Clients often ask me how to make it easier for prospective customers to find them.

The obvious answer is a web site, advertising, and marketing.

In this case, marketing and advertising are not interchangeable. Advertising is pretty specific, such as the print or online Yellow Pages, online click-throughs, Open House sections of the newspaper, etc. Marketing can, and probably should, be different.

Rather than sitting inside all day working on one's web site, which can be fun — heck, I do it myself — go out and find your customers. Here are  just a few suggestions:

• Churches and religious groups — Many churches have Sunday bulletins that have advertising on the back. Why not you? The Jewish community has many community centers and newspapers, such as The Jewish Times. The Mormon community publishes The Seagull.
• PTA — If you have a child in school, actively participate in the PTA, and remember to wear your business attire. You're a Realtor — or home inspector, or plumber, or electrician — you're used to meeting new people and working with them, and usually the smaller the group, the easier it is to create a level of trust.
• Ethnic neighborhoods — If you speak Tagalog, rather than just putting that on your web site, go out and find that Filippino neighborhood and their neighborhood newspaper. Go to their homeowners meetings. If you're a GLBT Realtor, or at least tolerant, go find that "gay ghetto" and their weekly newspapers.
• Special Interest Groups — "Friends of the Library," "Cactus & Succulent Society," "Rose Club," "Chess Club," "Friends of the Symphony," etc. They are all around. Surely you're a well-rounded person with interests that you can develop along with real estate.
• Military — San Diego has a big military presence, and certain neighborhoods have a high presence of military home owners or renters. They are not difficult to find.
• Emergency Personnel — Ever thought about trekking down to your local police station or fire station and thanking them for their service to the public? And, of course, leaving your business cards with them? It's amazing what kind of business a few kind words can bring in.
• Sports groups — If you have children, get them, and you, involved in Little League, Softball, T-ball, Soccer, Flag Football. If you don't, feel free to sponsor a group. For the exposure you get, the cost is actually quite minimal. If you're looking for immediate returns, sponsor a high school or college group. Their parents just might give you a call needing a house for their child next year in college.
• Museums and arts organizations — Every museum and arts organization needs help. If you can't volunteer time, a simple donation that gets your name on their walls or in their programs can provide valuable exposure.

In your specific city, there probably are many others. Check them out. Don't be shy!