Reasons for Marketing

I'm helping produce a brief video for a person who owns a couple of dozen apartment buildings in Southern California.

Here's why he's spending the money to produce a video:

He wants to engage in marketing to build an awareness of his apartments and to give his company name brand recognition over the long term
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He wants to remain competitive as newer condos are developed in nearby cities
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He wants to protect against possible future erosion of his market share
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Here is what is impressive. He is willing to spend marketing dollars to create a video that will show on YouTube, his web site and other outlets. He wants to create long-term value.

Yet he is in his 70s. His vision to spend money on marketing is as strong as ever -- or stronger than ever -- even at his age.