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Top 5 things I took away from the "Millionaire-Maker Potato Chip Marketing" seminar...

Below are the Top 5 things I took away from the seminar taught by marketing consultant, trainer, speaker, author (Jennifer Cummings) at the "Millionaire Maker Potato Chip Marketing" seminar at the NJ-NY-PA "Triple Play" regional real estate convention in Atlantic City this week. Perhaps you read the article she wrote in the recent Realtor Magazine.

I'm paraphrasing a lot of what she said in the session. Everything is broken down based on the notes I wrote feverishly, as I listened to her every word intently...

1. The #1 mistake most real estate professionals make is they confuse advertising with marketing. Advertising is to generate attention and create awareness. Marketing is to position something to actually compel someone to buy it. Personally, I assumed that every real estate professional knew the difference, but looking around the room I got the sense that wasn't the case. It was an eye-opening revelation for many to learn that while the two are related, they also have very distinctly different functions.

2. W.I.I.F.M. (what's in it for me) - Real estate professionals should focus their marketing on what they can do for the client, instead of totally centering the marketing around themselves. Find the answer to solve their problem, and you've earned a client for life. We should definitely tout our resume' and accomplishments, as these are these tools that help tell our uniquely individual stories. However, we need to make sure everything leads back to the W.I.I.F.M. (what's in it for me) for the client.

3. Consistent follow-up is important, but being too persistent may come off to clients as desperate. Find a balance of being thorough but not over-bearing.

4. In addition to being a "general practitioner" finding a niche is also a great idea. Buyers & sellers often take comfort in knowing they're dealing with an "expert." If luxury estates or waterfront homes or investment property or first time buyers or listings or commercial deals is your "thing" then become known as an expert. Whatever your special "thing" is, definitely try to develop a niche. The more focused you are, the more powerful your are.

5. Realtors get paid in direct proportion to the value they give. You've got to give to get. Don't hoard information and force people to give you their "last born" in order to get insight from you, i.e. don't put a mandatory opt-in page on every single page of your website, in order for consumers to browse your site. The more value you "give" the more loyalty and business your clients will give you in return.

TOMORROW I WILL SHARE THE TOP 5 THINGS I TOOK AWAY FROM SEMINARS WITH TWO OTHER WELL-KNOWN MOTIVATIONAL SPEAKERS & TRAINERS.

Stay motivated,

Amber

www.AmberLovesRealEstate.com

Posted by AMBER NOBLE-GARLAND, CDPE Top Realtor in Marlboro, Manalapan, Freehold & beyond on 12/12/2008 01:24 PM

Comments (82)

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82 Comments on Top 5 things I took away from the "Millionaire-Maker Potato Chip Marketing" seminar...

DEC

2008

Amber- I agree with all of your points you took away, good ones too. I especially believe that in today's market realtors need to position themselves in niches if they want to increase their income. Specialists get paid more than generalists in every profession and same holds true for realtors.

Amber,

Good post really the way the market is now we need to do all the little things that make a difference

niche market is so important could be the difference whether you make it or not. We need reminders

every so often not to overlook the things that make us successful.

Thanks for breaking down Advertising and Marketing. Maybe now more agents will get it.

DEC

2008

Awesome Post Amber! I was not able to make it down to the convention this year, but you gave me something to think about--lots of good info. THANKS......

What a powerful post Amber. Consistent follow up is key now that the market has shifted.

Amber, Great post. I agree with you. I like # 3. and when we deal with clients we should remember to show them the benefits of working with us

Thanks Amber! I really enjoyed reading this post!

Amber, Great post! I love the informative points that you have shared with us, thank you!

1 and 2 were good for me. Sounds like you had a good time. NOW, the important part - usnig it to be more successdul! :)

great points to keep reminding ourselves of. Sometimes we forget the basics!

I just learned the difference between advertising and marketing...thanks for the lesson and congrats on the feature!

2 is so important, people def. want to get value from you. I heard she was a great speaker.

I am so glad this scored a feature. Very well said. I love what you said about marketing (you can't just throw stuff at people) and the Wiifm!

Amber, I never knew that marketing and advertising were not the same thing. As a matter of fact I am still not sure I understand it. But I know that you are a guru so I will talk to you about it.

Hi Amber - I could not agree more, in order to be successful we must develop a niche and become the expert in our area. Sounds like it was a fantastic Seminar.

Great takeaway from the seminar!

I understand the difference between Advertising and Marketing, however, I don't think I have given it enough thought in the past when actually applying it!

