Please note the public perception of marketing VS advertising and where many of the same concepts intersect. However this ‘theory’ is incorrect. My simple explanation of Marketing is anything where you are approaching a consumer WITH a specific message and or offer that are targeted to their desired needs. Advertising is a BLASTED message and or offer done WIHTOUT a targeted consumers in mind. The terms are often confused. In fact the definitions imply the same desired result of attracting a consumer. What is below are the ideological beliefs of MANY with the advertising and marketing community. The creating of Redirectional Marketing involved many of these ideas, but…
My frustration of not having a direct ADVERTISING approach with MARKETING accuracy that had predictable outcomes for Realtors and Investors did not exist…
Redirctional Marketing is its own idea. Imagine a River slamming into a dam wall. THAT IS ADVERTISING. Imagine the same river and reaching down and identifying individual drops of water for any future purpose. Redirctional Marketing is taking a shovel and redirecting the flow around someone who is individually identifying the drops and around the dam wall, WHILE THE RIVER ITSELF, FELT IT WAS IN CONTROL OF ITS OUTCOME. That is a very metaphoric way of saying the word intercept. I am capturing the consumer before they go online and before they ask a friend for a referral. What makes Redirctional Marketing even more special, is that the “prospect” stays in complete control of their decisions and choices.
Advertising is a form of communication used to persuade an audience to take or continue some action, usually with respect to a commercial offering, or political or ideological support.
Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes (“logojets”), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an “identified” sponsor pays to deliver their message through a medium is advertising.
Television advertising / Music in advertising
In 2014, a study conducted over 7 years found that the television commercial is still the most effective mass-market advertising format. The study’s findings stated that for every £1 (GBP) invested in TV advertising, it returned £1.79. This is reflected by the high prices television networks charge for commercial airtime during popular events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television – with an audience of over 108 million and studies showing that 50% of those only tuned in to see the advertisements. The average cost of a single thirty-second television spot during this game reached US$4 million & a 60 second spot double that figure in 2014. Virtual advertisements may be inserted into regular programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may be inserted into the background where none exist in real-life. This technique is especially used in televised sporting events. Virtual service placement is also possible.
An infomercial is a long-format television commercial, typically five minutes or longer. The word “infomercial” is a portmanteau of the words “information” and “commercial”. The main objective in an infomercial is to create an impulse purchase, so that the target sees the presentation and then immediately buys the service through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate services and their features, and commonly have testimonials from customers and industry professionals.
Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found on air, and also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population.
Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in pay per click text ads, rich media ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
Domain name advertising
Domain name advertising is most commonly done through pay per click search engines, however, advertisers often lease space directly on domain names that generically describe their services. When an Internet user visits a website by typing a domain name directly into their web browser, this is known as “direct navigation”, or “type in” web traffic. Although many Internet users search for ideas and services using search engines and mobile phones, a large number of users around the world still use the address bar. They will type a keyword into the address bar such as “geraniums” and add “.com” to the end of it. Sometimes they will do the same with “.org” or a country-code Top Level Domain (TLD such as “.co.uk” for the United Kingdom or “.ca” for Canada). When Internet users type in a generic keyword and add .com or another top-level domain (TLD) ending, it produces a targeted sales lead. Domain name advertising was originally developed by Oingo (later known as Applied Semantics), one of Google’s early acquisitions.
Technological development and economic globalization favors the emergence of new communication channels and new techniques of commercial messaging.
Covert advertising, is when a service or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise’s character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them “classics”, because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, service placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In “Fantastic Four: Rise of the Silver Surfer”, the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious service placement; the whole film stops to show a Coca-Cola billboard.
Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a service or service. Another form of press advertising is the display ad, which is a larger ad (which can include art) that typically run in an article section of a newspaper.
Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.
The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan.
Mobile billboard advertising
Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: target advertising, one-day and long-term campaigns, conventions, sporting events, store openings and similar promotional events, and big advertisements from smaller companies.
In-store advertising is any advertisement placed in a retail store. It includes placement of a service in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (a.k.a. POP – point of purchase display), eye-catching displays promoting a specific service, and advertisements in such places as shopping carts and in-store video displays.
