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<< Click to Display Table of Contents >> Navigation: MLS 2026 Operations & Reference Guide > Client & Service Unit Management > Marketing Using MLS 2026 > Methods For Reaching Out |
There are many ways to communicate with:
•existing clients
•potential clients
•referral sources
•community groups
Some methods are inexpensive.
Others can become extremely costly.
The important question is not:
👉 “How many people saw the message?”
The real question is:
👉 “Did the communication actually generate profitable business?”
Before investing heavily in any marketing effort, evaluate:
•who your clients are
•how they prefer to communicate
•which methods they actually pay attention to
•whether the effort creates measurable return
MLS 2026 helps track:
•client activity
•repeat visits
•service frequency
•follow-up opportunities
•marketing effectiveness
This allows management to evaluate:
👉 Return On Investment (ROI)
instead of relying on assumptions.
Traditional newspaper advertising has declined significantly in many markets.
Some clients still:
•read printed newspapers
•follow local business sections
•pay attention to community publications
However, many people:
•skim headlines online
•never read printed ads
•discard papers immediately
Before investing in newspaper advertising, determine:
•whether your target clients actually read the publication
•whether the publication serves your market area
•whether previous advertising produced measurable results
In some communities:
👉 local newspapers may still be highly effective.
In others:
👉 the investment may produce very little return.
Local community magazines can sometimes perform better than large regional publications.
People may spend more time reading:
•neighborhood publications
•homeowner association newsletters
•local event guides
•school publications
•regional lifestyle magazines
These often remain visible longer than newspapers and may target:
👉 the exact demographic you want to reach.
The effectiveness depends heavily on:
•circulation quality
•readership habits
•local reputation
•audience demographics
Radio advertising can create:
•name recognition
•local familiarity
•repeated exposure
However, listeners are often:
•driving
•distracted
•multitasking
This means they may not remember:
•phone numbers
•websites
•specific offers
Radio is usually most effective for:
•reinforcing brand familiarity
•promoting community involvement
•maintaining local visibility
rather than:
👉 detailed promotional messaging.
Email remains one of the most cost-effective communication methods available.
However:
•spam filtering
•inbox overload
•excessive advertising
•poorly written messages
cause many marketing emails to be ignored or deleted.
Successful email communication should be:
•brief
•personal
•helpful
•professional
•specific
Clients respond far better to:
•service reminders
•maintenance recommendations
•seasonal advice
•thank-you messages
•useful information
than to:
•generic advertisements
•constant promotions
•excessive sales language
Examples of useful email topics include:
•preparing for winter driving
•checking tires before travel
•battery inspection reminders
•cooling system maintenance
•seasonal preventative maintenance
Helpful information builds:
👉 trust and credibility.
Text messaging has become one of the most effective modern communication tools.
Clients often respond quickly to:
•appointment reminders
•service status updates
•approval requests
•pickup notifications
•preventative maintenance reminders
Text messages should remain:
•short
•respectful
•infrequent
•relevant
Excessive promotional texting may quickly:
•annoy clients
•trigger blocking
•damage relationships
Texting works best for:
👉 timely operational communication.
Unsolicited sales calls are often viewed negatively today.
However:
👉 genuine personal follow-up calls
can still be extremely valuable.
The most effective calls are:
•post-service follow-up
•personal concern
•relationship-based communication
Examples include:
•asking whether everything is operating properly
•confirming satisfaction after a repair
•checking on a concern mentioned during the visit
These calls should:
•feel natural
•remain conversational
•avoid scripts whenever possible
Clients usually appreciate:
👉 sincere concern
far more than formal surveys.
Physical mail still attracts attention when handled properly.
Postcards work well because they:
•remain visible
•are easy to save
•can be placed on bulletin boards
•serve as physical reminders
Letters are often effective when they:
•appear personal
•are professionally presented
•contain useful information
•avoid excessive advertising language
Mail that appears generic or mass-produced is often discarded immediately.
Mail that appears:
•personal
•professional
•thoughtfully prepared
is far more likely to be read.
Even today:
👉 handwritten envelopes often receive attention.
Cold-call telemarketing is generally viewed very negatively by consumers.
Most people:
•dislike interruption calls
•screen unknown numbers
•distrust scripted solicitations
Aggressive phone marketing can damage:
•reputation
•trust
•customer relationships
For most service businesses:
👉 relationship-based communication
works far better than high-pressure solicitation.
Social media can help businesses:
•maintain visibility
•share updates
•display completed projects
•promote community involvement
•reinforce branding
However, paid advertising on social media does not automatically guarantee results.
Many users:
•ignore advertisements
•scroll quickly past promotions
•trust recommendations more than ads
What often works best is:
👉 reputation and referrals.
People frequently ask friends online:
•“Who do you trust?”
•“Who do you recommend?”
•“Who does quality work?”
Consistent positive reputation usually outperforms:
•aggressive advertising
•excessive promotions
•constant sales messaging
Social media is often most effective when used to:
•reinforce professionalism
•share useful information
•highlight community participation
•demonstrate expertise
rather than:
👉 constantly pushing advertisements.
Modern clients frequently evaluate:
•online reviews
•ratings
•business responses
•photographs
•professionalism
before contacting a service provider.
Encouraging satisfied clients to leave reviews can be one of the most valuable marketing activities available.
Professional responses to reviews — especially negative ones — strongly affect:
•public perception
•trust
•credibility
Your online reputation is now:
👉 part of your brand.
Many clients first encounter a business through:
•online searches
•map listings
•review platforms
•business websites
Your website should:
•look professional
•load quickly
•work on mobile devices
•clearly explain your services
•provide contact information
•reinforce your brand image
Potential clients often decide within seconds:
👉 whether a business appears trustworthy.
Regardless of technology, the most effective marketing still involves:
•trust
•relationships
•professionalism
•consistency
•honest communication
People remember:
•how they were treated
•whether problems were solved
•whether communication felt sincere
•whether they trusted the business
Technology simply helps:
👉 strengthen those relationships.
Every marketing effort should be evaluated carefully.
Track:
•costs
•response rates
•repeat visits
•referrals
•profitability
Do not assume a method works simply because:
•it is popular
•competitors use it
•sales representatives recommend it
A marketing method should produce:
👉 measurable positive return.
If it does not:
•adjust it
•improve it
•or discontinue it
and focus your resources where they provide actual value.
•Focus on relationship-based communication
•Keep emails short and useful
•Use text messaging carefully and respectfully
•Follow up personally after service visits
•Maintain a professional online presence
•Encourage satisfied clients to leave reviews
•Use social media to reinforce your reputation
•Avoid aggressive telemarketing
•Measure ROI on every marketing effort
•Build long-term visibility through consistency
•Marketing Overview
•Visualizing Your Brand
•Understanding Your Client Base
•Selling Your Services
•Creating Text
•Selection Of Records
•Choosing A Format
•Marketing Strategies
•Auto CRM
•Client Analysis