Do You Have a Marketing Plan for Your Business?

March 26, 2010 at 9:32 pm Leave a comment

OC Property Management Networkers

Our mission is to cultivate relationships and encourage best practices in the professional management of residential properties in Orange County.

Written by:  Esther Denn, CCAM® ARM®

The OC Property Management Networkers meet on the third Friday of the month at various locations throughout Orange County.  On Friday, March 19, 2010, fifteen members of the group met at the Lone Star Restaurant in Laguna Hills from 12Noon to 2:00pm to discuss marketing.  There were two featured speakers in attendance.   The following are excerpts discussed at the meeting.

Do You Have a Marketing Plan?

Darren Somo, Action Coach threw out food for thought.   Darren gave the following step by step points on how to develop  a marketing plan:

  • Define your target market (Be specific – age, gender, location, income, interests, etc.)
  • Research how to reach your target market
  • Define your services or offerings
  • What  steps do you need to take to achieve your marketing goals?
  • Think about how many contacts you need to make ( i.e. personal, mail, telephone, internet) vs. what are required to close a sale (7 touches).
  • Quantify your marketing results to determine the effectiveness of your marketing
  • Prepare a marketing plan that addresses referrals, alliances, networking, email, direct mail, newsletters, web presence, social media, internet advertising and hosting events.

David vs. Goliath

What can small businesses do to position themselves against large businesses and overcome objections?

Aaron Weiner, CPM, CCIM LEED AP, experienced in commercial real estate followed up with how to differentiate yourself from your competitors, especially if you are a small business.  Aaron highlighted the following:

  • Position yourself to be different from your competition.  Find your niche in the marketplace.
  • Define your best practices
  • Define how company/client relationships are handled
  • Show don’t tell your strengths using stories where the client is the hero
  • Don’t wow or overwhelm the client
  • Be organized in your presentation
  • Pay attention to detail, spelling and wording.

The meeting wrapped up with a 30 second roundtable statement from each attendee on best marketing practices as follows:

  • Identify your niche by size of project or type and use that in your marketing
  • Use graphically appealing business cards and mailings
  • Ask your client “Where does it hurt?”
  • Have a passion for your business
  • Every opportunity is a marketing opportunity
  • Put yourself in the shoes of the customer
  • Put quality into your presentations
  • Build relationships
  • Set marketing goals – “I am going to talk to 50 people this week.”  And follow up.
  • Do what you say you are going to do.
  • Network

The next meeting is scheduled for April 16, 2010 at Lone Star Restaurant in Laguna Hills from 12:00 Noon to 2:00 pm.  The topic will be “Risk Management” by Linda Cummings, Attorney at Law and Lisa Kern with Driscoll Insurance.

You can contact Darren Somo, Action Coach at and Aaron Weiner, CPM at for more information.


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