Overcoming resistance to new marketing in construction and real estate

Marketers advocating for social media marketing at many real estate and construction companies face an uphill battle because few companies in the industry are taking advantage of this new marketing based on information gleaned from MorganSullivan’s 2008 social media survey. Let’s be honest, social media marketing represents a game changer and that’s not easy in many real estate and construction company cultures where traditional marketing has worked for many years. Here are some ways to put pressure on those who resist the new marketing.

Small steps. It took years before people started using telephone answering machines, but eventually people embraced the technology. It’s best to start small and understand that people won’t necessarily buy into your thinking overnight. Launch a campaign to communicate the potential benefits of social media marketing and use examples to support your case.

Show sensitivity to people who are very interested in traditional marketing methods. Many CEOs and senior managers in construction and real estate enjoy seeing their company name on commercials, advertisements, sponsorships, etc. Some of these old ways of marketing still work and asking them to change is probably a battle not worth fighting in most cases. Listen to management concerns and identify areas of common ground when advocating for social media as part of your overall marketing strategy.

Comment on blogs and online media posts and report the results. Commenting on blogs and then taking note of how often your business appears on search engines like Google after making these comments can be very persuasive in pressuring people in your business about the potential marketing benefits available through social networks.

Use social media marketing examples to make your case. Highlighting examples where construction and real estate companies use social media will give you more credibility with management. Perini is a construction company that links social media sites in their press releases and Century 21 is a great example of a real estate company that benefits when David Meerman Scott wrote a blog post about the company and it generated enough buzz. for Century 21 to appear in the first position. Google search engine page.

Start a blog and share success stories with influential people within your organization. According to the survey, most construction and real estate companies have websites, but no blogs. It is difficult to see any benefit from blogging without having a blog. Start a blog and post regularly. Link to relevant blogs and communicate your activities to key people within your company. Make sure to talk about the results you are getting i.e. comments, traffic to your blog, new inquiries, etc. Eventually, people will start to notice and you will begin to build allies within the organization.

Don’t forget to communicate the costs of your online efforts. It’s one thing to communicate success stories – that is, get published, increase web traffic, etc. – but having the ability to demonstrate benefits versus costs can go a long way in advocating for new marketing. Social media marketing is not free, but it is often much less expensive than other forms of marketing such as advertising or direct mail. Keep track of the costs required to get additional web traffic and PR from social media marketing, and you’ll start to make a good case for incorporating social media marketing into companies’ overall marketing strategy.

Change is not easy and it does not happen overnight, but companies that refuse to change run the risk of extinction. Bennigan’s and Digital Equipment Corporation are two examples of casualties resulting from the inability to switch. However, understand that change is possible and continue to defend your case. Then see what happens. Like it or not, social media marketing is not a fad and it’s not going away any time soon.

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