Hot Tip: Stop Selling and Start Engaging

It's pretty noisy out there in the marketplace! Getting your message out in an information-overloaded market is more challenging than ever. Statistics prove that what "used to work" is less effective and generally more expensive.

Smart agents understand the value of "narrowcasting" their marketing message rather than "broadcasting" to show a higher return on investment.

Marketing experts define "narrowcasting" as a strategy to aim messages at specific segments of a target market defined by values, preferences and demographic similarities that resonate with that segment's interests.

Translated, that means instead of buying an expensive ad in a newspaper, which has limited time and exposure, today's savvy agent may opt to create marketing using information that is more relevant to their target market and how that market best receives the information. Does your intended audience spend more time online than reading newspapers? Do they want to know about real estate in general or real estate in their area?

As an example, instead of sending out a market report or newsletter with general information about the national scope of real estate, refine the message to address how that data has impacted your local market. Your odds stimulating increased engagement are high because the impact is more local in nature, as opposed to global which is of less interest or concern to your immediate area.