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My Dirty Little Secret

You know what the worst part of blogging is? Everyone is an expert and these experts think they know what works best in YOUR marketplace. I've been all over the blogosphere the last few days watching as bloggers dispense advice that could prove dangerous to the health of your business. Here's the worst part of it. A lot of these people are not now nor have they ever been real estate agents. They haven't ever been on a listing appointment but they have no problem telling you the best way to get listings. They have never sold a house but they'll tell you the best way to attract buyers. You know the old expression "Those that can DO, and those that can't blog about it."

I have a dirty little secret. I still send out postcards. And a newsletter. I've written a bunch of posts on the topic, a few you'll find at my Real Estate Solutions Blog. But why do I suddenly feel like I need to apologize for that? One generation Y'er on a popular website even talked about getting a postcard in the mail and thinking, "How archaic and wasteful, I will NEVER work with that person". For a few hours after I read that, I was actually a bit embarassed. Maybe I don't belong in the blogosphere. At 57, maybe I'm too old and there is no place for me here. I mean, instead of concentrating totally on drip email campaigns, I actually lick stamps. How embarassing is that???

Here's the problem: Mr. Gen Y is from Portland, Oregon. I'm from Ledyard, CT. Heck, we just got high speed internet access a couple years ago. Really. Not everyone lives in a big city or an area with a high percentage of tech tots or nerds. I think sometimes those in the big cities or on the west coast forget how some of the rest of the world lives as they dispense generic real estate advice.

I track where my business comes from very carefully. I'm ready to adjust if I need to. I'm an old dog but I can learn new tricks. I LOVE all the good ideas I get here and on other blogs but If I listened to Mr. Gen Y's advice and stopped sending those archaic postcards, I'd lose about 40% of my business. On the other hand, I'm not going to preach to someone in Redmond, WA or Berkely CA on how direct mail works. It probably won't work for them.

And so for all you experts in the blogosphere: please don't tell me how to do business in Ledyard, CT. And another thing.......maybe when you dispense real estate advice, you should include a disclaimer like.. ..."I have never sold real estate but I slept in a Holiday Inn Express last night."

Posted by Linda Davis on 02/16/2008 11:01 PM

Comments (167)

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Originally posted at: Linda's Southeastern CT Real Estate Blog: My Dirty Little Secret

167 Comments on My Dirty Little Secret

FEB

2008

Do they have a Holiday Inn Express in Ledyard? LOL I would hug you if you were here right on woman! And I would also add if you do not live in my City please do not disparage it or predict why things are the way they are here OR how they should be handled. Stay in your own state! lol

Thank you I needed to get that off my chest :-)

Nice doggie woof!

I'm a "techie" type myself and dont' go overboard on post cards. Around here (most people have high speed access) they don't work very well. Initially I picked a farm and every month sent out hundreds of cards. 4000 cards later, I stopped because I hadn't had one response. NOT ONE. There is a point where you have to give it up! I went back to the cards after the blog and website were up and running. The cards I chose were unique and VERY pricey. But at least I got 2 responses per 500 cards. Around here, if you do cards, they have to be VERY, VERY unique - or they do nothing. Just Listed/Just Sold and market data do nothing. But that's Westchester , NY...I don't pretend that that' s the way it is everywhere.

I smell a featured post.

May I please second Carole's comment? Please don't assume that my market is the same as your market and please, please, PLEASE do not give me unsolicited agency or contract advice when the laws in my state differ completely from the laws in yours. Geesh.

Lisa I can tell we feel better already! lol

Good advice.

I completely changed my procedures with buyers when I moved to Lovettsville, population about 1800 give or take a few hundred. If a buyer can find my home office, I'll sell them a house. Folks moving from urban to rural areas need to see the beauty of the countryside and meet the friendly town folks.

Real estate may be high tech out here but folks seem to leave their high tech thinking at work when they go house hunting.

Hi Lisa, loved this post. I'm on line everyday, but will always love turning the pages of a good book. Totally relate to the power of a newsletter. It's been one of the best things I have ever done in my business...no need to stop now. :)

Lisa, this was one of the biggest surprises to me when I first began blogging.....the "you should/you shouldn't" perspectives. Not all things work for all people or in all markets. I love the sharing of ideas but if someone has never been IN the trenches, maybe his/her opinion should remain on the sideline as well. .

Carole - you started it. Now everyone is calling me Lisa instead of Linda. LOL I like the name though. Maybe I'll change it.

I think it's a fallacy that social media is the only way to go. We've gotten to the point where we drink our own Kool-aid, in the RE.net. The statistics simply don't support that fact that social media is the end all - be all of marketing. Just because 80+ percent of home buyers go to the Internet, that isn't true of sellers. I am more than leery of anyone who disregards any available marketing opportunities.

I routinely tell people that you must be comfortable with your over all marketing plan. Don't do those things you don't like doing and do those things you're comfortable with. The Internet, most specifically the Social Media applications are a hybrid of good ol' social interactions like cocktails; with the modernized Internet apps.

You find your market plan....if there was s silver bullet we'd all do it....

LINDA lol I'm so used to yakking to people on everyone's blog it never ocurred to me someone would think I was talking to you :-)

I'm not a tech tot, I'm a Tech Tart...get it right LD! P.S. I love postcards!!!

(disclaimer: I have never sold real estate, nor do I hold a license, but I do listen to Carnac!)

Lisa, I still have a newsletter and send out postcards. . . There, I said it. I admit it freely. My clients love my newsletter. It is very interactive with their names in it, birthdays, tirvia questions. I am just learning all this blog stuff, and loving it, but I will give up my news letter kicking and screaming .

WOW Linda Postcards work in Gales Ferry and Delaware, Newspaper ads work in Gales Ferry and Delaware, Door Knocking works in Gales Ferry and Delaware, handing pens out works in Gales Ferry and Delaware. The NAR says @78% of homebuyers look on the internet for homes. Bottom line is Something works nothing doesnt. If I heard it once I heard it a thousand times.

Linda, I send a newsletter every other month and just a few moments ago prepared my postcard for mailing this month. I wouldn't be caught without them. It's interesting because the one who said it was archaic, if after receiving your mailings over a period of time, WOULD call you because yours would be the first name that came to his mind.