Coffee cup advertising
Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, café, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in the United States, India, and parts of the Middle East.
This type of advertising first came to prominence in the UK by Street Advertising Service to create outdoor advertising on street furniture and pavements. Working with services such as Reverse Graffiti, air dancers and 3D pavement advertising, for getting brand messages out into public spaces.
Sheltered outdoor advertising
This type of advertising combines outdoor with indoor advertisement by placing large mobile, structures (tents) in public places on temporary bases. The large outer advertising space aims to exert a strong pull on the observer, the service is promoted indoors, where the creative decor can intensify the impression.
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their services and promote specific stores or services. Advertisers often advertise their services, for example, when celebrities share their favorite services or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general services. The use of celebrities to endorse a brand can have its downsides, however; one mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps’ contract with Kelloggs was terminated, as Kellogg’s did not want to associate with him after he was photographed smoking marijuana. Celebrities such as Britney Spears have advertised for multiple services including Pepsi, Candies from Kohl’s, Twister, NASCAR, and Toyota.
This involves getting customers to generate advertising through blogs, websites, wikis and forums, for some kind of payment.
Marketing The marketing planning process involves forging a plan for a firm’s marketing activities. A marketing plan can also pertain to a specific service, as well as to an organization’s overall marketing strategy. Generally speaking, an organization’s marketing planning process is derived from its overall business strategy. Thus, when top management are devising the firm’s strategic direction or mission, the intended marketing activities are incorporated into this plan. There are several levels of marketing objectives within an organization. The senior management of a firm would formulate a general business strategy for a firm. However, this general business strategy would be interpreted and implemented in different contexts throughout the firm
The field of marketing strategy considers the total marketing environment and its impacts on a company or service or service. The emphasis is on “an in depth understanding of the market environment, particularly the competitors and customers.”
A given firm may offer numerous services or service to a marketplace, spanning numerous and sometimes wholly unrelated industries. Accordingly, a plan is required in order to effectively manage such services. Evidently, a company needs to weigh up and ascertain how to utilize its finite resources. For example, a start-up car manufacturing firm would face little success should it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any other large global car maker. Moreover, a service may be reaching the end of its life-cycle. Thus, the issue of divest, or a ceasing of service may be made. Each scenario requires a unique marketing strategy. Listed below are some prominent marketing strategy models.
A marketing strategy differs from a marketing tactic in that a strategy looks at the longer term view of the services, goods, or service being marketed. A tactic refers to a shorter term view. Therefore, the mailing of a postcard or sales letter would be a tactic, but changing marketing channels of distribution, changing the pricing, or promotional elements used would be considered a strategic change.
A marketing strategy considers the resources a firm has, or is required to allocate in effort to achieve an objective. Marketing Strategies include the process and planning in which a firm may be expected to achieve their company goals, in which usually involves an effort to increase revenues or assets, through a series of milestones or benchmarks of business and promotional activities.
The marketing activity and process of identifying a market problem or opportunity, and developing a solution based on market research, segmentation and supporting data. Positioning may refer the position a business has chosen to carry out their marketing and business objectives. Positioning relates to strategy, in the specific or tactical development phases of carrying out an objective to achieve a business’ or organization’s goals, such as increasing sales volume, brand recognition, or reach in advertising.
A marketer must ascertain the nature of customers’ buying behavior if it is to market its service properly. In order to entice and persuade a consumer to buy a service, marketers try to determine the behavioral process of how a given service is purchased. Buyer behavior in the digital age is assessed through analytics and predictive modelling. The analysis of buyer behavior through online platforms includes Google Analytics and vendor side software such as Experian. The psychology of marketing is determined through the analysis of customer perception pertaining to brands. Marketing theory holds that brand attributes is primarily a matter of customer perception rather than service or service features.
Buying behavior is usually split into two prime strands, whether selling to the consumer, known as business-to-consumer (B2C), or to another business, known as business-to-business (B2B).
