Know Your Target and Hit the Bull's-eye

When evaluating the different advertising formats that are available to you, it’s important to define the best approach to reach your target audience. Agency representatives are quick to brag about “reach” and “impressions,” but their demographics can be misleading when taking your objectives and budget into consideration.

Direct marketing guru, Karen Deis, feels that it is critically important to maximize your promotional dollars in an effort to have qualified customers call you first.

For example, if you’re targeting consumers who are considering a home purchase, then it makes more sense to utilize your local, freely distributed home-shopper magazine than your local newspaper, even if it costs more. The 100,000 people reading the newspaper are looking for news, and may not be looking for Real Estate at all. On the other hand, the 1,000 people reading the home-shopper magazine are specifically looking for homes. Focus as tightly as possible on your target audience and consider the following questions:

Are your clients:

Restricted to your locale or geographic area?
In a certain age group or gender?
In a certain financial bracket?
In a certain line of work?
Recently married or divorced?
Recently graduated or putting a child through college?
Buying a car, a pet, or a new high-definition TV?
New parents or new grandparents?
Frequent patrons of other certain stores or businesses?

Brainstorm and be creative! You will probably find that you have multiple small niches, which could best be reached using non-traditional methods. Talk to other business owners about cooperative marketing campaigns. There are countless inexpensive ways to get your name out there…if you just know where to put it.

Call me to discuss some of the powerful cooperative campaigns I have used to generate business!

Lee Vanvolkenburg

15:43 23 Nov 23

Michael and his team were wonderful to deal with. They were excellent with communication and always available to answer questions. Thank you all!

williams lovos

22:54 16 Nov 23

We close on the house tomorrow! Thank you David and Michael for making my first home buying a smooth process. I had several out of the ordinary situations that would had easily not been possible to get the loan in the time that they were able to approve it. My wife and I are forever grateful for the work the team did. Thank you again!

Mario Silvestri III

16:45 16 Nov 23

Rex Perkins

16:56 15 Nov 23

Everything had been going well over the past two years since refinancing an existing mortgage. The application process, approval, servicing website, everything had been very smooth, nothing but the best service. I then had a minor issue arise. We had a wind loss claim on our home and, unfortunately, I had put off getting the check cosigned until the last minute. An issue arose as part of a minor miscommunication in terms of where the check was to be forwarded for endorsement.

To make a long story short, I feared that this miscommunication and misdirected check coupled with my procrastination were going to result in the check expiring and a huge hassle on my part to go through the process again. Mr. Inkman nor his branch were in any way involved with my account or account management, yet, the check inadvertently ended up in their draft loss department and I feared this would further delay things. I was a bit frantic.

One of those that I emailed was Mr. Inkman. In an era when customer service is not as valued as in the past, I was very skeptical I would meet the deadline. But, to my surprise, Mr. Inkman took it on his own to personally get things done and get the issue resolved. It appears that he tracked down the overnighted check personally, directed it for signature, packaged and overnighted the check back to me. All the while remaining professional and pleasant and providing consistent email updates on the status. It doesn't even look like he delegated, rather taking the initiative and seeing it through on his own.

To me, that's not just doing a job, that's going above and beyond in terms of leadership, professionalism, and customer service. We could not be more happy. And, as a further sign of good will, the Fairway CEO actually emailed me personally to follow-up and assure resolution. Been very happy with Fairway since my refinance, Mr. Inkman's efforts only further reinforce that opinion.

Samer Fallouh

15:01 15 Nov 23

Debbie Salas

21:47 03 Oct 23

This transaction probably would not have happened without Michael. Whenever we hit a stumbling block, he found a way around it! He kept us informed and was a positive light all the way through to the end and beyond.
Thanks

Eric Kieffer

22:46 16 Aug 23

Did business with Michael about 20 years ago and he was happy to help us again. He and his team did a great job. See you in another 20.

Know Your Target and Hit the Bull’s-eye

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