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Want to make phones ring? Bring the demand to your buyers

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Oakwood HomesIt’s Black Friday, and Cyber Monday in retail, but bargain basement prices are also very real in real estate right now- I wonder if you’ve gone about the business of marketing this effectively in your market places?

“4% Interest Rates & Zero Down while grant lasts- call now!”

Fire sale new home pricing in Los Pines while inventory lasts, agents standing by…

I made this up… or did I? I’m sure with a little homework in your market and the right neighborhood with really great inventory, you could package and deliver a strategic marketing plan for yourself, team, and/or boutique brokerage.

With a title like that, you’ve obviously got the target in mind, so put into your plan what they’ll need- credit and financing partner, an appropriate list of inventory, and a few hours with your best camera. You’ll need to cover where you’ll target for real time reaction.

Here’s the short list:

  • Craigslist: be consistent in the message and focus on the target. Ask yourself what these folks need to hear to act now? Deliver your consumer to a special landing page linked to your blog, and watch your metrics.
  • Your blog: don’t be a blast salesman, instead, think like a retail merchandiser. For example, Prices as low as _____ (and show the image for that asking price) and up to ______ (and illustrate that home). Also, writing supportive articles about financing in this marketplace as well as buyer tips on foreclosures or short sales could really build your value in the eye of the consumer as you pull them in.
  • Banner space on your website? Again, think like a retailer, name your sale. “Los Pines Year End Event? Fire sale prices starting at? “
  • Facebook ad? same thing but link to special landing page for your event, and remember your target.
  • Twitter? same thing but make it a grassroots word of mouth campaign
  • Word of mouth: take it to the neighborhood with a simple business card and get those listings too.
  • Bandit signage: I hate bandit signs, but something new and creative could bring them to life.

The above list is not a complete list of targets but a short list to get you inspired. Let us know in comments what other methods you would add to the list or feel free to ask questions. Also, keep in mind your area rules and C.O.E..

300x250 support ad

Don’t forget to give your promotion an end date because yes, it should end. Also, if your broker is not in control of the listings in this neighborhood, promote the ones that are or find a local new home builder that might like the attention and cooperate. Don’t get yourself bound up in a giant campaign with other Realtor partners, this is designed to turn on in an hour, not a month of planning- so keep it simple.

Put a text for info sign in your craigslist ad, put your text number beside every image you place, on every ad, and on your bandit signs. Create a fast and easy list they can pick up or you can text, email or fax to them, and if you must for your buyers representation agreement, set it specifically for these homes- remember, we want to make this easy.

Watch your metrics, and try different headlines where you can in real time. Obviously, you can’t change a bandit sign, but you could change your headline on Craigslist until you get one that hits, and you can measure that by where they came from, and/or the text for more info feature you’re using.

So let’s have a serious chat here…

Do you love this business? Are you in the dumps about how the world is changing and the housing market sucks and it’s winter so nothing is going to sell anyway? Then you should quit the business today. However, if you want remain in this business, you’d better begin thinking differently. Try this headline on for size: “Built in 2010 but priced at 1990 prices?” There are great opportunities in this market for your buyers and sellers and you should be marketing those opportunities!

The phones can ring in December, and in January, and in February, you might just have to warm people up with great prices and targeted marketing.

Benn Rosales is the Founder and CEO of The American Genius (AG), national news network for tech and entrepreneurs, proudly celebrating 10 years in publishing, recently ranked as the #5 startup in Austin. Before founding AG, he founded one of the first digital media strategy firms in the nation and also acquired several other firms. His resume prior includes roles at Apple and Kroger Foods, specializing in marketing, communications, and technology integration. He is a recipient of the Statesman Texas Social Media Award and is an Inman Innovator Award winner. He has consulted for numerous startups (both early- and late-stage), has built partnerships and bridges between tech recruiters and the best tech talent in the industry, and is well known for organizing the digital community through popular monthly networking events. Benn does not venture into the spotlight often, rather believes his biggest accomplishments are the talent he recruits, develops, and gives all credit to those he's empowered.

