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Don’t Reinvent the Wheel

If you’re constantly on the lookout for new content for your blog, your email newsletter, print marketing and other places where you share information, remember you’re always looking for new home buyers and sellers.

The key word is “new.”

These new home sellers and buyers haven’t heard everything you’ve already said about home buying and selling.  The content they are looking for is likely something you’ve already covered in-depth many a time before.

With that in mind, don’t just cut and paste old content, but update it for today’s real estate market and add your new insights.  These new home buyers and sellers aren’t going to tire of the topics you cover as they’re new to them.  Keep these leads and prospects informed with informative content, but don’t reinvent the wheel every time you need new content.  Some of your tried and true information about buying or selling a home in your area is still relevant and useful to new home buyers and sellers — and effective in bringing in new leads and prospects.

Let us know how you recycle, reuse and repurpose content to find new buyers and sellers.

Posted in Blogging, Content marketing, Electronic Marketing, Email Marketing, Home Buyer Leads, Lead Generation (Electronic), Lead Generation (print), Newsletters, Print Marketing.

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By Amy Hausman – January 29, 2011 − 32 views

Looking Back to Look Ahead

For a fun run down memory lane, go to Archive.org and type in your favorite websites from 10 to 15 years ago.  You’ll smile when you now view what was “cutting edge” in website design back then.  And, you’ll enjoy seeing how basic websites were compared to what we are used to today.

If you had a website back in 1996, compare how far your business has come.  Consumers expect more and want more from you than they did 15 years ago.  Websites are so much more than a simple electronic brochure.  Graphics are also vital.

Every once in a while it’s good to reflect back on how far your business and marketing expertise has advanced.  Let us know what you find most interesting at Archive.org that makes you smile!

Posted in Electronic Marketing, Technology, Website Design.

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By Amy Hausman – January 28, 2011 − 45 views

Don’t Miss Out!

Believe it or not, but January is quickly coming to a close!  Gooder Group would like to remind you to reflect back on your business New Year’s resolutions.  Are there any marketing tasks that you haven’t put in place yet?  If you’re still in the planning mode — or even if you have your marketing in line for the immediate future — there’s a great opportunity to save some money while working to find more new home buyers and sellers in today’s market.

As you set, analyze and refine your goals for direct mail this year, Gooder Group can help.  During the month of January, all Print and Ship Postcards are on sale for 50% off! Take advantage of this money-saving opportunity to find new buyers and sellers in your market, but make sure you order by Monday, January 31, 2011 to take advantage of this huge sale!

Don’t forget that until the end of January, Gooder Group is offering brochures and handbooks for 50% off too — essentially, buy one, get one free.  Check out the 19 buyer, 28 seller and 11 general brochure titles and see which ones work best for your market.  REO, Foreclosure, Sell Fast, Short Sale and #1 Best Seller TAXES are moving fast!  Don’t miss the in-depth 24-page handbooks for buyers, sellers, financing and relocation too!

Gooder Group brochures and handbooks are designed to be included as a free offer for a “special report” in your marketing.  Prospects respond for further info and you engage the home buyer or seller in further discussion to assess their needs, timeline and exact situation.

Let us know how your New Year’s business resolutions are doing!


Posted in Direct Mail, Lead Generation (print), Print Marketing.

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By Amy Hausman – January 27, 2011 − 28 views

More Than Just Cheap Clicks

The last bit — for now at least — on marketing analysis is keeping track of emarketing you likely do.  It’s important to realize that even though a cost per click might be small where you advertise, if you aren’t getting any of those click-throughs to take action on your website (or where ever you’re directing them), your inexpensive click-through rate might be costing you a lot more than you expected.  Take a look at these costs and see how your emarketing stacks up.

1.  Cost per click (CPC) – Cost per click-through.  Your $500 marketing cost divided by 1,000 click-throughs would be a $0.50 cost per click.

2.  Cost per action (CPA) – Cost to get a visitor to take a specific action beyond clicking on an ad, such as signing up for your e-newsletter or filling out a response form.  (If you have a $0.50 cost per click and it takes 30 click-through to get one prospect to sign up for your e-newsletter your cost per action is $15.)

3.  Cost per lead (CPL) – Cost to get enough prospect information for follow up.  Also “pay-per-lead” if buying the service.

4.  Cost per thousand (CPM) – Price for one thousand ad views or impressions.

How does your emarketing add up in your analysis?

Posted in Electronic Marketing, Lead Generation (Electronic).

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By Amy Hausman – January 26, 2011 − 18 views

Tracking = Knowledge

Continuing on the topic from yesterday, analysis is the key to determining what marketing is working best for you.  Knowing what to analyze is the key.  Yesterday we mentioned three very common ways to analyze your marketing effectiveness, cost per sale, cost per acquisition and return on investment.

Let’s look at more areas you can track to give you a better picture of your business:

1.  Pay Per Sale (PPS) – Payment of referral fee for closed transaction.

2.  Customer lifetime value (CLV) – Looking at your database, calculate how many repeat transactions and referrals it has produced for you.  Example:  If 120 past clients are the source of 20 sides per year on average (or .17 sides per client per year) at an average GCI of $2,500 per side, then a 10-year CLV is 1.7 sides per client or $4,250–well worth staying in touch!

3.  Customer value (CV) – Your estimate for an average GCI a specific home price will produce from a single transaction.  Set your objective to increase your average GCI per unit (working with more expensive properties).

Let us know how often you do these types of analysis on your business.  What have you discovered?

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By Amy Hausman – January 25, 2011 − 18 views