GEN Y'ers are masters of attraction for sure, but the experienced learned a long time ago how to master retention.

Great post...uh, Lisa?

Hoorah. Hoorah. A little old school with the new school. I send out postcards. I send out a newsletter. I send handwritten cards. Now I'm blogging and trying to learn about SEO. Walk away from proven methods. Now why would I do that? Feature, feature, feature.

Linda, I couldn't agree with you more. One mistake that lot's of salespeaple make is to market to their clients and they would wish to be marketed to. Not everyone wants to be marketed to in the same way, regardless of generation.

Thanks for mentioning this on Twitter.

Yikes, Linda. I'm one of those people that have studied sales a bunch but haven't ever given a listing presentation. I hope I'm not on the "Linda List" of non-Realtors that pitch in with sales advice...if so, let me know.

You're right about the postcards/tech thing. I've been doing a teleconference and podcast in my area, but most participants are not from Hemet. They just aren't way into the tech thing...they're looking for a postcard!

(It's been a while. I gotta send out a new postcard)

It's been cool following you on Twitter. Take care!

Joey - the only list you are on is my "Good Linda List". I had no idea you were following me on twitter. I need to find you now! I wasn't getting notices for awhile of new followers!!

Linda I've tipped the scales too far in both directions at times. too high tech for a spell, too low tech for a spell. It takes a balance and a knowledge of what works in your market with your clientele. You've got the wisdom so many other's don't.

I haven't sent out postacrs for while, but I am thinking about sending some out to advertise my new hyper local blog. Thoughts?

So true, as this reminded me about the Q & A section as well. So many giving advice to people in different states - incorrect advice.

Postcards are a part of my marketing program. So is drip email :) I'm sure both gets looked at, and both gets thrown/deleted.

Hi Linda - your post really does need to be featured. Way too many people think they know way too much about everything under the sun and about every area in the world. Good grief - they certainly need to get rid of the ego.

What works in one market area may not work somewhere else, and it really gets me when someone not even in a related business deems themselves suitable to try to tell us what we should be doing or not doing. I send out postcards every month, I send out hand-written notes, I send out an electronic newsletter, I make phone calls - there I said it all. And you know what brings me back the most comments on - the postcards and the hand-written note cards.

We don't have a Holiday Inn Express, but they do leave the light on at Motel 6.......

Ann

I believe in going back to basics. I guess I'm Old School. I still send out postcards and a newsletter, too. As a matter of fact, I received two compliments on my newsletter from two different people, a little over an hour ago! I flip the script and put myself on the clients side, and think of what kind of marketing I would respond to? I enjoy reading newsletters, and a postcard is so much more informative than a form letter.

Works for me.

Thank you, thank you, thank you! I get so tired of people telling us what to do who have NEVER sold a home. I also tire of the "experts" telling us exactly what our blog should be like. GEEZ. Sometimes I think they just want to try to sell us THEIR platform. I don't drink their Kool-Aid.

I try to mix things up and do various things every so often. But most of my focus is on my blog. Old-fashioned open houses are next. Then Newsletters. I do post cards only occasionally.

It's scary to think that people that don't actually sell real estate could give real estate advice. I learned about it not long ago (that there are a lot out there that are not really in the business) - the blogosphere can really pull a false front.

As for your postcards - It's about balance and testing what works, especially because real estate is so local. I hate it when people tell me blogging doesn't work....it works for me, and ultimately, it's all that counts.

Are you teasing me with that chocolate truffle?

Linda,

Girl, am I with you on this one! Probably because I'm even an "older" dog than you! Every now and then I cringe when I read a comment and wonder if that person is even licensed. As for marketing, fortunately it doesn't need to be a one-size fit's all.

I don't think direct mail is a local thing. If done well and with consistency, I believe it works everywhere. Otherwise newspapers would stop printing and only be on-line. Large companies wouldn't direct mail their coupons or have them as inserts in those newsPAPERS. Just because we can market on-line doesn't mean it needs to be to the exclusion of the old tried and true methods that have worked for years.

Excellent post. I appreciate some friendly advice now and then, but when bloggers start saying I 'should' do this or that I start to wonder. You're right, many of them have no RE background. Personally I don't feel like giving out real estate advice to others because I don't think I'm an expert by any stretch of the imagination. I prefer to go the anecdotal route and have people take what they want from it.

I can't but keep thinking of Turner & Cook Buggy Whip Company.

Although we are indeed in the real estate business, why is it too many of us in this business think those outside of it could not do it? Are so many so naive? Marketing..is marketing..is marketing. I know stellar marketers who could traverse industries and succeed with equal skill or better because of the transference of ideology between sales oriented businesses.

Real estate is not unique and sales and marketing skills can most assuredly transfer from one business to the next. Technology is absolutely a transferable skill.

The qualifications and the easy ability to enter this business may be why so many agents resent "outsiders". For many can descend upon the real estate industry but few are qualified or able to cross into mainstream marketing and advertising based sales positions.

Evidenced by the fact that a lot of what was discussed in the comments of this post border on the sublime. Other than real estate agents, thrifty mailers and maybe pizza delivery services I don't think consumer oriented brands utilize postcards as their main source of marketi.

I could be wrong though...maybe Turner & Cook did.

Oh, what a fantastic post! And how true! I just last week went on a listing appointment gotten solely off of a postcard!!

LINDA- You are so correct! It's all about knowing our market - that is what we we are supposed to be the expert at doing! Some thing work better for certain types of properties in some area than others do, that is where a seller gets some added value - when their agent knows what to do where!

Great blog Linda, I couldn't agree more. Each of us real estate folks must know & understand our own markets and what works best for us in our own markets.

FEB

2008

I agree that it depends on the place and the person and the clients their personality attracts.

Linda, you are on the mark. Each of us need to work our marketplace as it is applicable unto itself. There is seldom, if ever, a magic fix for any situation. Besides thats what we are in the business for, to deliver solutions for individual requirements. Stay after it, you know what works for your market.

I do so agree with you - funny thing - I have lived in CT, WA and CA - all the places you mentioned :)

OH - and Oregon!! lol!

