Connect with us

Business Marketing

Print ain’t dead Bob: Dear Ginny WTH

Published

on

dear ginny series

Dear Ginny WTH,

With the demise of print advertising, where does the broker brand come into play any more? It is the agent doing all the marketing these days.

Realtor Bob

Dear Bob,

I think it was Mark Twain that said the rumors of my demise have been greatly exaggerated. Print ain’t dead Bob.

Let’s not castigate all print because the newspaper has become less important in marketing property for sale. That’s only one medium. Whether it’s your broker providing access to templates or you are doing it yourself, there has to be print in your marketing mix.

Here are my top five print media that are alive and well:

  1. Property flyers – this is still a must in my opinion. A well put together property flyer is not only impressive to sellers, but applies to two audiences: consumers and other real estate agents. You hold a broker open house, you perhaps hold consumer open houses; you show the property to potential buyers; other agents show the property to potential buyers. There has to be something printed that has the details of the property so people can remember it. If it’s a luxury property then the ante is upped.
  2. Open house announcements – if you hold open houses, you have to announce them some way. If there’s any use for the newspaper, it’s the open house section that still remains a staple in a buyer’s repertoire because they can’t find a real compendium of local open houses online. I also recommend a postcard to the neighbors or other targeted area announcing of an open house.
  3. Just sold cards – there was a direct mail study done not that long ago that showed just sold cards got more inquiries than just listed cards because of the activity they show. If you are working a neighborhood and attempting to get listings in that neighborhood you should send just sold cards.
  4. Past client touch points – I’m sure you are sending email messages to past clients to stay in touch, but you need an offline way to keep contact as well. Vehicles such as market reports, newsletters and other printed media that you can send to past clients on a regular basis.
  5. Community newspapers – call me old-fashioned but I still think a local, community newspaper still offers value for exposing you as a Realtor and your property listings.

Get out the defibrillator, there’s still life there.

Ginny is a 360 degree marketing specialist with over a decade of experience in real estate-related fields. She’s held senior level marketing positions at Alain Pinel Realtors and Prudential California, Nevada and Texas Realty. She left the corporate world in 2007 to start her own marketing communications company, Cain Communications. She markets to segments that matter using media that matters. Follow her on Twitter @ginnycain.

Continue Reading
Advertisement
7 Comments

7 Comments

  1. Ken Brand

    October 1, 2009 at 12:45 pm

    I concur Jenny. There’s an important role for print.

    The thing is, make sure your print is relevant for today’s audience. Old school, I’m NUMBER ONE and flaccid copy won’t cut it. Might as well wipe you A#@ with that stuff.

    Cheers.

  2. Ginny Cain

    October 1, 2009 at 12:53 pm

    Ken you are right on saying the message has to fit today’s audience and it’s not about me, me, me…it’s about them, them, them. And spell my name right why don’t ya. It’s G-I-N-N-Y…that’s GI for Good Idea!

  3. Ken Brand

    October 1, 2009 at 12:55 pm

    Correctly spelling a persons name would be most important and a Good-Idea My bad;-)

  4. RealEstate Babble

    October 1, 2009 at 3:21 pm

    AgentGenius: Print ain’t dead Bob: Dear Ginny WTH https://bit.ly/3o9U3G Full https://bit.ly/2GiLL2

  5. Gilbert AZ Homes

    October 5, 2009 at 3:04 am

    I hope print never dies because no other media compares with the satisfaction of seeing, feeling, touching, smelling your ad in print. Pixels on a screen just don’t do it for me. -Aaron C

Leave a Reply

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

Business Marketing

Bite-sized retail: Macy’s plans to move out of malls

(BUSINESS MARKETING) While Macy’s shares have recently climbed, the department store chain is making a change in regards to big retail shopping malls.

Published

on

Macy's retail storefront, which may look different as they scale to smaller stores.

I was recently listening to a podcast on Barstool Sports, and was surprised to hear that their presenting sponsor was Macy’s. This struck me as odd considering the demographic for the show is women in their twenties to thirties, and Macy’s typically doesn’t cater to that crowd. Furthermore, department retail stores are becoming a bit antiquated as is.

The sponsorship made more sense once I learned that Macy’s is restructuring their operation, and now allowing their brand to go the way of the ghost. They feel that while malls will remain in operation, only the best (AKA the malls with the most foot traffic) will stand the test of changes in the shopping experience.

As we’ve seen a gigantic rise this year in online shopping, stores like Macy’s and JC Penney are working hard to keep themselves afloat. There is so much changing in brick and mortar retail that major shifts need to be made.

So, what is Macy’s proposing to do?

The upscale department store chain is going to be testing smaller stores in locations outside of major shopping malls. Bloomingdale’s stores will be doing the same. “We continue to believe that the best malls in the country will thrive,” CEO Jeff Gennette told CNBC analysts. “However, we also know that Macy’s and Bloomingdale’s have high potential [off]-mall and in smaller formats.”

While the pandemic assuredly plays a role in this, the need for change came even before the hit in March. Macy’s had announced in February their plans to close 125 stores in the next three years. This is in conjunction with Macy’s expansion of Macy’s Backstage, which offers more affordable options.

