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Marketing..... Good or Bad

google Now... I don't mind changes from time to time. Even after several marketing classes in college, which I think are out-dated, I sometimes wonder what some people or business's try to accomplish.

I went to do a Google search this morning and this is what I found. I don't know of any press releases or reason behind this. Any thoughts, opinions, or inside information to as why they did this would be great. Maybe even getting the opinion of Marti Garaughty or Jeff Corbett who both seem good at marketing perspectives.

But how can I relate this to Real Estate or even Mortgages? It keeps me on my toes to think about my image, what and who I represent, and how to get this out to the public. And as I think about this, I should join a few of these market and gadget groups here on Active Rain. Such groups as Rainmaking - Internet Marketing Strategies and Online Marketing - Tips, Advice, Wisdom.

One of my main goals for 2007 is to really take a look at what I want to market, possibly picking out a niche, and using this as a tool of mine in getting my name out there. I am 110% focused and this is part of my business plan for next year. What does this take?

Money of course
Imagination and creativity
Experience in the industry that you represent (not always, and if not, asking questions amongst your peers)
Possibly the help of an outside agency, which takes us back to money
Depending on my path of how I won't to go about this, maybe getting Mary McKnight involved
Understanding your market and others in it

I have my plan for next year. Do you have your plan? And if so, I would love to hear possibilities, but more so, what avenues that you are going to take to implement this for next year.

google And just as an FYI..... as I go back and type Google again, this is what appears. So, at certain times, does the first image appear and vise versa? Is this marketing? Getting you to think that they changed their image? The company has been taken over? Can you use these to your advantage when marketing yourself?

Google Holidays

NEW UPDATE AS OF: 12/22/06

Google has changed it up again for the holidays. Very creative.

Posted by Jeff Belonger -- The FHA Expert.com -- FHA Loans -- FHA mortgages - USDA loans on 12/12/2006 07:54 AM

Comments (46)

marketing, advertising, jeffmortgageman, new jersey, google

46 Comments on Marketing..... Good or Bad

DEC

2006

Well - it seems to have got your attention - which I suppose was the intent - so it worked. Now what the purpose is? I'm in the dark!

Tony... that was part of the reasoning behind my post. Yes, it caught my attention.... and it made me think. Thinking about what I can do in the future to possibly get the general publics attention and use this to my benefit.

Also.... to get other AR members in here to think and possibly use this as motivation for new business in 2007. thanks for stopping by.

Rich,.. always on my back about spelling.... lol Seriously, I actually appreciate it. It's funny and sad sometimes that you might have something very wrong in your blog, but it's not until the 30th person that says something. It possibly could be the fact that they just don't have the time to even say anything. I am like you Rich, that if I see a misspelling, that I will say something. BUT... I don't do this all the time, just as I mentioned, that it takes time sometimes. SO... I do appreciate MR. Spelling Officer.

In regards to your comment: excellent feedback and thanks. I myself in the past, spent money foolishly. Was it a risk, yes. Was it an educated risk? Sometimes no... as you said, "a quick flash in the pan". And this is so true. Again, thanks for the comment and for bringing this up.

PS... Rich... I even went over this twice, after I published this post. Each time I found a spelling error or something wrong with the grammar. Sometimes words just look write to you, because your brain is spitting out one version, but your eyes don't pick up the correct word or spelling. I guess being tired doesn't help either.

Thanks again...

Hi Jeff-

(None of us are perfect with the spelling - even when I type things out in Word and do a spell check before posting I still find an error two.)

As far as marketing goes, I had a great plan set up for 2007 - or so I thought! So much has changed in the last few weeks (all for the good) that there are a few things I'm going to have to update. But you always have to be able to change at a moment's notice!

We all say " I'm going to do more in Sales $, Loan volume, etc." - that should be a given, but it's different if you have an actual target to shoot for.

One of my big early concerns - and I'm already working on it - is Web Presence. You have to make sure you come out up top, on that first page when people do a search. ActiveRain is a huge help with he searches, and Mary McKnight's info is fantastic. Why some people join this site, put nothing but basic info - and maybe not even a picture - is such a waste of a resource.

That's not to discount the face-to-face meetings! I just got another 5000 cards EVERYONE is geting one. I also just volunteered for an early golf tournament - shmooze opportunity. Are you still going to do the Vero Tournament? let me know...

