Pepsodent is
still in production but I certainly recall their slogan more than 40
years later! Messages repeated again and again, stick. Studies tell us
that it takes a minimum of 7 impressions to cause an impact. With a
direct mail campaign, for instance, we know that if we aren’t willing
to mail at least 7 pieces within a short period, we may as well not
send any at all. But is advertising the same as marketing and if not,
at what point does advertising stop and marketing begin? In simplest
terms, advertising is a basic component of marketing. Marketing really
refers to a systematic plan that incorporates various forms of
advertising (print, photos, radio, direct mail, internet) along with
other forms of exposure. The goal of both, of course, is to reach a
desired sales goal. In my mind, successful marketing is as much a
function of quality as quantity. The most effective ads help move the
buyer mentally into the property. Anyone can compose a sterile ad with
a list of features but good advertising evokes emotion. The more
advertising touches the needs and desires of the buyer, the higher the
probability the Realtors® phone will ring.
 After
all, when it comes to real estate, causing the phone to ring is really
the goal; nothing more, nothing less. Whether it’s photos, text or
something as simple as sign placement, I spend a good deal of time
capturing the essence of what’s special about a property. It really
pays off. That’s the quality part. Coupled with the quantity created
through an aggressive marketing effort, a well-priced product should
sell. The tough part is that any component of the marketing plan can be
critical. The open houses, social networking, board caravans, broad web
presence, property brochures even the accessibility of the agent and
the person answering the phone at the office all weave together to
become part of the plan for marketing the property; the marketing plan.
In a broad sense, it’s a plan for addressing the real task of capturing
buyers by systematically implementing specific components of the plan.
If
it’s true that “when you fail to plan, you plan to fail” then the plan
for marketing the property creates a road map to success. So when you
decide to go “to market”, look for a plan. Because, after all, without
a plan everything else is just advertising!
Team NakanishiHilo, HI Real EstateHilo, HI Community Informationwww.HawaiianRealty.comTeam Nakanishi, Produly providing superior real estate services to Hilo, Hi.
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