Getting Your Marketing "Inline"

These days the mix of varied types of consumers of real estate services demands that you design your marketing to be "inline" with the specific expectations of your consumer. This means that to reach your target market a mix of online and offline marketing strategies should be planned, purchased and executed.

In the new world of "inline" marketing your ad spend should be allocated to the varied audience of Civics, Boomers, Gen Xers and Millenials. "Inline marketing" requires an "inline media" strategy to provide content as desired and demanded by each of these unique buyer and seller consumers.

As an industry we need to stop thinking about online and offline media types as "one or the other" or "we/they" choices. Know your market and add measured amounts of varied media strategies as needed to communicate and reach your potential, diverse and varied customer bases.

--Ken Jenny, TranCen

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