I just finished reading the Guerrilla Marketing Excellence book by Jay Conrad Levinson.  It was a very good book and I highly recommend it to anyone that practices Real Estate outside of Southern Utah!  It is written to be a general guide to small businesses, but is easily adaptable to the service industry as well.  It is written as the 50 Golden Rules format, which makes it easy to read and understand.

I had glanced at, but never read anything on Guerrilla Marketing before this book.  I found many useful ideas to focus my marketing efforts.  I am beginning to implement some if not all these ideas to help my marketing direction.  It has some great ideas, and like I said as long as your not one of my direct competitors, I highly recommend it. ;)