Mastery Coaching Blog

Increase Your Marketing ROI 235%

Chris Pollinger (Mastery Coaching) — Fri, 24 Jul 2009 12:18:15 -0500

If you could cut 80% of your marketing budget and accurately increasing your return on investment 235% by predicting almost half of the sales in a particular area would you be interested? For those who are slightly more savvy, you could even multiply your market reach by 5x and use the same marketing dollars you already have allocated and increase your business exponentially.

I am not an advocate for very many outside products or services. One, there are millions of them out there and two, I am very, very picky as to which ones I endorse and put my name behind. But every once in a while, something comes across that is so innovative and spectacular that I feel compelled to put it out there.

Everyone is familiar with the FICO score. It's a predictive analytic that helps financial institutions guess who will pay their bills and who is more likely to default. Imagine if we could have something similar to help us market or prospect more effectively by only focusing on those who are most likely to move in the next 6 months.

Now we can. There is a group who had 3 PhDs working 24 month to create the Predictive Analytic algorithms. By leveraging over 255 different variables they can generate a prospecting list ranked from most likely to least likely to sell in next 6 months.

There is a cost to the service, but it is amazingly affordable and is exclusive to you. As I talked to the guys, we brainstormed for a few minutes and found at least two dozen ways to make a list like this pay off in spades. If you want more info, shoot me an email to chris@mastery-coaching.com and I'll send you over an info packet.

Carpe diem,

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You don't get what you want, you get what you are

Chris Pollinger (Mastery Coaching) — Thu, 09 Apr 2009 11:22:57 -0500

I remember being told years ago by a mentor that the financial balance one has in their bank account is a reflection of their self-esteem. Ouch. At the time, I was making ok money. I knew within a dollar how much was in my account (more often than not, because it was less than the $20 minimum that I could retrieve from the ATM). From that moment, I took it as a personal quest to start building a minimum balance of $100, then $500, then more. The income was exactly the same, but my balance grew with my confidence and self-esteem.

I sit down with quite a few people who want to reach higher than their skills and talents will take them. For them, improvement on some base techniques and general competence within their field of endeavor will have them performing in a very short time. Once they understand that they have to acquire a few tools to get what they want, they are good to go. For others, those having great skills and talent, it is often a bit more difficult to help. Those are the ones who too often achieve great things quickly and then watch it all fall to ruin as their character deficiencies surface.

I have found that character and wisdom is developed almost exclusively through pain. The smart ones apply the pain to themselves through discipline and study other people's mistakes. Others, feel the need to go through challenges and heartache themselves and gain through experience. Either way, you don't get what you want, but you what you are.

Carpe diem,

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Procrastination is failure on the installment plan

Chris Pollinger (Mastery Coaching) — Mon, 30 Mar 2009 12:38:08 -0500

"Procrastination is failure on the installment plan."

Why do we all seem to struggle with putting off the very things we know we should be doing, but don't want to do? Most of the time they are the very things that are the most important things we could be doing, those activities and tasks that make the greatest impact on our future.

Procrastination boils down on a practical level to character and perspective. A great test of our character is the ability to maintain a resolution after the mood it was made has passed. We often make resolutions, decisions, and goals when we feel like it. We are inspired, motivated, or driven in the moment to thoughts of grandeur, but when the mood passes, more often than not, so does our resolve.

Most of our changing moods and feelings are due to a shift in our perspective. Rarely has life or the world changed, we just changed the way we think about it. As our perspective shifts, our emotions follow suit.

Here's an example: Have you ever seen a picture of yourself that is, well, less than flattering? It seemed to show the few extra pounds in a way that you hadn't ever imagined was on public display in such an unappealing way. So, in a moment, your perspective changed. The world around you hasn't, the people around you haven't. You haven't. The only thing that has now become different is how you look and feel about something that already was.

The secret to eliminating procrastination isn't disciple and willpower. Sure, those will last for a little while, but the real secret for those who are looking of lasting change is learning the art of managing your perspective.

Carpe diem,

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Marketing Smart

Chris Pollinger (Mastery Coaching) — Tue, 24 Feb 2009 11:50:22 -0600

Every once and a while I get something that is just too good not to share. Dean is a fellow Master's Program Graduate and is the CEO of one of the finest Ad agencies I've ever been exposed to. I received this article last week from him and thought it dovetailed into the branding series I wrapped up this last week. I hope you enjoy Dean as much as I do -

In today's economy, the mindset of spending money on marketing seems to be like the mindset of going to Las Vegas. Pretty risky. The only difference is that going to Vegas means there's a good chance of having a great time.

On the marketing front, however, there is hope. Lots of it if you market smart. Here are a few tips.

