What’s happened to marketing over the past 5-10 years?
The old “in the face” approach of pushing your marketing materials out to your prospects strategy has less and less effect. It’s what I call the pitch and pray model and for most businesses it’s not only costly but it just doesn’t work anymore.
Last week I Interviewed Pierre, a homebuilder who launched his business four and a half years ago right when most homebuilders were selling their tools. As a startup he didn’t want to spend a lot of money on advertising and marketing, so instead he decided to use social media, facebook, twitter, youtube and a blog.
Last year his firm built over $4,000,000 worth of new homes. To be fair I didn’t mention that he lives and works in Canada, where everyone is supposed to be nice and maybe that was a big factor – but nonetheless – his company is doing extremely well.
And get this. His marketing budget is essentially zero. He doesn’t advertise, he doesn’t send out flyers, he doesn’t take out classified ads, he doesn’t cold call and he doesn’t advertise on the radio.
Instead he’s sharing ideas, videos, and helping his prospects get to know and trust him so by the time they contact him about a building project, they’re essentially sold.
And when prospects call, they don’t ask for references, they’re ready to give him the job. Recently Pierre signed up one client after a single 37 min call.
How about you? Are you still struggling with old school (dead) marketing tactics?
Want to know how Pierre is doing it? Listen here >>