Ok--Here goes. There is this concept in life called balance. Real Estate... is and likely will be for the forseeable future a PEOPLE business. You can blog, you can email you can text you can do all this stuff, heck, even I can do it and I'm (gasp) middle aged. But, you still have to get in front of people and you have to know your stuff (like the inventory, like the market, like how to talk to people)

It's about connecting and staying connected--not necessarily electronically, but in a human way. Nearly all of my business (note, I did not say all) comes from referrals, repeats and word of mouth. That's my game plan and I like it that way. I do occasionally meet people at open house, through post cards, because they like my fliers, and any other miriad of ways... but what's important is that I talk to them and work with them and ultimately, I help them... It's a service business, so we need to work at a level that is comfortable, effective and "right" for us and for the client.

I disagree with the poster above that said marketing transfers seamlessly accross the board to real estate. It absolutely doesn't! The level of emotional intensity for home buyers and sellers is vastly diferent than it is for someone buying a pizza or a sofa. My clients for the most part are accomplished baby boomers and although they will utilize email they still require traditional methods of contact for the long haul. Some people are just not comfortable beyond basic email and minor net searches. Yes I use the net for a big part of my marketing, but, I do so in a simple way. Advetising on easily found sites for my territory. Beyond that I still use print. Imagine that? I also use the telephone, fax and good old US Mail.

Linda: Congratulations on the Gold Star and the featured post. Yay for you ! Yes, it really irks me when all these "experts" spew their nonsense. They try so hard to sound like the authority, the the more they go on... the emptier they sound... at least to me.

Hi Linda: You are so right..Real Estate is local. What works for someone in Maryland will not always work for someone in California. It is also true for realtors in the same office.. There are some Realtors in our office that spend a few thousand a month on postcards - I think it is best to combine many different types of marketing...I work online, social network and also spend time educating my clients to refer their friends and family to me.

Linda - No matter what you do, you need to do it consitently.

Have you ever noticed what a variety of personalities we have in real estate? Ever wonder how somebody you are sure just doesn't cut it all of a sudden is doing almost as well, or even better than you?

Same with marketing. There are a million personalities out there. There's tons of different ways to keep in touch with old clients or attract the new ones. If what you are doing works for you, keep it up. If it doesn't work for you, it's time to explore what everyone else is doing.

Whatever you do, don't try to do everything because you will not be able to keep that up for long!

Linda - While I didn't sift through the comments, I must say you are an amazing communicator. Are you old? Not to me, your not! I'm darn sure that your 'archaic' methods are the very backbone of what makes you successful. In my mind, you've just written one of the better marketing articles I've ever laid these beady eyes upon:-) No need to listen to them, especially when listening to you is what has worked time and again.

Just like real estate is local, what works for some doesn't necesarily work for others... We all need to track our results to see where business is coming from and adjust accordingly. Keep up what you are doing, it seems to be working! Congrats on the feature!

Linda,

Done well, postcard mailings DO work. Neighbors want to know what the house up the street sold for, and if they're not working with a realtor, and they are gettting ready to sell, a good quality postcard really can work! I believe in them: they've worked for me as well! And of course, for your SOI, it reminds them that you're working!

Linda, I'm in a big city and send out postcards too. They still work here. Everyone with a laptop is an expert these days. We've been hearing a lot of "Change vs Experience" lately. Hey are you running for President?

Great post! Don't feel bad we are a large town but have very conservative and small town ideas. There are things about Lynchburg that have not changed in 30-40 years. How you market not only depends on the area of the country but also your target market within that area.

All that anyone has to do is to check to see who the top Realtor is in Ledyard and they will never criticize anything that you choose to do. I saw that great photo of you in the old school The Day newspaper. It was nice to see positive news.

I just knew this would be featured. I've come back to add that you have more Gen Y in your little finger than any Gen Y has in their head. Plus you have a newsletter for the other Gens. Yin & Yang.

So true Linda...I don't like saying it but these so called experts don't appear to be what they really are...they probably figure if they can get attention from blogging then they are on top of the world. Be treu to your self. I get embarrassed when someone says how supportive I am and how helpful I am here...but I certainly don't know everything...I only know what works for me.

Ive been a Realtor(R) for over 12 years and survived the worst. I have been sending out marketing newsletters fora long time and it works but I am starting to get business successfully closing from blogging to. Basically I'm a good Realtor(R)...thats what I do..but I have also become a decent blogger too but RE comes first and if I can become good at blogging also then thats just a plus. Some people appear like they have been selling for years and I was shocked to hear that they never sold anything...maybe it's a roomer...I don't know but I have heard it.

Go Get em Linda! It is funny you should mention postcards. The postcards I send out are one of the most effective pieces of marketing I have. The problem with many Realtors are two fold....they either don't want to invest the money or they give up because they are always looking for instant gratification.

There probably are some people giving real estate advice on the Internet - there are LOTS of them in the print media - but either I don't read them by choice or I know how to tell the difference. Real estate ideas online and in print are like recipes in one of those Women's magazines - you have to decide which ones look good enough to try and ignore the others. Every now and then I find one that becomes a new family favorite.

By the way, there are some darn good agents blogging on ActiveRain and elsewhere. They can do real estate AND they blog - and I learn from them every day. Many of the things they suggest work for me.

Great post! I'm glad I found your blog.... surfing on the internet. 2 of my clients don't have a computer right now... so they found me from good old word of mouth!

Wow! I woke up to a bunch of great comments this morning and a gold star. Thank you all for sharing. It is really nice to read about all the postcard and newspaper success stories.

Neal - I know everyone here who reads you regularly, myself included, really appreciates all your great tips and how supportive you are here. You are the real deal!

Linda, Linda...I too love the invention of Web 2.0, but it truly is not THE answer to marketing. Mr Gen Y is all about me...that is their slogan right? If you don't have other tools in your tool box, you are going to perish when latest BUZZ passes by... Seems funny how traditional marketing, face to face, postcards and refrigerator magnets still have a place in the consumers hearts.

Maybe he'll throw sheep at his Clients and they will flock to him for homes.

I still don't like print media for listing homes, though

Linda, Well done. I too still lick stamps so don't feel bad. I also have a couple of print ads. These things work great in MY market. I am one who dishes out a lot of advice but I don't tell folks what to do . I tell them what I do and what works for me in my market. Hopefully it will make them think and help them figure out what works in THEIR market.

