A marketing assessment provides information that can be used for marketing planning and community positioning. The scope of the assessment is geared to the community and customized for each client. For example, assessing existing residents’ profiles could determine what lead sources generated their initial inquiry.
Observing the selling style of the marketing team, including reception and customer greeting as well as efforts in discovery through closing, are part of our marketing assessments for clients. The Ehlers Group researches the community’s competition to see how they stack up against our client’s community. Learning about the external community is of value too.
The Ehlers Group may meet with several key community resources, activists and referral sources to learn of the community’s image. It’s important to determine strengths and weaknesses and take a hard look at a community’s marketing efforts. Knowing marketing strengths and weaknesses and perceptions is critical to managing and maximizing marketing investments.