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Old School Marketing

Oddly placed signs mock skyrocketing rent prices in San Francisco

San Francisco rents are notoriously high, but one artist has mocked their recent increase with parody signs on dumpsters and the like.

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There is nothing more truly Californian than oceanfront property, however few of us can afford it. In the over inflated real-estate bubble of San Francisco, many residents are faced with extraordinarily high living costs; from rent to utilities and everything in between, California living is expensive.

Photographer Scot Hampton’s latest series of works mocks the famously high housing prices of San Francisco, by placing “For Rent” signs around the city on uninhabitable items. If you were not aware of the high housing prices before, you will be after Hampton’s project. Hampton even took his sardonic art to Craigslist, creating an ad touting a dumpster as a “waterfront condo.” (See the project here).

Container living in SOMA!

My favorite piece is the studio container. Hampton heralds his “studio container” for the bargain price of $2000 a month stating, “container living in SOMA! All the rage, modern container living right in SOMA! Studio container with open floor plan, built-in bench, and rooftop garden. Close to SFMOMS, Yerba Buena Gardens, shops and public transportation. Utilities not included. Please DO NOT DISTURB current tenant!”

You can even live in a garden penthouse in the mid-Market area, if you do not mind living in a planter. Find a lovely studio loft close to shops and food, so long as you do not mind sharing your space with a few hundred letters.

Perhaps you are more of a loner, find comfort in a spacious one bedroom, basement apartment with classic architecture, but you will have to find your own radioactive turtles. Nothing compares to the property offerings of San Francisco and Hampton definitely brings the price point to the forefront.

While his signs are certainly humorous, they also bring to mind a bit of solace, given the high prices and overcrowded areas San Francisco residents face. It is certainly not uncommon for someone to rent out a couch, closet, or basement to supplement income. If nothing else, these images bring awareness to the fact every area has its downfalls, even when it is as beautiful as San Francisco.

Waterfront Condo – $5000

“Enjoy the sounds and smells of the UN Plaza fountain as you relax in your condo after a hard day of complaining about the homeless.”
san francisco rents

Studio Loft – $3000

“Government housing. Section 8 OK! Studio loft with vaulted ceiling!”
scot hampton photography

Cozy “Studio” – $4100

“Daily housekeeping included! .83 SQ. FT.”
cozy studio

Studio Container – $2000

“All the rage, modern container living right in SOMA! Studio container with open floor plan, built-in bench and rooftop garden.”
studio container

Basement 1 BR – $3500

“Spacious basement apartment. Classic architecture; very Romanesque and gothic! Arched interiors!”
basement

Jennifer Walpole is a Senior Staff Writer at The American Genius and holds a Master's degree in English from the University of Oklahoma. She is a science fiction fanatic and enjoys writing way more than she should. She dreams of being a screenwriter and seeing her work on the big screen in Hollywood one day.

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Old School Marketing

This simple questioning technique will help you convert more sales

Will you read this article? According to the latest research, if you got as far as reading that question, the answer is more likely to be, “yes.”

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Will you read this article? According to the latest research, if you got as far as reading that question, the answer is more likely to be, “yes.”

The study was published in the Journal of Consumer Psychology. Researchers at the University of California, Irvine, found that asking someone a question about a behavior made much more of an impact than telling someone what to do.

Just asking someone a question about a behavior increases the likelihood that they’ll do it.

It’s called the question-behavior effect. According to lead researcher, Eric Spangenberg, the question-behavior effect is most notable when the question encourages behaviors that are already socially celebrated. For example, will you try to eat healthy in 2016? Will you exercise today?

Exactly why questions are more effective than statements remains unknown, but it probably has to do with the mindset of the answerer. If someone tells you, “you should volunteer for this charity” you are more likely to bristle at being told what to do, rejecting the authority and advice of an outside opinion.

But when asked, “will you make a donation?” even if you don’t answer right away, you become more open-minded to the possibility.

Your options become expansive, rather than set, which makes you feel empowered and self-confident that you can make a positive decision for yourself.

The study also found that the effect was strongest when questions were administered through a computer or on paper, rather than orally, and when the question called for a direct “yes” or “no” answer. Perhaps having to type out or write down an answer made people feel more accountable to following through with the behavior.

