Difference Between Active and Passive Mortgage Realtor Marketing

"At present, especially in the real estate industry, brokers make use of different strategies to succeed. When competition is high, there is all the more a need for one to use the best proven techniques while vying for sales. The market may seem to have a difficulty, it will continue to exist and everything will be in the hands of those who play an important role. It is the survival of the fittest. Brokers are, of course, a significant portion of this whole dynamo that makes the industry survive. When they compete against each other, they need to think of ways to get ahead of the rat race. And getting ahead means using the marketing techniques that can make all the difference.

In terms of mortgage marketing, a broker can only be two things - active or passive. There is, of course, a great disparity between what each of these two can do individually and as one. Passive marketing is advertising one's services through a generalized scheme and, as such, excludes direct pursuance of potential clients. An example is an ad in the paper or a website. On the other hand, active or direct marketing involves smart prospecting, whether the campaign is to be launched online or off. Call capture systems, email marketing and other specially designed software are a few techniques that can be included in active marketing. This kind of marketing tends to be more beneficial on its own because a realtor's efforts are targeted and, thus, have greater chances of success than any passive approach. When the campaign is launched online, active marketing can mean search engine optimization whose aim is to bring targeted traffic to the realtor's website.The advantage of active marketing is that you are able to reach out to an extensive audience at a lesser cost compared to the other one.

There are tons of real estate marketing techniques that you can implement for your business. You have to do your part to get people directed to you. It doesn't matter how great the properties are that you have available. It also doesn't matter how good the price is if you don't get people to recognize what you are offering.

Although active marketing can stand on its own, it can't be more effective when combined with passive marketing. Direct marketing can be the final push for people to positively respond to the subliminal credibility-building effects of passive marketing. Consistent visibility in the market creates for the advertiser a subconscious level of awareness of the realtor's credibility among potential clients. The chances for the buyers to actively seek out the realtor is higher if direct marketing techniques are used.

Keep in mind that your real estate marketing efforts should be in concert with the types of deals you're looking to do. For instance, if you want to flip properties, your marketing system might target motivated sellers facing foreclosure. On another note, if you're looking to build a rental portfolio, then you might consider building a real estate marketing plan to target landlords filing evictions

Passive marketing can be expensive which is why majority of the real estaet brokers have developed other ways in pursuing customers. Even though the one-time reach of a newspaper ad can cover more than what a simple targeted email campaign can, statistics will show that an email campaign that thrives on smart prospecting is still the best way to get the best out of mortgage realtor marketing. "