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Don't "Follow The Leader" if you want more business

This goes against what most of us have been taught. We are taught at a very young age to get along with everyone and just follow the rules of life and we all played "Follow the Leader".

As Realtors we are taught:

This is the way we obtain our real estate license
It will take 2 years to make any money in real estate
You need to take floor time
You need to do open houses
You need to do every type of print advertising
You need to send out recipe postcards to your sphere of influence

In other words just "Follow the Leader" which leads me to my point. Everyone in my market area is advertising on their real estate signs, print/internet advertising and MLS printouts: "Price Reduced" "Price slashed" "Owner Anxious" "Bring Offers" and on and on.

And because just about every Realtor is doing it many jump on the band wagon and do the same thing because we have not been taught any different. In my humble opinion this kind of advertising fuels the already negative news media that is telling everyone in the United States how bad the real estate market is.

I have written about this in past posts but I need to share yet another success story. I spoke to a good friend of mine that is a Realtor in the midwest and I encouraged her to try two things.

1^st Find out what the strongest selling price range is in your market area and how many homes are available. Write an ad similar to this:

150 homes from $150-$200,000
Great seller incentives with buyer paid costs
Near record low interest rates
Call for your FREE list of homes now!

2^nd I then told her about a service that is available to everyone that allows us to obtain names of anyone USA. I told her to get a list of all the renters in a certain area. The website I am referring to allows one to search by income, age, job tenure etc. I told her to send this kind of ad to this group of renters:

"You can't afford not to buy. I will show you how to buy a home with payments just 28% higher than what you are paying in rent but you won't pay in real dollars more than you are paying in rent due to tax benefits. Your choice has never been better and interest rates may never be this low again. Those that wait for prices to bottom out will likely miss out on this great opportunity".

My friend ran the 1^st ad in the local newspaper, Thrifty Nickel and posted repeating ads on Craig's List. She sent out the 2^nd ad to a group of 350 renters in a middle calls rental community.

She started running both ads on October 22, 2007 and by the end of business 11/5/2007 she had 3 signed offers and 4 buyers in the approval pipeline.

My point is stop playing "Follow the Leader" and start "Creating Opportunities"

Posted by George Tallabas - Idaho Real Estate on 11/06/2007 09:57 PM

Comments (83)

real estate marketing ideas

Originally posted at: Idaho Real Estate >> ID Real Estate Specialist: Don't "Follow The Leader" if you want more business

83 Comments on Don't "Follow The Leader" if you want more business

NOV

2007

Great Advice George! You do have to make yourself stand out in this business.

George-

Excellent advice!

Amy - Very true. Don't follow what everyone is doing!

Sara - Thank you and good luck to you

Hey,

I'm getting by on my looks and having canned beans for the third night in a row.

LOL

I love it, George. Make yourself stand out.

With several years' inventory of Million dollar listings here, it takes a trooper to hang his hat there. The $350,000 and under market is fairly hot yet.

what a great idea and post. You are right though most people play follow the leader. I was taught to never put new price or price reduced. Make's it look like you cant price the property. Put something like call for today's price or somethign like that.

Mike - Good for you..."Think outside the box" and watch your world change

Heather - Thank you and good luck to you

Good stuff, George. I hadn' run that type of add in a long time, but I believe I will give it a try on Craigslist. Make the consumer call me.

George: The Craig's List ad sounds interesting. I am going to try it. Thanks for another great post.

George: It's Diana again. The line "Great seller incentives with buyer paid costs" makes me think the buyers are paying for something extra. Is that what it means. Thanks.

I remember reading your previous post about this great marketing tip. I am glad you reminded us.

Missy - Thank you my dear friend

Diana - You are very welcome. In our area Sellers are paying for buy downs and buyers closing costs

Randy - Thanks my friend

Craigslist is good, so is hoobly, and about 98 other free websites, if you like I can post my list, Grat idea about the ad copy tho... thx!

Paul in New Jersey\\

http://www.granorprice.com

George - Greta advice for anyone who is starting out of just needs a kick in the pants. Sometimes people get complacent and just continue to do the same things over and over never know ing how to make a change. You have offered a good example of something "fresh".

George - You are just full of great ideas. I'm so glad I subscrive to your blog. Thanks for the tips and I will try them.

Judy T

Hi George - great thinking outside the box, and many thanks for sharing this with us. You always have some awesome ideas!

Paul - I'd love to see your list, if you want to share it!

Ann

George -this is pretty amazing stuff. Thanks for giving us hands on practical advice. This is really valuable information. Thanks.

Paul - Thanks for the comment

Bill - Thanks and have a great evening

Judy - You are very welcome

Ann - Thanks my friend and I hope all is well

Faina - It's my pleasure my friend

George,

Again - thank you for sharing this wonderful information. You are an amazing resource and the willingness to share your ideas is very much appreciated.