First, realize that during a down economy, people typically clam up their advertising dollars. The result is less ad saturation in your marketplace. The opportunity is that your advertising now has a stronger chance of being seen. Also, the perception of those companies advertising in a down economy is of a strong, confident company. On top of that, customers typically experience bad customer care because most companies are downsizing, causing inefficiencies. Hence, those who are mistreated may be looking for a new provider during the down times and lo and behold, there's your ad. The time to pick up market share is not when the economy is thriving, it's when it's choking.

In your initial ad planning stage, take an honest assessment of the advertising vehicles you've used in the past. Often, there are a couple of advertising methods that worked pretty well. For some strange reason, every client we talk to has one or two of those tactics they stopped doing because they got too busy from the inquiries generated by advertising. Whoops!

Next, if you are planning any new advertising methods, evaluate them diligently. Your advertising rep should give you an advertising/cost rationale, and you should be able to talk to a couple of their non-competing customers to see if the advertising is pulling. If they say you can't have testimonials, run, don't walk, away from the pseudo-opportunity.

During the down times, the phone is your friend. While people are spending horrific amounts of cash on untried tactics, others are getting on the phone and making those cold calls. FACT: 100% of those clients we told to increase their phone work reaped tremendous success. And the phone is cheap by comparison.

If you're using direct mail in these lean times, make sure your database is up-to-date with current names and current addresses. This will minimize the waste and maximize the penetration of the campaign. And don't forget to mail to your existing customers.

Public Relations is another under-utilized tactic. Press releases about news relating to your industry, in essence, are free advertising. The right story in the right publication can help reel in new business. Remember though, it must be newsworthy and relevant. Editors get inundated every day with hundreds of press releases, so don't send in junk press. Also, use the media to get published, like I am. I've gotten a few calls, and plus, it makes me feel famous, like Tom Cruise.

If you like to speak in public -- the number one fear of human beings--have at it. It's very effective. Relevant presentations in your area of expertise can be a tremendous method for generating more business and building your reputation, especially if you get in front of the right people.

Please don't invest money into your Web site thinking that if you do, more business will come. Your Web is, in essence a store, and you have to drive people to it with advertising, just like a store. The most cost effective way to drive people to your Web site is through viral marketing and Search Engine Optimization.

Image ads and brand building agendas have to go by the wayside during tough times. Direct response ads, where you're offering something substantial, must be the consistent discipline. Think about it. Would you respond to an ad that offers one piece of free dry cleaning for every 50 pieces cleaned? Or would your respond to an ad offering every third piece free? Make it compelling.

Always ask for referrals. This is the most commonly overlooked marketing vehicle in existence. It's also a practice that thrives with those who have a system to remind them to do so. If you could get one new client per week by asking for referrals, that would be 50 per year, or 500 over the next 10 years. Not to mention the incoming referrals that just come with great service.

Finally, let's not forget intestinal fortitude. During down times, people think that working at the usual pace will do. It won't. Many stress out, check out, and think things will change by themselves. My dad use to say that in business, you have to grow just to stand still. Slow economies dictate that you not only work smart, but that you take your commitment disciplines and your attitude to a whole new level.

Carpe diem,

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Article used with permission and credited to Dean Del Sesto, CEO and Managing Partner, Strata-Media, Inc.

The Cycle of Failure

Chris Pollinger (Mastery Coaching) — Tue, 24 Feb 2009 11:20:44 -0600

"Some people change jobs, mates, and friends, but never think of changing themselves."

Sometimes the only common denominator in a series of failures is us. We as a society tend to point fingers and blame others instead of taking responsibility, the irony is that responsibility is the first step to the growth needed to overcome and turn failure into success. Looking in the mirror and changing ourselves is one of the most difficult things we must do. It takes courage to admit we are a contributing factor to the difficulties we face in our lives. But if we don't, we will experience the same cycle (only quicker this next time) again and again.

Carpe diem,

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Oh, If only I could remember his name...

Chris Pollinger (Mastery Coaching) — Tue, 24 Feb 2009 10:26:14 -0600

Do you struggle with names? This has personally plagued me for years and is a constant struggle in a people business where we meet new potential clients on a daily basis. However, I also know that there is no quicker way to impress someone than to remember their name, especially after a long time has gone by.

Here's a tip from a memory master (and yes, I paid dearly for a seminar that I am boiling down to a 30 second email because I am all about, say it with me, helping you make more money, make it faster, and with less cost). Here you go with the tip -

Use the SAVE method:

S - Say name 3 times when first talking to them

A - Ask a question about the name

V - Visualize a memory hook. If their name is Lake, visualize them swimming in a lake

E - End the conversation with their name

You won't believe how well this little tip works when we put it into play.