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18 Comments

18 Comments

  1. Kelsey Teel

    November 29, 2010 at 6:46 pm

    Great article, Benn! The slow winter months provide a great opportunity for Realtors to test out different marketing strategies.

    Putting the extra time to use now drives business and gives a head-start for the busier months by finding out what works.

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Business Marketing

Unsplash is the secret weapon for seekers, and creators of unique images

(BUSINESS MARKETING) It’s free, it’s great, it’s free, it’s a marketing multi-tool, and it’s FREE. Why aren’t you using Unsplash already? It has great exposure!

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I really can’t stand seeing the same thing over and over again.

Might be my slutty, slutty, non-brand-monogamous Milleniality showing, but I reeeeeeally feel like something’s wrong when I can’t tell two different companies (or WRITERS) apart because they’ve aped the same template, or bought the same cheap font, or used the same stock photos.

He’s a cutie, but I can only see that surprised toddler in the pink shirt and gray vest so many times. And I guarantee at least 85% of people reading this know exactly which baby I’m talking about, hence the issue I’m having.

That’s where Unsplash has been my friend.

I was introduced to the image search engine in my last job: hundreds of thousands of hi-res images for 100% free, which yeah, was just my boss saving money on subscriptions to pay for our office snacks. But I was pleasantly surprised by the cool stuff I could find!

How it works is; well first, pretend you’re a photographer. One amongst many. And you specialize in, say, bomb ass macrophotography. Except the people who need your services A: Don’t know the difference between your specialty and someone who can use the zoom button, and thus B: Aren’t finding your portfolio because they don’t even know what they’re looking for.

If you’re willing to let people use some of your photos, you can host images on Unsplash, tag them with keywords, and ideally get some subtext or alt-text credit.

It’s not like a paying gig, it’s more like passing out fliers to super warm leads.

Now pretend you’re writing for a nature blog. Justifiable crackdowns on unpaid intellectual property mean that when your client says ‘Just pull some stuff from Google, it’s whatever’, you’re not actually going to do that. But there’s no budget for a subscription to anything, so what now?

You check out Unsplash is what. Then you find that macrophotographer’s amazing pictures of leaves and such, and bookmarking their gallery gives you a way to harmonize all the preview images you use for the ‘5 Most Ominous Things I’ve Found in the Austin Greenbelt’ article you’re working on with everything else on the site.

As a master manipulator of text/feelings myself, I’m also really into the fact that since anyone with a camera, anywhere in the world can host their images, I’ve got a lot of diversity in styles, locations, and of course human subjects. I really enjoyed that I could look up ‘CEO’ and find a Vietnamese woman and a Canadian man sharing the first page and probably a complicated relationship with France as a concept.

And I noticed something else.

Quite a few of these images were branded! As in Harley Davidson, Boxed Water, and more have Unsplash accounts, with their products on display to be used whenever people look up words like ‘freedom’ and ‘quirky’ and ‘hydrate’.

You literally can hire a photographer to take pictures of people in various situations wearing your brand of pillbox hats, and get photos of your product placed any and everywhere!

Now of course there are a few wee drawbacks.

Credit isn’t guaranteed, so whether you’re a brand or a photographer, you may not have your name on your work when it’s displayed, especially on preview images.

You also won’t be notified as to WHERE your photos are being used, so if your properly gloved and be-pillboxed gals end up photoshopped with digital Sharpie mustaches and used in an anti-fancy fashion postpunk op-ed, that’s out of your control.

On the searcher side, the AI is a little off as you scroll through. You might be distracted by photos of fighting racoons being auto-tagged as dogs hugging, and lose time laughing and taking screenshots, and then explaining why you’re posting to Tumblr during work hours.

Still worth it, by the way.

Ultimately Unsplash has been my ace-in-the-hole when it came to advancing the radical left agenda by viciously adding different ages, races, and settings to my last gig’s newsletters, and it’s another great resource for anyone in the ‘get/KEEP your name out there’ stage of business.

