I am a Passive Aggressive Marketer

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I am a Passive Aggressive Marketer

When I got in the business I decided on a few things up front.

I will not cold call anyone.
I know lots of people and I need to be sure they know I am a Realtor.
I will never sell anyone something they do not want or will hurt them.
I will have fun at all times.

One for the first things I did was to be sure my picture was on all my ads, signs and literature. I was fairly well recognized for several other activities in our community, but not necessarily as a Realtor.

I don't like name badges or looking like every other Realtor so I had custom made golf shirts embroidered with my name and company on it. It also made my choice of what to wear each day very simple.

Both mine and my wife's vehicle have my signs on the side and my slogan "Not Just Another Face" and web address lettered on the back window. I also have large signs at our two busiest shopping centers in the two highest traffic locations.

Here are some of the places I have been approached due to my passive marketing and picked up clients.

Walmart
My front door (a neighbor saw my car in front of my home with the signs)
Costco parking lot
Chess club
Chess tournament
The Mall
The beach
Subway Sandwich
On the plane going to Kona
Starbucks
State legislature
Neighborhood Watch meeting
Jack-in-the Box (twice)
Credit Union
Electronic Store
Soccer Field
High School Footbal Game
Side of the road posting open house signs

You get the idea. My best tip for Realtors is: don't be stealth agents. You never know where your next client will come from.

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Randy L. Prothero, REALTOR®, ABR, AHWD, CRS, e-PRO, GRI, SFR

Century 21 Liberty Homes

Randy Prothero is well established as an expert in working with military / VA clients and first time home buyers. His home seller's (listing) campaign is one of the most aggressive marketing programs in the area.

Based out of Mililani, Hawaii. Randy services the island of Oahu (Honolulu County) and the Leeward Regional Chairman of the Honolulu Board of Realtors. To improve overall professionalism in his area Randy also offers classes for real estate agents.

www.HawaiiRandy.com * Oahu (Honolulu County) Property Search * Hawaii Military Relocations

Posted by Randy L. Prothero - Hawaii REALTOR® (808) 384-5645 on 01/10/2007 12:01 PM

Comments (47)

marketing, real estate, car magnets, mall signs, hawaii, mililani, century 21

Originally posted at: Hawaii Randy's Real Estate Opinions: I am a Passive Aggressive Marketer

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This post has been included in Hawaii Real Estate News Honolulu County, HI Real Estate News Mililani, HI Real Estate News

47 Comments on I am a Passive Aggressive Marketer

JAN

2007

I left off my favorite, I have gotten several calls while driving on the freeway.

I love the calls from folks driving down the road-showing property to another one tomorrow. But you know what? I didn't know that 'Not Just Another Pretty Face' was your real slogan! Bet everyone remembers it-I know they do here on the Rain.

good public awareness...I like the embroidered shirts and will be adding it to my personal attire as well.

You seem to have branded yourself as a likable / approachable guy and that is their attraction to you .

Leigh - My slogan has really stuck. The other Realtors all seem to know me by that.

Michele - I believe in making it fun and keeping it light. I don't want people being scared off. I hate the hard sell and I am sure most people feel that way.

I think you've done a great job, Randy.

Selling yourself is easiest when you are yourself, IMO.

Mike - Thank you for the kind words. The proof will be how my sales do in 2007. I am very optimistic that this will be a great year.

Good job Randy, you are certainly a man who is all about business! I like reading your posts...by the way how was Saturday's fishing event? Was it fruitful?

Netta - I picked up three prospective buyers. Two that I have on automatic MLS notices and one i gave information to. None ready to buy today though.

I have one in escrow I picked up the same way a few months ago.

Not Just another pretty face! ;)

branding, branding, branding

We have a realtor here that uses the same slogan... His billboard had a picture of a monkey on it...It caught on quickly too...He still uses the slogan..

In another field, my son was taught to wear the golf shirts and dockers. They are clean cut, look intelligent, but not as formal as a suit. The trainer said that the people want you to be clean and well dressed, but not excessively dressed better than they are.

In the favor of the employee, these clothes are easy to keep up, not expensive to replace and can be demoted to finish in the garden.

For you to have some shirts with your name at the yard sale and donated to a clothing service lets someone else do a little advertising for you.

Bar JD

Randy, the bottom line is about results, and it seems that you are getting the results, so keep it up.

Great post, Randy. Terrific branding, and it's obviously working well for you. Congratulations on your success. I am still working on getting more recognition through the things you have done. RIght now I have a leased car so can't do the signage thing, but I do have vanity plates and personalize plate holders. Lots more to do - your post gets me thinking.

Have you considered Hawaiian print shirts with your brand all over them? Now they are bitchin. Nice work on the branding. (if you do make up those shirts, please send me one with a bill...I'll wear it all over SD)

Caleb - You have to have a mug like mine to pull that off.

The Harper Team - It seems to be sticking for me.

Shari - I actually had a Realtor on Maui make hers "More than Another Pretty Face." She then told me she copied my idea like I would be complimented. This month my picture in my ad is upside down. I have a few others for the future. I decided against a monkey. It is too close to the real picture for anyone to notice.

JudyAnn - In Hawaii a suit and tie is way too formal. Most realtors where Aloha shirts. I just want to be a beat off the rest. I also like my shirts better.

George - I definitely have name recognition. The rest is up to me to take advantage of it.

Jeff - My Honda Pilot is leased. I have door magnets and lettering on the windows. Both come off without damage.

Brian - the Aloha prints are everywhere. The Realtors, loan officers and escrow agents all where them. My shirts have my name embroidered like a name badge on them. I may have to come up with a shirt others can where. Good idea, thank you.

