We’ve spent a lot of time talking about some of the biggest mistakes you can make when advertising your lot. Bad timing and poor design are all things that can really cost you customers. However, nothing tops failure to develop an effective marketing plan as the number one reason why you’re losing customers. Ben Franklin once said, “If you fail to plan, you plan to fail.” Hopefully you already know that effective marketing is planned in advance. If you take the risk of losing profits by waiting until the 11th hour to plan – or worse yet, executing your campaigns without a plan – problems and poor response rates will be the result. Planning your marketing at least quarterly gives you leg room to anticipate what’s coming. Whether you need to anticipate big events that you can be a part of in your local area, major buy times or spacing out your own promotions, it’s important to get a grasp on your marketing as early in the game as possible.