Target Marketing: Tracking the Source of Your Business

To get the biggest bang for your (limited) marketing buck, it pays to closely track the sources that generate business for you. This used to be a simple task, but with dozens, if not hundreds, of potential touchpoints - both analog and digital - in today`s marketplace, it pays to closely track all the channels that generate profit and allocate your marketing resources accordingly.

The number of sources and the variation in cost per closed transaction per source may surprise you. Here`s a laundry list of the most common sources:

1.     Direct inquiries via your website

2.     Referrals from other real estate sites

3.     Referrals from search engines

4.     Referrals from apps on web-enabled devices

5.     Referrals from your existing customer base

6.     Print ads

7.     Direct Mail / Email campaigns

8.     Local TV spots

9.     Local Radio spots

10.   Open houses

11.   Agency presence at community events

Track the source of every transaction on a monthly basis. Then take a quarterly look at marketing expenditures by source and re-allocate as needed.

Contact me for more tips on `sourcing` your business to maximize profitability.

Best,

Thank You,

Lucinda Brasington, Dir. of Marketing
Penny Benton, Dir. of Training
ERA Wilder Realty, Inc.
803-728-8400 ext. 203 - Lucinda
803-728-8400 ext. 206 - Penny
lucindab@erawilderrealty.com
pennyb@erawilderrealty.com
www.erawilderrealty.com

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