Connect with us

Business Marketing

It’s All About Me – Again

Published

on

Aaron Dickinson reminded me of something that always leaves me a little let down. The end of the transaction.

We work extremely closely with our clients, spending a great deal of time with them. We learn about their families, jobs, finances, personal preferences, even their favorite tv shows. We’re creating a relationship, a bond, a trust.

In order to find just the right house, we need to know if they like to garden. Do they have a dog? Big dog? Inside or outside dog? What do they do for a living? How far will they be commuting? Or do they need a home/office? Maybe they bring home a work vehicle. Do they cook and have a lot of gadgets? Do they prefer a gas or electric stove? Do they have one car or two? Have they purchased/sold a home before? Do they enjoy the negotiation process or is it going to keep them up all night? The questions go on and on. Why?

Realtors always have a dilemma: are we providing to much information or not enough? It’s important for the client to be educated, not overwhelmed. They should be comfortable in making decisions, know they’re in control of the process and understand what’s happening and why, know what’s normal for a purchase or sale, and know what the options are in each situation.

We’ve got the criteria. The next challenge begins. Now we have to put it into a tangible property in the right price range, location and condition. That house isn’t always available. We’ve gotten to know the client and now it becomes a concern of them becoming disappointed. We want them to not only be happy with our services but be happy with the process. If they see too many houses they don’t like, it becomes discouraging and frustrating.

We find the one. We review the disclosures and there’s something unappealing about them. Nope, it’s not the one. The process starts all over. By now I know them even better. We’re a team. We’re working toward a common goal. The stakes are really high. If I make a blooper now, it could ruin all the trust I’ve worked so hard to build. And the client is out all of the time and commitment they’ve invested believing that I could do the job for them.

Right from the beginning, I’m fighting an uphill battle. I have to prove that I’m not the same as Aunt Patty’s realtor in Florida who cheated her out of her life savings.

So back to shopping we go. We find the right home. It’s the one they’ve always wanted. The inspections and disclosures are great. Friends and family come by to give their approval. Now I’ll really be a jerk if I screw it up.

We get the appraisal. No problem. Loan documents arrive at the title company. We sit at the table together while they sign them. A few days later, they’re proud, happy home owners holding the keys to their dream. Their new life is off and running.

What about me? I don’t get to see or talk to them several times a week. I lose track of their every day life. Yes, I call to catch up, but it’s not the same. So I’ve gotten quite sneaky. I make them my friends. That way I can call whenever I want, drag them to dinner or a movie, go to the dog park, birthday parties, baseball games. I have to say, it’s worked out quite well.

As a lifelong resident and local Realtor, Vicki has established herself as a respected member of the San Mateo County real estate community. She’s known for her wit, sarcasm, and her personality that shows through in her posts. You can find her spouting off at Twitter, here at ag, and her personal blog, San Mateo Real Estate Blog.com.

Continue Reading
Advertisement
9 Comments

9 Comments

  1. Mariana Wagner

    October 23, 2007 at 4:57 am

    Nice one! We DO work so hard to build a relationship with our clients. We become an intricate part of their lives … until closing. I hate breaking up as much as the next guy. So, I love to make my clients my friends as well, because you never need an excuse to call a friend.

  2. Benn Rosales

    October 23, 2007 at 1:56 pm

    As a guy I can say it is no different for me. My clients are everything to me, it’s personal, it’s not about a commission, it’s about winning for them. They see this, know this, live this for the life of a transaction and suddenly it’s over- they’re moved in and the need for you is very small. So you have two choices, 1 get dumped and it’s over, or 2, you do exactly what you described- you make friends. Golf, football, bbqs, whatever- I can honestly say some of my clients have become by greatest friends, many others have become friends of my wife, but one thing is for sure, my life is richer because of them, our relationships go far beyond that of a commission.

  3. Jeremy Hart

    October 23, 2007 at 5:19 pm

    I agree, I’ve been so fortunate to see customers become clients, and clients become friends. Just this week I’ve had lunch with one client-become-friend, golf with another, and then some weekend fun with another. One of the benefits that CAN’T be valued in this business is the opportunity to influence lives, and have yours influenced, by these relationships. Great job Vicki!

