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"Don't Throw Out the Baby with the Bath Water!" Balancing Your Marketing

Don't Throw Me Out! With all the hype and hoopla about using blogging and social media to promote/grow your business, there is a tendency for many to ignore or neglect the more tradtional, time-honored methods of generating revenue.

Let's be very clear on something - blogging and social media ARE NOT the magical purple pill that will solve all your business woes or put you on the road to financial freedom. They are simply more marketing tools at your disposal that can be used in conjunction with your past methods.

Now, it could be argued that a steady, consistent habit of posting to your blog and implementing various social media strategies can be a more effective, efficient use of your time, and produce greater results than many traditional methods. But that shouldn't mean that your forsake such 'old school' tactics altogether. If you've had good success, for instance, from calling on 'Expired Listings,' then by all means, keep on calling. If you generate a steady stream of Buyer Clients by holding 'Open Houses,' knock yourself out!

One of the primary purposes of blogging and social media is to expand and enhance your SOI (Sphere of Influence) digitally, and to engage/foster meaningful contact/interaction.

However, don't allow 'screen' time to rob you of valued 'face-to-face' time, or keep you from performing other marketing activities. Nothing should ever replace the value of making personal contact. Be disciplined in your approach to blogging and social media. Block out very specific time slots during your day for contributing to your blog and to engage your sphere through social media/networking. When the time is up, move on to other tasks.

By balancing your marketing efforts, you'll be able to enjoy the contiuned succes of what is 'tried and true' as well as begin to implement new ways to further grow your business.

~ o ~ o ~ o ~ o ~ o ~

Rich Jacobson is a licensed real estate professional providing knowledgeable empowerment and relentless representation for his clients of residential properties and vacant land throughout all of Kitsap County WA and portions of Pierce, Mason, and Jefferson Counties. You can also find him at KitsapLife.com, SOUNDBITEBLOG, and Crabbing in the Hood, or e-mail: kitsapagent@gmail.com

Posted by Rich Jacobson Your Kitsap County WA Real Estate Agent on 05/15/2009 02:27 PM

Comments (81)

Social Media Marketing Tips in the Online Marketing Channel

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81 Comments on "Don't Throw Out the Baby with the Bath Water!" Balancing Your Marketing

MAY

You are so right about that. I just did an "old fashioned" but clever mailing for "spring cleaning" and sent everyone a sample of some wonderful natural soap! It was a hit and it got the phones ringing!

Rich - Lisa says that all the time. Don't throw out the baby etc. Funny how great minds think alike.

:-)

I totally agree with you. You must be in front of your clients on a personal basis as well as screen time. You can also get blogger butt as well. haa haa... Just my 2 cents. Hope all is well.

Rich - A handshake from a Human is always better than some form of digital protocol. Good Post

But Rich, ActiveRain is so addictive! This is true though. I often wonder how so many people seem to find the time to blog and comment all day. I guess they have better organization skills than I. Although AR is an extremely important part of my routine schedule, I can't pay the bills unless I'm out there face to face with people.

Thanks for the reminder. Somedays, I find it hard to pull myself away.

Rich

So true. The best way to sell real estate is to get in front of someone that wants to buy or sell "now". I have always relied on an old friend called the phone as well. I do believe the combination of all the vehicles out there now can be a major component of putting yourself out in front.

Rich, Harder said than done but I am learning to walk away when I need to. I just spoke with a lender who is having good success with a postcard marketing campaign, proving your point!

Rich - Terrific points here! I have said this many times myself. Blogging and social media are not meant to supplant traditional networking efforts, but to enhance them. They also allow us to better leverage our time and have a larger reach.

Rich: RIGHT ON POST here! I've run out of time to sit on the social networking sites as of late, and I am pleased as punch. And though I've been pretty active in many, I never let my "back to basics" fall short.

Have a super weekend.

Blogging IS great for business and networking but never forget face to face and a "voice" by reaching out daily! Great forum starting here.

PS. Some of these captchas are insane!

Rich, as much as I enjoy being online with all of you...you are a 100% right. We need to be out there with people in the community AND here on AR too.