And you do it well Bryant. You tell a story about REAL LIFE experiences.

Thanks for writing this. I too do business in the Northeast, and technology is not used in my market it the extent it is used in Portland or San Francisco.
That said, there will come a time that it will. "Real Estate is Local" and what the consumers in the local market expect or accept is what you should deliver.

Linda, loved the post ... in the Boston area we have a saying "If you're fishing for flounder you've got to go where the flounder are!" No, not every idea in Rain will fit every market, but I've got to say that as a sweeping generality, Rainers are some of the most creative folks out there. Pat on the back to all.

Mike

I like the idea of post cards for new and sold listings, sent to the immediate area around the listing, and I like advertising my blog on the cards. I'm not just saying, "hey, I'm a great realtor". Instead, I'm saying, "Come look at my blog and see all the great information you can read". And remember, chocolate is bad for dogs.

Those who think they know "The One And Only True Way" remind me not only of religious fanatics but, worse, of the media, who think every place in this huge country of ours is identical to, oh, about five different states (or, really, about five different areas of five different states), and report what's going on in the news accordingly. This isn't new - I can remember reading magazines when I was a child and an adolescent and wondering if people in NYC ever realized that they weren't the center of the universe (no offense intended to those living in NYC, my son did until recently, it's just a media thing). I also tend to think that they are not so certain in their beliefs as they claim, because if they were, those beliefs would stand on their own and wouldn't need to be bolstered by everyone else believing the same thing. But that's just me.

I blog, and participate in online forums, and organize Meetups, and I'm absolutely enamored of this way of doing with people all over the country, and world, that we can do in real life. And I'm working on my very first newsletter, to be sent out in the mail, at the same time. The two are not mutually exclusive, as you clearly know, Linda! Would be nice if some others knew that, as well.

Gosh, you read my mind. I've been irked lately by a real estate agent turned something else who is heading a local business venture and touting his marketing of it as "fact", when it is not substantiated by anything other than his own words. There are a large number of bloggers on several sites, including AR who take his words seriously, when in actuality they are inaccurate at best.

I have told my family and friends for years that "Just because you read it on the Internet, it doesn't make it true".

As for postcards vs High Tech, my thinking is that if your clients are diverse, then your marketing should be also. My company is the biggest in NW Ohio and our mantra the last two years has been "Back to the Basics", which means postcards. Every top agent in my company sends Just Listeds and Just Solds, so I guess the proof is in the pudding. Of course it helps that that my company supports its agents success by offering reimbursement each month for the postcards we send through ExpressCopy. Expresscopy is a fantastic resource that mails laminated postcards for a very reasonable cost of I think $48 per 100. Very, very nice product. With my companies reimbursement, we can basically send 200 for the price of 100. We love it!

But back to the original post ... I must say though that there are a great many coaches from EVERY industry, including sports, that couldn't play the game well, but have the vision, the knowledge, and the charisma to lead others on to victory and/or prosperity.

Just don't fall for every Tom, Dick, and Harry that comes along. Do your research.

DISCLAIMER: I am not an agent and never sold a house in my life... I am an attorney and broker, own real estate agencies in 4 states, a mortgage brokerage also operating in 4 states, have many agents working for my company, and own a web development company as well... that said, I work very closely with our marketing staff, and have studied marketing a great deal over the years...

Our most successful agents, all buyers agents, send out web mail, drip email, use websites, and yes, send postcards and printed newsletters to their circles of influence... I would have ot say that especially today, when so much comes through email, getting a printed newsletter in the mail just plain feels nice...

Why not do it? Where is the downside of licking stamps? I mean of course, other than the taste...

Great Post... keep up the saturation marketing, and keep up the art of being successful...

Everything works! I've always said that we should all do what works for us, in our market, with our clients.

I agree with you completely.

Also waht works for one person does not mean it will work for every one. You have to find your niche and go with what you are comfortable with. For some it is constant mailings for others it is strictly the internet. many times it is a combination of more than one specific marketing tool

No matter how you get the leads or clients eventually it comes down to face to face contact and making a connection.

Linda, loved this post and am so glad you said it....(and said it so well I might add). My thoughts exactly...

I love when people say "Open Houses are a waste of time and they do not work."

Well, some open houses end up being a waste of time. But they are not ALWAYS a waste of time and our office has had quite a bit of success with them.

In some areas, yes, they would be a waste of time and probably never work. But it's not true everywhere.

Linda, There is nothing like a hand written card or letter...no matter how techie someone is. :) LOL. I still lick stamps too.

Linda, this is a great post and proves the point that each person is unique and has to do things the ways they see best fit for their business in their area. The truth is, there really are no experts anything, especially in our industry. It's great to see that differences of opinions here, but I believe time best spent is the time you spend doing what you believe and trust works for you. Who cares what anyone else says, they're are just opinions, and like a nose, we all have one! :-) Love the photo!

I love your post! Postcards work! I have gotten a listing off a postcard where someone held onto my card for six months! We need to keep trying and changing to what works for our area. THANKS!

Good post Linda. Awful easy to close the doors and windows of the room you are in and not realize that there is a big wide real estate world out there beyond what you can see at the end of the yard. Like the Realtor ad says "All markets are different...." Have to remember how diverse a country/world we live in!

Real estate IS local and marketing yourself is local as well. Find out what works and stick with it.

Continued thanks for everyone stopping by and commenting. I'm amazed at how many "stamp lickers" we have here!! Maybe we could start a "stamp lickers" group. uhhhhhhh NOT.

Karen - Great analogy about the open house. Open houses don't work well here but I KNOW they work in other areas.

I love all the great stories like Anita's where buyers hold on to postcards for a very long time!

YIKES!! I accidently deleted Monika. Here it is!

Comment by Monika McGillicuddy~ N.H. Real Estate Broker & Trainer:

Excellent!!! I love your "disclaimer like.. ..."I have never sold real estate but I slept in a Holiday Inn Express last night."
Real estate is local and that is what makes it so unique! Taking advice from someone who #1 does not practice what they preach and # 2 is clueless as to my market, makes no sense to me!
Keep doing it your way Linda!!