Carpe diem,

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How Fortunes are Made

Chris Pollinger (Mastery Coaching) — Mon, 23 Feb 2009 10:23:08 -0600

"Fortunes are made outside of the 9-5"

I talk a lot about balance. Balance at work, balance at home. Life is much bettter all the way around if we keep boundaries and have strict standards. Mainly because I work with the super producers who are in risk of losing what they love most because of their insane lifestyles. As much as I think balance is good and healthy - the reality is that our life is a life of seasons. In order to become a super-producer and be on the top of the heap, you must be willing to do what others won't. Becoming out of balance for a season is necessity to achieving the extra-ordinary.

The secret becomes including those you care most about in the process so they feel a part of what you are doing. Recognize when to be "on" and when it's time to snuggle in by the fire and some warm cookies with those you love. Remember, life is more of a marathon than the 50 meter race.

Feelings are not Your Friend

Chris Pollinger (Mastery Coaching) — Mon, 23 Feb 2009 10:00:00 -0600

"Nothing gives one person so much advantage over another as to remain always cool and unruffled under all circumstances." - Thomas Jefferson

Your feelings are not your friend. They will get you in trouble more times than not.

I'm not saying not to have them, just keep them in perspective. If you get mad and rip into someone because you are angry or frustrated, you may feel like you won the battle, but you will have lost the war. Don't feel like prospecting? Is it really better to go with that feeling, if you do where does it lead? Most of us live on an emotional roller coaster, with our life, business and the service we offer our clients. We do so at our own peril.

Your feelings give color to your life, and they can be glorious and exciting. They just shouldn't dictate your actions. As you paint the portrait of your life, your commitment and actions should provide the black and white outline of how you live while the color adds the vibrancy. Reverse it and your life will look like a kindergartner's version of the Michelangelo masterpiece your life was destined to be...

Carpe diem,

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Five Truths About Real Estate

Chris Pollinger (Mastery Coaching) — Mon, 23 Feb 2009 09:54:02 -0600

There have been times when I wanted to tattoo these truths on people's foreheads, but that probably wasn't my best idea ever.

What is a good strategy is to share these with you now, and beg you to learn them, not because I made them up (because I didn't), but because they are true and you need to know them to succeed in business.

1. People do business with people they know, like and trust. It is not hard to develop a relationship with your prospects, but it is essential. The good news is that you can do it passively, and the bad news is that so can your competitors.

2. People buy solutions or experiences not features. This means that people buy what they want, not particularly what they need. For example, we all need to eat, and most of us need more fiber and greens in our diets, but still the majority of us choose burgers or pizza for lunch rather than steamed broccoli and a side salad.

3. People want specialists to handle their problems because they feel more confident that someone with experience and specific expertise will understand their situations more completely, and will handle it better than a generalist. Who do you want handling your brain surgery: Your general MD or a neurosurgeon?

4. Your real estate service is not the right solution for everyone, but that is no reflection on its (or your) value. You may not know all the reasons people choose not to buy from you, but you should know all the reasons they do buy so that you can find more of those people.

5. When you invite a prospect to work with you, you're not begging for money, you are offering a valuable solution to a problem. But if all you care about is the sale, then you are a beggar.

Carpe diem,

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Best Practices Interview - Mike Vickrey

Chris Pollinger (Mastery Coaching) — Mon, 02 Feb 2009 09:55:06 -0600

Thursday, January 29, 2009

Best Practices Interview - Mike Vickrey

9:00 AM - 10:00 AM PST

Join us for a Webinar on February 3rd

Mike Vickrey is an outstanding real estate professional in Augusta, Georgia. He is also a retired Marine officer who understands the unique needs of military families. He joins us today to talk about how best to market and service this amazing pool of ready, motivated and willing potential clients as well as the importance of discipline in developing a successful real estate business.

System Requirements

PC-based attendees
Required: Windows® 2000, XP Home, XP Pro, 2003 Server, Vista

Macintosh®-based attendees
Required: Mac OS® X 10.4 (Tiger®) or newer

Reserve your Webinar seat now at:

https://www2.gotomeeting.com/register/671822530

Your Personal Mission Statement

Chris Pollinger (Mastery Coaching) — Thu, 29 Jan 2009 09:49:29 -0600

One of the most powerful things in your life is your vision (or lack thereof) and your perceived mission. To help crystallize direction for your life and business develop a personal mission statement. Ask yourself what you alone you can do. Not what can you do, but what is it that won't get done if you alone don't or won't do it.

Here's a simple guide to developing your personal mission statement -

Definition of Mission - The special duty or function for which someone is sent as a messenger or representative; and the special task or purpose for which a person is apparently destined in life; a calling.