Rich, you are so right. I'll write a few comments now and then throughout the day if it seems appropriate. But for writing that outside blog content, I've found that working on a draft version during the lulls at an open house make double use of my time. Hours in the day don't allow us to do it all, but why not at least try!

Rich: Thank you! Someone had to say it. Alot of this online stuff is the latest trend. I think being online is good to build a person's brand and relationships. I'm not sure if it will ever replace other forms of marketing though. My biggest bang for the buck is working within my database. At least that's what works for me. Thanks again!

Rich, I tell everyone this! Linda Davis summed it up best almost a year ago at Inman in SF -- "If your business is crappy... a blog is not going to help."

Rich, very good advice until we can figure out a way to actually get inside of our computers and sell, buy and inspect "Cyber-homes"

Rich, excellent advice. Though social media is a wonderful way to network and showcase yourself online, the time honored traditional ways are still very important to those not on those sites. Thank you!

good post. there are so many magic pill offerings out there, but the savvy know that you cant have all your eggs in one basket.

Great post and excellent point. I try to market in thirds...I do 1/3 technology, 1/3 mailers, and 1/3 social events.

Rich - You nailed it. There is a guy in our home office that closed $90,000 in fees on loans last month. He was asked how he did it. His answer was quite simple, "I am on the phone from eight in the morning until seven in the evening." There's your magic pill.

Rich, You know you're right but it's so much fun playing in the rain. By the way, was it a coincidence that you used a bathtub and a purple pill in this post? HMMM.

I'd love to respond to each and every one of you, but I've gotta run out for some 'face-to-face' time! Be back a bit later to comment further....

Great post!

Even though it is a lot of work, social media CAN make you rusty, and even a little "real world" lazy, if you are not careful!

If you never meet a person to shake their hand, how strong is the relationship! There are still plenty of networking events, community activities, and simple neighborhood walks that can create a lot of business for us.

Dare I say it..............but I still cold call.........and IT WORKS!

Rich, thank you for sharing!

- Harrison Painter

I love Joan's idea about the soap! I think that consistency and balance is key with marketing. Great post!

Yes, balance is the key. Face time and phone calls will never be replaced. By adding social networking to the mix, we just have more to do than we did before.

Some people think it's ridiculous to do mailings, but I recently got a call for a listing appointment from someone who received my calendar in January.

If you throw enough stuff against the wall, some of it sticks!

Great post, Rich. My husband is joining me in the business. He's busy reading the Millionaire Real Estate Book and has chastised me for not reading it recently. He's convinced that I'm too involved in online marketing.

Rich, There are many ways to get business. I spend a lot of time on line but still only get about 20% of my biz from it. Most of my business comes from referrals, repeats and expired listings.

I am doing an Open House on Sunday...and I WILL knock myself out. lol.

Rich,

Your great post made me think of a song my grandmother taught me, "Make new friends but keep the old. For one is silver and the other is gold." Haven't thought of that in eons! Thanks.

P.S. that baby would have a heck of a ride with the bath water lol

Rich - Great advice; I love going out to meet people, last weekend I had a table at a local event and came away with a few leads and a CMA request. I like to go door knocking, for me it is a great way to keep abreast of what is going on in a community that could impact my business.

Rich, I have just been thinking about this this last week (and was going to write about it, but haven't had time). Ha great minds do think alike. ~Rita

The online should only enhance the face to face, not replace.

I was in a webinar recently and was told that you really only need to spend 20 minutes a day on various social media sites! I don't think blogging and commenting are part of that 20 minutes a day but I have been trying to limit the amount of time I spend on-line!

Rich, it is always good to be reminded about the merits of "traditional" marketing. I will never give up

on them as I will never give up on the advent of new social media.

Thanks Rich for pointing out the need for balance. I think that I've let that get away from me a bit (not totally!), and I need to get back to doing what my broker says I do well - calling expireds and getting the listings that way. I haven't seen any business from my blogging yet, but I know that it is just another weapon in my arsenal to help clients, so I also know that I've got to keep at it.

Rich, I couldn't agree more. The tools don't replace the actual work. What a job ... talking. We are truly blessed to be in this business!

Rich - It is easy too get carried away with social media. Time management is key. Online is only one more way to meet people and establish relationships.

Your logic applies to quite a few things! Not just social networking, and makes me remind myself to keep on truckin' . . .

