ScreenDreamer LLC Success Notes

Super Size Your Business--- Market Like a Fast Food Chain

Do you ever get envious of the success of the fast food marketer? Most other marketers do. No matter what other ups and downs the economy is having, there always seems to be room for consumers to flock to the fast food counter.

 

So, what makes this industry stand out from the rest? On the surface, many may pin the obsession on their cheap prices, but there is much more than meets the eye.

 

The fast food industry marketers are known for being some of the most aggressive in the biz.

 

Are you ready to super size your business?

 

Here are some great tips on how to market like a fast food marketing guru.

 

 

Their Logos are Universal

 

If you see the golden arches, there is no question that you’re looking at a McDonald’s. Fast food logos are unmistakable and well known. When a consumer sees your logo they need to immediately be able to associate it with your brand even when no words are present.

 

So what makes fast food logos so great?

 

-The colors are warm, vibrant and evoke emotions in consumers

 

-Each one is different from others in the industry

 

-They use visually appealing text

 

 

They Conformed to What the People Wanted

 

Traditionally, fast food was based on burgers and fries. But as

America

became more calorie conscious, the fast food industry changed up their identity a bit to meet their needs. From replacing French fries with apples to swapping out soda for water bottles to finally sharing the calorie content with consumers, the fast food industry has made a lot of changes in recent years.

 

The real estate market isn’t the same as it was years ago either. People these days are more computer-oriented and expect more online. Are you offering prospects what they’re looking for? Find out what your prospects want and offer it on your website.

 

Are your prospects also looking for additional in person services? Consider expanding your practices to meet their needs.

 

They Always Try To Convince Consumers to Upgrade

 

We’re all used to the fast food industry’s familiar phrases such as “Would you like fries with that?” and “You can super size for just fifty cents more”. Fast food marketers are always putting the idea in your head that you need more or can have more.

 

So what could you possibly offer your clients besides a home?

 

How about extra closing assistance? Moving vans from a company that you work with personally? Added advertising? Get creative—always suggest a little something extra to your clients.

 

They Appeal to the Senses

 

Food sells because it sets off positive emotions in consumers. Emotions play a big part in advertising for any industry.

 

When consumers make a decision to purchase many times they see something in the ad that can heal or solve a negative emotion such as fear, embarrassment or sadness. The other route is to evoke positive emotions in the consumers from the start. You need things in your marketing that trigger happiness, love, the feeling of being satisfied etc. Often people associate these emotions with a past positive experience and want a way to get back to that feeling. You know the old trick of having cookies baking in the house while possible buyers tour? It’s based on the same principal.

 

In your advertising, make sure to use warm images. You can even do a play on food, it works. People together enjoying each other’s company is another popular theme of love.

 

Aggression

 

When push comes to shove, fast food marketers have made a name for themselves for being some of the most aggressive marketers out there. Their advertisements are EVERYWHERE. They constantly have a new promotion or commercial. Their slogans are ingrained in the heads of Americans better than the Pledge of Allegiance. They’re always telling consumers how to get something bigger and better. They’re constantly placing attack ads against competitors…the list could go on forever.

 

In the end persistence can pay. However, many find the fast food industry just a little too aggressive. But if you take just a little bit of their aggressive attitude, it could give you the boost in sales that you’re looking for. Don’t be afraid to stand up to competitors or to put out an influx of new ads—if you don’t your competitors will.

 

 

 

Success Notes Bonus Tip:

 

The fast food industry makes it easy for consumers with conveniences such as being open 24 hours or being able to use a debit card at the drive through. Make it easy for your clients to contact you online. Provide ample forms and contact options so consumers can contact you in the way they are the most comfortable. Then make sure to get back to your leads ASAP. Sometimes scoring the deal is as simple as being the first to respond.

 

In the Next Success Notes…

 

Are minorities becoming the new majority? In some regions, the answer may be yes. We live in a multi-cultural world and to be successful, you need to be a multi-cultural marketer. If you only focus your efforts on a cookie cutter demographic, you will probably find your sales numbers going down. In the next success notes, we’ll discuss how to market successfully when minorities make up the majority of your target region.

