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Guerrilla Marketing — Daring To Be Different

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“Marketing is the differentiation of yourself against your competition.  Advertising is the cost of being boring.”

That is according to an article I read in BrokerAgentPro roughly a year ago.  The article went on to say that, if a person marketed themselves properly, they would never need to advertise because everyone would already know who they are and what they do.  The article also went on to say that, if you don’t know the difference between the two, you should hire someone that does.  And, I couldn’t agree more!

I enjoy marketing.  I guess that is why I blog.  It’s a good way for me to differentiate my company versus other companies in this same market space in a way that reaches my customer base quickly, efficiently, and in a format that they understand.  And…it’s FREE! What could be better?  Especially when you consider that my company does no advertising at all (aside from the gazillion websites we have out in the interwebz).

One aspect of marketing I really find fascinating is the underground, sometimes subtle, sometimes “in-your-face” marketing that has been affectionately called “guerrilla” marketing.

Below is a couple examples of very successful guerilla marketing campaigns.

In this example, the information on the tear-away “teeth” is for a new dentist office that opened up about a block away from this pole.

This photo was taken by a passenger at an airport turnstyle.  If you saw this while picking up your bags, do you think you would remember it??

On occasion, I have posted tweets on my Twitter account about different guerrilla marketing ideas that I have come across.  As a result, I was asked to compile a list of some of them and write a blog about them.

But, before I started writing this, I posted a status update about a guerrilla campaign on our Facebook fan-page.  It quickly insighted a response!  (You can see the entire conversation here – Real Estate Client Referrals fan-page)

“Is this both acceptable and smart?” asked one fan.

“Annoying” and “Obnoxious” said another.

Yet other fans said things like “I like the way you think.” And, “I love it!”

Guerrilla marketing isn’t for everyone. And, some of these suggestions are simply just too risky for some to attempt.  But, if they didn’t work, you wouldn’t hear about them.  Keep that in mind as you read through this list…

Place business cards (mini moo cards, for example) in the sugar packet containers at restaurants

Go to the local computer store and change the home page on the browsers to your website

Have a rubber stamp made of your twitter handle (Or your website!!) and stamp it on all of your money;  Also, if you are attending an event where you would hand out a business card, take $50 in $1 bills that have been stamped with your website.  Hand them out to people as if it was your business card.

Use that same stamper and stamp a book of post-it notes.  Place those post-it notes anywhere people can see them.

Go to the library/book store and put a business card in every book that relates to your field; IE — Own a restaurant supply store? Put your cards in the cook books. You’re a contractor?? Put cards in all the Do-It-Yourself repair books.

Slip business cards into the magazines at your salon, doctors office, dentist office, etc.

Go to the beach and write your company name in the sand in huge letters

Buy cheap plastic magnetic letters (like for your fridge) and put your website on anything metal — doors, poles, road signs.  The letters are cheap…so if they fall off, no biggie…and they wont cause permanent damage to whatever you put them against (except maybe a hard-drive).

Get sidewalk chalk and draw feet or arrows to your office on the sidewalks and streets around town. As you people get close to your office, write an offer. IE — “10% off if you mention you saw this!”

Use that same sidewalk chalk and write your website or company name in parking lots/cross walks/ETC

Fliers!!! Flieers are cheap and can be distributed ANYWHERE!  Put them in businesses (that will allow it), parking lots, street poles, bus stops, anywhere people can see them.

Put ads in local free papers (if available in your area) IE — the Nickel

Get blank business cards made up with only your website address on it (or twitter handle). Hand them out whenever someone talks about a website (or you talk about a website)

Put an add in the personals in our local paper – “MWM real estate agent seeks buyers for 145 Shady Lane; Must be in good humor and have decent credit”.  (There is some obvious personal safety issues associated with this one. I would do this because Im 6′2″ tall and weigh about 320 lbs.  But, if I were a 5′1″ blonde lady that weighed 110 lbs, I might feel like this would not be safe for me to attempt.  Be safe, people!)