B2C buying behavior
This mode of behavior concerns consumers and their purchase of a given service. For example, if one imagines a pair of sneakers, the desire for a pair of sneakers would be followed by an information search on available types/brands. This may include perusing media outlets, but most commonly consists of information gathered from family and friends. If the information search is insufficient, the consumer may search for alternative means to satisfy the need/want. In this case, this may mean buying leather shoes, sandals, etc. The purchase decision is then made, in which the consumer actually buys the service. Following this stage, a post-purchase evaluation is often conducted, comprising an appraisal of the value/utility brought by the purchase of the sneakers. If the value/utility is high, then a repeat purchase may be made. This could then develop into consumer loyalty to the firm producing the sneakers.
B2B buying behavior
Relates to organizational/industrial buying behavior. Business buy either wholesale from other businesses or directly from the manufacturer in contracts or agreements. B2B marketing involves one business marketing a service or service to another business. B2C and B2B behavior are not precise terms, as similarities and differences exist, with some key differences listed below:
In a straight re-buy, the fourth, fifth and sixth stages are omitted. In a modified re-buy scenario, the fifth and sixth stages are precluded. In a new buy, all stages are conducted.
Marketing roles, titles, and responsibilities differ, often significantly, between B2B and B2C companies.
B2B Marketing Roles
Marketing roles are often defined by the size of the company and the number of services. At the smallest company size, a general marketer must do everything from shape the service to generate awareness. As the company grows larger, roles start to become more specialized. For example, the service management role can split so that the service manager would focus on designing the service experience and functionality, while a service marketer would package and price the service. The mind map to the right details further roles and responsibilities including: corporate marketing, solution marketing, field marketing, and technical marketing.
Use of technologies
Marketing management can also rely on various technologies within the scope of its marketing efforts. Computer-based information systems can be employed, aiding in better processing and storage of data. Marketing researchers can use such systems to devise better methods of converting data into information, and for the creation of enhanced data gathering methods. Information technology can aid in enhancing an MKIS’ software and hardware components, and improve a company’s marketing decision-making process.
In recent years, the notebook personal computer has gained significant market share among laptops, largely due to its more user-friendly size and portability. Information technology typically progresses at a fast rate, leading to marketing managers being cognizant of the latest technological developments. Moreover, the launch of smartphones into the cellphone market is commonly derived from a demand among consumers for more technologically advanced services. A firm can lose out to competitors should it ignore technological innovations in its industry.
Technological advancements can lessen barriers between countries and regions. Using the World Wide Web, firms can quickly dispatch information from one country to another without much restriction. Prior to the mass usage of the Internet, such transfers of information would have taken longer to send, especially if done via snail mail, telex, etc.
Recently, there has been a large emphasis on data analytics. Data can be mined from various sources such as online forms, mobile phone applications and more recently, social media. Internet marketing is another branch of online marketing, where SEO (Search Engine Optimisation) is regarded as an effective method of increasing your website’s presence in organic searches for creating potential customers.
Service marketing relates to the marketing of service, as opposed to tangible product. A service (as opposed to a good) is typically defined as follows:
The use of it is inseparable from its purchase (i.e., a product is used and consumed simultaneously) It does not possess material form, and thus cannot be touched, seen, heard, tasted, or smelled. The use of a service is inherently subjective, meaning that several persons experiencing a service would each experience it uniquely. For example, a train ride can be deemed a service. If one buys a train ticket, the use of the train is typically experienced concurrently with the purchase of the ticket. Although the train is a physical object, one is not paying for the permanent ownership of the tangible components of the train. Service (compared with goods) can also be viewed as a spectrum. Not all products are either pure goods or pure service. An example would be a restaurant, where a waiter’s service is intangible, but the food is tangible.
Right-time marketing is an approach to marketing which selects an appropriate time and place for the delivery of a marketing message.
As the number of vendors and delivery channels has increased, customers demand a right time and place for accepting messages and only pay attention to messages when and how it is convenient for them.
Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti or street art, sticker bombing, flash mobs) are used, often in a localized fashion or large network of individual cells, to convey or promote a service or an idea.