The one thing missing is my slogan from the shirts. They are getting cluttered with the CRS and GRI logos and my Sales Award on it already.

Way to market yourself within the guidelines you set for yourself up front!

Two questions 1) Chess - what is your rating?

2) Billboards - how much does one of them cost to have?

Kaushik - I am down to the 1400's on my chess rating. My students keep poaching my points. If you play chess on line I am HawaiianGambit on ICC.

The billboards run about $400 a month. There are discounts from more than one and for committing to longer periods of times.

JAN

2007

I agree with Mike Jaquish that selling myself is easist when I'm myself. I dont need to "put on a face" or "pretend to be someone I'm not" - I'm just fooling myself. I realize early in this business that I dont need to be the agent to everyone.

Loreena - Good point, you do not want to and can not be the agent for everyone.

I knew who you were before I ever went to work for Century 21 because of your advertising. I saw your billboard ads over the past few days by the theatre and the grocery store. Those signs rock! Or as Brian Brady might say, "Those are bitchin!"

Consistency in your message is very important. It looks like whatever delivery method you've used, the message is always the same. Those repetitive impressions and the fact that you're visible out in the community probably have you first in mind with a lot of people.

David & Tonya - I like the locations, I am going to improve the design of the signs. I think they have too much stuff on them. They are definitely working. I get regular feedback from them.

John - That was my plan; keep it simple and keep it coming.

Randy - I haven't really played chess in ~ 10 years. Used to play in tournaments in high school...got into the high 1400's / low 1500's. I'll keep you in mind if i get back into it!

Kaushik - You should try http://www.chessclub.com/ otherwise known as ICC (Internet Chess Club) it keeps ratings, etc. you can track you progress. You can play any time control and you can even download your games into your computer to review later.

The thing about selling yourself is if you do not act genuine you do not even know what you are selling so it is vitually impostible. I love being the most conspicuos person at any event also. Right on with your policy on low presure sales.

Orville McCallister

Randy,

thanks for the post. I agree with your approach. I am the business card advocate, hand them out like sale flyers. I went for a rental car and picked up a client in the process. You just never know!

Randy You have found a great slogan and creative ways to get the word out about yourself and what you do. Bravo. With so many professionals in our field it is hard to get noticed. Like you, I have signs on the Durango, and it does help...(me find my vehicle in a parking lot-LOL) I think having the web address on the window is great and the signs in town must be effective. Good information...more more!

Randy,

Great post, love the slogan (I wish I had thought of it - I used to tell people I was "larger than life and twice as ugly" but I don't know if that has the positive connotations I am looking for). One more idea for your arsenal: Title companies out here put together a tri-fold calendar of events each month and I have it emailed to me (these days I pay for the printing myself to avoid RESPA violations). Put your picture and logo on the front, buy half a dozen plastic holders and stock them at all your favorite stops. Mine include three or four ice cream parlors, the dry cleaners, my Dr.'s office and did I mention three or four ice cream parlors? People love these and I cannot keep them in stock. It has definitely brought me a lot of face and name recognition locally.

Sorry Randy, that anonymous calendar post was mine. I am still learning the system.

Orville - I find I don't like a hard sell, so I won't don't to someone else.

Caron - That is why AR is so cool, I have gotten several great ideas from other bloggers that I am know implementing.

William - The salesman who sold me my cars has done three transactions with me and has giving my several referrals. I just got a new buyer from him yesterday. I also sold another salesman in his dealership a home two months ago. Like you said you never know where the next sale is coming. If they don't know you are a Realtor, you know where it is not coming from.

Phylena - Mahalo (Thank you in Hawaiian)

Allison - Having my wife's vehicle with signs has made in impact. People comment they see me everywhere.

Sean- That is a great idea about placing useful calendar flyers in key locations.

Randy,

Great blog, I love it! I have become a passive aggressor too. It is so much better when buyers and sellers call us rather than us having to call them.

I love the not just another pretty face slogan. In NYC I think many agents get hired just because they are a pretty face. I wish I had one (lol)

Great post. I love all of the branding you've done. And it's all about you...not C21. There are so many agents here that just don't undestand the difference or the importance of that difference. It's your marketing dollars, so make it work for you. Great job!

Need I say more? Thought not. SVW (smiing very wide) ROAR!

Mitchell - I don't have a pretty face so I decided to roll with what I have.

Jim & Maria - I always have the C21 in my ads but you are right the branding is about me. I am trying to build name recognition for my business.

TLW - I like the new logo.

TLW - Glad I could make you smile

Randy you do an excellent job of branding yourself, people see your stuff everywhere so of course you are going to get the call when they think of real estate.

Jennifer - It also helps with friends and neighbors. They see my stuff everywhere so they know I ma extremely active.

Randy it certainly sounds like you have excellent success. Congrats!

Sean your calendar is a great idea.

Randy.... loved this. I like the picture which you included in my business card blog. I didn't read most comments, but I will agree with a few... that you brand yourself very well. Great job and thanks for sharing.

JAN

2007

Debi - I am still building. I am hoping to take it to the next level this year.

Jeff - Thank you, it works for me. I always believe in keeping it light and not taking yourself too serious.

Great ideas. You're giving me inspiration to try some things I've been hesitant on doing before

Tim - You have very little to lose. If it doesn't work, then try soimething else. I have tested many things and am still changing and adjusting.

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Randy L. Prothero - Hawaii REALTOR® (808) 384-5645

Mililani, HI

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Century 21 Liberty Homes

Address: 95-221 Kipapa Dr., E3, Mililani, HI, 96789

Cell Phone: (808) 384-5645

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