This week I received marketing materials from two competitors. Realtors, in fact.
One was a plastic bag, left by my front door while I was away. As paranoid as people are about terrorism, he should consider it a victory that I brought this bag inside at all as opposed to calling the local bomb squad. It contained a “complimentary luminary kit” (that’s a candle and a paper bag), a phone list for local ski lodges, and contact information. I do not know this realtor. I have never heard of him, and will likely never hear from him again. He has spent quite a bit of time and money putting these little bags out around the neighborhood. There is nothing in this bag that will remain in my home next week — except maybe the candle.
In short, I will not be calling this man, and I certainly won’t be generating a commission for him.
The other item was mailed to me by the realtor who helped me purchase the very house I sit in. It is a desk calendar. It is neutral in decor, nice and heavy, and has a little pocket in the front cover with 2 of his business cards. Not only is this item likely to sit on my desk all year — incidentally keeping his contact information handy — I am likely to give one of the business cards away to someone who needs a realtor. This might have cost more than a paper bag and a candle, but I think it’s better marketing.
Odds are very good that even if I don’t buy or sell a house in 2005, I will generate future revenue for this realtor.
It is almost impossible to run a successful business without some kind of marketing. When considering your marketing options, be sure to pay attention to the return on your investment.