The blog post from Seth Godin. . . Shocking Tiger Woods Video. . . really illustrates a great point.
Part of the content of his post is:
Is it better to get a click and then annoy someone, or better to only reach the people who care?
The mindset of the brazen copywriter is, “well, even if only 1% of the people I trick are actually interested in the content, that’s worthwhile. After all, there are a lot of people out there, and offending 99 to get one one sale is good math.”
The word I use for people like this is ‘spammer’.
The mindset of the modern marketer is, “I can build a reputation in everything I do. If I teach people to trust me, then over time, I’ll conserve their attention and build permission. That’s priceless, particularly in a world that’s getting more skeptical by the minute.”
Over the past couple of years we are seeing a gradual and very definitely a positive shift to more and more new home builders wanting to go the ‘permission’ based marketing route that builds a trusted relationship versus ad hoc mass emails and communications approach that basically says ‘let’s toss it against the wall and see what sticks’.
We are here to help builders that are on the journey — helping to equip you to capture every lead then target, nurture, communicate and close more deals with your prospects. Permission and nurturing also has a better chance of creating long-term loyal homebuyer to builder relationships.