Gennette also stated that while those original plans are still in place, Macy’s has been closely monitoring the competition in the event that they need to adjust the store closure timeline. At the end of the second quarter, Macy’s had 771 stores, including Bloomingdale’s and Bluemercury.

Last week, Macy’s shares climbed 3 percent, after the retailer reported a more narrow loss than originally expected, along with stronger sales due to an uptick in their online business. So they’re already doing well in that regard. But will smaller stores be the change they need to survive?

Continue Reading

Business Marketing

Why you must nix MLM experience from your resume

(BUSINESS MARKETING) MLMs prey on people without much choice, but once you try to switch to something more stable, don’t use the MLM as experience.

Published

on

Discussing including MLM experience on a resume.

MLM experience… Is it worth keeping on your resume?

Are you or someone you know looking for a job after a stint in an MLM? Well, first off, congratulations for pursuing a real job that will provide a steady salary! But I also know that transition can be hard. The job market is already tight and if you don’t have much other work experience on your resume, is it worth trying to leverage your MLM experience?

The short answer? Heck no.

As Ask the Manager puts it, there’s a “strong stigma against [MLMs],” meaning your work experience might very well put a bad taste in the mouth of anyone looking through resumes. And looking past the sketchy products many offer, when nearly half of people in MLMs lose money and another quarter barely break even, it sure doesn’t paint you in a good light to be involved.

(Not to mention, many who do turn a profit only do so by recruiting more people, not actually by selling many products.)

“But I wouldn’t say I worked for an MLM,” you or your friend might say, “I was a small business owner!”

It’s a common selling point for MLMs, that often throw around pseudo-feminist feel good slang like “Boss Babe” or a “Momtrepreneur,” to tell women joining that they’re now business women! Except, as you might have guessed, that’s not actually the case, unless by “Boss Babe” you mean “Babe Who Goes Bankrupt or Tries to Bankrupt Her Friends.”

A more accurate title for the job you did at an MLM would be Sales Rep, because you have no stake in the creation of the product, or setting the prices, or any of the myriad of tasks that a real entrepreneur has to face.

Okay, that doesn’t sound nearly as impressive as “small business owner.” And I know it’s tempting to talk up your experience on a resume, but that can fall apart pretty quickly if you can’t actually speak to actual entrepreneur experience. It makes you look like you don’t know what you’re talking about…which is also not a good look for the job hunt.

That said… Depending on your situation, it might be difficult to leave any potential work experience off your resume. I get it. MLMs often target people who don’t have options for other work opportunities – and it’s possible you’re one of the unlucky ones who doesn’t have much else to put on paper.

In this case, you’ll want to do it carefully. Use the sales representative title (or something similar) and, if you’re like the roughly 50% of people who lose money from MLMs, highlight your soft skills. Did you do cold calls? Tailor events to the people who would be attending? Get creative, just make sure to do it within reason.

It’s not ideal to use your MLM experience on a resume, but sometimes desperate times call for desperate measures. Still, congratulations to you, or anyone you know, who has decided to pursue something that will actually help pay the bills.

Continue Reading

Business Marketing

This smart card manages employee spending with ease

(BUSINESS MARKETING) Clever credit cards make it easier for companies to set spending policies and help alleviate expense problems for both them and their employees.

Published

on

Spendesk showing off its company credit cards.

Company credit cards are a wonderful solution to managing business expenses. They work almost exactly like debit cards, which we all know how to use, am I right? It is the twenty-first century after all. Simply swipe, dip, or tap, and a transaction is complete.

However, keeping up with invoices and receipts is a nightmare. I know I’ve had my fair share of hunting down wrinkled pieces of paper after organizing work events. Filling out endless expense reports is tedious. Plus, the back and forth communication with the finance team to justify purchases can cause a headache on both ends.

Company credit cards make it easier for companies to keep track of who’s spending money and how much. However, they aren’t able to see final numbers until expense reports are submitted. This makes monitoring spending a challenge. Also, reviewing all the paperwork to reimburse employees is time-consuming.

But Spendesk is here to combat those downsides! This all-in-one corporate expense and spend management service provides a promising alternative to internal management. The French startup “combines spend approvals, company cards, and automated accounting into one refreshingly easy spend management solution.”

Their clever company cards are what companies and employees have all been waiting for! With increasing remote workforces, this new form of payment comes at just the right moment to help companies simplify their expenditures.

These smart cards remove limitations regular company cards have today. Spendesk’s employee debit cards offer companies options to monitor budgets, customize settings, and set specific authorizations. For instance, companies can set predefined budgets and spending category limitations on flights, hotels, restaurants, etc. Then they don’t have to worry about an employee taking advantage of their card by booking a first-class flight or eating at a high-end steakhouse.

All transactions are tracked in real time so finance and accounting can see purchases right as they happen. Increasing visibility is important, especially when your employee is working remotely.

And for employees, this new form of payment is more convenient and easier on the pocket. “These are smart employee company cards with built-in spending policies. Employees can pay for business expenses when they need to without ever having to spend their own money,” the company demonstrated in a company video.

Not having to dip into your checking account is a plus in my book! And for remote employees who just need to make a single purchase, Spendesk has single-use virtual debit cards, too.

Now, that’s a smart card!

Continue Reading

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!