  4. Vicki Moore

    October 23, 2007 at 7:36 pm

    It’s one of the best parts of the job. I was calling them client-friends, but I’ve dropped the client part. Somehow the people I don’t like know it and they fire me.

  5. Athol Kay

    October 24, 2007 at 4:44 am

    >>Somehow the people I don’t like know it and they fire me.

    That’s a whole post right there.

  6. Vicki Moore

    October 24, 2007 at 5:59 pm

    Ooooo Athol! Thanks for the direction. I’ll put that together!

  7. Athol Kay

    October 24, 2007 at 6:01 pm

    I do what I can. 🙂

  8. Vicki Moore

    October 24, 2007 at 6:03 pm

    You’re the best!

Leave a Reply

Your email address will not be published. Required fields are marked *

Business Marketing

A personalized daily digital marketing checklist

(MARKETING NEWS) For all businesses, it is not only essential to develop an digital marketing strategy, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit. This app can help.

Published

on

clearpath digital marketing

There is no doubt that starting your own business can be overwhelming. Along with promoting your business at events, meetings and in person, digital marketing strategies play a key role in the success of a company. For all businesses, it is not only essential to develop an online presence, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit.

Simply creating a website and Facebook page for your business is not enough. However, software tools can help simplify digital marketing. ClearPath is a tool that organizes and creates tasks to optimize your online marketing. By creating to-do lists for you based on your online marketing strategy, you can focus on the areas of marketing that improve your business, all the while receiving useful tips and advice.

Using ClearPath is pretty straightforward and only requires one prerequisite. Before beginning, you must have a website.

If you are already lost, don’t panic. ClearPath can help you develop an online presence. Once your website is linked up, you get to choose the marketing channels that you would like to focus on. These include Search Engine Optimization (SEO), email, social, content, analytics, local, pay-per-click (PPC) and Conversion Rate Optimization (CRO). Again, if you are lost, ClearPath is there to help you strategize.

After ClearPath analyzes your site, they start sending you customized tasks based they believe can improve your online marketing.

As you finish each task, you can simply check it off and it will disappear. New tasks will appear each day, and some may even repeat as they need to be updated.

Whether you are well-versed in digital marketing or not, staying updated with the newest ways to optimize your business online is a constant struggle. Tools like ClearPath give people a place to start. Although I don’t think it can supplement an active and experienced digital marketer, it is a tool that can help small businesses that cannot afford to add to their team yet. At the end of the day, it aims to save you time. And since time is money, your business will hopefully be more profitable.

Continue Reading

Business Marketing

Simple logo creation tools perfect for any freelancer

(MARKETING) You already know that even if you’re a solo writer, or lone developer, you need a brand in today’s online world. If you’re on a budget, check out these logo creation tools!

Published

on

logo creation

Freelancing is a major part of the landscape nowadays. In that capacity, you’re running your own one-person business. As such, you need to brand that business. You know that, but let’s discuss the actionables.

I don’t know about you, but when I hear the word “branding”, I immediately envision logos (which is super convenient because it brings me to my next point). You should absolutely have a logo as a freelancer, even if it’s simply just your name in a rad – but professional – font.

This will be useful on your website, social media, on invoices and beyond. You can even pop that bad boy into your email signature!

Ideally, you should hire a graphic designer that knows what they’re doing – you’ll get the best results. But if your budget is zero dollars, don’t you dare ask a professional for free work.

Instead, if you want to develop a logo for your personal freelancing brand on the cheap, check out five of our favorites below and see what works for you. The best part? These all have some free components.

