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Guerilla marketing in real estate

Gorilla not guerilla I saw a thread on guerilla marketing in the ActiveRain forums started by Deb Hurt and I thought it would be interesting to bring some attention to it. MarketingTerms.com defined guerilla marketing as "Unconventional marketing intended to get maximum results from minimal resources." In the real estate space where literally billions of dollars gets spent on advertising, sometimes its hard for the individual to get noticed. Luckily, often times creativity can be substituated for excessive marketing dollars.

Deb gave an example of how when she drives through to get coffee at Starbucks she pays for the person behind here and asks the barista to give them her business card. With guerilla marketing being able to create the greatest ROI (return on investment) is the key. If buying 100 cups of coffee for individuals results in someone buying a house from you, that's a pretty good ROI.

Also unconventional marketing techniques are sometimes what can help you get the most visibility. Everyone gets pounded by advertising day in and day out, so if you want to maximize your marketing you have to do something that will seperate yourself from the flock. I'd be interested to hear other members approach to guerilla marketing. Are there any resources you suggest that can help open up your mind to new marketing approaches?

And yes I know the picture is of a "gorilla" not a "guerilla" but I was having a hard time finding a free image to use :)

Posted by Matt Heaton on 08/01/2006 03:51 PM

Comments (14)

real estate marketing, marketing

14 Comments on Guerilla marketing in real estate

AUG

2006

I think the best resource for guerilla marketing is to look at other industries. Get out of the box of standard realtor-esque stuff and do what others do to get attention.

One technique that works fairly well is saturation marketing. Define a geographic area and saturate it with different types of media. That can include billboards or bus benches, ads on phone booths, mailers, graphics on your car, etc.

I think people tend to be followers and just do what everyone else is doing. I'm a VERY analytical person, so I tend to look at what I'm trying to do and think of things to get me there - whether people are doing it or not. Professional photos get me good exposure on the MLS. Good pics = more showings = quicker sale. It's pretty logical. No pics = no showings = sitting on the market (why would you do that?)

Same thing goes for advertising my "Product" (either my listings or myself). What shows the property/me in the best light? I could put 4 listings in a 1/4 page so they just blend into a mass of words or I can give 1 listing the full 1/4 page. So far, I've gotten the most calls from ads like this. If I don't have a listing, I have a great ad that shows the last ad and how quickly I sold it.

I can't say that I'd be thrilled if someone bought me a cup of coffee at Starbucks. o.k., I'd be happy I got the free coffee, but the other side of me is going to think that person buying it is solely trying to get my business. It's one thing to turn around and talk to the person while you're in line, it's another thing to send it out of the blue. Hearing this gives me visions of the creepy guy at the end of the bar buying you a drink. *shudder* It reeks of desperation, IMO.

When I think of guerilla marketing I think of Bill Good and the Real Advantage Real Estate system I learned about 18 years ago. They fashioned the systems in this program like the stock market. Every letter had a listing, call to action, and benefit attached to it. All of the systems were automated and computer generated. The initial campaign was prime the pump and you had to start your database with at least 500 people all sent a survey. Of course there was a benefit if they completed the survey and sent it back updating all their contact information etc. Depending on how deep you pockets were would determine what category of benefit you were willing to offer. Many of their techniques still work today. When I initially started this system you had to have at least 5 people on your team, admin and techie were required. Pay $5000 and bring the entire team to Salt Lake City for a weeks training. They didn't want anyone using the system to fail. I loved it we ran a great business but in the end they didn't keep updating the program for Realtors and only continued for stock brokers. The dos programs were never upgraded but to this day I still have and use many of the techniques and the 5 training manuals we were given. The campaigns they provided were actually based on a program for stock brokers called guerilla. Wonder if they are still around somewhere today. At the very least they laid a terrific foundation for our business.

But don't forget where your real source of future income will come from, REFERRALS. I had 3 phone calls today from people referred to me. NAR is mostly a trade organization with 1.3M members who are mainly independent contractors. If someone has a good experience with an agent, they aren't going to think, hey "XYZ company was good to me", it was the Joe or Jane agent they worked with. Now, if the had a bad experience, they will remember the agent and the firm!

