Have you heard people say, “Everything is marketing!”? Those people make me throw up. Everything is NOT marketing. However, I do understand the blurred lines between the two. Marketing and sales activities overlap and the lines between the two become blurred. I’m going to break down marketing and sales into very simple terms.
Marketing – Marketing is what you do to reach and persuade prospects (potential clients). Almost all “lead generating” activities can be considered marketing (exception: cold-calling). Most follow-up activities can also be considered marketing. This includes emails, newsletters, and mailers you’ll be sending those prospects even if they’ve contacted you previously.
If you are NOT physically speaking to someone, it’s considered a marketing activity. When you use pieces such as email blasts, brochures, mailers, newsletters, websites, special reports, sales presentations, or other hand-outs, that’s marketing!
Sales – Sales activities are everything you do to close the sale and get a contract. Also, sales activities can be lead generating and follow-up in nature. Any time you call a client to ensure he/she is aware of new developments, cold-call either by phone or in person to new prospects, and/or follow-up with a friendly call, it’s considered sales.
If you ARE physically speaking to someone, it’s considered a sales activity. Cold-calling new prospects, giving a follow-up call to former clients, or stopping by a client’s office are all considered sales activities. Also, any meetings or pitches done directly to prospects are also considered “sales”. An exception to this rule, emailing a personalized follow-up (not using fancy HTML or a form letter) is considered a sales activity.
As you can guess, every commercial real estate agent needs both activities in his or her arsenal to remain competitive. For the most success, be sure your sales and marketing activities share the same message (example: industrial specialist) and share the same target market (example: industrial land owners).