Business Marketing Advice
Marketing a Real Estate Law Firm
Small and medium size real estate law firms can compete and even outperform larger competitors. All it takes is the right marketing plan.
For a real estate law firm, a great business model doesn't guarantee solid revenues.
Strategic marketing tactics can help small real estate law firms scale their visibility with consumers. The key is to market smart through the consistent application of fundamental marketing concepts.
Discounts
Discounts drive purchasing decisions, and real estate law firm consumers fit the pattern and factor discounts into their spending decisions. The power of a great discount is its ability to convince buyers that are receiving special treatment, a deal that isn't ordinarily available. However, for consumers located in the real estate law firm industry, you won't get far with discounts unless you communicate clear value. Offsetting discounts with inflated pricing is a tired ploy that often does more harm than good. Instead, think about how you can use discounts to lure customers in during a slow period, to generate traction for new product offerings, and to break into new markets.
Why Branding Matters
Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. Any and every real estate law firm has brand characteristics. Some brands struggle to achieve recognition with consumers while others seem to be quickly embraced by the marketplace. Companies that incorporate brand positioning into their normal marketing routines gradually accumulate higher brand values and are rewarded by consumers.
Promotional Calendars
Sloppy marketing programs have no place in growing real estate law firms. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. Many list vendors appreciate promotional calendars because they are useful for timing the delivery of the resources your business needs to meet strategic objectives.
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