Use pictures in your blogs titled with your key search words. Trust me, it works!  You have to write the post anyway…may as well make it pop AND get some SEO juice from it.  Get temporary tattoos made of your website and wear them in plain view. People will take notice, I promise!

Add the phone line from a brokerage that closes to your phone system – I just spoke with an agent that worked for RE/MAX after calling a phone number that was listed in YellowBook as Century21.  It turns out the C21 brokerage closed.  So, the RE/MAX office had the number added to their inbound lines.  GENIUS!! Now, all of that advertising that the C21 office did is supporting that number!

Yes, it is true.  Some of these suggestions simply wont work in your market.  Some of these suggestions might just be “too scary” or be deemed by some as “a waste of time”.  (They used to say that about blogging, too. Just saying.)  Yet, other people may think that these are bold attempts at being different…’thinking outside the box’ to the 10th power.

Either way, these simple, yet effective, types of marketing will make people talk about you and your business. And, isn’t that the goal of marketing??  If you believe that “there is no such thing as bad press“, then this underground “guerrilla” marketing might just be the thing for you!

If you would like more information on Real Estate Client Referrals, please click on this link.  Or, you can contact Clint at 800-977-7058 or follow us on Twitter.

Scribd — Instant Google Juice!

I was recently playing around with services that allow you to post presentations online…companies like SlideShare and Scribd.

I posted this to Scribd a few days ago…and in that time, it has climbed to about #7 on Google for some of our primary search terms!!!

In my mind, that is AMAZING!!

Feel free to check it out…

Real Estate Client Referrals Presentation

If you would like more information on Real Estate Client Referrals, contact me at 800-977-7058 or follow me on Twitter.

AACCHHOOOO!! (And other bodily functions…)

Like many people, I suffer from seasonal hay fever.  And, like many people, I start stocking up on drugs, Kleenex, and eye drops in about March so I have enough on hand by May that I can survive until September.  The medicine cabinet in my house looks like the allergy aisle in Walgreens.

Allergies, as a whole, are a pain in the butt.  I have had them my entire life.  I had them so bad that, from the time I was 5 until I was 17, I had to have shots weekly to help build up my immune system enough to where walking past a horse in a field didn’t throw me into a an asthmatic fit or cause my eyes swell shut from the histamine reaction.

On a side note…I once got a horse hair in my eye.  I nearly died.  I had to be given adrenalyn to stop the reaction before my airway shut off completely.  I am still deathly allergic to horses.  Not a good combination for a kid growing up in rural western Montana!

“Sanity” and “Happiness” can be difficult to achieve when you are coughing, sneezing, sniffing, wheezing.  So, because of my severe allergies, I have had to learn all kinds of short-cuts and inexpensive changes to help eliminate my risk of having an allergy attack throughout the year, not just in summer.

Here is a short list of things that I did in my bedroom to help me become less likely to have an allergy attack at night (which is usually when I got hit because I didn’t take medicine before bed).

When planning your bedroom, or re-designing it to make it as allergy-proof as possible, you need to:

  • Use low VOC paint (VOC is short for volatile organic compound)
  • Get an allergen-free mattress, box spring, and bedding
  • Use pillows and comforters that are filled with fiberfill, not down or feathers.
  • If you want carpet, use something with a very dense weave to it.  Better yet, skip the carpet and get hardwood floors!
  • Avoid ‘stuffies’ like the plague!
  • Add new weather stripping to all doors and windows.  If you can afford it, replace your old, inefficient windows with new windows.

All of these steps will help eliminate your allergy risk by measured amounts.  But, without proper maintenance, you will only be safe for a short period of time.

So, on a regular schedule, you should:

  • Wash bed linens at least once a week to help reduce dust mites and skin particles (the number one cause of dust in your home)
  • Use a micro-fiber dust cloth.  Not a feather duster!!!
  • When you dust, don’t forget your ceiling fans, walls, blinds, etc.
  • Use natural cleaners to avoid chemical allergic risks
  • Use a vacuum with a HEPA filter (HEPA is short for high-efficiency particulate air) and use it on all fabric surfaces including your mattress, curtains, and other fabric-covered furnishings.
  • Keep a HEPA air filter running in your bedroom to remove dust and allergens from the air

A good night’s sleep is hard to achieve when you can’t breathe.  And, these simple steps will nearly eliminate your restless nights.