Young, Fabulous and Ready to Buy a Home

Gone are the days when married men make up the bulk of the home buying population.  These days, its fair game for all; and young, single, successful women continue to fill up a bigger chunk of the home buying prospect base.

 

Marketing to all prospects in the same way is often very unsuccessful.  You need to slightly alter your efforts to cater to different groups. 

 

Are your efforts appealing to this hip demographic?

 

4 tips on how to market to women who are young, fabulous and ready to buy a home.

1. Know These Women and Advertise Where They’ll Be Looking

 

How much do you know about this group of prospects?  Where do they hang out?  What magazines do they read?

 

If you want to be the agent who lands these clients, you need to be advertising where they are already looking.  Do market research on women who fall into this category and determine where your marketing dollars can best be spent.

 

Suggestions for Media Vehicles for the single woman:

 

-Magazines that deal with their interests: from fashion to business to dating.

 

-Mall advertising, by nature, single people have more money and time for shopping than their married counterparts.

 

-Commercials during TV shows geared to their demographics

 

-Drivetime radio ads

 

      -The internet: purchase ad space on popular social networking sites that

        many singles use for dating, business and to keep in touch with friends.

 

 

2. A single Word or Picture Can Make All the Difference

 

The look and feel of your advertising needs to appeal to the single mindset.  Showing pictures of homes with a family of six and collie standing on the front lawn probably isn’t your best bet to snagging a single, young woman as your client.

 

Be sure to:

 

-Use sleek and stylish pictures and graphics

 

-Use fonts and colors that are appealing to women

 

-Use the same jargon that they do. 

 

-Dare to be a little sexy or funny in your concept

 

If you’re buying promotional items for an event, skip the magnets.  Try martini glasses or something practical for their office.

 

3. Know What They’re Looking For

 

Before you even begin marketing, figure out what type of property these women are most likely to buy.

 

The odds of one person needing a seven bedroom estate are slim to none.

 

Are these women looking for condos?  Do you live in a city where apartments can be purchased?  Are there new townhouses popping up in your area?

Show off the listings you have for these smaller units and make yourself known as a condo or townhouse expert.

 

Make sure your website is filled with photos and details about these hot properties.

 

Some condo and townhouse complexes allow pets, others don’t.  Make this clear on your site.

 

 

 

4. Celebrate Their Lifestyle by Providing the Information They’re Looking For

 

Throughout history, single women who have caught enough flack for their decisions.  It’s the 2000s and time to celebrate women who choose to be independent.

 

When writing content for your website, it’s important to focus on information about schools, but that doesn’t mean much to a single woman with no children.  Make sure to also include the types of things they’re looking for.

 

When moving to a new area people are often interested in:

 

-Nightlife

 

-Restaurants

 

-Information on the closest local city

 

-Accessible highways (for work or for visiting family and friends)

 

-Local women’s groups or singles’ groups

 

-Church or community organizations to volunteer in

 

-Malls and other shops

 

Remember one of the best parts about doing business with a single woman is that she is the sole decision maker.  When you sell to a couple, both people need to agree to use you as their agent and also agree on the same home.  If you can get a single woman on your team, her opinion is the only one that matters.  So don’t overlook this ever growing demographic; get women with the money and power to buy a home on your side.

 

 

Success Notes Bonus Tip:

 

Join forces with local furniture and decorating shops in your quest to advertise and promote.  Single women have the joy of being able to decorate their new home anyway they want.  Provide links on your site to local places where they can purchase items for their new digs.

 

In the next Success Notes…

 

Have you ever paid attention to the marketing tactics used by the fast food industry?  Real estate professionals could probably learn a thing or two from the aggressive ways of the fast food marketer.  In the next Success Notes, we’ll discuss how taking pointers from fast food marketing gurus can help you to super size your next commission.

