WHAT IS OUTREACH MARKETING?
Outreach marketing is the act of marketing or promoting our community. It involves creating rapport, building and strengthening business and customer relationships, and seeking out new clients. In a nutshell, it’s telling businesses (and people) in our surrounding area who we are, what we're all about, and what our community is all about.
In a digital age, face-to-face marketing has decreased. So why continue to outreach in person?
Building rapport is more powerful when someone can put a face to the (brand) name. When we go visit local businesses, they start to associate us with our community. We go from a faceless brand to a personal connection.
Marketing is a numbers game. Increased marketing equals more prospects and more prospects allow us more opportunities to close. If we follow that logic, more opportunities to close leads to higher occupancy. And we all know the benefit of that!
HOW TO OUTREACH?
Prepare, prepare, prepare!
Your Grab-and-Go Marketing Kit:
Have it filled with your customized flyers from Sprout, your brochures and business cards, community swag (like pens!) and any additional goodies. Learn more about an effective Marketing Kit here.
PRO TIP: If you are bringing goodie bags, label everything with your community info. This ensures you get the credit for your effort! Get some ideas in The 5 Secrets of Grassroots Marketing webinar.
Don’t forget to dress the part when you go outreach marketing. It’s all about making that great first impression.
Search hundreds of outreach designs here. Select OUTREACH MARKETING under DESIGN PURPOSE.
What to say
What to say will hugely depend on where you are going
It all starts with a smile and a warm demeanor
Have a great intro and a quick elevator pitch ready to go
Keep it brief
Take a personal interest
Remember who you talked to
Don’t forget to document your efforts. It’s the easiest way to build a route or pass it to a team member to continue progress.
PRO TIP: A lot of people get nervous about outreach marketing, but remember that you have a lot of value to bring to a local business. Your community represents HUGE buying power.
For example, you might have 230 units at your community. Think about the number of families and the buying power that 230 families bring to a neighborhood. When you're walking into a business, you can also bring that up. For example, if you were walking into an insurance agency, you might say something like, "I just wanted to talk to you. We have 230 residents at our community, and I know you have many clients. I'd like to see about partnering up for a relationship that's beneficial for the both of us. You could benefit from our residents and we can benefit from your clientele. Is that something you'd like to talk about?" Again, remember that you have something really awesome to offer.
WHO TO OUTREACH TO?
Need more ideas? Click here. New ideas added monthly!
WHEN TO OUTREACH?
Building that consistent effort with outreach is what's going to keep your occupancy high year round, but you have to start early. Remember, it’s the early bird that gets the worm.
Outreach early in the year, early in the month, and early in the day to make sure it doesn’t get crowded out by other tasks.
Make it part of your weekly routine. Set a recurring event on your calendar for outreach marketing. If you keep the day and time consistent, you are more likely to keep this as a longterm habit. (Marketing Monday, Preferred Employer Tuesday, etc.)
KEEP GOING EVEN WHEN YOU DON’T WANT TO
Remember: Outreach marketing doesn't always yield results instantly. Think of it as spreading little seeds in a garden. They're not all going to populate, they're not all going to sprout up but some will. And some will at different times of the year. So what you want to do is make sure that, that message about your community, that idea of building rapport is happening all the time. While you're on the clock, while you're off the clock. The more people that know about your community, the more chances you have that they'll walk in the door. The higher occupancy you're going to have, the better commissions you're going to get. The less stressful your job will be and the happier your boss and you will be. So keep doing it.