Recently we were asked to respond to an interesting request for a proposal. The highly detailed document posed some interesting questions that allowed us time to reflect on how digital has changed many of our business practices. We like to share some of these thoughts here:
How is Maximum adopting digital?
Maximum adopted digital very early. Quite frankly, it was this early adoption of digital that allowed us to stay a real estate marketing force during this recent recession. We use digital to provide consistent lead generation for our clients, but more importantly, as a cost-effective way to test markets and marketing messages, to enhance large media and/or promotional buys, to affect search results for our clients and to provide the content we want buyers to consume when researching their real estate options.
How has the creative brief evolved for Maximum?
The way today’s buyers research and consume marketing messages and with ever-changing technology there has been a massive shift in the road maps for communication. When developing creative briefs we start by considering how our messages are going to be articulated, how can we be engaging and be fluid in delivering the message and, above all, will the message be intriguing and aesthetically pleasing across multiple platforms. We always start with the belief that all our marketing outreach needs to be engaging, memorable and shareable. If we achieve that, we will achieve continuous success for our clients.
How does Maximum stay in touch with the rapidly changing needs of customers, especially as they re-define what’s important to them?
Constant research. Each Maximum team member spends significant time looking at how products and services are being offered to consumers and what products and services are changing for relevance today. We look outside real estate, as well as in our industry, for ‘best-in-class’ consumer interactions, great user experiences and top consumption channels. One example: today’s consumers no longer want websites created on old print paradigms. Today, websites must provide different and concise avenues for users to explore and consume information. The information must be readily available, mobile-friendly, HD quality, and shareable, to name just a few characteristics.
Author: Kelly Burnette – Principal/ Co-founder (More about Kelly HERE)