Back to the basics in all things, as we forge ahead learning about the new frontier!

Everything should complement. But it is hard to learn the skills and develop the plan and grow the habits and handle the business.

Good to keep in view the needed balance and bigger picture.

Richard

"One of the primary purposes of blogging and social media is to expand and enhance your SOI (Sphere of Influence) digitally, and to engage/foster meaningful contact/interaction."

I completely agree and have started to finally (slowly) balance several mediums. I have to say that I love and am an enthusiastic advocate of face to face because it just works well for me personally! Thanks, I hope all is well in your part of the world!

Hi Rich,

This is Sue Eller formerly of Silverdale. Proud graduate of CKHS-1979. I completely agree with you on this concept. The best "social networking" is always face to face. I'd love to visit you when me and my family come up this summer. Thanks for all the great advice!

You are so right. It is a great way to keep in contact or start a conversation but you still have to follow through. Real people make the difference!-Dinah Lee

Amen! Four hours of prospecting every day for me, even if I "worked" a 12 hour day. Once you stop all that the business stops. In fact, I forego screen time for phone time if I have to cut any type of prospecting short.

Why would I short change myself by not contacting clients who are in the "pipeline" by writing blogs or spending time on facebook or any other social media outlet!

If you can't be with the one you love, love the one you are with:dryhumor:

Rich,

I agree that it is easy to get so involved in online activities that one neglects other forms of marketing. All though I use the yellow pages, it seems to produce zip, less every year. I find that face to face, referrals and SEO work to keep me as busy as I want to be and busier than my wife wants me to be.

Yup. There are prodigious bloggers who do well, and others who are starving because all they do is tweet and blog without balancing their act.

I blogged about this a few months ago, and was excoriated by a few, but it is true.

Thanks for the post. We do have to be well rounded in our approach to both our old and new clients. The personal touch is always welcome.

Hi Rich... when I teach my classes on social media and blogging, I always stress the point you make with this post. It seems that as a society, people are always looking for a "get rich quick" plan or a "shortcut" to success.... and neither blogging or social media are those things. Things are better in moderation.

Great post :) I have written on this same idea, and think it is very important!

Definately agree! Seems that we need to constantly re-evaluate & stay consistent with what works & then dabble with adding new things all the time.

I don't think there is any substitute for face to face time. Ultimately every marketing medium you use, the final goal is to set an appointment.

don't allow 'screen' time to rob you of valued 'face-to-face' time, or keep you from performing other marketing activities.

This seems to hold true. It is back to the basics. For me... I try to achieve a balance.

"Balancing your marketing efforts." I think that's the key, it's just hard to decide exactly how to do it.

Hi Rich -- A multi-faceted approach is always beneficial, provided consistency is there.

Rich: Great information.. One must use multiple resources to keep their name out there in front of potential buyers and sellers

MAY

Rich ~ You've given us all a valuable reminder. In the "old days" we used face-to-face marketing more, and now there are so many other options. It's really a challenge sometimes to balance it all and there are obvious benefits to both methods. Sometimes I wish I could clone myself so I could be doing two things at once!

Rich: I think that you have to do a lot of everything. If you sit at home and just blog, you could go broke.

Rich... Yes, you should never replace traditional marketing. Online is in addition to, it makes sense to be where the consumer is. Really, I think it's already full circle. I love a good postcard! When they're done right, it really reinforces brand and image. Our web efforts should be the doorway (with welcome mat) to enter our world.

thx...

Rene'

Rich - You are so right that a combination of many strategies improves business! The traditional strategies of marketing are still the standards and must be done and done well! Thanks for the post!

Mary

Sping is a great time for dropping by to see former clients, and even better if you bring a flowering plant or tickets to a local event. The conversaations that ensue often lead to referrals or repeat business, not to mention an enjoyable reunion for both of you.

A strong handshake, ... a warm smile and good cvonverstion are the best way to get noticed, Next that, word of mouth is a great second best! Rich, excellent post....twitter land can be for the birds! lol

Thanks, Jess

Excellent points! There is absolutely nothing better than face to face time with friends, family and clients. People will remember you by how you appear to them in person. People will be reminded of you when they see you online.