Clint Miller is the Internet Marketing Manager for Real Estate Client Referrals.  If you would like information about RECR, please do not hesitate to contact him at 800-977-7058

Sins of a Seller

Many of you know that I recently bought a home.

And, for those of you that don’t know that I recently bought a home…I recently bought a homeHere’s proof.

Although we are very happy with our home we did purchase, during this process, I happened to notice that as we viewed house after house, I kept seeing the same things happen over and over.  And….not good things.  Bad things.  Bad things that were blatantly obvious to me.  Bad things that literally turned me off.  Bad things that were keeping this otherwise fine house I was standing in from selling faster.

So, as we went through the homes, I started keeping track of things that I saw that made the average buyer – ME – want to run away screaming.  Here is my “Top 10 Seller Sins”:

1. Addition Addiction – Ok…exactly what were these people thinking when they added this addtion to their home??  It isnt level.  The door frame isnt square.  And, that simulated wood-grain indoor/outdoor burber carpeting is HIDEOUS!!  Wasn’t this were the garage should be anyway?? I guess that explains the severely sun-faded paint job on the Sport Family Truckster in the driveway and the Christmas decorations piled floor-to-ceiling in the closet in the spare bedroom.  I don’t care what anyone says…Bigger is NOT always better.

2. The “Pet-Owner Moaner” – The over-all assumption that since the seller loves their pets more than chocolate, so does everyone else.  Here are a couple of quotes I heard directly from the sellers mouths: “Awwww, my cat must really like you to nestle into your neck like that.”; “I know he looks big, but he is really just a teddy bear.”; “We were able to clean up everything in the house except the cat room.”; “I cant remember if my son put away the ferrets or not, but feel free to look around downstairs.”
a.  Ok…first and foremost, Im allergic to cats.  I don’t mean that cats make me sneeze.  I mean that I quit breathing and require adrenallin shots to keep from dieing.  That thing is lucky I didn’t toss it out the open window that was next to me.
b. The “teddy bear” they were referring to…Yeah, that was a 158lb Rotweiller with a googlie eye and a broken tooth on the right side.  His chain was tied to a cinder block that he happily drug around and tossed into the air during “playtime”.
c. The “cat room”??? Oh Lord in heaven!!!
d. If you cant figure out if your son left out a pack of rodents in the dark rooms down the creaky stairs without a safety rail and a working light switch, you can be damn sure Im not going to find out for you.

3. Auditory Unawareness – If you cant hear that your refridgerator is making a clicking noise that can be heard from the front yard, Im fairly sure you cant hear the floorboards creaking, the doors squeaking, or the apparent family of raccoons living in the attic.  You also only hear what you want to hear.  Instead of “Your house is priced too high”, you hear “Your house is of a high value”.  Its not the same.  Pay attention!

4. Color BlindHoly Lord!!  Who decorated this place?? Its like Andy Worhol threw his color pallet into a Cuisinart and hit ‘liquify’.  The fuscia flower print wallpaper needs to go.  And, I don’t carew what you say, it doesn’t do any justice to that wall with the fake woodgrain panelling it joins up to by the sunshine yellow couch.  Worse yet…the white cabinets, white-washed walls, white countertops, and white tile is just a bit much.

5. “Take it or leave it” – Yup.  Heard that come right out of a seller’s own mouth.  We were discussing the possiblity of him making a necessary repair to a sliding glass door that lead out to a deck.  Between the glass panes was about half an inch of standing water.  Obviously, the seals on the window were compromised.  When asked if he would spend the money to get the glass replaced and the seales re-done…or just replace the entire door…that was the response I got.  Guess what…I left it.

6. Price-itis – The fear that your home wont sell for the price you are asking for it.  I put in an offer on a home that was only $5,000 under what was being asked.  The counter came back with a reduction of $1,000, but a clause to pay $4,000 in closing costs.  Now, I may be bad at math…but, isnt that the same damn thing????

