Priceless marketing tools

1. Have fun!

In marketing and outreach, you're letting the world know who you are and what you do. You're inviting others to come play in this big game called creating community. Play it like a game – and make it fun!

For example, schedule a “Flyer Day.” Send community members out in teams of two to post and pass out flyers. Then meet for lunch or dinner to share your experiences. Offer a prize to the team or individual who distributes the most flyers.

Cultivate a culture of creating fun together. Generate the attitude that your future neighbors are out there waiting for your invitation to join the fun. You're offering a wonderful way to live. The ones who say “yes” will thank you ever more! Don't bother with a marketing and outreach campaign if you aren't having fun, because you won't sustain a multi-year effort by grunting out the work.

2. Vision and passion!

People are attracted to people who speak with passion. You'll ignite others with excitement about cohousing if you have a clear vision and fire in your belly. There's no substitute for your own enthusiasm. No slick, four-color brochure, no advertising campaign, and no pretty designs or floor plans can make up for a lack of passion and vision. It's not so much what you "have" as who you are "being" that will attract people to your community.

If your group is missing or can't articulate this fire and vision, back up and find out what's in the way. By uncovering the obstacles and rediscovering the source of your passion, you'll connect with other folks with more ease, energy and enthusiasm. Consider hiring a coach to help your marketing and outreach team or whole community define and implement your marketing plan.

3. Sense of urgency!

Create a sense that it's imperative that people get on board now. If some prospects aren't ready to make a decision, keep the door open because they may come back later, but move on. Work with individuals who are ready to commit.

Keep up your momentum in marketing. Keep going until the last home is signed, sealed and delivered.

4. One point of contact!

Every member is responsible for helping to get the word out about your community. When it comes to marketing and outreach, however, I've learned that having just one point of contact is essential. This person should be your most passionate advocate, an Energizer Bunny who articulates your community's vision well, stays on top of details and never gives up.

Your contact person needs to be responsive when prospects inquire about your project. Nothing creates a more vigorous and lasting impression than returning someone's phone call or email immediately, including nights, weekends and holidays.

Keeping on top of your outreach and marketing can be a full-time job. Don't mess around. Pay your point person. Make the compensation part of your operating budget – it's a worthwhile investment. Hold your Energizer Bunny accountable for executing your marketing plan, responding timely to all leads and keeping accurate records. If no one in your group can perform this role, then seriously consider hiring a professional in the cohousing field who has the time and expertise.

5. Saturation marketing!

Most people will need to see and hear about cohousing or your specific project myriad ways and times before picking up the phone or coming to an open house. Distribute flyers, brochures and/or business cards everywhere you can – except under a car's windshield!

Tell everyone you know and meet about cohousing and about your new community. Chuck Durrett of The CoHousing Company says the most effective marketing tool for cohousing is to speak with someone face-to-face while simultaneously giving him or her a flyer.

I often hear about cohousers who set up tables with lots of printed materials to distribute at fairs, concerts and other public events. This is great, but if you sit behind the table waiting for people to come to you, you'll miss the fun and excitement of finding your future neighbor(s) in the crowd. Leave the table and work the crowd. Set a goal to pass out a certain number of flyers.

When handing out flyers, engage those you meet in a conversation by asking an open-ended question such as, “Do you know anyone who would be interested in living in this kind of community?” You'll likely hear either “yes,” “no” or “I'm interested.”

If the person responds “yes” or “I'm interested,” you'll have the opening for a brief conversation. Inevitably (although not always) he or she will ask, “What is cohousing?” Be prepared to answer with a 15-second, well rehearsed “elevator speech,” such as ”It's THE most wonderful way to live we've designed to date!”

Make up your own – and make it zingy! You'll need a second “elevator speech” ready for when people want to know what makes your community special. Some examples: “I know everyone in my community,” or “You know that old-fashioned habit of talking over the backyard fence?” or “We're just regular folks who want to be good neighbors.” Be sure to invite everyone you meet to your next open house. And most importantly, ask everyone, even those who say “No, I don't know anyone” if they will put up a flyer. What's most important is to get flyers into people's hands.

Be positive and passionate. Listen for an opening to continue talking while staying sensitive to others' boundaries. And don't forget marketing tool #1 – have fun!