Another important idea is working on efficiency.... and I better get back to work now!

Marc.... excellent points. Web presence and working efficiently. So... I need to stop for the rest of the day, in regards to Active Rain, and get back to work.... can't believe the Holidays are fast approaching.

In regards to the golf outing in or near Vero Beach.... yes, moving forward. Angela is gathering some info for me as we speak. I should have the course picked out my the 1st week of January. I will be sending invites out to everyone on AR also.., and ask Matt & Caleb, if it's okay to do a blog on that or advertise that on here. It is for charity. And we will be putting together many different ways for realtors to advertising their names or company's, ie. advertising in a Golf Program.... sponsoring holes or tee boxes... give aways... etc etc.

And it would be great to meet you and so many others from AR, if they could make it. And since you golf, if you could give me some tips for down there. Meaning.... time of year. I am assuming July? Because that should be Florida's off season for golf. Let me know and thanks for asking.

And thanks for the comments and your insight on marketing.

Jeff-

In addition to helping the charity out it would be a good place for the Florida AR Members to meet up.

Please keep me up on the details.

Jeff - When I went to Google a couple of minutes ago, I saw the image on the top right of your post. Over the years, I've seen Google change their logo... mostly during the holidays, but I have no idea of the reasoning behind this particular image. One never knows... it may actually be a "private joke" that only a handful of people know about!

Anyway, after reading your post (and the last paragraph in particular) I recalled how celebrities are famous for re-inventing themselves. Madonna has done that multiple times during her 23+/- year career and it seems to work for her as well as others. On the other hand, being consistent is important, too. It's all part of the marketing we must do to stay "top of mind" with our customers/clients.

Strategizing/brainstorming sessions can go a long way towards differentiating yourself and your business. It sounds like you've already got a head start on 2007.

BTW, Jeff - what charity are you trying to raise money for?

Marc.... so much for myself not working at this moment. Rich... lol Sorry bud. Maybe I should have put.... ha ha ha? Does that work? Seriously, you tell me.

And yes, it would be a great way to meet people from AR in that area. Even though I am from New Jersey, I'll be coming down with my business partner, who I signed up on AR a few days ago.

Leanne.... I am just glad that I wasn't the only one that noticed this. I thought I did something wrong. Then I thought....gee, they changed their image. Then I went back after I posted this and it was the old Google log, hence the reason why I added that onto this post.

In regards to your comments.... thanks. And thanks for adding different reasons why to do things. And also mentioning what to do or be careful of doing, as you said... be consistent. But also, change things up. It could be a fine line. And as you said... Madonna has done an awesome job of this. thanks again for your insight to this.

Leanne....in regards to the charity. The Jeff Belonger foundation.... ever heard of it? <joking> Seriously, Angela had mentioned doing this for a children's hospital in the local area. I thought that was a great idea. If you or anyone else has any ideas, please pass them along. Any help would be greatly appreciated.

Jeff,

I saw that Marc did not answer the question about when is a good time... July is the off season, but the heat could be a killer (literally). I would recommend either late May or early June before things start heating up too much. These are still in the off season. Also, a morning tournament would be best, so you can really avoid the heat. Afternoons are bad because you can almost set your watch to the afternoon showers.

Also, why Vero? Orlando would be more centrally located and offer more courses to choose from.

Jeff,

You touch on some real good points here... big companies tend to adjust their 'image' in response to the changing market; as realtors I don't think we have that luxury --- our branding is totally reliant upon who we are, our physical atttributes (image) as well as our business persona. Not so easy to change. Google has some serious marketers on their payroll hence they can get creative and give something a 'try' to see if it fits...and how it flies --- we'll see where this goes and where they focus their marketing efforts. I never would have noticed this if you hadn't brought it to my attention! thanks again

I used to make my living as a musician. There are some....like Madonna...that constantly re-create themselves.

I once read an interview with David Byrne (Talking Heads) and he said that he always wore the same suit so that folks would recognize him!

Now, I like David Byrne much more than Madonna, but it brings up an interesting idea...what is the balance between re-invention and consistency?

