Yes, American Lifestyle magazine is a high-quality marketing tool that has been designed to help you garner repeat and referral business. However, like anything else in life, these results don’t come without a little effort on your end. But does that mean you need to pick up the phone after your mailing goes out? To answer this question, it comes down to understanding proactive vs. passive marketing.

Proactive marketing is sending ALM, and following up with your clients regarding the content. Whether you’re picking up the phone, popping by, or simply shooting a quick text or e-mail, you’re opening the lines of communication with your clients. Not only will this personal touch positively resonate with clients, you’ll be surprised with how grateful they are for receiving a valuable piece of mail.

On the contrary, passive marketing is just that, passive. It’s sending ALM, and waiting for your clients to contact you. While this isn’t necessarily a bad thing, you’re relying on a lot of luck. If you don’t pick up the phone, the odds of your clients reaching out are slim. However, if you’re an agent who has pounded the pavement and hustled your butt off for the past few decades, you may not be looking for new business. Sending ALM can act as a simple way to say thank you to your clients.

At the end of the day, ALM should fit into your overall marketing strategy. For instance, if you have a 33-touch system, and ALM is one of your passive touchpoints because you pop by two weeks later, then it’s okay not to specifically follow up in regards to the magazine. The key is having a practical system in place to move your prospects through your sales funnel, with the hopes of closing them at the end. Picking up the phone after sending ALM depends on whether the magazine is a small piece of your business strategy, or the whole thing.

To learn more about American Lifestyle magazine, visit www.remindermedia.com/tour.