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The Value Creation Process—Developing a Strategic Marketing Plan

This is the sixth in an 11-part series of understanding the key ingredients in all successful real estate transactions.

Here’s the question: What’s a home run to you? Is it actually going to the ballgame and hearing the roar of the crowd when the hometown team hits the ball over the fence? Or is it something much deeper in business or personal achievements?

Today we live in an age of computers, iPads, smart phones, all changing the rules of the game. Because of exponential growth in technology, information is at our fingertips and can be retrieved at immensely faster speeds. All that is required of you to get proper information is to be focused on searching the right thing. What is the right thing?

In marketing commercial real estate, like in baseball, we need to touch all the bases to score a run. First base is clearly establishing our marketing goals and objectives. Second base is defining the target market. Third base is understanding costs or creating a budget. And scoring the run is by scheduling of events and timelines to achieve the goal (in our next blog article, #7, we will discuss events and timelines more fully) .

In the digital world, being found online is the first goal, for that is how the hard work of crafting messages and building pages and videos can eventually pay off. Most business-to-business prospects and customers do their research online. Sixty to 70 percent have made their supplierdecision before they get in touch with a vendor.

Understanding the target market is critical. How are your prospects searching? What terms do they use? Will your site appear when they type these terms into Google? Search engine optimization (SEO), the discipline that helps your website rank above competitors in online searches. Having an SEO strategy in place is becoming increasingly important for integrated marketing plans.

Visitors who find your site will expect to find branding, functionality, and messages that cause them to want to give you their name and email address for follow up. This could be a white paper, a video, an infographic with a new take on how to relieve their pain points, a view into your inventory, useful tools, and other compelling information that is clearly presented and actionable.

The experience your business offers online should be consistent with what your customers experience with your business offline. You can use web technology and software not only to to attract visitors, but to cultivate relationships and partner with them as they explore and learn about their options. Through tracking and analysis, companies can understand online behaviors and serve compelling visuals and information at the right time to move visitors to prospect, prospects to leads, and ultimately leads to customers.

All this leads to the all-important conversion, when visitors take actions that will be meaningful to your business. You can consider this to be a homerun!

Linford L. Good is Senior Vice President of Brokerage Services for High Associates Ltd. He can be reached at