What is your personal mission statement? - Your personal mission statement focuses on the special purpose you want to achieve in your life and the special approach you will take to achieve it. It is the consequence of your mission being achieved. It is a description of how the world will be after you've traveled through it.

A clarifying question - "If we were meeting back here on ______________________, and you were looking back over the preceding ______________, what would have to have happened during those years for you to feel really good about yourself, your life, and the fulfillment of your personal vision?"

Answer this question to state your Personal Mission Statement- "My unique mission is..."

Once we have vision and mission clearly identified, it becomes very easy to make life changing decisions. Whenever I am faced with a fork in the road of life, The answers will simply fall into place when I simply weigh my options against my vision and mission and ask - "Is this in line with who I am?" and "Does this bring me closer to where I know I need to go?"

Carpe diem,

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How Does Your Website Attract Prospects?

Chris Pollinger (Mastery Coaching) — Thu, 29 Jan 2009 09:36:34 -0600

Two words: Sticky content.

Sticky content is information (web site content) that makes people stick around and return for more. Examples are how-to articles, tips and tricks, beginner's guides, and any other free information that your clients and prospective clients would find of value.

Keep in mind that the more content you have, the stickier your site is. Sticky is good for at least three reasons: It gives your visitors a reason to come back again and again; it gives your visitors a reason to tell others about your site; and it demonstrates your expertise for people who are interested in your services.

With good content, you will be able to gather leads, acquire names for your mailing list, as well as offer good reasons for your visitors to tell their friends and colleagues about you.

Carpe diem,

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Marketing Tools for Realtors

Chris Pollinger (Mastery Coaching) — Mon, 26 Jan 2009 13:13:30 -0600

Are you ready for business? When you're ready to build your business, you'll need the right tools in your toolbox to build a strong foundation, and to make the job go smoothly. There are literally hundreds (if not thousands!) of marketing tools available to the Small Office/Home Office (SOHO) REALTOR® entrepreneur, but fortunately, there are some that are nearly universal in their usefulness. While not every one of these tools might be the most efficient for you right now, they make a great default list until you develop a list of tactical tools tailored to your unique talents and personality.

1. A ‘Sound Bite'. This is a seven- to nine-word phrase that distills the essence of your value to a specific client base. When used with your name, company name, and your title, you've got a great introduction. Used by itself, it succinctly and clearly answers the question: What do you do?

2. A business card. Your business card shows that you are serious about your business. At the very least, it includes your name, title, company name, email address, phone number, and mailing address. If you don't include one or some of these, you are showing the world that you are either unprofessional or not to be trusted. If you're worried about stalkers, get a Post Office box and a generic email address, but don't make your phone number the only contact point. It makes you looks like a drug dealer or a prostitute.

3. A web site. No matter what you're selling, be it your time, expertise, or your apple pie recipe, a web site demonstrates your understanding of your core market, and enhances your credibility, as well as providing a 24/7 selling tool.

4. A picture. To be more specific, YOUR UP TO DATE picture. People like to put a face to the name or voice on the phone. Your picture (with your smiling face) helps develop the relationship with your client with absolutely no effort on your part. You can put this picture on your business card, web site, brochure, or just have it in your press kit to accompany any speaking engagements you book.

To be clear, this ‘picture' thing has been an issue with me for years. I've heard the argument that ‘my attorney and CPA don't put their picture on their business cards, why should I'? Sorry, WE are in the people business. Today, with My Space®, Face Book® and all the other internet sites, people connect with people using pictures now more than ever. Unless you are marketing to CPA's or Lawyers only, use the picture.

5. Talk about your fees upfront and/or menu of services. You don't want to make your clients guess what type of services you offer, or how much they cost, unless you're one of those people who believe that if your client has to ask the price, she can't afford you. Even if every sale is completely customized, at least having a baseline established will give your clients (and you) a place to start talking about prices. Remember, a sign that they're ready to buy is asking the price. If that's the first question you're asked, the good news is that you've got a live prospect. But if you can't provide a good answer, you've just lost the sale.

6. Contact (note) cards. Use contact cards to follow up a first meeting, thank for a sale, congratulate on a milestone, or just stay in touch. Remember, people do business with people they know, like and trust, and what better way to build a relationship than with charming hand-written notes?

7. An annotated signature line. Your email messages are one of your best marketing opportunities. Be sure that you always include your contact information, and while you're at it, add something else of value, such as info about your specials, upcoming programs, or a link to your web site. This is especially important when your message gets forwarded to someone who is excited about what you do, and may want to get in touch with you. Make it easy for your prospects to find you.

8. Letter templates. Are there people you need to communicate with on a regular basis? Perhaps welcoming new clients, or communicating with vendors? Save yourself some time by creating letter templates for your most frequently occurring communication situations. You'll save time, and never have to rack your brain wondering if you included all the necessary information.

