With so many brokers cutting back, what type of technology is still worth investing in?

For every function of the real estate business there is a tool that promises to automate it. In today’s market, technology tools must deliver a two-fold return on your investment. First, they must drive sales in the door and second, they must increase the efficiency of your current business.

Putting an integrated marketing system in place to consistently stay in contact with prospects and clients is the best investment to attract a steady stream of business. Technology that empowers an agent to manage their contacts, create and implement a multi-channel marketing program, and monitor their budget is a sound investment today, and the foundation for long-term success.

To reach consumers today requires a change in the mindset of marketing - from old school strategies and target audiences promoted with campaigns and blasts, to a one-to-one relationship-building marketing program.

Most consumers today live rich, busy, and unique lives with full mailboxes and spam folders filled with automated messages designed to make agent marketing effortless but with little regard for who the consumer is and their interests. Consumers are drowning in marketing messages, but very few of these reinforce a relationship.

The marketing systems available are as varied as each agent’s business. Consider five key factors when choosing the right solution for your specific needs.

1. Three channels, one goal. Marketing systems are tools for empowering agents to build personal contact. No amount of direct mail or emarketing will ever be more powerful than personal contact. An effective marketing system should include all three.
2. Differentiate. Break the perception that all real estate agents are the same. Use a system that provides a selection of unique creative materials that set your marketing message and you apart from other agents.
3. One-to-one communication. Consumers respond to messages that relate to them and their interests specifically. Choose a system that provides the opportunity to focus your marketing. Clients are individuals and shouldn’t all be treated the same.
4. The message and the medium. Direct mail and emarketing are very different mediums and consumers respond differently to them. Repackaging the same old, tired letters in an email format is simply ineffective. Because you send it, doesn’t mean they get it when it comes to email marketing. When it comes to direct-mail marketing, because you mail it, doesn’t mean they read it.
5. More isn’t always better. Shop for the features you need and understand. Choosing a system with too many bells and whistles can increase the learning curve and then, you’re not likely to use it. When it comes to technology solutions, too many options can paralyze. Get what you need and will use.
   

The biggest mistake an agent can make implementing new marketing technology is to allow it to insulate them from the core of their business - the relationship. The benefits can be huge for putting systems in place to achieve consistent results with their marketing.

The key question when determining the suitability of technology for your marketing is to ask, “How will a consumer benefit from this?” Technology tools for marketing exist so the agent can spend more time doing what they do best - building relationships.

Robb Murry
Chief Marketing Officer at TPMCO

New Marketing System for KCRAR Members

Kansas City Regional Association of REALTORS (KCRAR) with a membership of approximately 10,000 agents has partnered with The Personal Marketing Company, creators of customized, personally-branded real estate marketing campaigns, and announced the successful launch of a new, expedient online tool to help real estate agents more effectively build relationships and win business.

Lenexa, KS -- October 6, 2008 -- This is the first collaborative project for KCRAR and The Personal Marketing Company. The program, KCRAR's Advantage, is a set it and forget it way for agents to stay in contact with clients and prospects through dynamic, high quality interactive and direct mail marketing. Lori Scott, Product Manager for The Personal Marketing Company, describes the partnering and the communication solution:

"KCRAR and The Personal Marketing Company share a commitment to providing innovated tools that help today's real estate professional connect with consumers. KCRAR's Advantage is an example of that commitment. The program simplifies agent prospecting, facilitates the development of strong, valued relationships and, ultimately, allows agents to establish a dominant presence in their marketplace."

To begin the program, an agent inputs an individual's contact information and, at the push of a button, e-mails or direct mail pieces are generated and delivered. Essentially, when the agent meets a prospect at an open house, he or she can enroll that prospect in an active buyer campaign from any computer with internet access. For the next eight weeks, the buyer will receive personalized, branded e-mails (or pieces of direct mail) with progressive messages that speak to his or her unique real estate needs.

KCRAR's Advantage also serves as a comprehensive contact manager. It tracks outgoing e-mails and includes a complete marketing log for each client. Agents can view all communication with any given person, from campaigns they're enrolled in to every e-mail, e-marketing or direct-mail piece that's been sent.

For more information, visit The Personal Marketing Company online at www.tpmco.com.

About KCRAR:
In January 2001, the Metropolitan Kansas City Board of REALTORS® in Missouri and the Johnson County Board of REALTORS® in Kansas became the Kansas City Regional Association of REALTORS®. Today, the Association is one of the largest trade organizations in the nation. The Kansas City Regional Association of REALTORS® was established to protect the rights and privileges of home ownership, to maintain continuing avenues of education and to improve the standards of the real estate profession. The Association exists to serve its members, potential members and the real estate community.

The Association is dedicated to exerting beneficial influences upon the real estate business and related interests. A unified medium is provided whereby the interest of real estate owners and those engaged in the real estate business can be safeguarded and advanced. The Association is affiliated with the National Association of REALTORS® the Kansas Association of REALTORS® and the Missouri Association of REALTORS®, and only members of a local Association or the National Association can legally use the term REALTOR®. All members agree that they will abide by a strict Code of Ethics. The Code of Ethics was first adopted in 1913 and has been revised several times since then. For more information about KCRAR visit www.KCRAR.com.