7. Fried Food Funk – You know what Im talking about here.  If you can smell it, you won’t sell it. Bottom line here is that fried food smells, kitty litter, a back yard filled with dog crap, a nursery reaking of dirty diapers, etc…all add up to one thing – a very short showing.  (Well, it also leads to gagging, shortness of breath, tears streaming down your face, and everyone skrunching up their nose and making that internationally known face that says, “Do you SMELL that???”)

8. Photog Fog – Everyone should take pride in their family photographs.  I do.  But, Im not trying to sell my house!  I went into one home where, I kid you not, the entire living walls…every square inch…was covered in frame pics of family.  There must have been 100 pictures in that room.  Frames mounted together like a patchwork quilt of memories and bad matting jobs.  Love the sentiment…love the family pride.  But, I was COMPLETELY distracted from seeing the actual house.

9. “I collect them” No kidding, really??? Nothing would have made me realize you collect dolls were it not for the fact that Im now suddenly very aware of the fact that 226 eyes are now following me through your house like Chucky with an ax to grind.  Yeah, I couldn’t tell that you collect Vegas casino ash trays since they are on every flat surface in your entire house including 4 separate 6-ft tall bookshelves, your coffee table, the top of your TV, the end-tables,  and the extra two shelves that you put up encircling the entire living room.  But, worse than that, you have them on your toilet tank, your dresser…and in an amazing twist, you have drilled holes in them and replaced half of the doorknobs in your house with them.  In case your agent hasn’t told you this….PACK THIS CRAP UP!

10. Livin in the past – I don’t care what you think, the pea soup green shag carpeting is not coming back in style.  And, regardless of how many memories are associated with it, the nine-foot long, hunter orange, faux-leather couch on the wooden legs with the sleigh-style arms on the each end is FREAKING UGLY!! Regardless of whether or not they still work, the matching avocado green stove, fridge, and counter tops are ugly…and they are ugly 24/7/365.  If you want to move this house…replace this ferocious eyesore.  Better yet…HIRE A HOME STAGER!

Yeah, selling a house is hard.  Selling a house in the market is harder.  Selling one of THESE houses with a seller that sins like this…nearly impossible.  Sellers, if you are reading this…listen to your agents.  Agents, if you are reading this…make sure your sellers understand that buyers – like me – will look at these like neither of you know what you are doing and act accordingly.  Probably by running away quick.

If you would like more information about Real Estate Client Referrals and how we can send you more clients to work with, please contact Clint Miller at 800-977-7058.  Or, follow me on twitter www.twitter.com/TheRealClint.

Everyone Makes Mistakes……Just Dont Make These!

Being in the industry that I am, I deal with agents all day long in just about every state in the union.  Some of the agents I work with are as solid as they can get…others, not so much.  But, the one thing that I do know is that all of them WANT to be successful.  It’s just that some of them have the ability to ensure that it happens to them.

You can WANT to be successful with all your heart – The fact of the matter is that you will only be successful if you work hard, work smart, and avoid the pitfalls that the majority of agents hit at some point in their career…usually within the first 2 years.  According to recent statistics, as many as 50% of new agents are no longer active within one year.  And 75% of them are done within the first 2 years.

My question is – Why?

Is it because they don’t know how it works?  Is it because they think this is easy?  Perhaps it’s because they are “visionary” and plan on breaking new ground wherever their butt lands…

News FlashNew agents don’t come into the business to fail.  No one takes on a new career with the specific purpose of being the low man on the totem pole.  But, few realize that this job is just that…a job.  It’s work, people!  In fact, it’s hard work.  And by being such, you must have certain skills and apply some effort to make sure that you succeed.

Now, with today’s market, there are certain factors that are working against new agents.

  • There is an ever-widening space between what the consumer wants and the performance level of certain agents.  Agents require better training, coaching, and communication skills (online or offline) than ever before.
  • The market (in most areas) has become more challenging then ever before.  Agents can’t just jump in and get “easy sales” to get their feet wet.
  • Committed, long-term oriented agents (seasoned veterans) are taking a much larger share of the market leaving less for new agents.

