Magazine article Journal of Property Management

Lean into the Curve: 3 Marketing Trends Not to Ignore: Some Things Are Just Counterintuitive. When I First Learned to Drive, My Dad Taught Me the Importance of Leaning into the Curve. Although This Was Indeed Scary Advice for a New Driver, It Actually Proved to Be Sound Business Guidance. I Think You'll Agree That Trends Today Come and Go Faster Than You Can Google, "What's Hot?"

Magazine article Journal of Property Management

Lean into the Curve: 3 Marketing Trends Not to Ignore: Some Things Are Just Counterintuitive. When I First Learned to Drive, My Dad Taught Me the Importance of Leaning into the Curve. Although This Was Indeed Scary Advice for a New Driver, It Actually Proved to Be Sound Business Guidance. I Think You'll Agree That Trends Today Come and Go Faster Than You Can Google, "What's Hot?"

Article excerpt

Twitter followers, high fashion and even baby names can change more quickly than your internet speed. If you're wondering which business trends to pay attention to first, grab your coffee mug and follow along. Oh, and I'm going to give you a little homework while you read: take my dad's advice. Trend-spotters, beware.

Here are three marketing trends you don't want to miss:

1. Conduct a Brand Audit

What's your company's brand strategy? Think about your elevator pitch here; try to state your brand in 30 words or less. The idea is to identify what differentiates your company and your brand strategy. If it's a challenge, a brand audit is just what you need. Start by asking yourself these four questions:

1. What are we known for?

2. What are our key alliances?

3. How are we positioned now?

4. How do we want to be positioned?

2. Managers as Salespeople

Recently, a client mused over lunch that her real estate managers don't think marketing is their job. Here's the news: it's everybody's job to sell. While you're on your second cup of coffee this morning, ask your managers--I'd bet that relatively few of them will say their job is to market the company. You can change their perspective, and your bottom line, by training your managers to be storytellers. Why? Storytellers win sales. Show your team how to demonstrate to prospective clients not only what, but how, your company does what it does. After all, your employees are your best marketing tool--period. …

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