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August 2011
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From the Publisher
August Marketing Minute
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"People pick up Homes & Land because they're buying a home or selling a home. This is where your audience is. From a very early point in my career, I turned to Homes & Land to capture the attention of buyers & sellers in the community and establish myself as a real estate professional. In fact, part of my listing presentation always includes the most recent copy of Homes & Land. Showing a copy of my ad sends a vote of confidence to the seller. They want to know where and how their home will be promoted, so I give them concrete evidence of how their home will be displayed if they do business with me. Homes & Land has certainly helped me stand out, and helped me significantly grow my business and sustain my business, even in a down market."
- Gary Bartlett, Gary Bartlett Real Estate, Tallahassee, FL
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Need Some Attention?
If you are trying to convey an important message, capturing someone's attention is vital, and that's not easy to do. Americans have more media options than ever, and they like to use different media at the same time.
How to Break Through
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QR Codes: What's Your Strategy?
by Karen Keenan, RISMedia
QR Codes offer exciting opportunities for delivering information quickly to people that are mobile. They also provide a quick and easy way to do more with a single marketing channel. But before jumping in, it's important to consider this: QR codes are no different than other direct marketing tools in that you must build a strategy, tactics and plan for testing, tracking and measuring results. Start with a strategy that answers the question,
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July 2011
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From the Publisher
Welcome to our July marketing minute.
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"Throughout the 14 years of my Real Estate career, Homes & Land has proven to be an important and effective marketing tool for my business."
Chris Cortazzo, #1 Coldwell Banker Producer Nationally and Internationally
with over $200 million closed Escrows in 2010 and more than $1.5 billion in closings since 2000. Chris has advertised in every issue of Homes & Land of Malibu to Beverly Hills since winning his first listing 14 years ago.
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Export Listings to Your Facebook Page
You already know how important your Facebook account is for connecting with clients and prospects. You have both your personal Profile and business Page already set up to work leads and market listings � if only the marketing part were less time consuming� Now it is with the new Facebook Page export feed.
Learn More
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Despite the Gloom, Now is the Time to Buy
Recent sales numbers for real estate have been quite gloomy. No doubt there is some tough sledding ahead; however, this article from the Wall Street Journal explains why the gloom may not last long.
The article is not ony an interesting read, it includes important information to show your prospects and clients why the best time to act is now.
Read Article
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Scripts for Getting a Buyer to Meet with You
Homebuyers are often reluctant to meet with an agent. Maybe that�s because buyers are unclear about the benefits a knowledgeable agent brings to the table. Real estate trainer and author Dirk Zeller offers scripts to help you communicate the benefits to prospects and get the appointment.
Read Article
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Branding is about more than just having a logo. It's about having a well thought out marketing plan that involves social media campaigns, advertising and online marketing.
--Greg Pitstick, SmartGuideToMarketing.com
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June 2011
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From the Publisher
June Marketing Minute
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"Our sales are soaring, even in this economy. We are receiving more and more inquiries from serious buyers that have seen our listings in Homes & Land. Every marketing dollar counts and our investment in Homes & Land is paying off big. Our team is now "Number One" in Kitsap County for actual closed sales. Thank you for all your help completing our marketing package. Our clients appreciate the first-class presentation of their properties and we love all the exposure our listings receive."
- Mike & Sandi Nelson, Leaders in Marketing Exceptional Properties, Seattle/Kitsap County, WA
Kitsap County's Top Real Estate Team 2010; 2009 & 2010 "#1 Top Producers Award" Coldwell Banker Danforth; 2010 "International President's Circle Award" Coldwell Banker; Top 1% Closed Sales Nationally 2010
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How to Reach the "New Internet" Consumers
Smartphones are changing the way consumers browse the Internet. Cisco reports that mobile-data traffic tripled in 2010, growing 159%. And it's no wonder - over 54 million smartphones were sold last year alone. In addition, Google reported that over 79% of top websites are not mobile-enabled. Are you capturing the mobile surfers? Maybe so.
Learn More
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Are You Asking the Closing Questions?
by Art Sobczak
What percent of the people in your follow-up file do you feel will ever do business with you? Sixty percent? More? Less? You're fairly typical if you answered 50% or less. Begin cleaning up your "non-prospect" prospects now by asking this cleansing question.
Read Article
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Use Photography to Sell More Sell Real Estate
The quality of your property photos can directly relate to a listing's closing price and its length of time on the market. These simple tips can help you improve your photos - and your bottom line.
