If You Want to Build Brand Recognition, You’ve Got to Stay in the Game

The two questions listeners of Stay Paid most often ask are, “How do I consistently get leads?” and “How do I become a top producer?” Our answer to both questions is always the same, and it’s amazing (and gratifying) how often our guests repeat the same answer, even if they don’t use the same words:

Be consistent in your marketing.

It’s the way to build brand recognition, mindshare, trust, and relationships.

It’s a simple strategy, but there are literally thousands of agents who fail every year because their expectations don’t line up with reality. These agents want streams of new leads to start flowing much sooner than can reasonably be expected. But dams don’t break after one or two storms. It takes a lot of water over a long period of time before you experience a flood.

To build brand recognition, mindshare, trust, and relationships TAKES TIME. Successful agents know this. They’ve committed to marketing across all channels, to re-investing profits into their business, to providing value long before pitching their services, and to always doing a bit more than the other guy.

It’s why this week’s guest, Andy Dane Carter, tripled his print marketing budget during the COVID-19 pandemic and hasn’t pulled back.

Print is still an effective way to build brand recognition

Facebook, Twitter, Instagram, Google—Andy uses them all because digital marketing is essential. People are spending their time online, sharing information, and getting informed. And with the pandemic, digital marketing is growing exponentially faster than anyone could have imagined.

But Andy also uses mailers, magazines, and door knockers, and has put a significant chunk of his marketing budget into that bucket.

Why use digital and print?

For Andy, it’s because all he wants to hear from his clients and peers is, “You’re crushing it … your branding is everywhere!”

Far from being dead, print—and direct mail marketing in particular—remains a strategic channel for those looking to build brand recognition. According to the Data and Marketing Association, “Only 44% of people can recall a brand immediately after seeing a digital ad compared to 75% of people who receive direct mail.”¹

Last thought

With your marketing, you want to be ambitious, but realistic. If the results after your first month, six months, or year results aren’t what you expected, don’t give up! Because you didn’t make as much progress as you thought you would doesn’t mean you haven’t made any. And it doesn’t mean you shouldn’t try new things.

You can tweak the audience of your digital ads. You can add or subtract a channel. You can put more money toward what’s working and less toward what’s not. But whatever you do, don’t stop. If you stop you’ll stagnate.

And stagnant water stinks.

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¹ Ivana Vojinovic, Direct Mail Statistics That Will Have You Running to the Post Office, Last updated September 17, 2019, https://www.smallbizgenius.net/by-the-numbers/direct-mail-statistics/.

Key Points

• No matter how long you’ve been in the business, or how successful you’ve become, you don’t know everything. Don’t let your ego get in the way of learning something new. Stay humble, coachable, and teachable.
• Don’t give up on your marketing because you don’t get immediate results. Commit to building your brand; have faith in the process; exercise patience.
• Use multiple lead generation sources. Automate and systematize your follow-up because following up is where most agents drop the ball.
• There is always time to do more.

Action Item

Stop making excuses that are holding you back, and do a little more.

Connect

• Connect with Andy on any social media platform. Simply search his name: Andy Dane Carter.
• You can find Andy’s book 100 Doors: Building Wealth Through Cash Management here.
• You can listen and subscribe to Andy’s podcast, The Andy Dane Carter Show, on Apple iTunes.
• Andy’s automated lead and follow up system is Sierra Interactive by Follow Up Boss.