Permission marketing is a relatively new term, which was coined and developed by the entrepreneur, Seth Godin. Traditional methods of marketing often revolves around the idea of attracting the customer’s attention away from whatever they are doing – whether it is a television advert that cuts into a TV show, or an internet pop-up that interferes with a website. According to Seth Godin, such traditional methods of advertising (often referred to as “Interruption advertising”), has become less effective in the modern world, where information is overloaded. Therefore, Godin has developed the idea of permission marketing. Permission marketing is the opposite of interruption marketing; instead of interrupting the customer with unrequested information, permission marketing aims to sell goods and services only when the prospect gives consent in advance to receive the marketing information.
Opt-in email is a prime example of Permission marketing, where Internet users sign-up (in other words give permission) to receive information about a certain product or a service. Supporters of Permission marketing claims it to be effective, as the potential client would be more interested in an information that was requested in advance. Furthermore, it is also more cost-efficient in comparison to the traditional methods, as businesses will only need to target consumers who have expressed an interest in their product.
Permission marketing vs. Interruption Advertising
Interruption advertising is essentially a competition to win people’s attention. Twenty years ago, when the internet was not as common, it was relatively easier to win people’s attention. However, in today’s world of mass-marketing, people are consistently overloaded with adverts that compete for their limited time and attention span. The average consumer is said to come into contact with 1 million advertisements per year – which is nearly 3000 per day. When there is an overflow of interruptions, people’s inevitable response would be to disregard them, tune out, and refuse to respond. Such traditional methods of marketing has thus become more difficult and costly – increasing the number of exposures will be required to attain the same outcome.
Permission Marketing in contrast offers an opportunity for the consumers to choose whether to be subjugated to marketing. By only targeting such volunteers, Permission Marketing assures that the consumers pay more attention to the marketing message. Permission Marketing thus encourages consumers to engage in a long-standing, cooperative marketing campaign.
The 5 Levels of Permission Marketing
From the lowest to the highest effectiveness, there are 5 levels of permission in Permission Marketing.
Situational Permission: The prospect permits the business to come into contact by providing their personal information.
Brand Trust: The prospect permits the business to continue supplying their needs.
Personal Relationship: The prospect’s permission is granted because of a personal relationship that he/she has with someone in the provider organization.
Points Permission: At this stage, the customer has agreed to receive goods or services and has allowed the business to collect their personal data. This is usually because they are provided with incentives, such as exchangeable points or an opportunity to earn a prize.
Intravenous Permission: The supplier has now taken over the supply function for a specific good or a service; the customer is completely dependent on the business.
At each successive level of the permission framework, the business achieves a higher efficiency state, with a decrease in the marketing cost. Thus, businesses usually aim to achieve the “intravenous permission” level. However, the 5 levels of permission should not be considered as a necessary sequential process, as more than one level could apply simultaneously depending on the nature of the business.
Developed in 2010 as a means to get a ‘permission’ based invitation from a consumer for a face to face meeting to discuss a very ‘targeted message’ based on the consumers ‘desired need’. The basics: how do I get face to face and share a message to a consumers need AND how do I get the consumer to contact me ‘permission’ AND schedule it based on their day as well as my day ‘Redirectional’.
The origin of the Redirectional Marketing Approach occurred in August 2010, Scottsdale Arizona. There was a friendly wager between coach and Realtor® on obtaining a lead or listing in 5 days or less. The ‘Interruption Advertising’ approaches employed: Door knocking, cold calling, mailers, newspaper advertising, door hangers, door drops and radio. After 5 days of ‘advertising’ there were ZERO LEADS & ZERO LISTINGS.
The first version of the Redirectional Marketing Piece was September 2010 and was actually 8.5 x 11 (a single sheet of paper) that was hung on the front door of a targeted homeowner that compelled the homeowner to call the number on the ‘marketing piece’. It was bulky, clumsy and flawed… But it worked! The Marketing Piece was called the MONSTER Marketing System
The initial MONSTER Marketing Students were lovingly referred to as Guinea Pig Club, the approach had NO GUARANTEE (the original cost was $97 AND THEY KNEW THEY WERE IN A TEST PHASE). The initial coaching students would get the marketing piece, receive weekly coaching for LIFE and receive every single upgrade for LIFE. The initial test ran for approximately one year.