Jason..... what about marketing? ;o( fore... yes, I agree about June would be better. But I also need to think about cost. In regards to why Vero Beach or the area surrounding. Because this is where Angela Phillips works and lives and for a few more reasons, which I will share with everyone later.

But again, what do you do about marketing? Image?

water Joanne.... thanks for the comments and for the compliment. I would agree, doing certain changes as a realtor would be harder and possibly riskier. Let's say you are known as.. "The realtor that walks on water" and you have an image of yourself walking on water. Okay....so this guy is skiing on water. In any case... you market yourself as this for 5 years... then you change your branding... marketing of your name. And now you advertise..." I go the extra mile" People won't recognize your new picture, if they saw pictures of yourself walking on water.

running

As we can see here, this would probably hurt your image. So Joanne.... good point here. And for the fact that Google does have deep pockets and some serious marketers, which Joanne points out.

Yes...it will be interesting to see where this goes. thanks for the comment.

Joey...... very interesting, in regards to being a musician. And you also bring up a good point in regards to re-invention and consistency. Thanks for adding to this and for your comment.

Aaron.... thanks for this input. I am almost positive though that I had seen this Google image of "the Scream" about a week or two ago. It would be interesting to when this was launched. Again, thanks for the information and for stopping by.

Jeff... thanks for the mention in your post. I was just about to tell you about Munch's birthday but Aaron beat me to it. That being said...

I think money is the least effective way to market. It's definitely part of the equation but in the past few years, my biggest bang for the buck has been in building relationships thru the net with blogging, give aways to my target market, etc...

The web is a great equalizer, allowing small business to compete or beat big business in the marketing arena as long as we have the ideas and strategies to back it up. FYI, I just sent you an email a few minutes ago in reply to yours.

I think marketing is good...if done properly. I have focused on writing good articles that get printed in magazines. I think it is much more effective than paying for an ad..Now an ad next to an article...that's good..

Scott

Jeff,

My marketing strategy is very easy. I network. I have not done any print, radio, or tv. I strictly go to local networking meetings and get to know people on a one-on-one level. They do the marketing for me. So far it is working. Sure, I could get more deals through the door by being a little more aggressive, but I want to do things right. I have seen too many companies, both established and new, try to grow too fast and fall apart. I hope to within the next 6 months to implement a marketing strategy to reach out to those that I am missing.

As for marketing, it is a good idea to change things up, but remember to keep what is working still working. For example, if your target market is sub-prime borrowers, stick with sub-prime. Do not try to change the population that works for you and go after A paper. Just change the image message that you want those people to see to draw more in. Does this make sense, or am I just rambling on?

Here is an example, WalMart hired a big marketing person to change their advertising strategy. That person decided to go after those people that frequent Target. Now, anyone that has been in both of these stores can notice that the clientelle is two different types of demographics (on average). Needless to say, the ads did not work the way they intended. They went for a new demographic instead of changing the marketing to draw more of the current demographic in. Oh, that person was just fired last week after being hired for about 1 year. :)

So with this in mind, I am keeping with the local good old boys and business owners demographics. I am just going to change how I reach out to them. Which in my cases is probably going to be a postcard sent out monthly to keep my name in front of them. (Cheap and direct to my clientelle). I hope that this is what you were asking for... I did not get much sleep last night and have a couple deals I am trying to get into closing. I am taking a quick break to recoop.

As for me i feel very fortuante , my marketing emphasis is that onto the spanish speaking community. There arent very many spanish speaking LOs that speak "business" spanish that can make their clients feel comfortable enough to want to close their financing with me.

One of my goals for next year is to take advantage of friends and family. Give them more business cards to distribute to their co-workers. Have them pass it out to their friends. So far, it has work for me. Whenever I go to a restaurant, Dr's. office with my kids, gas station, I cease the opportunity to leave my business cards as well. I also have a section in one of the local paper that I'm the only Realtor who can advertise in that section and all of these are working for me thus far. These are some of my goals that I plan on carrying on over into next year.

Goals are super important. My goal is NOT to look like the guy in that Google pic.

Marti...... my pleasure. I totally agree that networking and face to face contact is the cheapest way to obtain business. But it also depends on who you are getting this for. thanks for stopping by.