Real estate agents differ from the traditional corporate model in that respect. If I was a sales rep for Coco Cola, I would be selling the CC image, manner, style, etc. As an independent contractor for a named firm, I represent my company, but all of my out-of-the-box ideas are oriented to getting ME business and getting people to remember ME.

Matt is right, separate yourself from the flock and get them to remember you in a positive way.

AUG

2006

I think I am going to go out and buy a cup of coffee... or 2. Brilliant!

SEP

2006

I think it's important to think outside of the box. I basically market differently than everyone in my area.... and almost exclusively online. And the once a year I do print, I take out full page ads (in the business or new section, not the real estate section) of the local paper (they offer a special deal once a year). I've been doing video podcasts and video tours of all of my properties since last year, and every listing is cross posted on Google Video, YahooVideo, You Tube, Blip.TV, iFilm and many others... all linking back to me. My podcasts are all well linked in many podcast directories, all pointing back to one of my 8 websites. I was posting listings on Craig's List before most people even knew what it was.... I've been emailing a real estate newsletter monthly for about 3 years to several thousand customers. I have subscribers to my podcasts and my RSS news feeds. It's not one thing specifically that works.... but many things that you do consistently. Many customers list with me because they see I do things very differently and that I am proactive and they can see it's effective as I'm all over the place. I generate 100% of my own leads and it's 100% from online and from referrals.

I absolutely believe that you have to separate yourself and create your own identity and marketing niche.

NOV

2006

Part of my marketing budget, is hosting client events. During the summer, I purchase a block of seats at a AA baseball park and invite clients, family and let them know that they can bring guests. In the fall, I have a Mother-Daughter Tea Party. All ages attend and it is now an event that people look forward to. In December, I have a Christmas Party at the Country Club. The food is really tasty, we play Christmas music, folks chat and meet eachother for about 3 hours and everyone goes home with a poinsettia plant. That has become a signature of mine during the holiday. This is truly my best marketing, it awards the most positive results I have ever seen. True, you must have an ad here and there in a local paper, you must be visible on Realtor.com and the internet, but the best marketing you can do for your business is still client one on one contact.

APR

2008

Client events have always been a staple of the Exclusive Buyer Agent community.

However I've never tried them because I have a philosophical problem with spending money on:

1. Meat

2. Alcohol

It kind of makes it hard to entertain a broad group of people those preferences.

Good post!

MAY

2008

Yikes! How did I miss this? Glad I started something.

Jon - Think further outside the box--how about an ice cream social or a salad luncheon or a book exchange? I just went to an event where three reading groups met together and everyone brough a couple of books they wanted to pass along. Everyone got to pick whatever they wanted and anything left over was donated to the local senior center library.

MAY

2008

Funny, My events do not include alcohol and the menu does include vegetarian choices, as well as meats, when it is an event which includes a meal. The tea party contains neither. The baseball game is peanuts and Crackerjacks. Have you not heard that famous baseball song? You really need to think about the benefit of these events for your clients, not what you prefer. It makes them feel a sense of community with you. The rewards go way past the money.

It's a Good Life!

Fran

Deb and Frances,

Thanks for the ideas!

AUG

2008

Ok, Guerilla it is. My background is both sales and investing so I draw from both to market myself. My brand is my name, not my company name. Don't be afraid to make your name BIG.

- Car magnets/window displays: cheap (about $40 for a pair of magnets at vistaprint.com) and effective. It reminds the people you see daily what it is that you do. Also starts conversations at gas stations etc.

- Hat/jacket etc.: For $7-10 I can get "Realtor" or "I Buy Houses" embroidered on a hat, jacket etc. Call up your local sreenprinting/embroidery place. If you need a referral, ask a high school coach, they always know.

- Myspace/Facebook etc: my name on these sites is "Dan O'Donnell, Realtor", this way all your friends remember what you do ever time they see your name. This is your sphere of loyal clients who already trust you! This is FREE.