Could you use the question-behavior effect to improve your business? (You see what I did there?) Asking an employee, “will we see your report in time for the deadline?” may just increase the chances that you will. And perhaps asking if your customer wants to purchase your product will put them in an open-minded state to say yes.

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Old School Marketing

MailSnail helps you quickly design, send, and manage direct mailers

MailSnail is a new startup aimed at simplifying your direct mail campaigns and allowing a new level of customization; worth checking out.

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Although most companies have abandoned direct mail for more cost-effective email, you shouldn’t discount this valuable tool (most Realtors don’t). The majority of the people that get emails don’t actually open them or spam filters snag your email before it ever reaches the intended inbox.

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While direct mail is more expensive than email, it still works. Direct mail allows you to reach high level customers and prospects that don’t open emails. It also helps reinforce your email message and reminds your customers of the offer you may have emailed them. Plus, with fewer people using direct mail, you’re better able to stand out among your competition.

Direct mail simplified

However, direct mail is complicated. Many factors contribute to its success or failure, which makes it difficult to do effectively in-house. This is where new company MailSnail comes in. The startup takes the hassle out of direct mail. You don’t have to worry about finding a designer, a print-house, a mail-house, or even customers. MailSnail takes care of it all for you from their easy to edit design templates, to printing and delivery of your custom mailer.

MailSnail lets you craft your mailers to your specific needs. You can choose one of their templates and add content to create a custom mailer that fits you. You can also upload your own design.

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Schedule ahead of time, customize fully

MailSnail also lets you schedule your mailers ahead of time, so you can send your direct mail when you need. Other features the company provides is the ability to segment your customers for easy management and send geographically targeted mailers to new potential customers.

The startup also touts their ability to send a mailer to any size audience. Send your customized mailers to thousands of addresses or only a handful – it’s completely up to you.

MailSnail gives you the power of direct mail without the hassle. While the startup hasn’t officially launched, if you’re interested in trying the service, you can sign up on their site to get beta access.

#MailSnail

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Old School Marketing

There’s still one reason people look at newspaper ads; is your brokerage meeting their needs or ignoring them?

Most think the printed newspaper is on its way into extinction, but many wallet-holders are still flocking to newspapers, but why?

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We’re living in the digital age, so more likely than not, your business is relying heavily on internet marketing, leaving behind those old newspaper advertisements.

But wait, not so fast. According to the latest marketing research, there may still be some value to providing discounts and coupons via local newspapers. An August 2015 study by CreditCards.com found that newspapers are still the most popular source for discounts and coupons amongst price-conscious consumers.

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They found that 37.7 percent of female respondents, and 30.1 percent of male respondents cited newspapers as their go-to for finding discounts and coupons, compared to the internet, snail mail, email, or direct offers from banks and credit cards.

Breaking the stats down by age

However, the picture becomes a little more complicated when you break down the statistics by age. The CreditCards.com study revealed that consumers ages 18 to 49 are mostly getting their discounts from the internet. Youngsters under age 34 are also more responsive to coupons in their mailboxes than to newspaper coupons.

For all respondents over age 49, on the other hand, newspapers were their first source for coupons, leveling out the average such that newspapers still rank number one when all age categories are combined.

A similar August 2014 study by Valassis, a direct mail marketing service, found less variation across age groups, with millennials, gen Xers, and baby boomers all stating that they used paper coupons far more than digital ones.

Gender and income influences

Shoppers with higher incomes don’t seem to worry much about finding coupons and discounts, whereas lower income shoppers rely on them heavily.

Nonetheless, the CreditCards.com study found that 30.6 percent of female internet users use coupons when shopping for their day to day amenities. That’s nearly twice as much as men, of whom only 16.8 percent use coupons regularly.

An overlooked opportunity?

In short, it appears that supplying discount offers and coupons in your local paper may not be such a bad idea, especially if your customer base is largely female, and over the age of 50.

While advertising a multi-million dollar listing may not yield results, inserting a coupon for a free analysis or an offering to waive $500 off of closing costs, could be a tool your competitors are ignoring. Time to open up a newspaper to see if there’s opportunity for your brand.

#Newspapers

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