9. Scripts. Is there anything worse than making a call, and not being prepared when you get voice mail? Know what you want to accomplish before you pick up the phone, and decide how you want to say it. Being prepared for either a live interaction or leaving a message will reduce your nervousness, and make you sound relaxed and professional.

10. Client testimonials. One of the most persuasive tools you can have is a written testimonial from a satisfied client. It makes your prospect feel more comfortable about buying from you, because someone else has done so and is apparently happy about it. Not that people are sheep, but a personal recommendation from a client is far most compelling than your own good opinion of your product or service.

Carpe diem,

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What are You Tolerating?

Chris Pollinger (Mastery Coaching) — Fri, 23 Jan 2009 12:31:23 -0600

You are tolerating more than you think. We put up with, accept, take on, and are dragged down by people's behavior, situations, unmet needs, crossed boundaries, unfinished business, frustrations, problems, and even our own behavior.

So what are you tolerating? Take a couple of minutes to write down stuff you that you are putting up with. Not the stuff you can't change or have no control over, but things like that 5 lbs that hangs around because it really doesn't bug you enough to motivate you to go to the gym. Or that pile of papers that has sat on the corner of your desk for the last 3 weeks.

As you think of more items, add them to your list. Do you have to do anything about them? No, not really. Just becoming aware of and articulating them will bring them to the forefront of your mind and you'll naturally start handling, eliminating, fixing, growing through, and resolving these them.

Carpe diem,

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No One Can Succeed for Someone Else

Chris Pollinger (Mastery Coaching) — Thu, 22 Jan 2009 15:37:59 -0600

"You can not push anyone up a ladder unless he is willing to climb a little." - Andrew Carnegie

Most people get into the broker side of the real estate business because they enjoy the personal development aspect. Yes, there are other contributing factors, but a broker's belief in their agents is one that is a two edged sword. We tend to believe that we can work people through their rough spots and make them successful despite themselves. No one can succeed for someone else. Success can't be given away, despite our noble attempts to do so. As we take a look into this next season, let's take a look at our staff and get brutally honest with reality. We cannot drag someone against their will into success; we cannot push them up that latter - unless they are willing to climb a little...

Carpe diem,

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Best Practices Interview - David Dorman

Chris Pollinger (Mastery Coaching) — Wed, 21 Jan 2009 15:37:53 -0600

Thursday, January 29, 2009

Best Practices Interview - David Dorman

9:00 AM - 10:00 AM PST

Join us for a Webinar on January 29

David Dorman has learned how to harness the power of personal marketing. He has translated that understanding in to becoming the number 1 agent for C21 in Orlando, Florida for 2008. He joins us to share some of his key distinctives, how he works and some of his secret marketing tactics as well as answer questions from our guests.

System Requirements

PC-based attendees
Required: Windows® 2000, XP Home, XP Pro, 2003 Server, Vista

Macintosh®-based attendees
Required: Mac OS® X 10.4 (Tiger®) or newer

Reserve your Webinar seat now at:

https://www2.gotomeeting.com/register/802603982

Be an Expert

Chris Pollinger (Mastery Coaching) — Tue, 20 Jan 2009 10:17:48 -0600

Are you committed to really knowing your trade? Do you know what your customer is thinking? Do you know your Inventory? Do you know how many units are closing a month in your service area? Do you know what to do this next year to create a predictable and sustainable stream of revenue?

Most agents start off by slinging mud against a wall to see what sticks. While having a new agent try the smorgasbord of real estate prospecting and marketing ideas may be a viable strategy for new agent trainers, it is ridiculous pursuit for the experienced agent. The professional should be an expert in something. They should study their trade, have key distinctive and advantages. The reason that the top 15% dominate the top 85% of the market is because they approach the business different than the sea of faces that represent the masses.

Starting today, spend a few minutes each day studying your craft. Learn a bit more about people, business, marketing or your current inventory. Find a topic that you want to camp on for a bit to go deep on one subject or spread things out to develop a wider view. Either will be a benifit to you, the important thing is to make it a habit. Spending just 15-30 minutes a day really adds up over the course of a few years. Before long you will have forgotten more than most of your competitors will ever know.

Carpe diem,

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How Johnny Makes a Difference

Chris Pollinger (Mastery Coaching) — Mon, 19 Jan 2009 10:48:18 -0600

I don't usually post things that are purely inspirational or non original. But every once in a while something comes along that touches me in a special way, or illistrated a core theme that I believe in or teach, or is something that is just to good not to share.

The following video clip is a story of Johnny, the grocery store bagger.

It is very short, but it will remind you of why and how we make an impact in what we do.