Scott..... I agree that writing is cheaper. Because it's not cash coming out of your pocket. But now you have to look at it from a different perspective. How much does your time cost? How much time are you spending on writing? On marketing yourself online? Could it allow you to free up time to go and network? If you want to hire people.... to have the extra time to hire them and deal with clients one on one.

Not saying either way is better. I myself, can feel the pocket full and not using my money. But I am also spending 20 to 30 hours a week between AR and marketing online. SO..... if you actually had some do that for you....or you advertised and it brought calls in, is this cost effective? I am going to talk more about this when I answer Jason's comments.... thanks for your comment and input.

Jason..... thanks for the in depth comment. Most of it made sense and I understood what you were saying. I agree if you are doing this for yourself. Marketing in person and on the net, ie. through Active Rain, makes it cheap. But if you own a company or run a branch, you have others that you need to get leads to. So this will differ a little between a realtor and a loan officer/branch.

In regards to the last sentence.... I am going to set each loan officer up with Active Rain.... their own web page on my branch's web site... and also spend some money on local ads and internet leads... You also need to make the phones ring.

And then you have the other part of my business. I am licensed in 25 states and I still have the ability to do business in any state. And because each state's market is up or down, then you have to spread out a little. Meaning, I will focus my advertising and leads in 4 to 5 states. So this part will take money. Sure, I can do a lot of this on my own, but that is more time that is allowed in a day or week. Hence the reason where money comes into play.

Overall.... it comes down to your business plan which has to do with either focusing on your local area, your state, and or outside your state. Jason, in your case, you are focusing on your local area....which is what I do myself.

So, for those business owners, managers....etc etc. What do you do to help your employees get more leads?

Eddy..... because you can speak Spanish, that's awesome, which allows you to corner that market. And you are correct, they will feel more comfortable.

Otra vez, Gracias para parar por.

Netta..... here is a great thing to take advantage of and is highly recommended. Friends & Family.... the question to you is... what do you market to these people...your friends, family, doctor's office, etc etc. Ever try outside of that?

Mariana.... great goal... but that is too easy. lol And thanks for the input...YES, goals are extremely important. But what's more important is implementing those goals and knowing how to do it effectively & efficiently.

I found this to be interesting. And I thought I also noticed that google had changed their logo at one point. Some great points in here to remember. Thanks.

Jim... thanks for stopping by. I even picked up a few things here today... this was good. And yes, it will be interesting to watch Google from here on out.

Ok Im zonked, read the comments twice, so hopefully I am not repeating lolol. Google is very good at honoring holidays and such; it's possible they wanted to get our attention; I love when they do this; it's also possible they are celebrating the 'Scream' artists bd? I'm wayyy too tired to research it tonight. Just a thought! Google does this a lot though; good night!

Carole... thanks for the comments, your thoughts, and for stopping by. And GO TO SLEEP. I am tired too and I have a blog idea... should I tackle it now? aaaarrrgghhh

DEC

2006

Jeff - "in regards to the charity. The Jeff Belonger foundation.... ever heard of it?" ... good one, Jeff! I think the local children's hospital is an excellent idea. Plan it right and you'll likely get a good turnout, great networking, a sizeable donation to the hospital and "free" publicity to boot!

Leanne..... thanks and I'll keep you posted.

The Google artwork you referenced is part of a campaign type called 'puzzling'. When you have an established logo that people always expect to see, you break the mold and put either confusing artwork up or a problem solving style marketing item.

When you first saw that graphic, you probably stopped and consciously thought "What in the world... oh wait a minute, there is the Google...".

You had to think consciously about the Google brand, rather than subconsciously.

Very few marketers use this type of creative campaign simply because it requires a fairly well known logo or a circumstantial opportunity where a viewer will actually spend effort to read your branding. I guess as a proof of concept, it made you think consciously enough that you actually wrote an article regarding it. You can't beat that kind of free advertising, as of writing this you had given Google 600+ more impressions to the AR crowd.

Barry.... you are so correct. And as someone above mentioned... sure helps to have deep pockets also... to think about this and implement this....while taking a risk.

Thanks for the detailed input and for the comment...

Jeff...Id like to take a look at your current messaging efforts, I know your MO as a mortgage professional, but something about you or your company needs to be 'exploited', for lack of a better term.

Outside of messaging, I specialize in 'Database Marketing'...a very focused series of marketing initiatives based on very, very specific sets (did I say very?) of data that you own, although you may not realize it at this point...

