Factsheet: Marketing Objectives and Focus

Specific Marketing Objectives and Focus

As you realise, one of the main objectives of your advertising is to provide information about your product, in order to stimulate demand. This applies equally to the more general marketing that you do. Obvious, but worth bearing in mind at all stages of the marketing process. Technically, marketing has two objectives:

- to communicate information about the product

- to persuade people to buy the product

Most advertising combines parts of both of these objectives. However it is important to recognise that they are not necessarily the same thing.

Typically, new products (for us, when we are advertising for new customers) are supported with both informative and persuasive ads, while mature products (attempts to get previous customers to return) use persuasive ads. Why is this interesting for rental property owners?

At all stages of marketing your property, the persuasive element is important and for returning customers it is the most important aspect.

This is one reason why I am not enthusiastic about internet sites that simply list location, number of bedrooms, facilities provided and so on for a property. The little details - is there a microwave, is the parking under cover, will not convince people to rent your property. The wisteria around the door or the picture of a happy family next to the pool just might.

Get the customers attention first, then worry about the detail. Advertising often excludes almost all product information. When you see a car advertised on the television it will show you the car, and an appropriate setting - city, countryside, a magnificent video with all kinds of special effects, according to the target market. The advert sets a scene, makes you wish you were driving that car. It won't often tell you the price or the colours available.

You should try and do the same yourself.