- Your email "name": when people get an email from me, the name in the "from" field is, you guessed it, "Dan O'Donnell, Realtor". Remind everyone you email what you do for FREE.

- The "blurb" at the bottom of your emails: Another freebie, why wouldn't you do this? I have a spiel at the bottom of my emails. It's part of my signature so it's on every email I send has it, with no extra effort. Mine goes like this, feel free to use it, "The majority of my clients come by referral. This means I can spend my time providing excellent personalized service for my clients. As a result, my valued clients refer their friends, family and coworkers to me for real estate advice. I am committed to building strong, lasting relationships, one person at a time. Who is the next person you know who is considering purchasing or selling real estate?"

- "Bandit Signs": I put up "Dan Buys Houses" signs all over my county just on the outskirts of my city limits. I get both buyer leads and seller leads. Some leads are solid, some are not, it's a numbers game. Supercheapsigns.com has very good pricing and your local Lowes or Home Depot has grading stakes for the posts. They'll cost you about $2 each when it's all said and done. My city has a law they enforce prohibiting these signs, which is why mine go up in the county, just outside the city limits. Try to put em places they'll last, aka not in someone's yard or in a park.

- Email marketing: Constantcontact.com is what I use. You can import contact lists from your email account, or even just paste or type in emails to build your list. $14-30/month will get you going until you're over about 2,500 contacts. Way cheaper than snail mail. Constantcontact.com requires that you get permission from your contacts to send to them. They also allow peoplt to "opt out" of future emails. Very professional templates give you a good look. Icontact.com also has good reviews for this sort of service.

In conclusion, I hope this helps you out, feel free to comment or question. Also, if you know anyone moving to Washington State, let me know. I have good contacts in all the major markets, and am happy to help.

Thanks,

Dan O'Donnell

Beautiful Bellingham, Washington

JAN

Exerpt from Guerrilla Real Estate Marketing - Your Secret Arsenal For Making Extreme Profits In Your Real Estate Business

"Guerrilla warfare is the unconventional warfare and combat with which a small group of combatants use mobile tactics (ambushes, raids, etc.) to combat a larger and less mobile formal army. The guerrilla army uses ambush (stealth and surprise) and mobility (draw enemy forces to terrain unsuited to them) in attacking vulnerable targets in enemy territory.

Guerrilla marketing utilizes many of the same tactics in the business world in the sense that small companies and individuals must use stealth and surprise to gain a market advantage. Not only S&S (Stealth & Surprise), but you must become adept at drawing your competitor into unfamiliar terrain to gain the "upper hand" on them and capture the lead in market share.

Guerrilla means "little war" in Spanish and was coined during the Peninsular War. The concept acknowledges a conflict between armed civilians against a powerful nation state army. This tactic was used by the Viet Cong and the North Vietnamese Army during the Vietnam War. Most factions of the Iraqi Insurgency and terrorists use some form of guerrilla warfare.

In your business, be it real estate or any other type of business, you must be quick and agile and use unconventional marketing tactics against the bigger corporations. Can you make a sizable "dent" in the marketplace? Yes. Can you make an impression on the big competitors? Absolutely.

In real estate, as in business, "guerrilla" defines the smaller business as being able to move on a moment's notice, and be more agile than the cumbersome giants in the industry. You have to be like a small wolverine up against a pack of wolves: you have to be lean and fast... otherwise, the corporate giants will have you for lunch. And I don't mean that they're going to invite you to their corporate galas: they're going to pounce on you and try to force you out of business.

When you raise the eyebrows of the larger corporations, then you will know you've successfully learned, and implemented, guerrilla marketing strategies."

Give me a couple of days Matt, and I'll put a free image of a real "guerrilla" on the website where you can right click and save it.

Regards,

Ernest O'Dell - Guerrilla Real Estate Marketing

AUG

Good afternoon. Ask not what you can do for your country. Ask what's for lunch. I am from Senegal and learning to speak English, give true I wrote the following sentence: "Preschool graduation ideas include lots of hands on activities." Thanks ;). Hedda.

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