I have to go, but would be happy to expand on this later.....

Jeff C..... I am always looking for any new ideas or advice....in any direction. I can be reached anytime.... thanks for stopping by.

Jeff...

Is the party over yet? Am I too late?

Interesting post. Marketing is an interesting topic and there are many styles to choose from. As far as the internet and web presence goes, I recommend this little known place called ActiveRain. Just kidding.

Actually, I recommend writing some articles and posting at ezinearticles.com or sending out press releases. I have done both, although I still have issues switching back and forth between the two since one style does not accept the other's. I currently have 4 articles are ezinearticles.com with 2 or 3 pending rewriting. I also have sent out around 10 press releases. This combined with blogging results in 194+ results when Googling my name. It also helps to boost the rankings of my sites.

Now, as for the golf outing, why not make it down here in South Florida. We have some great golf courses as well, but Vero is only 2 hours away and close to my parents house, so I don't mind coming up. I would say mid to late June is best for golf outings like this. Keep me posted.

DEC

2006

Google changes their logo occasionally for holidays and special events. Here's a sampling. I've seen agents change their web pages for holidays. If it's done right, I think it adds a nice touch.

Robert...... unfortunately, I am still at the party. I just spent over 6 hours on this week in review. I lost my content not once, but twice...as I was just publishing it.... :o( But I don't give up, even though I wanted to... so.....

I would be interested in your press releases.... call me or I will call you. Thanks for sharing this.

I will keep you posted in regards to the GOLF outing. People are asking me..why not here... why not there. One main reason is because Angela Phillips, one of my employees, lives there. And she has contacts close by also.... Again, I will keep you posted.

John...... Thanks for the input and insight. and for stopping by.

okay.... nite.... I am ssoooooo tired...

I'm biting on theXmarketer's comments. VERY, VERY specific data that you own, Jeff C? That sounds like it could be inexpensive.

TheXbookreviewer recommended a book to me, "Tipping Point" that explained my whole belief in rainmaker and dealmaker theory as well as "sticky" messaging.

I hate to sound like Rodney King but I'm glad we're all getting along in money geek land

Jeff,

Looks like Google's regular Google is back!! Guess that image branding didn't fly --- hopefully it didn't cost them too much $$.

Brian..... aka Rodney.... just keep yourself in that true money geek bullpen. Or the money geek land. ;o) Thanks for stopping by. and maybe I'll check out this book.

Joanne..... not sure. Who knows what it will be in a few days from now also. Money? Again, they have deep pockets now. Like the old saying goes, sometimes you have to spend money to make money...even if you lose money.

DEC

2006

Angela..... thanks for stopping by and for the thoughtful wish of success. I wanted to call you yesterday, but so much went on. Any news on the courses?

Google is a great marketer- they are always changing up there logo to connect with the season, a holiday or corporate event. I, personally, think it is a great way for them to connect their corporate culture with consumers

Mary....thanks for stopping by. I agree.... Google is a great marketer. And it must be nice to have deep pockets so they can take that risk to change things up.

DEC

2006

Jeff, thanks for making me think a bit at 5:15am here! I just started my marketing via direct mail and enewsletter last month. I started beefing up my web presence in September. I cannot pretend to know everything about the web as I wouldn't be here!

I think everyone in the industry has had to rethink the way they do things in the last couple of years with the slow switch from a print presence to a web presence

Renee.... thanks for the comments.... yes, as Clint Eastwood would say, ...damn...now I forget. lol Something about adapting..... it's a Marine thing. Something about improvise and adapting.

But yes.... we need to change with the times or you WILL be left in the dust....for the most part. I am sure you can get away with some things.

DEC

2006

google

Google changes it up again.... I guess wishing happy holidays....

Looks good, I think.

DEC

2006

I love to see what google does to their logo for the holidays. It is always different and fun to look forward to. Keeps us interested doesn't it. Maybe we should change up our logos occasionally. Put a Santa hat on the RE/MAX balloon at Christmas time. Make it a Jack-o-latern face at halloween. Just a thought.

Thanks thought... are you part of Active Rain? An outsider? Just curious. But yes, good ideas and marketing. RE/MAX should try that. It would catch people's attention.

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