Should You Market or Promote Your Real Estate Investing Business?

You want to make sure that clients and potential leads know about your real estate investing business and contact you to work with you – but how do you accomplish this? Marketing programs rely on the idea that there are two ways of promoting a product or service: Active Promotion and Passive Marketing. Using both wisely can help ensure that new clients are always moving towards your company.
Active promotion refers to any actions you take to actively bring in clients and leads to your business. This generally includes networking, cold calling, and writing letters of introduction. Many entrepreneurs are very hesitant about taking these steps because they see this form of marketing as being too aggressive or too pushy. Some business owners feel that they are not charismatic enough to contact people directly. However, avoiding active promotion is a big mistake, since it can be very useful. Just consider some of these active promotion ideas:

1. Pay-per-call. In this form of advertising, your company pays for a text ad online. When Internet users click on the ad, they are connected to your business via phone. You only pay for the incoming calls you get. This is a great way to get lots of leads for your business.
2. Seminars. Offer to give free talks at local events and organizations about real estate. Offer advice and give audience members the chance to ask questions. Offer your card and promotional material to interested audience members after the talk.
3. Radio talk shows. Offer to appear on a radio talk show to offer real estate advice to callers. Offer your contact information on air to any callers who express an interest in your services.

Passive promotion means targeting a general audience and hoping that someone out there will be interested enough to call you to ask about your services. This can mean promoting your real estate investing business through radio ads, newspaper ads, billboards, magazine and newspaper articles, and online advertising campaigns. Passive promotion is useful because you don’t always know who to target for active promotion. Passive marketing allows you to find those potential leads you don’t even know about. Many companies also find that they feel more comfortable with passive ideas such as:

1. Internet banners and ads or SEO articles which get your business great search engine rankings.
2. Media interviews and spots on local talk shows.
3. Posters and advertisements at local charity events and trade shows.

Promoting your real estate investing business will be most successful if you balance active promotion and passive advertising. This will allow you to reach the most leads and will ensure best results.
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