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These Marketing Truisms Will Help Increase Your Market Share

There are several marketing truisms I’ve learned in the pursuit of selling and marketing homes in markets across the country. Below are a few of the most important:

• •  Increase your market share through consumer networking. Ask for referrals from every prospect and buyer. You deserve the referrals.
  
  
• •  Increase your market share through Realtor® networking. These professionals have a fantastic network of associates. They are a gregarious group who are motivated to sell.
  
  
• Increase your market share through trade association networking. There are hundreds of trade associations in most of the major metropolitan areas, as well as in many secondary markets. Participate. The members buy homes too.

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• Increase your market share through retail business-to-business networking. Your local supermarket may have 100 employees. Your local hardware store may have 50, etc. Market your product to all of your neighboring businesses and subcontractors.
  
  
• Increase your market share through the use of other people’s money. Create marketing plans that incorporate cross marketing whereby you obtain and utilize the money from your vendors, subcontractors, manufacturers and lenders to enhance your marketing campaign.
  
  
• Increase your market share through continual evaluation of the marketing mix. Evaluate the plan of action periodically to ensure that it is working effectively. Improve the plan with the points that work and try concepts that you think will help the team.

S. Robert August, MIRM, is president and founder of S.Robert August & Company, Inc., a national marketing and public relations firm based in Denver that specializes in providing home builders, developers, manufacturers and lenders marketing/management consultation and sales training. August is an owner of Colorado-based RealtyWorks, Inc. and is the principal owner of Adaré Homes. He is also past chairman of NAHB’s National Sales and Marketing Council. For more information, contact August by phone at 303-220-8480 or via e-mail.

Originally published in NAHB’s "Sales + Marketing Ideas" magazine ©2004.

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Subscribe to 'Sales + Marketing Ideas' Magazine for Cutting-Edges Information

For additional cutting-edge sales and marketing information, subscribe to NAHB’s "Sales + Marketing Ideas" magazine. Call 800-368-5242 x8192 or visit www.smimagazine.com to subscribe or order a copy. Click here to learn about membership benefits of the National Sales and Marketing Council and the Institute of Residential Marketing.

The Institute of Residential Marketing Offers Courses and Designation Programs for Sales & Marketing Professionals

The Institute of Residential Marketing (IRM) offers four designation programs for sales and marketing professionals:

• The CMP and MIRM designation programs for new home marketing professionals
• The CSP and MCSP designation programs for new home sales professionals.

For more information on these designation programs, click here.

BuilderBooks.com Offers Sales and Marketing Publications Online

BuilderBooks.com offers a variety of sales and marketing publications online. To view or purchase these publications, click here.

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