Recently, when shopping on line, I have noticed the frequency of annoying push marketing. I often look at an item to get a better idea of where it is made or what it is made of, etc. Then, I click on something else.
An hour later or day later, I will get an email from the vendor showing a picture of the item with the headline, did you forget something? I usually delete, only to have it appear a week later.
Now, the push has become even more annoying. I was looking at shoulder bags on a sight. Thus far, I have received three emails, "save on shoulder bags we think you'll love!". This comes with a line-up of pictures of shoulder bags.
As a real estate marketing professional you should understand the difference between push and pull. Pull, Don’t Push … .For instance, bragging about your accomplishments is definitely a push strategy and a turn off.
If you are tired of unwanted digital ads and unsolicited email marketing, join the crowd. Most of us do not like having advertisements or information “pushed” at us.
The ideal marketing relationship between a customer or subscriber to a digital newsletter is “pull marketing” vs. push marketing”. Keep this in mind when you think of sending out your own real estate e-newsletter.
Pull marketing is information with advertisements that is sent to you because you are asking for it. You may ask for a “free report”. That sometimes leads to a daily, automatic “drip” campaign chock full of unwanted information, products and services. Where is that Unsubscribe button?
At a family celebration this past Sunday, one member mentioned how agents come around to persuade him to sell his home. And they list all the benefits of selling NOW!
He bought his beautiful craftsman home for a pittance, (by today's standards) years ago. He does not want to sell. He loves his home, and is not moving. The agent shakes his/her head and says, "you are making a big mistake!"
There will come up a point, when the market will turn and it will be a buyers market. In some markets inventory is non-existent.
In the meantime, staying visible is important. In several recent instances our clients have listed properties, because of their pull visibility. Their strategy is to be active in their community.
One of the best ways to create pull is to be involved in your community and responding to its needs. Two of our lender clients regularly sponsor educational projects for the kids in their community in honor of their wives who were formerly teachers.
They believe in education, and they spend part of their marketing dollars to further their community. People needing loans are drawn or pulled towards them, and regularly refer them.
When considering a sponsorship as a pull strategy, it is important that you are aligned to the cause and it is something you believe in.