Well Linda. I liked reading your post. You don't look like an old Dog, and I see you can learn new tricks as you are here blogging on Active Rain. I blog each day. I am rather new at it, and I find mostly that I ask questions to try to learn new things. I do see others that concentrate on just giving advice. At this point, I try to promote my business, my listings, my team, and learn new things. This approach has been working thus far. I am going to subscribe to you so I can read what you have to say in the future.

Hope you make it a good day

Don

Technology is only one piece of the MSI puzzle -- great post!

Linda -- you hit the nail on the head with this one. We send out unique customized postcards we develop ourselves -- our clients (all ages) LOVE them. They never know what whacy things we are going to do next. I recently attended a meeting with my board and was scolded that I needed to smart phone and needed to learn to text because that is the only way to communicte with the Gen yer's -- well I have two gen Y clients and they hate texting. They tell me they just prefer to pick up the phone or leave a voice mail. -- so there you go.

Linda - thank you for being so eloquent in leveling the field here.

I get sooooo irritated when people say negative things about various marketing efforts. In my area, people still like that personal touch. They are put off by the entire transaction being electronic. So I do email campaigns, but I also do door knockers, postcards, newsletters, coffee house roundabouts and talking to people.

You have certainly written another post of clear truths.

That's a very good "dirty little secret," I still use newsletters and am seriously thinking about placing a new order with my favorite post card company, Color For Real Estate.

Great post. It always seems like everyone's an expert until you find out otherwise.

So true, so true! I have seen people say that blogging doesn't work. I have seen people say open houses don't work (including myself). I think whatever you should do whatever works for you! I have never sent out a piece of direct mail but I am thinking about doing so once or twice, here and there to get my domains out there!

Linda -

People LOVE getting letters in the U.S. Mail - reminds them of when they were kids, and when it was so exciting to receive a letter. Now, I'm a Boomer, not a Gen X or Gen Y - but most love the first-class Client Appreciation Mailings I send out each month, and my monthly postcards to my CAP Sphere.

Now, it seems, there is less clutter - and competition - in the U.S. Mailbox, than your Email Inbox!

My thoughts, anyway!

DEAN & DEAN'S TEAM CHICAGO

Linda- keep doing what is working. If you can enhance your marketing with new ideas, then do it. You know your business better than anyone. Stay the course.

Okay Linda...

I am completely amused by this post :)

We have been sending out postcards for years upon years. Do we get results? Absolutely.

Our postcards are hilarious. People remember them. They can't help themselves :)

Now as far as your thoughts on those that can't (haven't and don't) blog about it. I agree with that. There's Bloggers right here doing that :)

To take it a step further...We have someone in our area who has only sold 3 houses in 11 years, that we are aware of. Yet...They're running around telling people how to sell house.

There's something terribly wrong with that picture :)

Disclosure: This comment is my opinion :)

TLW...ROAR!

Oh...

By the way aren't you just a little to old to be blogging? :)

Sorry. I so could not resist that :)

TLW...ROAR!

You do what you have to do to get the job done. And by reading your blog you're very successful at it. Blog on!!!

I do not believe there is any one right way to market. There are so many of us out there that we can all carve out a niche' and work it.

Linda. I do NOT believe in licking stamps. regardless of where you are in this country, there is NO excuse to lick stamps. Why anyone would CHOOSE to lick stamps is beyond me.

I use the self adhesive ones.

I'm actually ratcheting up my direct mail to get more email leads.

C'mon now, try licking just one, you may like it.

Linda,

You should always do what works for you. I am a very high techie dweb from Oregon and I don't do newsletters or postcards since they kill trees. It's a whole environmental thing out here. I live in a good farming area and I rarely receive postcards from other agents. We do view it as wasteful out here. Part of our "culture."

I do digital sigs on my docs and 95% of my business is email. I do freak out older clients sometimes when I tell them they will get all the docs burned on a disc at the end of the transaction. It is important to have low tech and high tech agents. Clients need to be able to pick an agent they feel comfortable with. We are all different after all.

I didn't even know you could lick stamps anymore, well ones that dont' have anything "special" attached to them anyway...

i laughed at my mental response - now let's eee what comes out of my hands to the keyboard. gee, is the magic pill like the holy grail?? or like the unicorn? yup, i guess it does not exist. is that new news? i was raised that real estate was all about relationships. ones that come from many different venues of contact and marketing. for anyone prson to believe that one type is right and one is wrong is hilarious! kudos to you for verbalizing your thoughts... and kudos to your pup for keeping the chocolate in his/her nose... good discipline!!

~miriam

I still lick envelopes but did 't know they still made stamps you can lick, Great info though= Thanks

Hi Linda. Way to go with your mailers. I too mail to farm areas and over time have become a powerful player in these neighborhoods.

I don't think the differences between you and gen y'er were geographically based as just different business plans. There are so many ways to get customers. Thats what makes this so fun!

Keep up the great work.

Ken

Linda!

Everyone has to work their market, but with eight out of ten consumers on line, they need to work it accordingly.

Steve

http://obeoman.blogspot.com

Linda: I really enjoyed your post. Post cards still work in our area as well. We don't get all of our business from postcards but it keeps your name in front of people so we continue to send them out. So good for you. If it ain't broke, why try and fix it? I think people in our business get off track when they start looking at what everyone else is doing instead of keeping their focus on what works for them. Good luck.

You are oh so right Linda. I would not worry about the Internet if the way you have always done business still works. People buy a house once and think they are experts on real estate. We run across this all the time.

I applaud you for thinking for yourself, analyzing what works for you in your market. It has more to do with the sharing of ideas, and then determining if they fit into your business plan. Anyone who let's someone else do their thinking for them, deserves to go out of business!

ps. They have stamps that lick themselves now ;)

LOL oh darn that Bob Schenkenberger, now I have a very unusual image in my head and it is going to be way too hard to finish my listing flyers :-)

OH and btw, maybe because it's Cleveland and even buying stamps is 'local,' we have lickable stamps at our office (I know because i licked one two weeks ago). So if anyone is pining for the old days, stop on by and I will even buy you coffee while you are there :-)

Linda, oh my you struck a nerve. I couldn't agree more. It is amazing the advice given by all sorts of people from how we should do our mailing, or not to how to buy real estate. Just last night I was listening to a man on TV talk about how you could buy millions of homes for sale for $235.50 or less with his wonderful program.