Hitch up your water wings, dive in, and make an un-splash!

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Business Marketing

Instagram’s false information flagging may accidentally shut down artists

(BUSINESS MARKETING) Instagram is doing its hardest to insure no false information gets released wide, but the net they cast may catch a lot of artists who manipulate images.

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technically a false image

Instagram’s new update is hiding faked images. The downside? Posts by digital artists are being swept up in this new flagging system. In December, Instagram announced the release of a false information warning in order to combat the spread of misinformation on the platform.

How does this work? Content that is rated as partly false or false by a third-party fact-checker is removed from Instagram’s Explore option and matching hashtag pages. Additionally, the image will receive a label to warn viewers about its credibility with a link back to the fact-checker and further sources that debunk the visual claims in the image. These labels can be seen on profiles, feeds, DMs, and stories. Identical content from Facebook will be automatically labelled if posted to Instagram.

Digital artists are feeling the effects of Instagram’s update as digitally-altered images for the sake of artistic expression are being slapped with the misinformation label. The good news, however, is that not all photoshopped images are in danger—only the pictures that have gone viral attached to false information and identified as such.

So if an artist manipulates an image, releases it, then someone else decides to use the altered image to spread misinformation, the artists image could be labeled as misinformation and will be hidden from the Explore and hashtag pages. The artist pays the price for someone else spreading false information.

While a label will save a viewer from questioning a post, digital artists, whose careers depend upon visibility and the spread of the work are likely to feel the effects—whether it be scroll-frenzied viewers passing their work by, deterred by the label barring the post from a quick look, or even worse, the artists having their own credibility called into question.

With only a couple of weeks into the new year, it’s yet to be seen how other digital art may (or may not) be caught up in Instagram’s well-meaning update.

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Business Marketing

How becoming better listeners eliminates our culture’s growing isolation

(BUSINESS MARKETING) We have all be frustrated by someone who doesn’t listen to us; so why not make sure that you are taking the steps to not be them, and be better listeners.

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good listeners breed good listeners

We all want the same thing: to be heard. In this digital age, we’ve created an endless stream of cries for attention via comment sections, forums, and social media feeds—shares, retweets, tags, videos, articles, and photos. Worse, our words echo in our digital bubbles or specific communities, doing nothing but making us lonely and isolated. However, in the midst of a divided political climate, we can all stand to strengthen our ability to listen.

Me? A bad listener? What are you trying to say? I got enough flaws to worry about and don’t wanna hear about another skill to improve. Oh, the irony.

“Bad listeners are not necessarily bad people,” assures Kate Murphy in her new book You’re Not Listening. “Anyone can get good at it. The more people you talk to, the better your gut instinct. You’re able to pick up those little cues. Without them, you’re not going to get the full context and nuance of the conversation,” she says in an interview with The Guardian’s Stephen Moss.

Our bad listening aside, we can all remember a time when we weren’t treated with the attention we craved. Moments where you’d do anything for the person you’re conversing with to give a sign of understanding—of empathy—to validate our feelings, to acknowledge the vulnerable piece of ourselves we’ve entrusted to them is cared for. Nothing is worse when we’re met with blank expressions and dismissive gestures or words. These interactions make us feel small and lonely. And the damage can stay with us.

So what can we do to ensure we’re the listeners we’ve always wanted from others? Being a good listener does take time, energy, and tons of practice. There are easy tips to keep in mind:

1. Show you care by making eye contact and putting away your phone.
2. Patience. Everyone opens up on their time.
3. Ask open-ended questions. Yes/no responses inhibit the flow of conversation.
4. Repeat what you’ve heard. This clarifies any misunderstanding and validates the speaker.
5. Give space. Let the conversation breathe—silent pauses are healthy.

By becoming better listeners, we show care. We become curious about and empathetic towards others, leaving our bubbles—we become a little less lonely.

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