  1. Picfont: Let me start with personal experience. My freelance logo (which is the cover photo of my Twitter), is literally just my name in a script-like font, and was made using Picfont. You can upload a blank background (or pick from fun royalty-free backgrounds) and choose from a variety of font options. Pick what you like, shape it out, download, and use. Easy
  2. Looka (formerly Logojoy) is also a great, easy-to-use online logo maker. You simply type in your company name/your name and go through a process of selecting colors and styles that you like. Looka then generates a selection of logos based on your choices. For an example, I created the logo for The Tidbit using Looka.
  3. Online Logo Maker: a wonderfully self-explanatory name. This logo maker is almost like a combination of Picfont and Logojoy. You can play around with different fonts, colors, and symbols to make a logo that fits you. This option also features high-quality Vector files.
  4. Canva is a great option because you can design a multitude of material (including flyers, presentations, graphs, etc.) If you’re planning to build a full-on portfolio with supplemental materials in addition to a logo, Canva may be your best bet as you can design everything to have a similar look – which is incredibly important for branding.
  5. DesignEvo: Their website describes it best, “DesignEvo is a free online logo maker with 8,000+ templates that anyone can use to bring to life a compelling, unique logo in minutes.” They have a drag and drop interface and hundreds of fonts.

Take some time to test drive these sites, play around with different logo types, and see which one gels best with you and your freelancing-self. Happy branding!

Continue Reading

Business Marketing

How to use offline marketing to your advantage in a digital world

(BUSINESS) We often become obsessed with new marketing strategies, favoring the internet over some traditional methods that continue to drive traffic timelessly.

Published

on

offline marketing open sign for small business

Everywhere you look, people want to talk about digital marketing. In fact, if you don’t have a digital marketing strategy in today’s business world, you’re not going to last long. But just because digital marketing is popular, don’t assume that offline marketing no longer yields value.

When used together, these strategies can produce significant returns.

“Some people will argue that traditional marketing is dead, but there are several benefits to including offline advertising in your overall marketing campaign,” sales expert Larry Myler admits. “Combining both offline and online campaigns can help boost your brand’s visibility, and help it stand out amongst competitors who may be busy flooding the digital space.”

How do you use offline marketing in a manner that’s both cost-effective and high in exposure? While your business will dictate how you should proceed, here are a few offline marketing methods that still return considerable value in today’s marketplace.

1. Yard signs

When most people think about yard signs, their minds immediately go to political signs that you see posted everywhere during campaign season. However, yard signs have a lot more utility and value beyond campaigning. They’re actually an extremely cost-effective form of offline advertising.

The great thing about yard signs is that you can print your own custom designs for just dollars and, when properly stored, they last for years. They’re also free to place, assuming you have access to property where it’s legal to advertise. This makes them a practical addition to a low-budget marketing campaign.

2. Billboards

The fact that you notice billboards when driving down an interstate or highway is a testament to the reality that other people are also being exposed to these valuable advertisements. If you’ve never considered implementing billboards into your marketing strategy, now’s a good time to think about it.

With billboard advertising, you have to be really careful with design, structure, and execution. “Considering we’re on the move when we read billboards, we don’t have a lot of time to take them in. Six seconds has been touted as the industry average for reading a billboard,” copywriter Paul Suggett explains. “So, around six words is all you should use to get the message across.”

3. Promotional giveaways

It’s the tangible nature of physical marketing that makes it so valuable. Yard signs and billboards are great, but make sure you’re also taking advantage of promotional giveaways as a way of getting something into the hands of your customers.

Promotional giveaways, no matter how simple, generally produce a healthy return on investment. They increase brand awareness and recall, while giving customers positive associations with your brand. (Who doesn’t love getting something for free?)

4. Local event sponsorships

One aspect of offline marketing businesses frequently forget about is local event sponsorships. These sponsorships are usually cost-effective and tend to offer great returns in terms of audience engagement.

Local event sponsorships can usually be found simply by checking the calendar of events in your city. Any time there’s a public event, farmer’s market, parade, sporting event, concert, or fundraiser, there’s an opportunity for you to get your name out there. Look for events where you feel like your target audience is most likely to attend.

Offline marketing is anything but dead.

If your goal is to stand out in a crowded marketplace where all your competitors are investing heavily in social media, SEO, PPC advertising, and blogging, then it’s certainly worth supplementing your existing digital strategy with traditional offline marketing methods that reach your audience at multiple touchpoints.

Continue Reading
Advertisement

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!