Evaluating and Refining the Marketing Plan

Why and When You Should Establish Evaluation Systems

Marketing and sales planning should be considered an ongoing process rather than a one-time activity. When you create a marketing plan, you’re doing your best to educate yourself about your target markets, and then using that knowledge and your intuition to select the product design, marketing messages and marketing strategies you believe are the best match. It is critical that you establish systems to evaluate your success and fine-tune your activities as necessary.

Adopting an evaluation framework from the beginning of your project will allow you to judge the effectiveness of your efforts to get eligible, qualified potential buyers to take the action you intend. The information you gather through your evaluation approach may lead you to adjust your marketing messages and strategies, refine your buyer profile, and/or even upgrade your homes’ features or change the mix of your offerings.