Click Here To View The Movie

Carpe diem,

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Be Conviction Driven

Chris Pollinger (Mastery Coaching) — Fri, 16 Jan 2009 12:20:20 -0600

There is no quicker way to disaster than to lose site of an internal compass. If your business is based on simply generating revenue and you are driven solely by the next deal you are a wreck (and lawsuit) waiting to happen.

If I were to look at your business, how you operate, what you market with , or even interview your clients, what would they say about you? Is there a central theme? If so, what is it? And more importantly, is it what you want it to be? Does it reflect your core values and convictions?

I see this more often than not with people who claim that their faith is the number one value in their life. They claim (often with great sincerity) that it is the basis of who they are and what their business is founded on. Yet, when you look at their business, talk to their clients it isn't even mentioned. Why?

We've been taught to stay away from anything that polarizes and may offend. In this Politically Correct society we have lost our internal compass because it may upset someone. Even ff that is the case, do you really think that the person that was offended by your most basic and core value and conviction is going to be your ideal client? I'm not advocating being discriminatory, that's wrong. But I am talking about being yourself and letting who you are shine through to attract those that will really truly appreciate you and your business.

Carpe diem,

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The Curse of Knowledge

Chris Pollinger (Mastery Coaching) — Thu, 15 Jan 2009 11:48:47 -0600

If you haven't read the book Made To Stick by Chip Heath and Dan Heath yet you should plan on picking it up today on your way home. It is a great primer on how to generate buzz, convey ideas that last and how to maximize your advertising and marketing dollars.

One of the villains they talk about overcoming in the book is "The Curse of Knowledge." Usually we look at knowledge as a good thing (it's pursuit would even cause me to go out and pick up this book for example) but many times it's what we think we know or what used to work that kills us. Take this market for example. The fundamentals are still just as applicable as they were 30 years ago. We still need to spend each day getting to know new people, negotiating contracts and finding willing buyers and sellers to bring together for a mutually beneficial outcome. But HOW we go about doing that has changed a bit over the years (or year for that matter). Our tactics and tools need to change and what we need to be constantly open to growing , learning and changing.

Every day, starting today, commit to growing in something that is tangible, measurable and meaningful. Maybe it's sharpening your skills, your knowledge about your industry or business, or looking at ways to stay ahead of the curve. Take 15-30 minutes a day and watch what a difference that time makes in the next week, month and year.

Carpe diem,

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How to Write Ads that Work

Chris Pollinger (Mastery Coaching) — Tue, 13 Jan 2009 17:14:33 -0600

I came across an interesting article that talked about how to write ads that work. It talked about how in 1999 an Israeli research team studied the effectiveness of advertisements, they found that all the best ads (measured by people remembering them or them causing people to take action and do something) fell into 5 different categories. As I watched the ads during the football games on Sunday (and every knows the best ads are run during football games), I started to see the science behind the art of advertising. Here is the five categories and a challenge to find ways to use them in your real estate marketing.

1. The Pictorial Analogy - features extreme analogies rendered visually.
2. Extreme Situations - A product is shown to be performing to an exaggerated extreme.
3. Competition - A product is shown winning a competition against another product in an unusual usage situation.
4. Interactive Experiments - Think taste tests.
5. Dimensionality Alteration - A time leap that shows the long-run implication of a decision.

Sounds like most of the real estate ads you see in the weekend paper?

Nope, that is probably why no one remembers them...

Carpe diem,

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Gary Vaynerchuck from the Inman conference

Chris Pollinger (Mastery Coaching) — Mon, 12 Jan 2009 13:39:26 -0600

I came across this video today that really is an amazing 30 minutes on personal branding, social networking and internet marketing from Gary Vaynerchuck from the Inman conference. Hope you enjoy!

Carpe diem,

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Marketing Real Estate on Social Networks

Chris Pollinger (Mastery Coaching) — Mon, 01 Dec 2008 10:48:59 -0600

I'll admit it. After reading a story in Wired 2.0 about how blogging is quickly becoming a professional's game, I've become hooked on the whole notion of leveraging social networks like Facebook and Twitter for business purposes. I somehow missed out the whole MySpace craze (thankfully, visiting a MySpace page now just makes my eyes hurt) - but Facebook has me hook, line and sinker.

You should be thinking about marketing your business in the places where your target markets are these days. Believe me, that's rarely in the classifieds sections of your local newspapers anymore.

Now, industry social networks like ActiveRain are great for connecting with your peers; but let's face it, Consumers aren't hanging out there. If you're looking for buyers and sellers, in this day and age you need to be a little more creative.

I got thinking on how you can take this idea and use social networks like Facebook or Twitter to really power your business and I came up with a few things.

1. Encourage past clients and new clients to ‘friend' you or ‘add' you to their networks. Include links to your profile in your marketing materials, business cards etc. Build out a brand new online "sphere".

