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Lani Rosales
June 8, 2009 at 10:28 am
@markeckenrode I *love* this reminder and reframing of an agent’s value proposition. An example of how reframing was used: sending out a simple post card.
The typical return on a direct mail campaign is 1%. A single subdivision was mailed a modern blue post card with Austin RE stats in b&w and in big letters said “blanket stats are stupid, real estate is local” and showed the last three homes that sold in the neighborhood and how far off the mark of the Austin stats they were (this particular neighborhood was doing *really* well and was underselling itself).
The return on that campaign was 24% which is astronomical for a direct mail campaign. By framing the value proposition of expertise and debunking something held so precious here (ABoR stats), the trust factor was introduced immediately.
Joe Loomer
June 8, 2009 at 11:53 am
Lani – I switched from personal promotion garbage some time ago, to sending market updates. Similar return rate. Also stops you from taking the blame for the market when they’re well armed with data. I found my Sphere was very hungry for something that told them exactly what the fuss is all about. Making it about them and their situation – down to the macro level – is far more valuable than blah blah blah about how great you are.