Also, great point about traditional marketing. If something is working, why would you quite doing it?

Thanks!

Tony

You are so spot on! There is no secret to success. Every option must be used to build a well rounded foundation for anyone's real estate business.

We should also remind ourselves that rather than be obsessed with social media and blogging, we need to stop and sell real estate to pay the bills.

I would retitle the blog "Twitter Schmitter". While a great tool, social media is no substitute for knowledge, experience, and FACE TIME.

Very true Rich - nothing can replace the good ol face to face. I think that some have lost their persective and fallen a little bit into a "trap" losing sight of "back to basics" and giving up on what was working for them in the past. A lot of it comes back to the "mighty" dollar and marketing as well. I try and use AR and blogging in ADDITION to not necessarily in replacement of my other tools in my tool box that work. Until I see it replace something truly in return - my old marketing still stays and works. Have a great weekend!

I try to multi task by posting a blog and commenting on blogs while doing floor time for a couple of hours. Better than sitting there twidling my thumbs waiting for the phone to ring!

Balance and diversification are so key and seem like they will be for us to succeed in this business.

Wonderful points, also in line with what Steve Hoffacker said in his post. The best producer of leads is you - get out and talk with someone. I know that my time allotted gets used up by glitches, etc. and I often times don't get what I want to get done. People/lead generation should come first.

Hi Rich - What great, balanced advice. It does seem that some get caught up in Social Media without thinking of the end goal: lead generation. Social Media is an adjuct tool, not the objective. Thanks for the post.

Whew Rick, what a mouthful. It goes back to the same old addage B in Front of the public and your audiance as much as possible. The internet is a great enhancement to any marketing plan - but not beginning nor the end. As a real estate professional we need to be there for our clients, Be visable and proactive. Calls now every week or two just to see how they are are very important to them. Thanks for writing such a great post.

Amen! Gotta get the balance right . . . leadership, teaching, belly-belly meets, blogging, microblogging, handwritten note cards, glossy post cards--all small pieces of the big pic.

To twist that famous line from the Wizard of Oz, pay attention to the woman behind the curtain! ;)

Candice (followin' the YBR)

Rich - how true...we are always in pursuit of something new and magical, however, the old one is always true...GET BACK TO BASICS...Great post and reminder to all of us...I also like Missy's statement that online should enhance not replace...

with smiles,

Hand in hand. I went to a car show today, took pictures and handed out cards. What did I say to everyone? Go to my blog... Go to my website. They work together, and still the most effective way to get the word out to the perfect people is to talk to them...

MAY

Rich,

Here it is 12:10 am and I am captured by the computer...of course I can't call my neighbor because he is in bed sound asleep and my other neighbor is on his third 6-pack...and I am sure most of my sphere of influence does not want to hear from me right now. That is the advantage of computers...they never sleep...the disadvantage of computers is...they never sleep.

Mike

I would have to agree that most agents and realtors today get caught up in the social media craze and everything attached to the computer that they put less emphasis about open houses/mailing/ meeting with people face to face.

Gracious Rich...

In our market the 'old school' marketing still works. We've added Blogging as just one more thing that helps to generate leads that we can pass down to our Buyers Agents. We also use Blogging for our Sellers and short sales. We are firm believers that our marketing dollars and time needs to be well rounded. I would be so upset if BB kept our eggs all in one basket. If he did, I'd have to shoot him in the butt with my beebee gun :)

TLW...ROAR!

Well...that's such a relief...my rear axle is numb from the learning curve as all Winter I've been trying to 'Catch Up' with the rest of the world...feeling so overwhelmed by not knowing so very much and now you have released me to "just be me." Thanks, Rich for the 'other side of the spectrum' .

Mike McCann...love your comment too.....know how you feel. debra

There are so many ways to market. I think the biggest challenge is finding the right plan for me, stay focused on it and give it the time it needs.

MAY

Yes there are a ton of things to do and a ton of things that work. I'm trying to figure it out. That is why I spend so much time here.

MAY

Thanks for the reminder...It's sometimes difficult to keep that balance.

Great reminder, Rich. Nothing beats actually talking to your prospects/SOI/etc. face-to-face. A smile goes a long way too. Thanks for the good post.

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