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Marketing Accountability And The New CMO
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Daily Archives: April 5, 2011
NAR Says Buyers Still Love Fixed-Rate Mortgages
Most Homeowners Rely on Fixed-rate Financing
Source: 2010 Profile of Home Buyers and Sellers
Source: 2009 AHS data on Occupied Housing Units with a Mortgage, NAR Calculations
- In the 2010 Profile of Home Buyers and sellers, 95 percent of buyers financing their home purchase reported using a fixed-rate mortgage. This share is similar to the result of the 2009 Profile, but noticeably higher than the 70 to 90 percent reporting a fixed-rate in the 2006 through 2008 Profiles. In those years fixed- then adjustable-rate mortgages were more common.
- Despite the relative prevalence of fixed- then adjustable rate mortgages in 2006 through 2008, the American Housing Survey shows that 93 percent of homes with mortgages outstanding in 2009 have a fixed-payment self-amortizing mortgage.
- The share of fixed-rate mortgages varies by region from a low of 90 percent in the West to a high of nearly 95 percent in the Northeast.
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[1] Occupied housing units with a mortgage reporting the type of mortgage
Email Marketing for Non-Profits: Introduction
As announced previously, our focus for the next installment of Monday blog posts here at Blue Sky Factory will be on the non-profit world. Email marketing for non-profits isn’t substantially different at a strategic level than it is for for-profit companies. After all, to build a successful email marketing program for a non-profit, you still need:
- An audience of people who want to hear from you.
- Delivery of your message to that audience.
- Audience members need to open your message.
- Audience members need to take action after reading your message.
- Metrics that measure the effectiveness of your message.
Where non-profits tend to be different than for-profit organizations is in step 4, where the audience takes action. For-profit companies generally just want you to take an action that leads to a business transaction of some kind. Non-profit companies tend to have a larger palette of actions to choose from. For example:
- Donation to the non-profit
- Advocacy for a particular piece of legislation
- Encouragement/recruitment for volunteering
- Donation to other allied organizations
- Delivery of services to constituency
As with all forms of marketing, the most important place to start is with SMART non-profit business goals. SMART is an acronym coined by George Doran back in 1981, and means:
- Specific. What is the end goal for your non-profit marketing program?
- Measurable. What concrete, observable, trackable metrics will you use to let you know you’re achieving that goal?
- Attainable. Do you have the actual capability to achieve that goal?
- Relevant. Is the goal valuable?
- Time-bound. When will you achieve the goal?
Once you know the overall goal of a marketing program – for example, using digital channels, run a fundraising campaign over 3 months for a net increase of $250,000 in the general fund – you can begin to reverse engineer how email will play a part in achieving that goal.
Next week, we’ll look at building your audience from a non-profit’s perspective. You’ll be surprised to learn that your audience is much larger than you think it is.
Christopher S. Penn
VP, Strategy and Innovation, Blue Sky FactoryAt Blue Sky Factory, we strongly believe that, if used properly, email marketing and social media go together like Batman & Robin. If effectively implemented, email marketing can power social media and social media can power email marketing.
Good news! We have an eBook that provides 16 tips to use email and social together.
What are you waiting for? Download the eBook now!
This entry was posted on Monday, April 4th, 2011 at 5:58 am and is filed under Best Practice, Non-profits. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
Social Networks Have Little Influence on What You Buy Online
via pamorama.net
NAR Surveys Single Male Home Buyers
Profile of Single Male Home Buyers
- The median household income for single male homebuyers was $54,900 in 2009.
- 63 percent of single male buyers were first-time home buyers.
- 82 percent of recent single male buyers purchased their home through an agent.
- Two-fifths of single male buyers purchased a home because of their desire to own a home.
- 64 percent of single male buyers purchased a single-family home.
- For more information detailed information and a downloadable PowerPoint presentation on home buyer profiles, go here: http://realtors.org/research/research/home_buyers_sellers_maps
100 Things You Should Know About People Has Reached 100!
How Video Game Companies Are Using Facebook « Ignite Social Media
Seth’s Blog: The difference between blueberries and apples
(one bad blueberry spoils the whole bunch)
If you serve yourself blueberries by the handful, you won’t be able to inspect each one. And so just one rotten blueberry can ruin the entire bowl of cereal.
An apple is different. It’s hand picked. Pick the wrong one and it’s not such a big deal, you can just pick another.
If you sell apples, then, the goal is to make the great ones great, really great. If you’re in the blueberry business, on the other hand, the goal is to eliminate defects.
An artist who works on matters of personal taste, then, can afford to go to the edges… in fact, she must. Let the buyer choose! Books and paintings and houses are apples.
The manufacturer of fungible items, on the other hand, embraces six sigma, because recovering from a failure is expensive (and it’s your fault). Sutures are blueberries.