The sad part is that there are people who actually think these people know what they are talking about and follow.

As we know, there is no 1 BIG answer in the sky. Thanks for putting my thoughts into words!!

LOL Too funny how the comments have changed course. A couple of corrections:

There are still lickable stamps and I do try to buy the high tech self stick ones.

Yes, I do use the internet and email, I even teach a technology course or two.

AND best of all, The nice young man who said postcards were archiac just said it was all ok because the young people would all be replacing people like me soon enough. http://agentgenius.com/?p=1183

Linda - Thanks for the post. You obviously touched a hot button for a lot of us. I certainly agree with so many of the folks who commented. It's great to be able to use a variety of marketing methods, whether high tech or low tech. They all have their usefulness, especially depending on the market.

Ditto the comments about freely giving advice and suggestions that may be completely out of place or even not tolerated in particular locales. It great to offer info, but let's keep in mind that real estate is a very local business.

Maybe this is a stupid question, but what is a Gen-X'er and Gen-Y? I have an idea of the age group for baby boomers and that is a very large range of years.

Well said Linda. Some how I do not perceive you sitting there with a treat on your nose waiting for someone to tell you "OK get it" 8)

That picture is so cute. What a great looking dog.

http://www.gregorygarver.com

I think it's a good idea to still send out postcards and the "old" ways of real estate marketing. You just have to look at your return on investment.

Hi Linda - I just went and read that agentgenius post you linked to above. What a shame that writer seems so intent on his way being the only way or the right way about marketing. He clearly doesn't seem to understand that there are so many successful ways to reach people in real estate. Seems like just the kind of person you wrote this post about....

Ann

You are so right on, Linda!....Great post! I think of post cards like this: When you send out an outstanding postcard, it doesn't get thrown away so fast; pleasing to look at, a person has a tendency to hold on to that "work of Art" for a while. Call it a long "shelf life" if you will. I have people responding to my postcards that went out 1 month ago. I had a call today from someone who wants to list their home for sale. I will probably get even more calls as we get closer to the summer season too!

I keep hearing: "Print advertising is dead"---not so fast! Once you log onto a website, look at it and move on, what are the chances you will go back repeatedly? I dare say, very low. Until someone proves to me that print ads and postcards etc. get thrown out immediately and have no "shelf life" anymore, I will continue to use both in conjunction with my web ads.

Dog Comments:

No, that isn't my pup.

And yes, I would have eaten the piece of candy already. Don't get between a girl and her chocolate.

Ann - I decided he is just a nice young man who doesn't understand me or my generation. He writes very well. Fortunately, he isn't a real estate agent because I don't think he would relate to people other than his own age group.

Awwww...you aren't too old. There are things that work for you, that won't work for me and vice versa.It is all dependent on where you are and what you like to do.

Linda,

You crack me up. I like your disclaimer and think it should be mandatory for such advice givers.

I love sending cards. Cards are my thing. I have never had a client speak negatively about receiving one. Maybe everyone is just being nice to me, however. I do have a fragile ego, after all. I will continue to send cards. If you are my client and you don't like getting cards, you can tell me to stop and I will, but I'd rather continue sending them. I'm sending them to you because I like you and it makes me feel good. Thanks.

I believe you have to do a little bit of everything, just like marketing a home. I do email, do a monthly newsletter and try to stay in contact via phonecalls. I also belong to social networks online and offline. People definitely know that I am in real estate. BTW, I get the most feedback on my snail mail newsletters- so I guess that's a keeper. :)

I completely agree with you...In rural PA, I still send hand addressed postcards to my sphere, past clients, and geographic farm. I also send those calendars that everyone says don't work (and my clients see me and ask me to make sure I don't forget to send theirs). I am proud to say that I also uploaded my first youtube video and created a myspace page this week, which proves we can be knowledgeable about tech tools, but know what works in our market area...and what works in yours works in mine!

Linda,

I wanted to take a moment and tell you how much I thoroughly enjoyed your blog about the old dog new tricks. I was born and raised in CT and I am now in PA possibly coming back to the area. Very possible. I read your blog twice and finally had to take the time to respond. You are 100% correct. People should not throw stones or for that reason, point fingers. There is more to life than just big city living and (most not all) people seem to forget that. I know exactly the area that you live and it is true HOMETOWN USA. Believe that my friends out there. It is true RICHY CUNNINGHAM HAPPY DAYS living at its best. And yes they do have all of the necessities nearby. It was breathtaking to hear someone speak about that and good for you. I am non confrontal. Hane a wonderful day and continue strong as I kmow you will. I read you bio. Very impressive for to many others you live in some PODUNK town USA in the middle of nowhere but I know how impressive your accomplishments are where you live now or for any sake anywhere you would be residing. Have a fantastic night and we might be crossing paths sooner than you think. Trumbull isn't that far away and I will not just stay in one town especially since I have not been there for some time now but I will be all over the atate of CY for the most part within reason.

Thanks for stopping by Henry! I hope we cross paths when you come to CT.

P.S. My husband is from Wilkes-Barre.

Linda I have been in sales for 33 years, and even though there are steps to being successful in sales, everyone goes about doing them differently. Even the things that we might do that are a like, such as use of the net, or mailings, we all go about doing them in our own style. Non of us have the same personality, and what is natural for one is not natural for someone else.

I get a kick out of people in my industry (mortgages) who have never taken a loan application, or met with a Borrower, telling me how to conduct my day, and how I should do thing.

My theory is, if it works keep on doing it until it doesn't. It does not matter if it is licking envelopes, or writing blogs, it it works for you, then that is what you should be doing.

Wow somebody has you torqued up. Nothing wrong with conventional marketing as long as you are aware of the other ways out there and have exposure. 83% of the public would rather get a greeting card then an email so keep it up!

Good content and post. I'd like the idea on not being tell what to do in my own market

Linda - Marketing is like marriage--there are lots of ways to do it successfully. What works in one area, or for one agent may be wrong for another area or person. I like the individuality allowed in real estate--there's no manual and no one right way to run your business.

"I have never sold real estate but I slept in a Holiday Inn Express last night."

LOL!!!! Thanks for the belly laugh! I got a kick out of that one. This was a great post and I read all the responses, which were also great.

