Standing Out in a Saturated Market
This past week my family and I took our last summer vacation, heading to the Colorado mountains to soak up the warmth before the first snow falls next month. While lazing about we happened upon an art fair in Redstone, one of the many small towns sprinkled throughout the mountains.
As we casually drove down the only street in town, looking to see what was new and what had changed since we’d last visited four years ago, I started to notice for sale signs. One, two, three … all posted in front of residences.
There seemed to be so many that I couldn’t help but begin to count them. Four, five …
By the end of the one-mile long street through town I’d counted seven homes for sale — and three real estate agencies. Talk about tough selling.
With only 92 residents, you know you can’t pull from the locals to sell a house. With three real estate agencies, you also know you need to be different to sell.
This is an example of a situation in which lead generation becomes so critical. Whether it’s a small or large market, when it’s already saturated, you have to be different to stand out. Cold calling and dropping in on prospects isn’t going to be enough. Nurturing the prospects you already know won’t be enough.
You need a well-designed lead-generation campaign that includes:
- Reach to new contacts in clearly defined microsegments
- A series of consistent messages that will catch potential buyers’ attention
- Multiple modes of communication combining digital, collaborative and personal activities to reach prospects
- Communication over time, without stalking, but just frequently enough that your prospects can’t forget you, and intriguing enough that they want to learn more
Most VARs today are doing some type of lead generation. But when you sit back and analyze your results, is your lead generation strategy really working for you? Is it getting you the number of profitable new customers you require to meet your growth objectives, or just to stay solvent?
Sometimes you have to shake up your lead generation strategy to stand out. Combine your appointment-setting campaigns with other personal activities such as email and letters. Integrate digital activities such as blogging and social media to broaden your list. Expand your collaborative events and postcards with vendors to include personal activities, too.
In a saturated market, simply posting your “For Sale” sign won’t get you the leads you need. You have to be different. Take a look at your lead-generation strategy and consider where you can mix it up to get the leads you deserve.
If you want to shake up your lead generation strategy or even create more compelling lead generation content, join me in our master series programs this fall as we focus on lead generation approaches that will set you apart, attract qualified prospects in Q4, and launch a stellar 2013.