Carol - Bless your heart for your kindness yet once again

You are so right about us being taught to "follow the leader." Thank goodness there is AR and so many people with wonderful ideas...so we don't have to think it all up ourselves. You contribute so much...thank you!

Kelly - You are so kind and thank you for your contribution as well my friend.

Hi George, great ideas and points you made! Thanks for the post!

Vickie - Thanks for the pat on the back and I hope all is well my friend.

George:

I'm more of the trend setter than follower. I've made lots of mistakes and stopped before I went over the cliff. I've watched while others followed right a long like lemmings (sp?) and just kept on going....

On another note....I gave you a plug in one of my Posts today.

Hope you are doing great!

George- As always your posts are insightful, practical and within everyones reach if they apply themselves. I'm curious to find out more about that service you alluded to though!

Jessica - I know you are a trend setter and have told you more than once that you and I could do a lot of damage if we ever teamed up!

Matt - Thanks and I will help you in any way I can.

Very good post. You are encouraging your friend to step out side the box.

Really good stuff. For most of my career people hire me mostly for saying three things differently than other agents they speak with. Very "differentiate or die". Really, really good stuff in this post. Two thumbs up.

Vicky - We need to encourage each other...thank you

Ardell - Thanks for the "Two Thumbs Up"!

Great ideas that I just may put to use. I do agree about not following the leader because the best you'll ever be it #2 if you are following.

Jason - Thanks and just keep "Thinking outside the box" and think of new ways to do things that many are not even thinking of. I also am thinking of new and innovative ways to do things and just love doing what no one else has even thought of. After nearly 28 years in the business I still cannot wait to get up in the morning and try something new!

I loved this post. I have never seen one quite like this one. You have definitely lit a fire up my ( YOU KNOW WHAT ) to go and advertise again. I loved both ads and I am going to try them. Besides,there comes a time in your life when you need to stop following the leader and step up and now become the leader that you were born to become. Great post

George,

You sound like my daughter. She is in the business with me and all the way through school she said, "i'm doing things different from the rest. I don't want to be like everyone else." Well here we are, agents are asking who did our sign designs, how did we get the website on the post, wow what a marketing brochure and on and on.....

It's funny the leaders are now asking us for information.... It's great

kru

George, Great idea! I am just getting started in the business and need all the help that I can get! Thanks!

Nice! Be a leader, don't follow the leader. The purple Cow by Seth Godin is a great reference for being different than all the brown cows.
Great post George!

Lanrae - Go for it my friend and good luck to you

Kevin - Good for your daughter. I love it when people rise to the occasion and get ahead of the pack!

Roberta - I wish you the best and if I can help you in any way please let me know

Doug - Thanks so much. I never want to be a follower!

What a great idea! I hate all the typical waste of money ads but this is good advice...

Josette - Glad you liked it and I wish you well.

Great idea! I love it & am thinking about trying something similar.

Thank you very much for sharing!

Good suggestions, George. Where is Craigslist did she post her ad? In the real estate? Seems to me that they will not let you just post that type of ad unless you are also offering specific housing, since it is just offering a service. I think they may view this as a form of spam and not approrpiate for the real estate section. I know I ran something similar and it got pulled the first day as it was not coupled with a home or condo for sale. I would check the guidelines carefully. I may be wrong but...

Jeff

NOV

2007

George - I needed that one really,really bad. Things have been rough lately. But I can see the light now. I know things are about to start getting better. Great post.

George, Thank you for the info, however as Jeff mentioned above, could you share which part of Carigslist this ad was posted?

Thank you

Thank you George... I read your post twice.

http://www.gregorygarver.com/

http://www.motelbrokersusa.com/

George - Great advice as always!! You are very creative for sure.

George, I bucked the "advice" from my first day. I didn't do floor time, I hated "cold calling" and refused to do it, and I didn't like listings. From the first I preferred working with buyers.

I'm still here, 11 years later, and will continue to be here 11 years from now. I found my "niche" and it works for me. Awesome post George.

George, great idea, take a positive approach, I love it.

George,

Again... an insightful blog. How do you keep doing it! I agree that one has to create their own opportunities rather than always following the leader and waiting for things to happen. Same old-same old just won't do it. Be creative and make it happen.

I agree completely about not listening to the preconceived notions. I like the ads you wrote, drawing in buyers is our greatest challenge in my market.

Great suggestions. You are so right about what it's like when we first get into the business.

HIP HIP HOORAY George! My broker has encouraged me to do something similar but easier. I find the product when I am out working with clients or making phone calls for them or doing BPOs. I keep what my clients wants and needs are in mind. I match that product to my clients wants or needs and give them a call. The highly motivated end up buying and I have sold this year this way!

