Prospecting: Marketing Follow-up, follow-up, follow-up
If the golden rule of real estate is location, location, location, the golden rule of marketing surely should be follow-up, follow-up, follow-up.
Effective marketing communications asks prospects to do something. If asking them to “buy it now” is not a reasonable expectation, we ask them to request more information, and hope to close the sale at a later date.
Where many companies go wrong is that this is often the end of their contact with prospects. They send a brochure or follow-up e-mail, and that’s it. What a waste.
Continued contact and dogged persistence are the keys to success. Your marketing communications are your salespeople by proxy. Don’t let them give up after one try.
Build a database of all inquiries, and include follow-ups as part of your marketing campaign. These can involve a variety of media.
An ongoing series of communiqués relating to your product, or the industry in general, is one option.
Postcards, dimensional mailings, invitations to events and seminars, and regular e-mail updates are other ideas worth considering.
Remember, these people took the time to show interest in your company. Continue to build that relationship and close the deal.