Let's get real about measuring marketing effectiveness in real estate.
It's not just about tracking transactions – it's about understanding whether you're building the right kind of business for YOU.
Your marketing approach falls into two distinct categories: advertising (high immediacy, low status) or brand work (low immediacy, high status). Cold calling and lead purchases might get quick results, but they position you as just another agent. Brand work takes longer but builds lasting relationships and authority.
The truth? You probably need both, but the ratio depends entirely on your business model and personal strengths. Stop copying what works for others or blindly following corporate templates. Instead, track those "in-between" metrics – are people engaging with your content? Repeating your message? Taking your calls?
Remember, consistency in your chosen lane matters more than immediate results. Build your marketing ladder, but make sure it's leaning against the right building first.
00:00 Understanding Marketing Effectiveness
02:56 The Role of Internal and External Marketing
05:58 Defining Marketing Strategies: Advertising vs. Branding
09:07 Clarity in Business Models and Marketing Plans
11:59 Measuring Success: Lead vs. Lag Measures
14:59 Customer Acquisition Cost and Its Importance
17:58 Building Relationships and Community Engagement
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