Written By: Karen Deis
Is there such a thing as a "fill-in-the-blanks" marketing plan?
After some exhausting research we think we have hit upon a marketing plan that you can use as the basis for each and every client segment you wish to market to.
However, there are a couple of basics that are absolutely essential to ANY plan.
First of all, you need to identify who you want your customer to be! And, we're here to tell you that it's not EVERYONE! This is the first, and most crucial step in any marketing plan. (To read an archived article entitled, "Know Your Clients, Know Yourself", CLICK HERE. This is an entire article dedicated to helping you identify your ideal customers.)
The second most important decision you are going to make is "geographic territory". Are you licensed to do loans all over the US? Or do you want to contain your geographic area to one little corner of the city? Making this decision has a huge impact on where you are going to place your ads, TV or radio advertising and even the search engines on your website.
And third, what types of mortgages YOU specialize in. Don't decide to market to first time homebuyers if you don't have a clue about FHA loans or 103% financing. By identifying your strengths and mortgage expertise, it will be easier to determine "who your ideal customer will be" and systemize your marketing plan.
Let's assume that you identified your ideal customer, staked your territory and honestly determined what you are really good at. The next step is to figure out how and where you are going to advertise - and exactly what you are going to say to potential clients so they will do business with you.
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For subscribers to the magazine, we are also providing a printable version of a fill-in-the-blanks marketing plan (located at the end of the article). The form also allows you to determine the cost for each market tactic. You don't have to implement each leg of this marketing plan, but be ready to do so when you are able to afford it. You will also have the ability to read a previous article entitled, "Know Your Clients, Know Yourself." If you would like to subscribe to the magazine to take advantage of all the free marketing materials that we provide throughout various articles and issues, CLICK HERE.
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Here's an example of a FIRST-TIME HOMEBUYER'S MARKETING PLAN:
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