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The Evolution of Real Estate Marketing

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RISMEDIA, Nov. 7, 2007-Real Estate marketing is about building relationships with people. All other things being more or less equal, people buy from people they like, trust and respect. Once a real estate agent has built up a network of relationships the sales come as a natural result. The best way to build those relationships is to communicate with prospects and clients on a regular basis. What most real estate professionals don’t realize is that marketing can, at times, become complicated, expensive and time consuming. The Personal Marketing Company developed the Web-based My Personal Advantage SM- a true one-to-one marketing system to help reduce that complexity and save money and time.

Getting personal with your contacts

There was a time when mass appeal marketing made sense and produced results. Today’s consumer is not willing to stop and pay attention to anything that doesn’t speak to him or her directly. The company says that The Personal Advantage system allows agents to manage contacts the way the contacts prefer to be managed. By utilizing unique content, customizable timeframes, and preferred delivery methods (print or electronic), agents are able to segment their clients and target each segment with marketing that will appeal to their individuality.

“The idea is that sending information that’s more relevant strengthens the agent’s relationship with that client or prospect and answers the consumer value question, ‘What’s in this for me to make me take the time to look,’” says The Personal Marketing Company President John Wendorff. “It makes the agent look more relevant, too, by communicating the right message to the right contact at the right time.”

The company says that in about 10 minutes a day, and for $9.95 per month, Realtors can gain control of their marketing plan and put My Personal Advantage to work for them. Agents can have precisely the right blend of e-mail, direct mail and personal touch points in their marketing plan. It has more than a dozen built-in marketing campaigns, each with automated delivery of e-mail, direct mail and personal contact reminders – all tracked so users get measurable results, according to the company.

My Personal Advantage was launched in late 2006 in beta test form to gather real-world feedback from agents using the product daily. The product officially rolled out to the Real Estate market this past summer and is now enhanced with upgrades to a number of features; including improved functionality for managing databases, fewer steps to implementing campaigns and improved reporting features.

“It seems like most systems and programs have a learning curve and it was so nice to see something so simple and intuitive that it worked just fine immediately,” says Joe Pruett, an agent with Bank Plus Realty in Pembroke Pines, Florida.

According to the company, with just a few clicks a user can set up their database and categorize prospects and clients according their various interests – young married couples, empty nesters, second-home buyers, investors, etc. This information can be changed at any time. Completely Web-based, there’s no software to buy, learn or update and it’s accessible from any computer.

Eddie Hurt, a Realtor for nine years with ERA® Shields Real Estate in Colorado Springs, Colorado is an early participant in My Personal Advantage. “I like the way it gives reports,” he says. “I can see how many mailings have been sent out and when. That allows me to keep control of my marketing plan and see what’s going on.”

The Personal Advantage marketing system was designed with the new agent in mind, as well as the industry veteran. According to Lori Scott, Product Manager for The Personal Marketing Company, “Veterans realize it’s hard to maintain multiple lists in multiple places and brand new agents have the ability to control their budget right away.” With the Personal Advantage system, if you have the $9.95 monthly service fee you can start out marketing to just one prospect.

For a limited time, interested agents may try out the My Personal Advantage marketing system for 90 days free of the monthly service fee. This includes unlimited e-mails and any printed materials will just have a charge for the printing and mailing.

For more information, visit www.MyPersonalAdvantage.com or call 800-833-1522 for more information.

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