We just returned from a real estate sales conference. The first day back in the office is always fun - recanting stories about who you spoke to, what was learned, who wore what, etc. Good times! After laughing at all the embarrassing moments, entertaining observations and discussing our true brilliance, we got down to what each of us noticed was the dominating topic on every sales persons mind… What can we do that will make a positive impact in this market? Unfortunately, there was no definitive answer. The catalyst for change requires honest introspection and a lot of hard work. Every aspect of the sales and marketing process must be disassembled, analyzed, and if necessary, rebuilt. The buying cycle takes much longer and is much more dependent on building a strong, trusting relationship. Traditional marketing avenues are not working. There were many cost effective marketing ideas discussed, from online marketing and broker programs. However, during all this wonderful exchange of information, a few key elements that will generate qualified inquiries needed closer examination;  re-evaluating your market proposition and public relations. What are the desires and perceived needs of your target market? Is your message and your brand a perfect match? Are you maximizing all channels of communications to reach your target market? Yes, the market has changed. If you don’t want to get left behind your message might need to change as well.