So, with those factors in mind, this list of 10 mistakes that new agents make regularly should help you stay on track…and make it past the first 24 months of your career.

  1. Don’t think that there are multiple ways to start.  There aren’t.  Despite everything that I have said about this being a “numbers” game in the past, it is sales.  And sales is a numbers game.
  2. Don’t try to “do it differently”. Fast food joints and cell phone kiosks are full of people that thought that they had a better way to go about getting prospects.  If you are not out there talking to as many people as humanly possible about real estate and trying to turn business your way, you will fail.  Lead generation is quite possibly the most work a new agent faces, but one that will lead to the greatest reward in the long run.
  3. Don’t rely on others for business. Your manager isn’t going to give you clients.  The other agents in your office aren’t going to give you clients.  If that were the case, your commissions would be much smaller.  If you want business…go out and get it.
  4. Don’t fall into the technology spiral. This job isn’t about tasks and technological advantages (although, those help!).  It is about people relationships.  And if you are not out there helping people and talking with people and letting people know what you can do for them, you will be flipping burgers in no time!
  5. Don’t think that a deal is ever “done”.  I had a manager once tell me that the sale isn’t over until you are eating the steak that you bought with the money that you got from the bank after the check cleared.  And, my immediate response was, “But, if I want to eat that steak again, shouldn’t I keep in contact with that person?”  In this business, the sale is almost never over…because you can sell that person again.  Or get a referral from that person in the future.  Maintain your relationships with your clients and they will monetize in the long run.
  6. Don’t start off “part-time” without a clear strategy to go “full-time”. That’s right.  If you have to start this business part-time, you MUST have a full-time mentality.  This job requires at least 50hrs per week.  If you can not commit to that right away, make sure you have a plan in place that allows for a move to full-time within a specific time frame.  “Part-time” is a disservice to your clients and to your officemates.  Also, Managers – Do not hire someone that is going to go part-time without a firm commitment of a full-time placement.  You are wasting your time, effort, and money without it.
  7. Get coaching often and make sure your broker is on the same page that you are on.  If your manager cant commit to helping you be more successful, maybe you are in the wrong office.  (Managers – You’re goal should be to ensure that you commit 100% to the success of a new agent.  They need you.  Without you showing them the way, the likelihood of them falling on their faces is 75% in 2 years.  As a manager, a 25% success rate should be infuriating!)
  8. Don’t base your office choice by the commission structure of the office!  Don’t base your decision to work for one office or another on the payment structure of the office.  You need to sell real estate.  In fact, you need to sell LOTS of real estate.  So, choose an office that will allow that to happen.  The money will come as you sell more.
  9. Invest in your business!! Many agents decide that they cant invest in their business until they “get successful”.  When is that going to happen?  How will you compete against all of those other agents that are doing what you are not?  How will anyone find you to work with you?  Why would someone want to work with you if you don’t at least appear to be successful?
  10. Don’t do this if you are “seeing if its right for you”. The last stat I read was that 50% of new agents got into this business to see if it was a good fit for them.  If you are not 100% committed to being a success at this business, you are wasting your time, your manager’s time, your broker’s time, your client’s time, and everyone’s money.  As a very wise Jedi Master once said…”Do.  Or do not.  There is no ‘try’”.

I realize that some of these words might be a bit harsh…be a bit difficult for some of you to read.  But, they are true.  Your success or failure rides directly on your shoulders.  So, make sure you choose and environment that will help you get where you want to be.  Pick a manager that is committed to your success.  Find people that will tell you the truth – even when you don’t want to hear it.  And, develop a plan of attack that requires you, your manager, and your broker to be committed to your success.  If you do that, you might make it beyond that 24 month time frame and have a long, successful career.

If you would like more information on www.recr.com and how we can help you get more clients to work with, contact Clint Miller at 800-977-7058.  Or, follow me on Twitter at www.twitter.com/recr.

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