{"id":1090,"date":"2009-01-09T16:51:17","date_gmt":"2009-01-09T21:51:17","guid":{"rendered":"https:\/\/bhgrealestateblog.com\/?p=1090"},"modified":"2024-12-30T14:50:45","modified_gmt":"2024-12-30T19:50:45","slug":"top-5-marketing-musts-for-2009","status":"publish","type":"post","link":"https:\/\/bhgrecareer.com\/bebetterblog\/top-5-marketing-musts-for-2009\/","title":{"rendered":"Top 5 Marketing Musts for 2009"},"content":{"rendered":"<p style=\"text-align: justify\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-1091\" title=\"Top 5 Marketing Musts for 2009 \" src=\"https:\/\/bhgrecareer.com\/bebetterblog\/wp-content\/uploads\/sites\/11\/2009\/01\/bhg_inman.jpg\" alt=\"Top 5 Marketing Musts for 2009 \" width=\"442\" height=\"303\" srcset=\"https:\/\/bhgrecareer.com\/bebetterblog\/wp-content\/uploads\/sites\/11\/2009\/01\/bhg_inman.jpg 442w, https:\/\/bhgrecareer.com\/bebetterblog\/wp-content\/uploads\/sites\/11\/2009\/01\/bhg_inman-300x206.jpg 300w, https:\/\/bhgrecareer.com\/bebetterblog\/wp-content\/uploads\/sites\/11\/2009\/01\/bhg_inman-100x69.jpg 100w\" sizes=\"(max-width: 442px) 100vw, 442px\" \/>I spent most of the past week at <a href=\"http:\/\/www.inman.com\/events\/real-estate-connect-nyc-2009\" target=\"_blank\" rel=\"noopener\">Inman Real Estate Connect<\/a> in New York , which I found to be an excellent investment of time. The mood by the end of the week was actually quite buoyant, in a pragmatic sort of way.\u00a0 Everyone shared a no-holds-barred reality check about the state of the market at the beginning of the conference. By the end of the conference, however, we left with strategies, ideas and exposure to innovation that would help those who take the business seriously be well positioned to participate in a challenging sector. There\u2019s going to be a cleansing of mediocrity and the creation of leaner, more effective, more efficient operators at all levels of the supply chain, and that includes all marketing practitioners \u2013 from chief marketing officers to individual agents showcasing properties. This is a good very good thing.<\/p>\n<p>So here\u2019s what I took away as the top 5 Marketing Musts for 2009, if you want to make sure you\u2019re not wasting time and money.<\/p>\n<ol style=\"text-align: justify\">\n<li><strong>Don\u2019t guess:<\/strong> in an up market, a lot of sins are hidden.\u00a0 But now, near enough won\u2019t do, so don\u2019t guess. Research doesn\u2019t lie, so whether it\u2019s analyzing a new market opportunity, creating a new brand, or just trying to understand the competition, test your assumptions before making decisions.\u00a0 Things don\u2019t look like they used to either, so something that may have been a trend 12 months ago, may have completely reversed by now.\u00a0 It\u2019s like the old carpenters saying \u2013 \u201cmeasure twice, cut once\u201d.<br \/><!--more--><\/li>\n<li><strong>Hire Professionals when you need to:<\/strong> if you weren\u2019t qualified, you wouldn\u2019t operate on someone would you? Well perhaps not with quite as dire outcomes, but if it\u2019s important, why not use a professional , whether it be a web developer, writer, photographer, designer or brand expert? There is so much access now to professional services resources both locally and off shore-and at reasonable costs- that there really is no excuse for turning out home-grown looking marketing material that is not effective, and really just eats up precious budgets.<\/li>\n<li><strong>Focus: <\/strong>executing a few marketing programs really well will have better results than spreading your marketing plan too thin and only half doing a lot of things.\u00a0 To be able to prioritize, however, means you really have to be in touch with your strategy, your objectives and what tactics make sense for you.\u00a0 So don\u2019t feel pressure to \u2018react\u2019 and do something just because everyone else is doing it. Pick your key programs, and make them great.<\/li>\n<li><strong>Measure it: <\/strong>How on earth do you know what works, if you don\u2019t measure it? Admittedly measuring the effectiveness of advertising is one of the never ending challenges facing any marketing practitioner.\u00a0 But there are a multitude of quantitative and qualitative measures you can put in place, so you have indicators of what is actually working effectively in your marketing mix, verses what you are doing just because you have always done it.\u00a0 Then you\u2019ll know for sure if that banner ad was a good investment, or a waste; if that print advertisement money really should have been spent on SEM, or if direct mailing 5000 targets once would have been better as a campaign to 500 targets, 10 times.<\/li>\n<li><strong>Don\u2019t stop:<\/strong> and just when you think you might be able to do without brand building, communicating or positioning yourself and save the money, remember that as competitors fall by the wayside, is the perfect time to keep investing and increase your voice, so you emerge stronger and further ahead, when the market starts to grow. It\u2019s a classic mistake to \u2018go dark\u2019 just when things get tough, and then discover how much further behind you are when the market recovers.\u00a0 So keep building connections with future customers now, even if they don\u2019t want to talk to you until 2010.<\/li>\n<\/ol>\n<p style=\"text-align: justify\">\n","protected":false},"excerpt":{"rendered":"<p>I spent most of the past week at Inman Real Estate Connect in New York , which I found to be an excellent investment of time. The mood by the end of the week was actually quite buoyant, in a pragmatic sort of way.\u00a0 Everyone shared a no-holds-barred reality check about the state of the [&hellip;]<\/p>\n","protected":false},"author":181,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[141],"tags":[1351,5271,5761,21071,21091,21391,25781,28951,33981,38801],"class_list":["post-1090","post","type-post","status-publish","format-standard","hentry","category-marketing-and-branding","tag-agents","tag-brad-inman","tag-brokers","tag-inman-connect","tag-inman-news","tag-interactive-marketing","tag-marketing-branding","tag-new-york-city","tag-real-estate","tag-sem"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Top 5 Marketing Musts for 2009 - Better Homes and Gardens Real Estate Be Better Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bhgrecareer.com\/bebetterblog\/top-5-marketing-musts-for-2009\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Top 5 Marketing Musts for 2009 - Better Homes and Gardens Real Estate Be Better Blog\" \/>\n<meta property=\"og:description\" content=\"I spent most of the past week at Inman Real Estate Connect in New York , which I found to be an excellent investment of time. 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