Issue link: https://read.dmtmag.com/i/647244
MARCH 2016 23 THE JOURNAL ing efforts won't be nearly as effective as they will if you automate those processes. Think of your business as a machine: the more you streamline and automate each key process in your business, the more efficient the machine will run. You likely have processes in place for estimating, purchasing, construction, etc. which you've automated (think online banking and automated payments). But do you have processes for finding and converting leads… and are they automated? The tools of marketing automation include web forms to capture leads, a CRM system, and an automated response system to nurture inter- est with prospects and notify you when it's time to become call or follow up. Automation is the competitive edge every builder, community or retailer must have to gain market and keep buy- ers and customers happy. Implications: Performing key marketing and follow-up tasks manually is slow costly and in- efficient. You'll let more sales slip through your net than you will close. Solution: Utilize marketing automation sys- tems, such as Infusionsoft, that combine all the essentials into one easy to use system. For a done-for-you system, consider Easy Lead- Locker, Power Marketing's exclusive service for builders based on the Infusionsoft platform. Conclusion: With marketing, what worked to attract and capture buyers last year is no longer effective. Search engines are continually changing the way they index websites and deliver search results, requiring constant adjustments to your content and SEO to maintain position and page rank. New outlets are continually being introduced and new tools developed that improve efficiency and effectiveness of your marketing and allow you to reach more targeted buyers with a more specific and relevant message. If you feel confident that you've escaped all ten of the 'marketing blunders' listed here, good for you. But be warned: Keep up, or you'll lose out. However, if you see areas where you're bleeding leads or not converting like you should or could, then it's time to get some help. Scott Stroud is Business Development Manager for Power Marketing & Advertising, a full-service mar- keting firm working exclusively with housing com- panies and communities. Scott has over 30 years of exceptional results in new home marketing and sales, and can be reached at scott@Power-marketing.com or by calling 240-420-6343. GOT NEWS? Send your company news and press releases to news@journalmfdhousing.com T J