Magazine article Journal of Property Management

Fight on! Quarterbacking Your Marketing Strategy

Magazine article Journal of Property Management

Fight on! Quarterbacking Your Marketing Strategy

Article excerpt

I KNOW IT'S BARELY SUMMERTIME, BUT I'M ALREADY THINKING ABOUT FOOTBALL. College football, that is. As a die-hard USC Trojan fan, I'm not above waving pom-poms and rather ardently shouting the team catchphrase, "Fight On!" More importantly, I know I have to plan early to get good seats. Some of you out there who prefer (ahem) other teams are probably groaning just a little, but stick with me on this. When we're thinking about marketing our companies, here's how to score a touchdown.

ASSIGN A QUARTERBACK

First, think about marketing. Often, we're reminded that we need to market only when we have our eyes on a key recruit, or when it's crunch time and a proposal deadline looms. It's almost always what our companies need the most--but most of the time, we get to it last.

In a recent survey, I found that many senior real estate executives agreed that although they are focused on growing their companies, a lack of attention to marketing is an all-too-frequent issue. In fact, these executives were reluctant to turn over marketing efforts to another team member. What was the result? Because everyone in general (and no one in particular) was in charge, marketing was done randomly or worse yet, not at all.

Now, think about football. Someone has to know where the ball is headed and how to get to the finish line. Hopefully, that's the quarterback. Mike Carson, author of The Manager: Inside The Minds of Football's Leaders, points out how crucial infrastructure is in football. Take a tip from a tactical game: If you want your marketing efforts to succeed, assign a quarterback. …

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