MONSTER Marketing Approach V.02
Premiered March 2012 at the very first MONSTER Marketing Summit, Las Vegas NV. The actual ‘marketing piece’ was reduced in size and placed on to an Avery label (6 to a sheet). The call then went into a call center. The Realtor® or Investor would then get an email with a phone number and a scheduled appointment. Refinements to the system continued and the students were upgraded accordingly.
How to Redirectional Market and MONSTER Marketing Piece
There are only a few simple rules to MONSTER Marketing and Redirectional Marketing:
- Pick a Data source!
- Expired Listings
- Canceled Listings
- Probate Listings
- FSBO Listings
- Divorce Listings
- Missed Payment Listings
- Select a MONSTER Marketing Piece!
- “EX” color is the MOST POPULAR
- “UP” when changing usage up
- “Original” is still available and still used
- “Generic” for those who want that…
- Set Up the Call Center to take incoming calls. If you do not use a call center you will lose 85% of your incoming calls
- Placement of the MONSTER Marketing Pieces:
- Front Door
- Mail Box (exterior or post NEVER INSIDE THE MAIL BOX)
- Fence or Gates with access to garage or front door
- Access doors and windows for condos or buildings
- NOTE: Gated communities are always an issue, there is NO work around other than gaining “legal and lawful” entry into these communities.
- Go on your appointments!
- Call before you go over (or the day before) (or both). YOU CAN NEVER OVER-FOLLOW-UP before a visit. While the homeowner has agreed to your visit and is expecting the visit. It is always a good practice to remind the homeowner about your visit. It is best to use slydial.com so it is left directly on their cell messages.
- Email a reminder, remember as part of the amazing Redirectional Marketing approach the call center will occasionally capture the homeowners email address.
- Text a reminder
- Do not go overboard and absolutely make contact once or twice before your visit.
- Build your relationship and trust at the door. AS PART OF YOUR PURCHASE: YOU GET A ONE HOUR ONE ON ONE CALL (it must be scheduled with the trainer, Redirectional Marketing assumes you are content if you do not call). It is MONSTER Marketing’s experience that most of your time will be spent perfecting your scripts, dialogues and package preparation.
- Have your branding and message on the World Wide Web. Please see the next section on World Wide Web marketing (bonus Material), branding and placement on the World Wide Web. Statistically the homeowner you met with WILL GO ONLINE and research you and your presented message.
- FOLLOW UP! FOLLOW UP! FOLLOW UP! You will always get a few deals at the door with the Redirectional Marketing approach if you follow your initial training and build a relationship with the homeowner correctly (RESULTS ALWAYS VARY). WE GUARANTEED TO GET YOU TO THE DOOR, do not waste your first meeting. Reinforce your front door message with ANY of the following methods:
- Snail Mail
- Have a routine you can do weekly (here is a suggestion) for maximum listings and minimal effort to get the most listings and deals possible:
Monday: Place 18 MONSTER Marketing pieces on properties (do every other Monday)
Monday: Phone Call Day! Slydial.com and leave messages for all of your leads.
Tuesday: Place 18 MONSTER Marketing pieces on properties (do every other Tuesday)
Tuesday: Email Day! Send email follow up reminders.
Wednesday: Go on your face to face appointments (your call center can set specific times based on your availability)
Wednesday: Text Day! Send Text reminders to all of your leads.
Thursday: Go on your face to face appointments (your call center can set specific times based on your availability)
Thursday: Snail Mail Day! I write one note with a felt pen (sharpie tip) and copy it for my lead source. I use the smallest most inexpensive envelopes and I hand address each envelope with no return address (see example)
Friday: Update your website and social media from home, pool or soccer practice.
Saturday: Update your website and social media from home, pool, soccer game or open house.
Sunday: Update your website and social media from home after church or open house.
