Congratulations! You’ve decided to go out on your own and build your own company. This can be a most exciting time in your career, and perhaps a little scary, as you now have the opportunity to soar to new heights.
Ensuring that you have a solid marketing plan can be the difference between success and failure. A new company has many expenses; office space, signage and employees, just to name a few, and a marketing budget is something that may seem discretionary in the beginning. Unfortunately, nothing could be further from the truth. A marketing budget and strategic plan are crucial to a start-up business and should be thought through and implemented with care.
It’s important to be able to communicate a clear message to your target audience. How is your company different? What makes you stand apart from the competition? By answering these questions, you can start to formulate your brand. A clear and consistent strategy is the foundation of a growing company. Branding takes time, but can be the difference between just getting by and really making it in the competitive world of real estate. On average, it takes a minimum of five years of effective marketing to brand a company. So, making sure your message and target audience are solid is an important first step.
Once you’ve gotten your brand and concept buttoned up, figure out how you will communicate your message to your target audience. Consistency is key. This means that everyone in your organization is vested in your brand and communicates the company value proposition in the same manner. It means that your logo is consistent in all advertising and marketing, and it also means that you are committed to marketing vehicles that allow you to speak to your audience on a continuous basis, like social media, conventional media, public relations, content creation, and email marketing. All of these vehicles should work together on an ongoing basis to strengthen your brand.