Also, those free lists, GREAT IDEA! I have been doing it on my website and AR without really saying "FREE LIST" but people randomly go on my website and all of a sudden they are looking at my hand picked properties. Easiest phone calls to convert in my life. Maybe I should be so bold to say "FREE LIST" and get more lookers rather than people who stumble.

awesome! This is the type of out of the box thinking that will pay dividends to those agents willing to take suggestions from successful people and implement them into a plan.

Brenda - Go for it and good luck!

Jeff - I told her to post it in the real estate for sale and in the real estate services section. I have been doing this for 2 years without any problems.

Lanre - Don't give up and when you think outside the box you world will start to change

Mana - Look at my response to Jeff and good luck

Candace - Thanks

Kris - I love a person that has "Passion" and stands up for what they believe in!

Martin - You can follow the masses or blaze your own trail my friend

Christina - Youv'e got the rigtht idean and "Just do it!"

Al - Thanks and have a great day

Renee - With the right ideas we can create ready willing and ready buyers while the rest of the agents are setting at their desk waiting for miracles to happen!

Sean - Thanks and I hope you reap many benefits from this idea!

I have been telling my broker and others in the office for a year or so if you aren't the lead dog the scenery never changes. If you do what company X and Y are doing, it won't keep working. Come up with your own new ideas.

This is a great idea and I am going to look into it today!

Kim - Thanks and good luck to you. If you need any help please let me know

George - What a great idea. I'm always up for thinking outside the box.

This reminds me of the saying, "During times of change, "learners" will inherit the earth while "knowers" will find themselves perfectly equipped for a world that no longer exists." As real estate agents (and human beings) we must continually evolve and reinvent ourselves or else risk becoming extinct.

This is a lot better than what i have been trying. I have been door knocking with no results. I am trying to develope a farm. Of course I have only been doing it for three weeks. I guess results take time. But it sounds like your friend got results quickly. The only negative I see is that now you have told the world about this everyone will be doing it and once again everyone will be following the leader. But it is a GREAT IDEA.

Robert - Good for you my friend. Good luck to you

George- Super idea! I'm always trying to go outside the box myself and I think this is a great idea. I needed this. THANKS!

George.... those are some great tips. Basically, you thought outside the box and didn't jump off the bridge when others did. You seem to have a keen eye for being different and positive. Nice job...

Standing out is always a good marketing technique....niches are found in markets like this.

Pamela - Good for you and have a great day

Jeff - Thanks for the compliment my friend and good luck to you

Ryan - So very true...thank you

Getting the names and addresses of of renters is what I am trying to figure out. I can easily locate renters of single family and town houses, but finding the addresses and names to people renting in apts seems another matter. What am I missing here?

Great reminder...I've always heard in Real Estate, "no need to recreate the wheel, just do what others have done." I always disagree. Real Estate is changing and being unique does attract buisness.

Being Niche in a very broad market is very difficult to do....but is instantly recognized. Being successful nowadays means, playing catch with a bowling ball. Avant Garde marketing works!

Sorry - I don't know what your name is. You asked "Getting the names and addresses of renters......" Let me know who you are and I can send you the information.

Rebecca - Blaze your own trails my friend and watch your world change!

Vero - Thank you and go out and get er done!

Nice advice. Thanks for sharing this!

George - GREAT post. An inspiration to us all!!

ssshhh. Don't tell everyone. I want a bunch of people to keep spending their marketing dollars on "little house/little head" ads in the local house publications.

Georgia Real Estate - Thank you very much

Linda - You are very welcome and good luck

Lane - Thanks and have a great evening

Great ad copy. Can you write one for an appraiser? Just kidding. Thinking outside of the box has always worked.

Chip - Thank you and good luck to you

Great post George.

It must be an epidemic. I just wrote a post about working the present market. Bobby Carroll wrote one too.

What is it they say about great minds???

Lenn - Thanks, I just wanted to share this idea I shared with my midwest Realtor friend and she is doing jumping jacks. She is so excited about this idea I shared with her that brought her the first sales in 60 days.

NOV

2007

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Jack - I was simply pointing out what new Realtors are told to do. I don't do postcards and never have and my business has flourished over the years. I am not advising Realtors not to use postcards, I am simply pointing out what they are told to do. Thanks for the comment.

NOV

2007

George: Great ideas George.....I am going to start putting this one together.

Dianne - You are welcome my friend. I hope you are well.

DEC

2007

George,

Another great post! It seems like every time I read one of you posts, I get motivated! The reason I read this one was because I was looking for the blog you wrote about the Point2 Agent website... Oh well, I'll continue on and pickup a few more nuggets of your insight!

Thanks,

You always have great ideas! Consider this one soo snagged!

Rick - Someone out there likes me! LOL I am glad you are finding them informative my friend.

Vanessa - Thank you and snag whatever you want!

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