Many agents want to pull back on their marketing when times get bad. Now is the most important time to increase your marketing as a percent of your commission income. You must stay in touch with your market!
I ran across this story the other day that proves my point
They’re Just Not Paying Attention Anymore!
The big digital TV switchover finally happened last week and about 2.8 million homes filled with clueless Americans were left without a television signal - even though the government announced the change over 4 years ago and has since spent over $2 billion dollars on TV ads warning about the impending change. They even offered $40 coupons so that everyone could get the antennas at no charge that were needed to handle the new digital signals!
I suspect that there were millions more that didn’t know about the change, but were unaffected by it because they already were subscribers to cable or satellite TV.
Now, I’m far from a TV junkie and only watch a few hours per week. I never watch, read, or listen to the daily news. On top of that, I have a DVR that records my favorite shows and allows me to fly past all of the commercials, yet I couldn’t help but notice the constant messages scrolling across my screen during my shows informing/warning me about the change.
Let this be a huge marketing lesson for you…
Never underestimate the enormously difficult task that you have of first, capturing your clients and prospects attention, and second, getting them to take action.
Friends pay attention to friends and rarely pay attention to strangers. That’s why it’s so important that you start to develop a close relationship with your clients so that you can get your message across to them when you need to.
So if you want to grow your business, you need to keep in touch with your target clients/farm area. Now is not the time to pull back. If you do, you will watch your clients forget about you, referrals drop off and you business will wither away.
Keep up the advertising!
