It’s Important to Know Your Audience

I received an email today which asked if I were willing to invest in my marketing. The investment was as little as $20 a month (depending on how detailed I want to be with my marketing and how large I want my audience).

After reading a little further, I noticed that this marketing was specifically for my ‘listings’. I’m not sure how many mortgage guys/gals have listings, but I have ZERO. So, my interest would not be in marketing listings to potential buyers. Now, this individual/company could have spent a little more time identifying their audience and could then have a better response rate.

Anyone that has a little experience with marketing should know that you do need different types of advertisements depending on your audience. Do you know your audience?

Sure, it takes a little more time to separate your SOI but its all for the better. Identifying your previous and potential clients, separating them into appropriate categories, and sending marketing that fits THEM is your best bet for repeat business (or any business for that matter).

Perhaps if the marketing read … “hey John, we have a GREAT product and want to tell you about it…” and then at the end read “Sure, this product will not work for you but do you know any Real Estate Agents that could utilize this fantastic product?”…  Then I may be willing to assist a little. But do not approach me as a Real Estate Agent because that tells me you don’t know who I am or what I do. And if you do not take the time to get to know me before marketing to me, then I have no real interest in doing business with you.

It does not matter what type of business you are in (Listing Agent, Mortgage Professional, Inspector, Photographer, Blogger, etc.). You must know your audience and need to have more than one approach. I think I am going to work on some marketing posts and share some ideas that have worked for me in the past couple of years.

So… Do you know your audience? If so, how many different categories do you have?


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