Make your 2010 marketing plan now!

It has been a difficult year. Declining values, unsold projects, rising vacancies, unneeded services contributed to the uncertain climate. While caution is in order, a simple marketing plan will help regain control and achieve a new spurt of energy and direction. You need to build awareness. If you do not, if you rely on the vagaries of the marketplace, you risk failure to meet goals for 2010. You can "build a better mousetrap" but nothing is going to happen unless you market your products and services as well. While it is early in the year, sketch a plan and stick to it. It does not have to be elaborate. Bullet points will do. Include a regular regimen of traditional public relations. Issue a press release at least monthly. Just completed a great deal? Hired a super broker to market your properties? Opened a sales office on the West Side? Let the market know what you are doing. How about your website? Now is the time to update or give it the needed maintenance. How about social media? Make this the year you determine how Facebook and Twitter can help your business? That will be part of my plan for 2010. Harry Zlokower is president of Zlokower Company, New York, N.Y.