Issues CoveredIn This Chapter
You know which technology-based outreach methods to use, and you have the marketing collaterals ready to go. (If not, check out Chapter 5,"Online Marketing Techniques," and Chapter 6,"High-Tech Marketing Collaterals.") That's a big part of the battle. But a major task remains: the logistics of managing your campaign. Sending out flyers, postcards, e-mails, and so forth can be a futile exercise, with no results to show for the time and money. How do you know what's effective and what's not? The answer is to have a plan, called a campaign, for your marketing materials. If you're like most agents, you don't spend a lot of effort managing your campaigns. If you have enough business coming in, you probably don't have a pressing reasonnor the timeto worry about the campaign details. Many agents "manage" the campaigns in their head, tracking roughly which marketing venues seem to be effective and thus concentrating their efforts in those areas. That's fineif your business is working well, you can leave it that way. But if you think you're not spending your resources wisely or want to try to increase your business through more stringent marketing efforts, read on. |