2. Create Groups - This is the most obvious way to use the social network. Create a "Portland Homebuyers" group for example and help first time buyers with their questions. Leverage your expertise to become the expert in the group.

3. Creating a unique Group is also a great way to keep in touch with business networking contacts you meet - maybe it's at a local Chamber of Commerce meeting or even a Brand Mastermind group. You can engage in post conference discussions, share information in a neutral open forum that doesn't demand the intimacy of an email or telephone contact.

4. Shares - You could use Facebook to market properties to a select group or share properties with your friends . A handy bookmarklet lets you add external links to your Shares. You could add a link to a property from your own site, even a vFlyer page.

Think about it, you could have an exclusive Group of Realtors in your market, maybe its even inside a single branch office, and you could share great listings with each other even before they hit the MLS.

5. If you're a blogger, add your RSS feed to your profile. Facebook lets you add a Blog feed to your Notes. Active Rain even let's you option into posting to twitter automatically. You could find new readers and even drive traffic back to your blog by sharing your posts with your network.

I think that maximizing your exposure on social networks like Facebook and Twitter are going to be increasingly important to small businesses - especially in industries that are already so network-dependent like real estate. Unfortunately, due to the fleeting nature of these sites, the trick is going to be to stay on top on where everyone is. The real danger is arriving too late and finding your audience has already moved on.

Carpe diem,

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Networking Done Wrong.

Chris Pollinger (Mastery Coaching) — Mon, 10 Nov 2008 21:30:50 -0600

Networking is a great way to get your business and your name known, find new potential strategic partners, and to surface some prospects. But networking isn't just about finding prospects. You know that, and I know that. Pretty much everyone in business knows that, right?

Wrong.

I was at a business networking event a few weeks ago, ready to meet lots of new people to add to my ever-growing network of colleagues, clients, alliance partners, prospects, and contacts.

I spoke to another marketing professional, and we chatted about getting together so that we could refer to each other. (Hey, not every person who wants marketing help wants to work with ME, so I like to have a few good marketing experts in my network to whom I can refer with confidence.)

I traded jokes and business cards with a charming husband-and-wife life insurance sales team. I have a great relationship with my own insurance lady, but she isn't right for everyone, so I was happy to spend a few minutes getting to know these two nice people. I will definitely send business their way.

And then I was approached by one of the smiling hosts of the networking event. She asked me what I do (although I got the feeling that she didn't listen to my response), and asked me for my card.

Then she asked me if I had heard of a certain type of make-up and skin care line that is sold exclusively through personal sales reps. I said yes, and mentioned that I my wife was wearing a lipstick from that line at that very moment.

Her smile turned into pursed lips, and a crease appeared between her eyebrows as she looked at me for a moment. Then she (rather abruptly) asked the name of my sales rep.

You probably won't believe this, but she returned my business card to me, because (and I'm just paraphrasing here) she had no reason to keep it if I was already working with a competitor.

No interest in finding out whether I might have anything to offer HER.

No interest in asking if I knew anyone who meets her ideal client profile (and who may not want to work with my sales rep, because of location, age, personality, or whatever reason).

No interest in getting to know me, period, because she saw no immediate sales potential in me.

I don't think I need a crystal ball to predict that this woman is not going to win the "Networker of the Year" award. And she isn't doing her business any favors, either.

Because networking isn't about making sales or setting up sales appointments on the spot -- it's about developing relationships. It's about becoming known, liked, and trusted.

It is not about what I will buy from you right now, or what you will buy from me tomorrow, it is about adding resources to our business tool boxes. And those resources are so much more than just one-time sales (and they certainly contribute to sales); they are intangibles like support, referrals, suggestions, introductions, tips, information, mentoring, advice, and alliances.

The bottom line is this: The value of networking isn't in the potential of an on-the-spot sale -- it's the relationship.

The woman who returned my card saw no value in knowing me. She had no idea how very many people I know, how open I was to referring to her, and how access to my network could help her build her business. And now, she will never find out.

That's a networking lesson worth learning.

Carpe diem,

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Why I didn't reply...

Chris Pollinger (Mastery Coaching) — Mon, 10 Nov 2008 11:37:44 -0600

So you emailed me, and waited patiently for me to reply, but I didn't. Hours went by, then days, and finally more than a week (or a month) had passed, and you were still waiting for some sign that I had received, read, or at least noticed your message.

But, no such luck. No response, no reaction, no nothing. And perhaps you felt mad, disgusted, offended, hurt, or just plain disappointed that I ignored you.

Bummer. I feel your pain, because I've been there, too. But if I didn't respond to your message, you deserve to know why, and here's the deal.

