Some of them are electronic, but not yet all. The final piece of Laing's publications marketing strategy is a print-only newsletter for the company's home communities. Probert oversees production of a template newsletter, with generic articles of interest to homeowners, then sends the templates out for the sales office at each community to individualize with relevant local information. This newsletter is definitely a sales tool, but is still not glaringly a John Laing Homes advertisement. It is difficult to assess the impact of a newsletter.
Audience is the one real measure, and building it and maintaining it is key.
Providing the information your audience wants will help keep them around long enough to count. This is the first of a two-part series on newsletters. Look for part two in an upcoming issue of iHousing, the e-mail weekly. The Money Pit. Tune in on Thursdays for the latest updates.