It’s a crazy age we’ve stumbled upon. Smart phones direct our cars, pay for our Starbucks and open our front doors. We’ve become accustomed to the internet being an endless expanse of unlimited access to information. And if you ask any ‘social media guru’, they’ll enthusiastically tell you that there is no better time to get on the social media train. In fact, I’ve heard stories of social media masterminds (marketers) getting so excited about acquiring a new twitter follower that they’ve had to get a neck brace.
“Did you hear the one about the marketer who didn’t use Pinterest?” A quirky prose by Forbes writer Steve Olenski, who concluded that thus stated marketer ‘was soon looking for another job.’ But maybe we got ahead of ourselves on this one.
In amongst all this hype that gets generated online, we can’t help but ask ourselves the question: “Does an increase in people searching online for homes result in more home sales?” And I can’t help but humbly think that it might not. If you drive along the highway and see 2 billboards on the side of the road, chances are you’ll take notice, and maybe subconsciously compare them. But drive by 50 of them in a row and I’ll bet they just become mental scenery and start to blend in. So think about your new house or development project going for sale and being tossed into a never ending field of property. The fear of marketing online ‘just because you think you should’ isn’t a good enough reason in my opinion. The web can make or break companies, and as Ryan Laurin from Braun Allison stated as #2 in his marketing resolutions you can keep for 2013: “Make some hard choices with social media. At B/A, we’ve taken some tough choices around which social media work for us. Facebook wasn’t our friend, so we’ve focused on other channels. For you, it might be different. But as social media matures, it’s clear we can’t spread ourselves too thin. Time to weed the garden.”
Now don’t think for a minute that I don’t fully endorse online marketing. I mean, it is what I do. But like with anything, more doesn’t mean better. In order to have successful online marketing, you have to understand what the online market is all about. And if your core values of what you’re building or selling don’t match up, don’t try and make them fit because you have to. So take your pick; the tower of power or a half-working shower?