Basically, I did not recognize your email as "real" email. For some reason, it looked like spam or junk. My filter may have helped me come to that conclusion, but a variety of other reasons could have contributed to my decision to hit the Delete key before opening and reading your message.

After having worked with many clients, as you can imagine, I get a lot of email. Despite a great filter, I still get a lot of spam, so I have to exercise my best judgment when choosing which emails to open, and which to delete.

Here's what I consider spam: Unsolicited sales information (no, I do not need Viagra or super vitamins), pleas for help from complete strangers (sorry, sire, but I can't provide you with my bank account number so you can move your fortune out of the country before the natives get really restless), and viruses (yes, I understand that you are a complete but unrecognized genius but I don't care, you pimply-faced snot-nosed hacker rat; get a life!).

Good friends can send me information that I might find amusing, helpful, or just something I need to know, but so far nobody I know, like, and trust, has tried to sell me Viagra, get my bank account number, or give me a computer virus. Complete strangers have written to me and become clients, friends, and valued colleagues, but we connected because I could tell at a glance that their email messages were legit.

So it's not all email, just certain stuff that throws up the red flags in my inbox.

Here are my criteria for automatic deletion, and if you recognize yourself, my apologies for nuking your message:

No sender name or identification. If you haven't bothered to set up your email properly so that your name appears as the sender, it is dangerous for me to open your emails. Either you are a spammer, or you are so techno-phobic that you might make bad decisions regarding your own computer hygiene, so my computer is at risk when accepting messages from you. Uh huh.

Unfamiliar (and weird) sender name. Would you open an email message from Misalliance M. Checkbook? I wouldn't, and you shouldn't either, unless you want a virus.

No subject line. Again, a potential problem, unless I know you personally and know you to be so quick on the draw that you consistently send out messages before writing the subject line. Otherwise, no dice.

First name only in subject line. If I don't already know you, I will assume that your message is spam unless the subject line tells me otherwise. If I am undecided, I will check the properties of your sender name just to see who you are, and if I don't know you, I hit the Delete key without another thought.

Obvious misspellings in the subject line. Again, if I already know you, chances are I will open this email if the misspellings make sense, but if I don't know you (or at least recognize your email address), that message with the weird spellings and punctuation goes right into the Deleted Items folder.

Sender name as subject line. OK, I know that some of you sent me messages with your name as the subject line, but so does every rich widow, deposed prince, and exiled sheik in the world who wants my bank account number, and I am not willing to read one more of those messages. Not that I ever fell for the I-need-you-to-hold-my-50-billion-dollar-fortune-while-I-fight-the-forces-of-evil story, but I am offended by the very nature of these messages, and refuse to open them. If your message got nuked with that trash, now you know why.

My name or web address as subject line. Oh please! Could it BE any more obvious that's it's a solicitation?

Nonsensical subject line (usually in all lower case). Bottom line, I'm not so curious that I am willing to be inconvenienced, bored, or annoyed, so this ploy doesn't work for me.

Lewd or objectionable subject line. I don't like to think of myself as a prude, but I do not appreciate lewdness, bigotry, racism, or intolerance from anyone. Bye bye!

A RE: or FWD: in subject line from a sender I don't recognize. If I haven't already been in touch, why would there be a RE: in the subject line? Clever monkeys, these spammers. Same with forwards; why would a complete stranger forward a message about some great deal to me?

It goes right to my Junk Mail folder. Yes, once in a while I catch a "real" email in my Junk Mail folder, but often I just nuke 'em all after a quick scan. Hey, I'm busy!

OK, not all ignored email is spam, and here a couple of special cases with explanations:

I didn't get it. It could happen, and it does. Even mail I have sent myself from home doesn't always make it here, so please give me the benefit of the doubt on this.

Unsolicited newsletter. Here's the deal: I get a lot of newsletters. A LOT. And I have the majority of them sent to my newsletter email address, so that I can read them at my leisure, and so my inbox does not overflow with email. But for some reason, some people who get my business card at a networking event or whatever feels justified in adding me to their mailing lists without my permission. I find this...fatiguing. So fatiguing that I will unsubscribe or just hit Delete.

My email bounced back because your mailbox was full or your ISP doesn't like my ISP. Why can't they all just get along?

You wrote just to tell me how much I stink. Well, you're entitled to your opinion, just as I am entitled to mine, and my opinion is that flaming emails (and the like) are simply not worth acknowledging.

So there you have it (or not). Every once in a while an email gets lost in my inbox (sorry about that), or I think I've responded when I haven't (hey, human here), because for the most part, my intentions are good.

Are we good now?

Carpe diem,

You can also click on one of the following links to have the mastery coaching blog with helpful life and business tidbits geared to real estate's elite delivered to your computer,

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