An idea we toss around in meetings is that we, as real estate agents, have to stand out. And that means doing something memorable. However, it has to stand out in a good way — potential clients should not be thinking “Now that was dumb!” And it doesn’t matter how much the thing you did stands out if nobody can remember who you are. I wrote this article (reprinted below) 3 years ago, and it’s still true. We talk about giving away “items of value” to our potential clients. Items have no value in the trash. Revisions in italics.

This week [in Mid-December 2004] I received marketing materials from two competitors. Realtors, in fact.

One was a plastic bag, left by my front door while I was away. As paranoid as people are about terrorism, he should consider it a victory that I brought this bag inside at all as opposed to calling the local bomb squad. It contained a “complimentary luminary kit” (that’s a candle and a paper bag), a phone list for local ski lodges, and contact information. I do not know this Realtor. I have never heard of him, and will likely never hear from him again. He has spent quite a bit of time and money putting these little bags out around the neighborhood. There is nothing in this bag that will remain in my home next week — except maybe the candle [which does not have his name on it].

In short, I will not be calling this man, and I certainly won’t be generating a commission for him.

The other item was mailed to me by the Realtor who helped me purchase the very house I sit in [I have since moved]. It is a desk calendar. It is neutral in decor, nice and heavy, and has a little pocket in the front cover with 2 of his business cards. Not only is this item likely to sit on my desk all year — incidentally keeping his contact information handy — I am likely to give one of the business cards away to someone who needs a Realtor. This might have cost more than a paper bag and a candle, but I think it’s better marketing.

Odds are very good that even if I don’t buy or sell a house in 2005, I will generate future revenue for this Realtor. [He helped me sell that house too. It was only on the market 8 days!]

It is almost impossible to run a successful business without some kind of marketing. When considering your marketing options, be sure to pay attention to the return on your investment.