Here's How
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A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty.
- Winston Churchill
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April 2011
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From the Publisher
Upcoming deadlines
Professional real estate videos for agents in Greater Knoxville
We've got a great new contact management system which will help you stay in touch with your current clients, past clients, and prospects. It allows you to create and send custom post cards, greeting cards, and gifts/gift cards. It's super easy to use and the cards are less than $1! Contact Russell Haskins at 865-680-4233 for details.
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"I've been in the real estate business for about 4 years. I run a very personal business keeping up with my referrals and sphere of influence, so I wasn't convinced print would add to my business growth. I am very happy with the results we've gotten. We use a call tracking number to scientifically track our advertising and know exactly how many phone calls we receive. In the past couple of weeks we've received over 40 calls from six listings advertised in Homes & Land of Berks County."
-Jeff Dieffenbach, Dieffenbach & Kusmierz, Exit Diamond Realty
Wyomissing, PA
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QR Codes Made Easy with Homes & Land
QR Codes are the latest innovation in real estate marketing. And Homes & Land has made it easy to include one in your ad. Homebuyers can scan the code with their smartphone to see more photographs and get more details about your advertised listings.
Here's How
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Need Design Ideas?
There are lots of ways to display listings in your advertising. The design elements you use have a direct impact on the overall look of your ad and the leads it generates from homebuyers. Graphic designer Kim Collier shares nine different ways to show the same listing - highlighting a reduced price and the location without using a single starburst.
See Samples
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Do You Need to Be Lucky to Succeed?
by Dr. Maya Bailey, RISMedia
Have you ever believed that something outside yourself is responsible for your success or lack of success? It's easy to fall into the trap of feeling like a 'victim.' One of my clients recently brought up an old belief she's had for decades: "I have to be lucky to succeed." When asked how she would benefit from changing that belief she answered, "I would be more motivated to take action."
Read Article
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"Mark Twain said that Wagner wrote music that was better than it sounds. It's an interesting way to think about marketing. Is your product/service better than it sounds, or does it sound better than it is? We call the first a discovery, something worthy of word of mouth.
The second? Hype."
Seth Godin
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March 2011 |
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Homes & Land has had the greatest single impact on my business in the last 18 months – more than any other form of advertisement. I routinely hear from buyers and sellers, “I see your name everywhere.” That means I am doing my job! I can’t guarantee to sell a client’s home, but I do guarantee that I will market it more extensively than any other agent and Homes & Land makes that possible! My clients appreciate the quality of the publication, the value in the Internet leads and they know that I am going the extra mile for them. When all things are equal, sellers will choose an agent based on fee. I make sure the service is not equal. My level of service far out-shines the rest and my clients not only see that, they take it to the bank! Thank You Homes & Land – you have made my job a little easier!
Janet Cox, Charlotte, NC
Top 100% Club Re/Max; Top Listing Agent in Lincoln County 2010; Top Selling Agent in Lincoln County 2010; Top Sales Agent Re/Max Crossroads 2010
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WSJ.com Reports Good Sign for Housing
The Wall Street Journal reported cash buyers are grabbing up real estate deals and “breathing life into some of the nation’s most battered housing markets.” The jump in cash purchases is also a sign of revival for the economy. While it isn’t clear if housing prices have bottomed, current bargains are luring buyers into the market.
Read More
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Powerful Closing Strategies
by Bernice Ross, Inman News
You walk into a listing appointment, have great rapport with the sellers, do a great job on your presentation, and when you’re ready to close for the listing they say, “We’re interviewing three other agents — we’ll get back to you.” What do you do? When most people think of closing skills, they normally think about high-pressure tactics. While you can close clients with this approach, it often results in resentment or cancellation of the deal later.
Read More
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Use Photographs to Make More Connections Online
We’ve said before how important good, high quality photography is in marketing your listing. Remember, this is your first chance to capture someone’s interest – and the Wall Street Journal reported study findings that “quality photos increase the likelihood that a home will sell& for higher asking prices.” Photography can also help you connect with your clients and prospects – and help you brand yourself as the expert in your niche market.
Here’s How
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“It’s easy to look at the success of top producers and think that a) their success happened overnight, and b) they never struggled. Both assumptions are incorrect. They are just as human as the next person in the desire for quick results. However, they never-ever wait around for them to just happen.”
