Forget the sales funnel, watch the plumbing

This phrase was taken from a Realty services blog in the US, 1000watt.

The article that caught my attention had a Realtor ‘to-do’ list for 2013. The author touched upon the many inefficiencies and ‘leaks’ around realty marketing today. The lost opportunities. Ad money wasted. Why promotions aren’t working well – Especially around online.

2013 – Your make or break year?

“… 2013 might be your make or break year…. I have found that many brokers have never become truly comfortable with spending on technology and digital marketing. I think that has something to do with this chronology:

In 1995 this stuff was a curiosity.
In 1999 it was free.
In 2001 the free stuff went away.
In 2005 everyone in real estate was too busy counting money.
In 2010 everyone in real estate was too busy conserving money.

As a result, the digital spend never found a solid place on the P&L. Certainly not one commensurate to its importance…. Find the right digital partners and treat them as if they are critical to your future. Because they are…”

And it’s NOT a money issue any more

Personally, I don’t even think it’s about the money in 2013. New tools from Google and WordPress have more than halved online setup costs over the last 2 years. The technology itself has improved immensely. You can get a much better site for much less money now. There’s even rental and subscription options if cash is tight.

Pre-purchase checks for websites!

To reduce the risk of being ‘sold a lemon’, there’s free website testing tools now like sitebeam allowing anyone to checkup on the state of their website or the sites built by a particular developer wanting your business. Sitebeam can be a pre-purchase check for websites. You’ll find out in minutes if a web designer has the necessary coding and SEO skills to do the job. If their proposal is all hype or for real. (Industry dud example here).

You also need a plan; A strategy for 2013

But it’s not just the technology. It’s also to do with building a plan around online. A marketing strategy unique to you and appropriate for your local market. Blogs like 1000watt all help in the education process. Unfortunately many of the toolsets and services this site talks of aren’t all available or appropriate for the tiny NZ market. But many of the marketing truths discussed, still stand… Check it out.