Magazine article Journal of Property Management

What's Your Marketing Sweet Spot?

Magazine article Journal of Property Management

What's Your Marketing Sweet Spot?

Article excerpt

Recently, I had the opportunity to visit Australia's bush country. If you haven't been there, picture expansive grasslands and woods full of blue gum and eucalyptus trees. Next, envision me trornping (well, lightly) through the bush, hoping to spy a few resident kangaroos and koalas. Our guide's advice? Search for what may otherwise seem invisible. Look for the blob it's likely you've just spotted a koala, lying low under the leaves, in the sweet spot.

The same is true when we're marketing our companies. When you're working on your 2017 plan, it pays to keep a sharp eye on what will impact your marketing the most. Give these three tactics a try back in your office.

LOOK FOR WHAT'S HIDDEN

Often, our best marketing tools and resources are hiding in plain sight. Over lunch with a colleague not long ago, he mentioned that one of his senior executives is taking over the helm as president of a national association similar to IREM. This is not only a great honor for the individual, but it could be absolutely superb marketing for the company. When your team members take on a stellar role in an association or in their community, don't miss out on the opportunity to connect, influence, educate and inform your customers, employees and industry colleagues. Start now.

FIND THE TRANSPARENCY

My former boss and mentor always said that real estate is a handshake kind of business. When you're working on techniques to market your company next year, think about how you can extend that handshake and your credibility. …

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