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.

This entry was posted on December 8, 2007 at 4:02 pm. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

Posted in General Real Estate Realtors by Bridget Magnus Comments Off