LOL, Linda. Loved your parting comment. So much truth is what you say. There are lots of ways to market, advertise, and stay in touch with prospects and clients. They vary from agent, clients, market, and generation. Quite frankly I love having lots of options and using what I like and what works for me in my market. Brave on standing up for what you believe.

Jeff

I believe their are circumstances for both the best technology can offer and the most basic means to stay in front of your sphere. Their is obviously a big difference between farming for new clients and maintaining your sphere/database. I believe that the method you choose to keep involved with your sphere is more important then the means of delivery. ( FORD ) Take a look at some of the methods the top producing CRS agent/brokers are using and I think you will find a mix of old school and new. (Ninja Selling )

Linda, just here to hang out with the young at heart...

You know they say the difference between knowledge and wisdom is age.

Linda, you are far from old. After all I have learned tons from you. Now, my philosophy on marketing is this: if it works do it more, if it doesn't then Stop doing it. Hopefully, most people are tracking what is bringing in the leads and sales. I just keep it on an excel sheet where every person came from and then at the end of the year I know.

I do what works for me. I too still send postcards. It works for me. Market are different and what works for one Realtor does not necessarily work for another. Using common sense and tracking results will till you what your doing right or wrong.

I have not asked for advice on here on how to work this market. As a newer agent with no office on Drummond Island, Michigan my competitors have all the business.

Mailings, yep. I did a post a while back and told people that I got 12 listings out of my 3 mailings in 06 and 07. Some people did not believe me, but there they were. A very small community, soft market and here I come with a huge name in the town and with RE/MAX under my name. Well sister, people were waiting for something new. Mailings, you bet! And I send postcards sent to each neighborhood for listings and for sales.

The internet is here we all know. And 3 of my latest sales all found me through leadstreet on RE/MAX.com. But I won't give up on the mailings just yet.....where are my stamps, lick lick.

What works in Chicago, Baltimore, San Francisco, does not work on Drummond Island!

Like Maureen said (about 100 comments ago) BALANCE. I always love reading your posts. Thank you.

FEB

2008

Linda, I am with you, most of the old school basics still work for me I guess I have dirty little secrets too, try to learn new tricks that's why I enjoy Active Rain

Linda- Congrats on a great feature! Whatever works for you, do it! We live in Florida and most of our clients do not even use email on a daily basis, and we are not talking seniors either! It is a super culture shock when someone from the west coast comes out here! In our town, you better not just be online marketing but you better be mailing postcards too. Personal thank you notes of the high touch is crucial for referrals. Perry Marshall is the Guru for Google Adwords, he wrote a book, The Ultimate guide to Google Adwords and in that book he says that you had better not give up direct mail. One day email will be charged, one day you may not be able to do all the online stuff we do right now, but the post office will always deliver the mail! Direct Mail will always be one form of advertising that no smart marketer would go without. BTW- I do Sell real estate! Katerina

Linda,

Great point, great share. You know your target audience and (ahem!) that's who you target! I'm an X/Y Gen'r (depends on what you define it as, I suppose...) but don't mind postcards. Why should I? I've been paid to design them! lol

Keep up the good work!

All the best,

Audrey

..."I have never sold real estate but I slept in a Holiday Inn Express last night."-You need to do comedy. That was funny. But I agree with you. However,maybe some of the people including new agents are blogging about something that they might not know but might help somebody as well as maybe help them get business off of the blog. Besides,that's what most of us hope our blogs turn into-Gread leads that will eventually lead to sales. And if postcards are working for you,why give up on it? Great post.

This is actually one of the benefits to our choice of career, We can run our businesses the way that we want to with our choice of marketing and ideas. I understand your point. Here in Ohio it's a world of difference from county to county, let alone clear across the USA or world. So the bottom line is run your business the way YOU want to!!

Very good - We are in the game not observers. You were very close to brining a tear to my eye. Fantastic post and the feature fits very well.

I am currently a Reserve at Training Division - LAPD - after I did 17 years of service - full time - starting this 10 years ago. I resigned March '07. Anyway, I teach the kids (21+) but I consider them my children, twice a month during my reserve time. I used to be of the school that those that can do and those that can't teach. However, due to the various dynamics of shooting on the move, entry drills, close quarter combat and the other tactical and positional approaches to keep us safe, we first have to demonstrate the drill.

Trust me when I say when we screw it up - We hear about it for a very long time - not so much by the students - but by the other instructors on the cadre...

Thanks for the great post, I was honored in reading it.

CONNOR with HONOR

In our office meeting last week I was asked in an almost mockingly "Do you get any response to ALL those postcards you send out?" well ALL those postcards add up to maybe a 100 per month and YES I do get response to my postcards, and my personal notes, and my emails and my blogs. We all have to find what works for us and from time to time I find good old snail mail works just fine but thanks for making me feel better about it!

Kathy Fisher RE/MAX Unlimited Lexington TN 731 845 3413

I've read through each of the above comments and what's left to be said that hasn't already been said? Nothing! I agree, all markets are local and all marketing programs need balance. Of course, when you're talking about promoting individual agents, stamps and SEO make for a powerful combination. When it comes to marketing listings, I feel there's nothing like leveraging the power of the Internet! Maybe I'm showing my age or my shopping habits!

Good article, but I guess I'm not sure about the understanding of what the perception of 'blogging' is and what 'ActiveRain' is for that matter. I assist some Realtors with marketing, and often find that this particular service is confused by many (whether one has or has not closed a deal). I don't view this service as a "myspace" for Realtors/professionals. The real benefit is two-fold. One, ActiveRain improves SEO quite a bit (if one actually tracks where leads are coming from, you will probabaly see a decent percentage). Second, the ability to feed (RSS) the blog elsewhere allows you to not be tied into just the activerain site to have your content read. Thus you create an on-going newsletter in essence. Third, blogging can be confusing in determining who is (and who you want to be) your audience. Personally, I found the service most useful in communicating to the public rather than speficially directing to professionals. The funny part is that professionals often will drop their opinions in (many postive and appreciated, but many are also negative and I delete them).

Best of luck.

Linda ~ What you are doing is the most ridiculous waste of time! How could you ever claim your way is better? For goodness sake girl give it up! I am appalled at you.

Licking stamps?

