July 15

John Carlton Marketing Tips: Set a Start Point for Tracking


Set-a-start-point-post-imageStan Dahl gives advice on how to set a starting point for tracking your results.

Stan’s comments:

You’ve obviously got a lot of ideas; you’re not going to try them all next week. The only advice I would give you is to set up some type of template to start tracking things. Whatever information you currently have… Take that couple of hours, figure out to the best of your ability how many customers:

• just bought their home
• just sold their home
• age within 10 years
• new home
• five years or older home

Just get yourself some baseline. As you start trying new things: you’re going to be biased toward things that are interesting initially. If you like writing more than talking to people, you are going to be biased toward writing letters.

That might not be where the money comes from. As you start testing ads it doesn’t even have to be a computer spreadsheet…it can be a piece of paper where you are ticking, even the guys who do the install, give them a checklist:

• how old was the homeowner?
• household?
• Were the stairs really awful? Dangerous awful, or just aesthetic?

Start getting some idea, so as you target things you can start seeing what’s working.

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