My owner is a marketing & business consultant in San Diego.My, my, my, oh my.

I posted to my blog (Developing your contact list), went to visit a past Client who is now a nursing mother, and came back to find sixty ActiveRain emails.

On a Sunday!

Must be a Featured Post.

Nope. (Drat! ☺)

Judging from the number of emails I got after my most recent post, seems I struck two nerves, a positive one with those who left comments, and a negative one with those who didn't leave comments but chose to email me instead.

Here are some of the comments I received by email:

  1. "You're an idiot."—Short and sweet. Concise and to the point. 
  2. I can't believe a marketing/business consultant is telling realtors [sic] to drive or walk around neighborhoods and then send postcards. dumb [sic].—The word Realtors is registered by the National Association of Realtors, and while they say that you don't have to use the ® symbol, you do have to capitalize the word.
  3. I hope your list isn't in order cause #1 should be #100.—They are not in order, but it's amazing how many homes one can sell in one's neighborhood or farm when one takes the time to get out there and actually meet one's neighbors.
  4. That's got to be the funniest post I've read in a long time.—Laughter is the best medicine, but a good marketing plan that one adheres to persistently and consistently is the best road to success.
  5. Why are you at Active Rain if you're still propounding snail mail?—ActiveRain should be a part of your marketing plan, but not the only part. (I had to look up the definition of "propounding" even though I understood the context, just didn't know the word -- love learning new stuff.)

I always enjoy it when I get feedback to anything that I do, and I would remind you Realtors that you are in a personal relationship industry. Buyers and Sellers are asking you to trust them when it comes to making or spending tens of thousands, hundreds of thousands, or even millions of dollars, either immediately or over the course of the next thirty years with a home mortgage.

Whatever you do, and I don't know of anything that's negative as long as what you do is legal, ethical, and moral -- and two of those three are up to you to decide -- make it personal, and do it persistently and consistently. If you do, you'll see long-term success.

BNSF Railway locomotive using the Warbonnet paint schemeI'll remind you of what Warren Buffet said in the Summer of 2008 about his greatest secret for becoming the world's richest person: "If everyone is doing something, do something else." For those who don't know about his biggest acquisition this past week, he bought himself an entire railroad, the BNSF Railway. We're in the Internet age and he's buying 19th Century technology?

Think about that, and then get busy. In my next post, I'll show you how to really make another piece of 19th Century technology, snail mail, work for YOU!

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15 Comments on The ActiveRain Guerrilla Marketing Station: If everyone is doing something, do something else

NOV
08
179,557 Points 3 Featured Posts Localism Sponsor

Hi Russel ~ I *cannot* believe some of the emails you received. Unreal! It's also absolutely amazing that you got so many comments without a feature - wow!  I am going to have to go look at the post - clearly you struck a nerve.  Amazing.  And mailing is very much a viable marketing option - so's doorknocking if you're up for it.

Edited to add - I just read the post - and the one above more carefully. Sixty people emailed you??!! And many of them to complain? About that post? I'm even more amazed.  It's not like you were advocating full scale 1000 letter mailings (which I stll think can be a good idea). Reaching out is never a bad thing in this business and the more that people pull back on mailings the more effective the ones that you do can be. 

Liz

1:37pm • #1
184,593 Points 1 Featured Post Outside Blog

Personally, we liked the idea of handing someone a postcard (along with your business card ) with website info and asking for their permission to send newsletters etc.  We felt it was creative and innovative.  

We also mimic Elizabeth's sentiments that you should have been featured for that one!

1:46pm • #2
355,401 Points 16 Featured Posts Outside Blog

as to #1 - well that's not nice! I too just read the post and thought they were great ideas - I guess that's why I am commenting here and not sending you an e-mail - LOL. ~Rita

1:53pm • #3
355,401 Points 16 Featured Posts Outside Blog

Ruseel - and I for one can't wait for your snail mail piece! It works people! ~Rita

1:53pm • #4
Outside Blog

Russel,  I don't apologize for ignoring the negative comments sent you by others, but rather I'm continuing to agree with your broad brush approach to reaching real estate clients.  This week I actually stopped and made my 4th cold call to the same prospect.  This has gone on for about 2 years.  This time when I shared basically the same information, as on previous calls, it was different. He looked me straight in the eye like the light bulb just came on.  He was able to make the mental adjustments necessary and now we are moving forward. While I'm grateful I don't have to gain all our business by cold calling this client wasn't going be be reached with anything other than a face-to-face.  I believe old school and new school marketing is great marketing.

1:56pm • #5
129,862 Points 1 Featured Post

We are in a people business! One on One! Become a person, not just a web page! Yes we can reel them in via the internet, google, etc (and you have some great posts on that as well), but you got to close em.  I can not stand that people would be that socially incorrect. 

Wait, observation: maybe some people should not knock on doors! Now I believe in disagreeing and some did ok, but personal attacks, over door knocking and snail mail.  Geeeezzzzzzzzzz. What an .....   wait, I will not stoop to that level!

