{"id":1082,"date":"2011-09-11T22:11:47","date_gmt":"2011-09-12T02:11:47","guid":{"rendered":"http:\/\/www.manufacturedhomepronews.com\/cuttingedgemarketingsales\/?p=1082"},"modified":"2011-09-11T22:11:49","modified_gmt":"2011-09-12T02:11:49","slug":"marketing-disconnects","status":"publish","type":"post","link":"https:\/\/www.manufacturedhomepronews.com\/cuttingedgemarketingsales\/marketing-disconnects\/","title":{"rendered":"Marketing Disconnects"},"content":{"rendered":"

In a Daily Business News<\/em><\/strong><\/a> story we will publish early Monday morning, the National Association of Realtors now says that 94% of all home buying searches begins online.  This is an overwhelming number!  Couple that with facts that Derrick Hatchey shared in an insightful article<\/em><\/a> on the topic of online marketing.<\/p>\n

What do such facts add up to?  That we are barely scratching the surface of the potential for our Industry.<\/p>\n

But I hope you already knew that, right?<\/p>\n

Ideally, good marketing and good selling go hand in hand.  But all too often, When we review a client's marketing and sales, we find numerous 'disconnects.'<\/p>\n

Ideally, what you want for your customers is to create an experience that relates – connects – directly with the message that is advertised.   So if – for example – you tell them your community has a clubhouse, there should be one there. <\/p>\n

But more to the point, let's say you technically <\/em>have a clubhouse, but it is currently being used for storage space instead of for residents (yes, I've seen that…some of you have too).  Then the way to avoid the disconnect for the prospect is to state the fact, but you do it best by preparing the prospect for the truth. <\/p>\n

That preparation can happen online or via the sales person's initial phone contact: 'We have temporarily modified the use of the clubhouse, but plan to put it back into service for residents in x time frame.'
\n\t<\/em>
\n\tMean what you say, and say what you mean.  No disconnects<\/strong>.  This goes for home retailers, brokers, communities anyone marketing a product or service online.  But for a few moments, let's continue the example of manufactured home land lease communities.<\/p>\n

I've seen many a community advertise 'paved streets.'  First of all, come on folks,<\/em> this is the 21st century!  Isn't that a little like saying we have plumbing and electric in our homes?  But what is REALLY bad is when you advertise 'paved streets' and the prospect comes out and sees pothole city on your private roads. <\/p>\n

That is an example of a marketing disconnect.<\/p>\n

You can get your cousin 'Ned the Geek' to do a website.  The truth is, that anyone can build one these days if you want to spend the time.  Even great looking websites may have a problem, though.  What if the website sets a wrong expectation for the prospect?  <\/p>\n

The right website built or modified the right way is a modest investment that can often be recouped many times over with the very first sale. 
\n\t<\/strong><\/p>\n\"Disconnect_photo_credit_-_photosteve_Flickr_Creative_Commons\"<\/a>\n

The ideal situation is to make the marketing and sales experience as seamless as possible for the prospect.   Craft a message that speaks to your target market(s).  Create a message that does more than avoid marketing disconnects.  Make your website a place that invites the prospect to learn more by calling, emailing or making the trip.<\/p>\n

To learn more about successful online marketing programs, consider attending our Dominate Your Local Market<\/em><\/a><\/strong> presentations at the Texas Manufactured Housing Association's annual meeting, or at the New York Housing Association's annual meeting. <\/p>\n

You can make direct inquiries to us by putting Dominate your Local Market<\/strong><\/em> into the subject line of your email <\/strong>and contacting me at tony@mhmsm.com<\/a>. # #<\/p>\n","protected":false},"excerpt":{"rendered":"

In a Daily Business News story we will publish early Monday morning, the National Association of Realtors now says that 94% of all home buying searches begins online.  This is an overwhelming number!  Couple that with facts that Derrick Hatchey shared in an insightful article on the topic of online marketing. What do such facts …<\/p>\n

Marketing Disconnects<\/span> Read More \u00bb<\/a><\/p>\n","protected":false},"author":4,"featured_media":1083,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"yoast_head":"\nMarketing Disconnects - The Cutting Edge of Manufactured Home Marketing & Sales<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.manufacturedhomepronews.com\/cuttingedgemarketingsales\/marketing-disconnects\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Disconnects - The Cutting Edge of Manufactured Home Marketing & Sales\" \/>\n<meta property=\"og:description\" content=\"In a Daily Business News story we will publish early Monday morning, the National Association of Realtors now says that 94% of all home buying searches begins online.  This is an overwhelming number!  Couple that with facts that Derrick Hatchey shared in an insightful article on the topic of online marketing. 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