Michael Russer, a.k.a. Mr. Internet
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December 2010 |
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From the Publisher
View our upcoming deadlines for this month.
Check out our website and blog at HomesAndLandMedia.com
Become a fan on Facebook!
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What Would Pottery Barn Do?
Want to know how to increase the number of leads you generate through your real estate marketing? The answer may be in your mailbox. Consider this: Each year more than 17 billion catalogues are mailed. That's about 56 catalogues for every American. Obviously these marketers would not spend so much money on catalogues if they didn't deliver results. Think about your real estate marketing. Is there really much difference in how Pottery Barn merchandises sofas and how you should market real estate?
Read More
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How vs. Why
by Michael Russer (AKA Mr. Internet)
Have you ever thought at times "If I only know how to ______, I could ______." (you fill in the blanks accordingly). After all "know how" is the key to success right? Or is it. The fact is, were it simply a matter of "knowing how" to do something there would be no overweight people and everyone would be independently wealthy. The how of things becomes simply a detail if you have a strong enough why.
Read More
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Take a Picture as if Your Livelihood Depends on It - Because it Does
Whether in magazine ads or online, pictures now act as an "open house" for home shoppers. The photo you feature is most likely the first time a homebuyer will see your listing - this may be your one chance to make an impression and capture their interest. Just like you stage the inside for an open house or virtual tour/video shoot, you must stage the outside too.
Photography Tips to Show any Home at its Best
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Three Tips to Effectively Manage Your Time
by John Boe, RISMedia
The person who coined the phrase "time is money" must have been a sales rep paid on commission. In the real estate profession, the old cliché rings true: if you're not talking to a prospect or client, you're unemployed. As a real estate professional, how effectively do you manage your time? Do you spend it as a precious, nonrenewable asset, or are you stressed-out, constantly jumping through hoops and consistently running late?
Read More
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"Sure, content is king. But if your handsome king looks like an ugly toad, who's going to pay attention?"
Pamela Wilson, Copyblogger.com
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Marketing Minute Edited by Adrian Amos |
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November 2010 |
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From the Publisher
View our upcoming deadlines for this month.
Check out our website and blog at HomesAndLandMedia.com
Become a fan on Facebook!
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What Industry Leaders Are Saying
"I have been advertising in Homes & Land since 1999. Homes & Land helps me brand myself as a top, experienced Realtor®. My sellers love being included in the highest quality magazine and appreciate the marketing resources made available to help get their property sold. The comprehensive marketing program including print, online and direct mail give me the best return on my investment. It is an easy choice to remain with Homes & Land because of the tremendous value it adds to my business."
Peter Duluca, Long Realty Company
Ranked Top 1/2% of Agents in the Nation
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Stop closing sales and start providing value, or lose to price.
by Jeffrey Gitomer
Is it more powerful for you to ask for the sale, or for the customer to want to buy? All prospects and customers want to know the same thing: What's in it for me? How do I profit? And of course: How much is it?
When these elements are part of an overall value presentation, you (the seller) win. Value is a combination of what you offer that you perceive is in favor of the prospective customer, combined with what the prospective customer actually perceives is in favor of them. There are 10 key areas where value can be perceived.
Read More
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In Real Estate, A Picture Is Worth $1000 (or more)
That's what Seattle based brokerage Redfin found in its recent study on home sales. Other takeaways from the Redfin study:
* Quality photos increase the likelihood that a home will sell
* Listings marketed with superior photos command higher asking prices
* Well-photographed homes get more attention on the Internet
Read More
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The Champion Agent's Time Block - Mistake #1
from Dirk Zeller, RealtyTimes
How do you manage your time? Where do you start on your to-do list to fit your family, your clients, prospecting and follow-up into one cohesive schedule that leaves you room to breathe? Zeller encourages agents to "attack the issue of time management from the right perspective." He offers 10 tips for managing your time, starting with the biggest priorities first. But this may not be what you expect. Your biggest priority - your family and personal life.
10 Tips for Time Management
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"We each have our unique gifts. How we use and develop them is a choice. How we act during triumphs and defeat is a choice. These are choices, the ones of champions, we all have the ability to make."
Michael Russer, AKA Mr. Internet
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Marketing Minute Edited by Adrian Amos |
0660
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October 2010 |
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From the Publisher
View our upcoming deadlines for this month.
Check out our website and blog at HomesAndLandMedia.com
Become a fan on Facebook!
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What Are Industry Leaders Saying?
