Issue link: https://read.dmtmag.com/i/205269
MARKETING CONSULTANT 'Offline and Out-of-the-Box' Marketing BY SCOTT STROUD Marketing strategies today nearly always focus on a company's website and social media. Why? Because those are the fastest, easiest and leastexpensive ways to find and attract new customers. But fast and easy doesn't always mean most effective. Often, older, more traditional methods of generating interest can be very effective, as well as cost effective. The autumn and winter season in particular offers unique opportunities to bring in buyers at little or no cost to you. Here are a few 'no computer required' marketing tactics that are sure to put your name in front of more buyers: Public Relations Local news broadcasts and papers need one vital element to attract views and subscribers - news. So, make sure they can find it at your sales center or community. Current in-demand topics that make headlines include - energy efficiency, cutting edge design, 'green' construction methods, and affordable housing. Press releases that address these or similar topics can get a reporter or news crew to your site and introduce your product to thousands of potential buyers at no charge to you. Controversy also attracts news. Are financing or permitting laws changing or being challenged in your area? Offer your commentary as a local expert on the topic, or write an article or response to articles already published. Onsite Events The objective of any marketing strategy should be to ultimately get buyers or influencers to your site. Here are some clever and effective ways to do that: Host Chamber of Commerce After Hours Meetings Make good use of your Chamber membership by getting community influencers, such as bankers, Realtors and business leaders, to your site. Impress them, and they'll become your best referral sources. Host Charity Events People feel good about doing business with companies that give back to the community. NOVEMBER 2013 26 THE JOURNAL Giving prospects a chance to see your company in a non-sales role positions you as a community advocate and earns respect that invariably results in more sales. There are always community initiatives that need and appreciate support, both local and national. You may have your favorite. If so, start there and contact them to see how you can be of assistance. Some examples include: • Fund Raisers for local high school band, boy scout troop, or Red Cross chapter; • Food or Clothing Drives - coordinate with local Salvation Army; • Toys for Tots - become a drop-off point. Hosting or participating in charity events generally comes with free press. Radio and TV news programs regularly promote such events and locations free of charge in the form of Community Service Announcements (CSAs). Example: A housing retailer partnered with an RV dealer as a Toys for Tots drop-off point. The retailer's sales center was the location, and the initiative was to fill the RV with toys by a certain date. Local media got behind the initiative and regularly broadcast the progress until the RV was completely filled. Of course, everyone that participated had to visit the retailer's location, and both the retailer and the RV dealer received great press - and a huge uptick in traffic. Realtor Program Unless you're brand new to the MH industry, you probably have definite opinions regarding Realtors. Perhaps you've tried to get real estate agents to refer prospects to you in the past, but without success. Or maybe you've come to the conclusion that Realtors are just down right lazy and not worth the time or effort to cultivate. You're right, of course. You're opinions are most likely born from experience, and I'm not going to argue with you. Many Realtors are just as described above. But not all. The success of an effective Realtor Program is just like that of any marketing initiative: you're looking for the right people, those that understand the value of what you have to offer. Just as with buyers, that takes some education. If more Realtors understood the value of the investment your home or community represents, they'd be delighted to make a referral. Most don't; but some do. Focus on attracting a) those that appreciate what you have, and b) those that specialize in working with the type of customers you want. Of course, Realtors work for a fee, usually around 3% of the sale price (you can negotiate on rentals, too). So, why would they work with you rather than selling an existing home for more money? Simple: they can only sell what the buyer can afford to buy. You're the affordable housing experts, remember? You've got an alternative to what might otherwise be no commission at all. How to attract the right Realtors: • Include your sales center on a Tour of Homes. Every real estate office has one each week. • Realtor Lunch - Yes, agents will show up for a free lunch... and just might learn something. • Office presentations - Ask to speak at their weekly sales meeting and present your product Network "It's not what you know, it's who you know." Trite, but true. Great salespeople are master networkers. They cultivate relationships with anyone and everyone that can help them find more buyers and sell more homes. They are tireless selfpromoters. And it pays off. First, who do you know? We've also mentioned your contacts at the Chamber of Commerce, but what about other local associations? The Rotary Club, Kiwanis, Knights of Columbus, Home Builders Association, etc. are all places you can connect with influencers in a position to refer and recommend you to others they know. And referral sales are the easiest and most lucrative leads you'll ever find. Each of these associations - and many more like them - have regular meetings and are always looking for new speakers. Put together a presentation about 27 \