CLICK HERE for the MONSTER Marketing Piece & System
The art of the listing
Here is the simplistic truth for today’s real estate market and marketing: Agents operate on being AVERAGE and average is 6-10 listings per year. It is not my place to make these agents better or even talk them into a simple way of getting listings. MOST agents will always be happy with average and will never aspire to anything great. They will spend countless dollars for marketing systems, seminars looking for magic pills, and potions to increase their real estate listings. I spent years harboring resentment against charlatans and witch doctors for taking advantage of these “sheep” real estate agents, feasting on them like a vampires on prey. I now have a better understanding of real estate agents and now I understand that they want and accept being preyed upon. The basic seminar system as it stands today is designed to attract these agents and put them into a room where they can be bled of the few dollars they do not have. The “free” webinar > The “live” training > The “Upsell” system > The “servicing” fee > The “Updated” training > The “new” product > AND SO ON AND SO ON. The “gurus” use carney slang and refer to real estate agents as “marks” and make outlandish claims for “upselling” of the latest miracle training or real estate product and even going so far as to employ other agents known as ‘rubes” to give testimonials and help sell the product. The only goal is to “get over” and “sell” the product, service, or training. These agents believe they want it this way or they would stop the madness of the (literally) billion dollar industry of teach very BASIC real estate marketing and very BASIC real estate training. Some may think me a hypocrite as someone in this industry who has a designation, training and consulting. On some level I would agree, but I would make this claim: “I challenge any full time coach/guru/speaker/system/etc. to walk into an office and actually get a listing for an agent and really change their life, as I have! “Here is an easy one: “How about a training that has ZERO selling from the stage?”
Permission Based Marketing
I work my life and teach my agents one simple idea, have the client ask you for help. This may sound like a far-fetched idea, but in reality the conversion and “stick” rate is through the roof! I personally only want to work with agents that want to be extraordinary and not average. I will leave average agents to the blood sucking vampires and their latest “get rich real estate agent system”. Here is my simple explanation of good marketing and bad marketing: if you don’t want it done to you, then it’s BAD real estate marketing and it will never work in the world of short sales. If the client asks you for help, that’s good marketing and they will not only be a client for life they will refer additional business to you. Interruption based marketing vs. permission based marketing was created by Seth Godin in the 90’s and I recommend every single book he has written. The problem with Seth’s ideas is to create a concrete way to implement them into a real estate market, he was the creator of the terms and the idea, I created the “delivery system” and “conversion” based on the premise of getting a homeowner to “ask for help”. The current marketing approaches that AVERAGE real estate agents use are as follows: door knocking, cold calling, mass mailing, scripting or any other form of interrupting a homeowner and explaining how ‘awesome’ they are (and often displaying special, yet meaningless designations and magical letter explanations of their greatness for additional and again pointless training they have received). This approach yields only a 3% to 5% results and the response by the trainers who peddle these approaches is to tell the agent to do more or they aren’t doing it correctly. Permission based marketing approaches yield response rate that starts at 20% and can go as high as 50%, these approaches include: Fed Ex drops, the Monster, web based marketing, social media marketing, email marketing, and anything that is referral based. Cultivating these sources would be the obvious direction, but the true reality that even the “guru-vampires” miss is the lead source is the conversion. I can travel to a trade show and see countless lead sources but they all lack real conversion. Most agents do not have the ability to be Zig Ziglar and do massive scripts and script downs and in today’s defaulted market of homeowners who are looking for HELP, an agent who starts scripting is often met with an AGGRESSIVE and ANGRY response from a homeowner. The CDAT agents and all real estate agent’s “identity” needs to be congruent and genuine to helping homeowners.
