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  • "Redevelopment agreement approved for Pete’s, senior living development on Madison Street in Oak Park" - ChicagoTribune.com"The Oak Park Village Board has approved a redevelopment agreement with developers proposing a new Pete’s Fresh Market grocery store and a senior living facility along Madison Street. In approving the agreement, the developers will now begin a public process that is expected to include neighborhood meetings and testimony in front of the village plan commission, officials said..."
  • "Project in the works to transform concrete jungle into renewed Upper Downtown Denver" - TheDenverChannel.com"More development is planned in our Colorado, this time in the beloved area near Denver's Brown Palace. The Downtown Denver Partnership (DDP) is in the beginning stages of a project called a “Renewed Focus” to transform upper downtown from a concrete jungle to a friendly neighborhood hangout. “We want to put some renewed emphasis and renewed energy into this space and make it a more exciting and interesting place for the community,” said Randy Thelen, the Vice President of Economic Development for the DDP..."
  • "This is what the housing market could look like in 2019" - HousingWire.com"In 2018, the housing market experienced its fair share of up and downs, attributed to many factors, including affordability and inventory concerns. But as the year comes to an end, homebuyers will be walking into 2019 with more pep in their step. Last week, amid U.S. stock market volatility, mortgage rates finally edged down. In fact, Freddie Mac revealed mortgage rates retreated to 4.75%, according to its Primary Mortgage Market Survey. Todd Probasco, Lakeside Bank’s vice president mortgage sales manager, said this retreat will be impactful..."
  • "Raising Hamilton County sales tax failed; now commissioners seek higher real estate fees" - Cincinnati.com"A legal challenge and petition effort prevented Hamilton County commissioners from raising the sales tax this year. So, it might get more expensive to sell a house in Hamilton County. The Hamilton County Board of Commissioners held a public hearing Wednesday on the administration’s proposal to raise the real estate transfer fee to help pay for a projected $29 million deficit for 2019. Currently, the seller of a home pays the county $300 per $100,000 of property sold. The administration is recommending increasing the fee by a third or $100 to $400 per $100,000. The increase would bring in about $3.7 million additionally next year..."
A Case For Documentation: Tracking Your Marketing Wins (And Losses)

A Case For Documentation: Tracking Your Marketing Wins (And Losses)

While nearly everyone has an opinion on the shiny left or right turns in marketing technology, sometimes the most cost-effective... or simply effective maneuvers are digging through your backlog of marketing campaign reviews. Don't have a year-end review to sift through? Then this article's for you...

 

A Case For Documentation

The key to success, it turns out, isn't necessarily hitting the right marketing note out of the blue, rather staying in the game long-enough to build up trust equity with your market. Part of this, we'll argue below, is indeed finding the right message, but it's also finding the wrong message and never repeating it again. This falls neatly in line with the philosophy that failing can be a path forward (a sort of process of elimination). But this assumes that you're documenting those failures and communicating with your team.

It's fair to say that nearly every startup has the concept of "throwing everything at the wall" down pat. But it's what happens next that determines whether or not it was worth it to begin with. Documentation can be a tedious task for many (or a joy for few), but whether you like the job or not... it's paramount for successful brand proliferation. So if you've been kicking out marketing campaigns left and right, but haven't yet done a year-end campaign review, it's time to evaluate your processes.

 

Looking For Proof?

Year after year... executives (those that seek measureable results) keep track of each and every opportunity that they've knocked out. From inbound CMA requests to outbound client referrals, open houses, and general marketing solutions that were kicked into gear... daily tracking of internal operations translates directly to measurable wins (even if ROI was not immediately gained in the moment). It's every day activities that will dictate how effective and impactful your marketing salvos will be.

That is to say, with luck, you can hit your target (given enough attempts), however proper documentation will aid in aligning your scope so that you hit it more often and with less and less effort. Because when you track your messaging hits and misses, then every campaign becomes a valueable operational asset. After all, data is data. Think about it, if you're about to budget for a campaign next year, wouldn't it be valuable (invaluable, really) if you had in your hands on the marketing results for this area going back years?

 

The Future Is Hidden In The Past

In this way, it's not so much about building a marketing strategy using what works, but instead, building a strategy around hasn't worked in the past. And given that a healthy and ever-evolving marketplace will shift over time, you can either choose to continuously predict the future... or to learn from the past. While we're a predictive data company, it is actually the past that we derive our SMB intelligence from. So for your own operations, it might be wise to spend a moment looking back through what has or even what hasn't worked for you before.

In some cases, you'll find that in the time since, your market has shifted and is now more receptive to your messaging. This highlights the added benefits of documenting your efforts over time... finding those hidden gems that monetize failed campaigns from the past. Not everyone can put resources into these sorts of tasks, but for those that can, there is a great opportunity to, as we all strive to, gain new ground over competition or merely keep hold of your current ground and survive for tomorrow.

 

It Doesn't Have To Be Complicated

So obviously, we're fans of simplicity. Being technology innovators, we appreciate machines (systems for this example) that require fewer gears. That said, the systems you employ for your SMB's success will often require less training to impliment, will run smoother in general and (perhaps most importantly) have a higher rate of adoption amongst the team if its simple in nature. If you're looking for a magic arrow, some single change in your messaging that will deliver results, it might be in the back room.

In this case, we're putting it out there that what you've sought to know in the past will be valuable again in the future. And what you've gained as insights in the past can be hugely impactful here and now. It doesn't have to be complicated to work and it doesn't have to cost anything to be valuable. So what marketing lessons have you learned and how do those apply today?

 

 

 

 

offrs collects and provides topical insights, statistics, reviews, humor and best practices gathered from real estate professionals and consumer homeowner industry peers. If you're a broker or agent interested in learning more about seller lead generation or home seller marketing services and solutions, visit www.offrs.com or continue to browse our growing collection of industry articles at www.offrs.net.
 
 
 

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Pivot (Making The Right Move At The Wrong Time)

Pivot (Making The Right Move At The Wrong Time)

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