Mistake Number One: Not Testing Your Marketing

The purpose of testing is to get maximum performance from every real estate marketing campaign. You’d be amazed however how few real estate agents ever test any aspect of their marketing and compare it to something else. You may be one of these. This can be very harmful.

First, you can’t determine ahead of time what your prospects wants or what the most effective approach will be. You need to test every important marketing question and let your market tell you if you’re right or not.

How do we do this? Test one aspect of youradvertising against another. One offer against another. One Craig’s List ad against another. One headline against another. One website against another. One follow-up against another.

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Get the point ? The point is when you test one approach against another, and analyze the results, you will find that one letter almost always substantially greatly outpulls all the others by a big margin. You’ll see how many more sales you get from the same effort .

For example. Let’s say you have a really great listing month and list 10 homes and only go on 20 listing appointments. Wouldn’t it be smart to figure out why this happened and continue to do that over and over? Maybe you had a new guarantee , maybe you ran a certain Craig’s list ad, maybe you sent out a card to past customers. Try to figure out what variable made your numbers so great and document the steps so you can continue to use it.

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Test everything. You can achieve an instant boost in sales and profits. Any positive or negative feedback helps you dramatically improve your marketing efforts.

Make specific offers and record the amount of responses, traffic, prospects, and resulting sales for each specific ad . Then figure the cost-per-prospect, cost-per-sale, the average sale-per-prospect, average conversion-per-prospect, and the average profit-per-sale against your control ad or sales pitch. This reveals the obvious winner, the new control that you will keep running or using until a better control beats it. Tracking applies to every area of marketing.

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Once you find the most successful combination , your work has just started. Now you should find out “How high is high!”

Until you establish your control offers, techniques, and approaches, you can’t possibly maximize your marketing . Once you find control offers or approaches, keep testing to see if you can improve on their performance , thereby replacing one control with a better one.

Any marketing medium you decide to use costs you the same amount of space, production time, or airtime whether it produces 100 leads, 1,000 prospects or 10,000 prospects. Therefore, you should track different marketing approaches and find those that out pull all others, then use those approaches to maximize your investment. Track everything starting right now.

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