CLICK HERE to watch “interruption” based marketing video
CLICK HERE to watch “permission” based marketing video
CLICK HERE to watch “just bad” marketing video
No such thing as an “expert”
I have been in banking for half of my life and I would never call myself an expert of the banks. I have been coaching short sale education for real estate agents since day 1 of this market and I would not consider myself an expert. I have been sober for 19 straight years and I would not consider myself an expert of sobriety either! I am VERY. VERY good at these things and at some of them I may even be the best, however I do believe that I can be better at what I do, one day at a time. I do not need to know everything but I must have the willingness to learn and be flexible to ideas and continued education. I would be terrified of ANYONE in ANY field that called themselves an expert of anything. Yet the basic mastery of just being honest and genuine and connecting with a homeowner has become a lost and dying art. We as real estate agents have become “disconnected” with the process of connecting homeowners and exposing our lives with others and as a society as a whole we are all becoming less interested in helping someone and more interested in the net bottom line.
I am NOT a tree hugging hippie on a mission
Money is the problem for the defaulted market and not the banks nor real estate agents. I am also not here to start an agenda of hemp clothing and “screw the man” speeches. I get that this is our job, but our job is based on helping people first. I am sure that you have a personal physician, lawyer, mechanic, etc. that stands out in your mind because of the quality and care of service they provide. That same individual you are thinking of usually has plenty of business because of that same quality of service and care that they provide. For the record: “I am pro-bank, pro-business, and pro-money! I just don’t think it has to be done at the expense of any person”
CLICK HERE to watch the money video
The four F’s
Family, Food, Fight or Flight are inherent DNA encoded items that all living creatures share. Your clients relate to and see all four of these items in their home. In a traditional sales market or in a defaulted homeowner market, a homeowner will always equate all those feelings with their home. Understanding that these are shared feelings by all living creatures on the planet it will greatly increase sales and human connectivity. The downside to this understanding is that any service related person who is going to connect on a genuine level and connect with a client must be congruent in their personal lives as well. If you are struggling with your life how can you help someone who is struggling with their life? If you can’t make your monthly mortgage payment, how can you work with a homeowner who can not make their payments? If you have personal dilemmas about relationships at home, how can you create and build relationships with clients? Or ask yourself this, would you see a doctor who claims to be an expert relating to a specific disease and they are suffering from the very same disease?
In marketing the first baby step is the data. I always suggest inexpensive and reliable sources. When working with defaulted homeowners, my recommended choice is www.realtytrac.com for auction dated properties or properties that are going to sale back to the bank. For 30 day delinquent homeowners I would recommend www.mailinglist.org they both have different conversions but the same mindset of “I want to keep my house forever”, amusingly, this is such a ridiculous thought process since only 1% of homeowners buy and die in the house they buy.
I could write a book on this topic alone, but the simple point of view is this: ANYTHING where the homeowner calls and asks you, schedules to meet you, and they are receptive to your message, AND ON THEIR TERMS! That might sound insane and maybe impossible. It is not! I built the MONSTER™ on this Seth Godin concept. It is an original delivery system that has never been created before. The marketing piece creates a call to a call center, the call center gets their information and sets an appointment, the agent gets a scheduled appointment and an email address and daytime phone number. For everyone else, I would recommend a Fed Ex envelope at the front door.
Every homeowner wants a loan modification. Every homeowner thinks they have a loan modification. Every homeowner wants to keep their home forever. If you were to operate with just those ideas in your mind when you walk to the door, what would you say? The basic understanding of conversion is to be rational and logical with a homeowner and starts with asking the homeowner one question “what do you want to do?” I created an advocacy group www.defaultadvocate.org as a platform for a homeowner’s understanding of their current dilemma and situation. The easiest homeowner to get a listing from is a homeowner who has a sale date and thinks that they have a loan modification in place. By presenting yourself at the door as a homeowner advocate with a message of helping and NOT “selling” a short sale or “selling” a listing, the conversions are through the roof. In fact, when we have hired NON real estate related people to go to the door we have had a much better success with connecting with homeowners and helping them move forward in life.
CLICK HERE to watch a conversion video
CLICK HERE to watch PART II of the video
CLICK HERE to watch the loan modification conversion
Follow up, Follow up, Follow up
This is the one that kills me even with my own students! You need to touch someone 5-10 times before they commit to the conversion. www.slydial.com to leave a message or www.mailchimp.com and send them an email, but follow up with the same message that was delivered at the door when you were face to face and convey the exact same message of advocacy and assistance.