"I started advertising in Homes & Land in 1989, and the very next year, I was the top-producing Century 21 agent in the United States. Last year, our team was again No. 1 in the Century 21 family, and we are still advertising in Homes & Land. Coincidence? We don't believe in 20-year coincidences. But we do believe in the enduring value and tremendous marketing exposure we receive from Homes & Land, which literally puts us in front of millions of prospects generating leads through its excellent print and online channels. And we love that Homes & Land uploads our listings to major websites like Google, Yahoo! and Trulia. It's been a great relationship!"
Marty Rodriguez, Century 21
Top Producing Century 21 Agent in the United States 1990-2000, 2004, 2008, 2009
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Tips to Put a Successful Prospect Marketing Plan in Place
by Brian Wildermuth, RISMedia
What are you doing to prospect for new business? When I pose this question to brokers and agents, I usually don't get a concise response. I usually hear a laundry list of things that agents are trying to do or would like to do, but no actual plans. Putting a successful plan together and getting it off the ground only takes a little bit of planning.
Read More
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How to Break Through the Clutter
The average American comes in contact with 3,000 ads per day. Eight out of nine are ignored. How does your marketing become the one that makes it through the clutter? Consistency. Studies show that consumers need to see an ad three times for it to make an impression and 27 times before it will sink in.
Here's How to Build Consistency
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Letting Go to Succeed
by Michael Russer (aka Mr. Internet)
What's holding you back, really holding you back from achieving all that you hope to achieve? Is it lack of skills, contacts, leads? The quick response to this question for most people is something they are lacking, that if they only had or could acquire, everything would change for the better. What if instead we let go of certain things so that we are free to grow and achieve unfettered.
Read Article
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"As the amount of inputs go up, as the number of people and ideas that clamor for attention continue to increase, we do what people always do: we rely on the familiar, the trusted and the personal."
Seth Godin, The Blizzard of Noise
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Russell Haskins, Homes & Land
Phone: 865-680-4233
Fax: 865-966-1784 / 675-0328
eMail : russell@homesandland.org
Marketing Minute Edited by Adrian Amos
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August 2010 |
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From the Publisher
View our upcoming deadlines for this month.
Check out our website and blog at HomesAndLandMedia.com
Become a fan on Facebook!
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Out of Sight, Out of Mind. Print Does Matter.
Victoria Frye with Leonard Ryden Burr Real Estate in Winston-Salem, NC is a veteran Realtor® with 25 years of experience. Victoria had taken the inside back page of Homes & Land magazine for the last couple of years. She decided to drop the ad because she was not sure if she was getting enough bang for her advertising buck. After only two issues of not being in Homes & Land magazine, people were already telling Victoria that they missed seeing her ad. This was an eye-opening experience for Victoria. She now believes that an integrated approach to marketing is a must for successful Realtors®. Victoria is taking the inside back cover in the August issue of Homes & Land. |
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Effective Price-Versus-Value Counseling
by Dirk Zeller, RealtyTimes
The fundamental mistake that most Agents are guilty of is using the wrong terminology. The buzzword most Agents use is price or price of the home. This word is incorrect because it's not about price; it's about value. We need to focus the client on what the value of the home is today, in today's marketplace and market conditions.
Read Article
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How to Win Listings
Top producer Zaida Harris shares her philosophy on working with home sellers. Zaida also shows us how she uses Homes & Land's print and online products to win listings.
Watch Video
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Ink And Paper Win
by Rob Wicker
Many pundits and bloggers believe that the future of magazines belongs to e-readers like the Kindle, Nook and iPad. As football commentator Lee Corso likes to say, "Not so fast my friend." As reported by Deliver Magazine, the CMO Council released a study showing that consumers prefer print over e-readers, and the score isn't even close. Ninety percent of consumers surveyed said that they will continue to read printed magazines even with the option of an e-reader or online edition.
Read More
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"Highlighting what's working helps you make that happen more often."
Seth Godin, Marketing Guru
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Russell Haskins, Homes & Land
Phone: 865-680-4233
Fax: 865-966-1784
eMail : russell@homesandland.org
Marketing Minute Edited by Adrian Amos
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Russell Haskins | Think Big. Think Homes & Land. Print | Direct Mail | Web
Knoxville,
TN
More about me…
Homes & Land
Address: PO Box 23423, Knoxville, TN, 37933
Office Phone: (865) 675-1622
Cell Phone: (865) 680-4233
Email Me
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