Stop Playing Hardball: Score a Homerun with Your Prospects

Consumers are bombarded with hundreds of messages every single day.

Between the internet, outdoor advertising, television and radio, the possibilities of where people can see messages are endless. Many consumers get tired of constantly being pressured to buy.

Although hard selling is important, sometimes the way to a consumer’s heart is through the soft sell.

So don’t play hardball all the time, mix it up for the best success.

Here are 4 soft selling tips.

 

The Soft Sell vs. the Hard Sell

 

What is a Hard Sell?

 

A hard sell is usually a very forward and forceful attempt to sell a product or service. Advertisements that literally tell the consumer to buy now are considered a hard sell. Many hard sells put a time limit on a deal, such as a sale ending on a certain date. Hard selling is effective because it puts pressure on the consumer and uses strong, persuading words. However, hard selling is also the most annoying type of advertising, especially when a consumer has already been bombarded with many other hard sells.

 

What is a Soft Sell?

 

Soft selling takes a more subtle approach to get a company name and brand out there to the public. Often, this type of advertising doesn’t even directly sell a specific product. It may take more touches with a soft sell to make a consumer take action, but prospects usually find this type of advertising less invasive and some even get excited to see the next campaign.

 

Stop constantly bombarding your prospects with the “buy now” or “pick me to represent you” messages.

 

Try some of these soft selling strategies:

 

1. Provide      Prospects and Clients with Tips

 

Send consumers emails providing them with tips on the things you know best: curb appeal, market advice and more.

 

Emails that provide legitimate and useful information are less likely to get deleted or lost in SPAM filters than emails that bombard people with direct promotions.

 

Sending out informative and accurate emails will also show prospects that you know your stuff. Everyone wants to do business with an educated REALTORâ that they can trust.

 

2. Entertain

 

You may or may not have heard of the term “infotainment” before, but this craze can be your best friend. Infotainment stories as the name implies, combine entertainment and some type of information. These pieces are a lot lighter than hard news and often have hidden marketing agendas, but are entertaining and do provide some type of value to the viewer.

 

Online video hosting sites, such as YouTube, make it easy to host your own videos. Make your own infotainment videos to attract prospects to your site. Some video ideas are: home buying tips, virtual tours, town tours and more. Make sure to include your branding in the video.

 

You can even go the fictional route and make shorts about a fictional family buying a home.

 

3. No Obligation

 

Many prospects don’t like to be pressured into something they’re not ready for. Buying a home and picking a real estate agent is often a big decision. Offer consumers a no obligation consultation. Allow them to get to know you pressure free.

 

You can also throw events where you can mingle with potential clients. Showcase some of your best past sales and your services. Sometimes taking the pressure off is what can bring a sale on.

 

4. Newsletters

 

Having your own e-newsletter is a great way to touch base with prospects and clients without pushing a sale on them.

 

When you have a weekly or monthly newsletter, you’re guaranteed to touch a certain amount of consumers every month, regardless if you’re making a sale or not.

 

If you always use interesting and relevant content, you will normally develop a group of loyal readers over three to six months. A newsletter gives you the chance to show off the fact that you’re an expert at what you do. Once prospects trust in you, they’ll ask for your services when they’re ready.

 

 

 

No one is saying you should completely cut hard selling out of your routine, but if you’re used to constantly playing hard ball, mix some soft sales mechanisms into your marketing plan and measure the results. What do you have to lose? There’s no obligation anyway.

 

 

 

Success Notes Bonus Tip:

 

Send out greeting cards to clients and prospects for holidays and birthdays.  This gives you a chance to get your name in front of a consumer without having to directly sell them anything. Seeing your name may trigger them to contact you if the timing is right.

 

In the Next Success Notes…

 

Does the Fourth of July have you singing the red, white and real estate blues? Marketing around a major holiday can often be a challenge for even the most business savvy individuals. Have you been feeling like all of your prospects are on vacation? In the next Success Notes, we’ll discuss how you can still have a big pay day while your prospects have gone away.