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I think cross-advertisement would be much more effective if you were reaching a target audience. That could be by working with a related field like architects and builders, or companies selling to people that are shopping for home improvements, or at least a targeted income range such as an upscale boutique or restaurant.
A cell phone company has the shotgun approach to marketing because it works for them. In this business you need a scope on your rifle. Look at everyone carrying a cell phone and ask yourself how many are worth spending some money on to try to solicit work. You don't know if they own a home. You don't know if the have the inclination to invest in landscaping. You don't know if they have the money to put into landscaping. All you know is that they have a cell phone. Do the same thing in a real estate office and you have people that are all purchasing a home and a lot more opportunity to get more good leads for the same investment and you know the timing is right.
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