2:02pm • #6
157,348 Points 1 Featured Post Localism Sponsor Outside Blog Hit Router

Russel,

The main message in your post is so very true.  You have to set yourself apart no matter what it is.  Just think how people use to probably recieve those postcards all the time.  But, now hardly any so YOU STAND OUT.  Excellent point. 

2:07pm • #7
217,567 Points 4 Featured Posts Outside Blog

Huh - that doesn't make any sense that somebody would be so 'full of energy' about your suggestions.  They're good - tride and true along with all the 'new' stuff we all are doing is a good mix.  It might not work for everyone but knowing your own neighborhood and having your neighbors know you sure is a good idea. Snail works - at times for us. People hang onto those postcards and sometimes it may be a year or so later but they call to list. 

I also like the idea of doing something nobody else is doing.  Don't follow the crowd - stand out!  Like you do Russel and thank goodness you do.

4:01pm • #8
Localism Sponsor Outside Blog

Russel - Well you can't make an omelet without breaking a few eggs.  So I guess a few odd comments mean you're making a great Active Rain stew!

4:25pm • #9
156,560 Points 3 Featured Posts Localism Sponsor Hit Router

Russel, controversy is a good thing, it keeps people talking.  And I say, Warren Buffet is up to something! Hope you had a great Sunday.

5:28pm • #10
3 Featured Posts Outside Blog Hit Router

Am off to read the post that 'struck a nerve'.  Personally I was excited to read that Warren Buffett bought a railroad -- gave me hope for the future of transportation in this country! Having just taken the fast train from Lyon to Paris -- and thinking how great it was to be able to do -- I keep my fingers crossed for trains here.

6:32pm • #11
NOV
09
3 Featured Posts Outside Blog

Russel,

When you are reaching so many people, like you do.. there is bound to be dissension and jealousy... It happens in social media and gets back to us faster than ever before. Maybe they are just angry that your ideas will create more work and they have to do something differently!  It's all a mind set and we love all the help you give us with your most informative posts!

Your post should have any real estate agent succeed.. it is doing the basics with a new flavor.. drive them to the website!  Add a new level and create a postcard so they don't forget. Brilliant!

Any marketing in the 21st century is about the "LIST"  the money is in the "LIST".  If you don't have a list... success is hard to spell! 

I saw one activrain post saying we needed to be adding 1,000 e-mail addresses a month.  Wow.. do you know how big a list you would have soon.  It's all about numbers and your ideas to create bigger lists are easy to follow and WILL Work. Thanks for all you give to the rain!  Keep it up PLEASE.

SWSWSWN..... content in one of my 1st posts!  Still applies. 

4:44pm • #12
NOV
10
142,836 Points 7 Featured Posts Outside Blog

Hi Russel - I will go and read your post now but what REALLY gets me going is the people who don't have the gumption to comment on your blog but to send you a personal e-mail to tell you privately what they think about your post.

Hello?  This is a public member forum.  Are they afraid to show their names and faces?  If you have something to say, however controversial say it for all to hear.

I'm glad you shared some of the comments.  I think you should have posted their names.  You are too nice.

 

10:54am • #13
NOV
11

I'm off to look at (Developing your contact list) , have a great day!

9:33am • #14
NOV
20
353,104 Points 4 Featured Posts Outside Blog

Hey, Liz - 55 of the emails were standard ActiveRain email notifications. Five, however, were chastising me, quite a high number since most people can be polite enough to disagree in a comment. Apparently these five could not. I've never understood why people think mail is so expensive. I think it's the greatest guerrilla marketing bargain there is.

Hey, Al and Peggy - Maybe it would have been featured if I had nominated myself. LOL

Hey, Rita - I like it when people comment, either in public or in private. As a marketing and business consultant, both help me help my Clients. I'm working on my snail mail piece. Hope to post it today.

Hey, Steve - I don't care what one does as long as one does it persistently and consistently. That's the key to making anything work.

Hey, Dick and Dixie - You should like the post I just put up: http://activerain.com/blogsview/1346898/if-you-don-t-need-me-then-i-don-t-need-you-

Hey, Larry - It seems the only thing I get in the mail now are pizza flyers, seven of them each Thursday. I miss all my junk mail. LOL

Hey, Anna - Even "bad" advertising can be effective if it is done persistently and consistently because then it stands out as something different.

Hey, Susan - Now you done gone and made me hungry.

Hey, Silvia - Warren Buffet is always up to something, but I sure am jealous that he has a train that covers thousands of miles in many states, and mine covers thousands of centimeters in my back bedroom.

Hey, Alexsandra - I'm rooting heavily for a bullet train from San Diego to Los Angeles to San Francisco to Sacramento, with an offshoot to Las Vegas. I'd never fly again.

Hey, Carra - I have many, many lists. My largest list has 20,818 prospects on it.

Hey, Jenny - I'm one of those who still considered emails to be private, although the information in them might not be.

Hey, Marilyn - Hope you find something that can help you. Thanks for stopping by.

2:14am • #15

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Russel Ray, San Diego Marketing & Business Consultant

La Mesa, CA

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Russel Ray

Address: 7000-31 Saranac Street, La Mesa, CA, 91941-3315

Office Phone: (619) 341-0173

Cell Phone: (619) 341-0173

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