Don't you know you can get the stick em by themselves stamps? Geeze at your age you should know this!

Hi Linda,

I'm so glad you wrote this. It's true that different rules apply for different markets. I can't tell you how many people write that newspaper advertising is a waste of time and money. Yet in my market (a small town in Eastern Ontario, Canada) newspaper advertising is still alive and well. In fact my very first sale was generated from someone who saw the listing in the local weekend newspaper!

Kristal - WHAT??? Can you speak up!!! (I say with hand cupped over ear, and bifocals at the end of my nose and walking cane in my hand.)

Linda ~ You can still walk? :)

Right On Lisa!

I've noticed that I've had to add live training to my list of services, because everyone is not into the "techie stuff" I think we get so caught up in this automated world that we forget the personal touches that bring people back and create referrals. I just moved to Georgia from a big city and I'm learning quickly!

Great Post!!!!

Being on the Board of Directors of a National Non-Profit Association I quickly realized that markets vary around the country (And even from one office to the next!). We should all remember this, even if we didn't sleep in a Holiday Inn Express last night. (I hope you are getting paid for the product placement!)

KK, No she doesn't...I push her around Sunshine Meadows in her wheel chair.

FEB

2008

Linda,

Different marketing techniques work on individuals. So, guess you should try everything. I do want to note that we send out just listed cards, just sold and campaign yet, I have never repeat never gotten an response. My personal web site get inquires all the time. I will not stop farming. As far as advice is concerned isn't that the point of having comments? Good post and pause for thought.

This one is tough for me. You see I'm a geek, and I can't wait for my customers to catch up with all the new ways to communicate that's fast and cheap. But what to do with my customers who don't use text messaging and e-mail. Some of my most loyal customers still have a dial-up connection.

I send out post cards to all my sphere of influence. Not every month, but still enough to keep everyone aware that I sell real estate. Maybe someday It won't be necessary, but I still get business from it.

FEB

2008

The internet is chaos, in the truest definition of the word. And...that's a good thing! I think time will reveal how it should best be integrated into RE, but sound marketing will always be like sound investing...Diversify.

Linda,
Great post! You never know when a postcard is going to arrive at the exact right time. Plenty of consumers appreciate the updates on what has been listed or sold in their neighborhoods.

FEB

2008

Thanks for this post! I've been thinking about doing a newsletter, and now I'm convinced. I know there are more customers out there besides The Jetsons! I, myself, love to handle a small newpaper or look at an unusual picture on a postcard--- which have sometimes stayed up on my fridge for months! I totally agree about KNOWING your area and understanding and tuning in to the local market, local demands.

FEB

2008

Hi Linda, I love your writing style and your sense of humor. The last line had me LOL'ing << (Texting and IM acronym for "Laughing Out Loud") ;). If the post cards and news letters are working for you keep working it. We all know , well those of us who are actually real estate agents, it takes a LONG time to get your farming campaigns to work consistently so don't abandon it but I would recommend adding on-line marketing and be ready for it when your area catches up with the rest of the tech world. There is good news..... you actually know what a BLOG is and how to get people to comment. So you are ahead of probably 95% of RE agents. Keep on keepin' on Old Dog.

Oh by the way, thanks for the Redmond WA plug!!! :)

Greg R Benson Real Estate - Bellevue, Redmond, Kirkland

Greg - I don't want to leave the wrong impression. I actually have some little puppy in me. :-) I teach technology classes and help found a real estate technology group called the Cyberprofessionals who have met twice a year for 11 years now. I even beta test some products for all the rest of the little puppies out there.

I advocate the mixture of high tech/high touch with a close eye on a particular market. I believe farming does not work for most people because they don't do it consistantly or creatively.

Linda, I figured you had some tech knowledge. Sounds like you're an Old Dog in the tech world. I need to subscribe to your RSS feed so I can learn from you. The "Old Dog" comment was just playing off your Old Dog can learn new tricks comment.

Keep the great articles coming. Very entertaining!!!!!

Greg

I work on a team with some local legends and I know how lucky I am to be learning from them. They say postcards, I send postcards. You've seen my goofy pic in Flickr, that's going out for April 1st. They don't have to be BORING postcards, you know. :)

Greg - Thanks for stopping by. I understood your "old dog" comment. No offense was taken at all. You understand me just right....I am an old dog! Woof Woof!!

P.S. The other day, I had a call from someone in our regional francise office who told me they admired me because of my technology knowledge, at my age. I took it how it was meant. It's all good.

Hi, I was looking for a Carnac.....but Linda had a cute dog so I ended up here :) Anyway, I am working this week-end on my Newsletter......it is overdue again, and people are asking for it. Go figure, I actually have people look for it. But would I tell anyone else to write one....nope :) what you do with your business, is your business.....I have a hard enough time taking care of my own LOL.......

Seriously.....I have 2 very different areas we work. One we use a lot of technology, the other one is almost tech free... including closing down during the day to go fishing LOL but true :)

FEB

2008

Hi Linda - this was an interesting post with lots of twists and turns, but I gotta tell you - the punch line is a winner. Thanks for the hearty laugh at the end of a stressful week - really needed that :-)

FEB

2008

Linda...it's Joey. You know, from your "Good Linda List"?

So are you going to write another blog post, or are you just going to send me a postcard?

Hey Good Joey!

Ok....I'll consider that a nudge. I have another dirty little secret, so a part 2 may be in order by tomorrow.

MAR

2008

Ok Joey - I posted my Dirty Little Secret Part 2.

MAR

2008

Linda, I got a lead through Active Rain and while on the listing presentation today, the potential client told me that the reason he decided to call me was the postcards that I've been sending to him for several years now. I send about 14-15 postcards a year to the same folks - Just Listed or Just Sold. Direct mail still has an impact in my market.

Linda, I am asking out of curiosity: Do the postcard topics come from the blog so farm suspects can read more We just started doing this but I'm too new to blogging and I can already see HUGE mistakes (learning experiences) that I'm making. Great picture by the way.

Hi Linda, I'm still a hard-copy girl myself! Your post was a nice boost...thanks for sharing! Cheers, Harley

APR

2008

Great Post, gave me an idea what to post about on my 23rd year anniversary in Real Estate. I think I will start working on it right now. I think it all comes down to one thing.............................to be continued

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