Very nice post. You need to stop and think for a second how important each of those points are. Eventhough we might know them all, do we actually practice them???

Hi Amber,

GREAT post - I agree with everything, especially this: "In addition to being a "general practitioner" finding a niche is also a great idea"

I think this goes hand in hand with providing value. It's not enough to just do monkey work and email listings - we need to bring more to the table. :)

Amen, Hallelujah, Amen:-) Thanks Amber, nice to see the message touted from all different directions.

I agree about finding a niche. Too many agents feel they have to be experts on all types of things, so that they won't miss a sale.

Amber, I agree that finding your niche is a good idea. Great Post!!! You get a high five from me!!

great information. thanks Jennifer

Amber, tremendous points. I liked your contrasting advertising and marketing. And then "Sales" takes it from the marketing and goes through the process to the close. Very good info from your meeting.

Hi Amber, Did you gain any insight into that delicate balance you mention in # 3 ? It is somewhat obvious but I never hear any real specifics.

Thank you amber for sharing that with all of us. Those were some really great tips! Cant wait to read your next post!

Great post and thanks for sharing. Looking forward to reading more of your posts!

Thanks for sharing all the great info. I am alwasy learning here.

EXCELLENT!!!!!!

It is obvious you are a professional Realtor and this is a valuable post filled with tips that will work no matter what the market is doing.

Lots of good reminders. It is important to have these tools in order to be successful.

All good points. #3 resonates with me. I don't like people to pester me and so I'm very sensitive about being too persistent.

Those are great points Amber. I'm always trying to balance the website traffic-if I don't have the pop up box requesting info I don't seem to get many leads.

Amber - what a great post. I wish I had been in the class too! 15 years in Real Estate and we still need to have our eyes opened!

All are good concepts but I particularly agree with number 5----it's so important to be the purveyor of information and service to the client.

Good stuff Amber - Thanks for sharing and I am glad you had such a wonderful experience. Have a great weekend.

Very good list. We can all learn something from your experience. Thanks.

Amber, great post ! Is great you went to Triple Play... we have gone the last 3 years but passed on it this year for RE Connect in NYC in January instead. Would love to know more how it was ! ~ Chris

p.s - you have a great looking blog here !

Number 1 is so true. You can advertise in every publication, and every web avenue, every day for ever! The property won't sell if it isn't positioned correctly in the local market for it's various attributes.

Amber = Normally if I get just 1 idea from a seminar I am happy..you came away with 5!

Amber, thanks so much for sharing the knowledge you gained. It's all pretty basic, but it's good to be reminded about the basics sometimes. I'll look forward to your other posts.

I love Jennifer Cummings and have been fortunate enough to hear her speak on a few occasions - hence my opinion on agent photos (but that's another story). You have a great list here!

One thing I learned from Jennifer was to evaluate my advertising and remove anything that would fall under the 'Well I Should Hope So' category - i.e. claims of professionalism, integrity, honesty, results, etc. I've never looked at my advertising or marketing the same way since hearing her speak.

Amber,

thank you for your post. I did not know the difference between advertising and marketing--it's good to learn that there is a difference.

#3--it is a very fine line between follow up and being too persistant. I personally would rather not follow up enough instead of being too persistant.

Thanks for putting this together so those of us who couldn't attend can benefit! Sounds like it was great!

Great post. #1 make a very good point. If you think of marketing in terms of the 4P's (Product, place, price, and promotion) it will remind you advertising is only one part of the puzzle. It will also change the way you think of the complete marketing package either for an individual listing or your personal marketing.

Lots of great comments...I was in the room too! Jennifer did a great job (despite all the frailties she confessed to througout the morning). I took a ton of notes. Looking forward to seeing who else you are going to blog on! I will be putting some thoughts down as well in the days ahead.

You are so right on. I enjoy going to seminars for the networking and the things I can use to make my business better.

Great information, and I'm looking forward to the next chapter in this. I agree completely about te wiifm, but there has to be some balance - if we don't tell them about ourselves, who will?

This one gets bookmarked for me, as it relates to more than just a Realtors business, it works for stagers too! It will be a good reminder as I get started in 09, trying to build a better year! Thanks for sharing valuable information.

Advertising and Marketing. I get the two confused more than I wish to admit.

I really enjoyed reading your blog, thanks for sharing and look forward to reading your future blogs.

Great blog post. Thank you for sharing.

Love the pink ribbons border too!

- Mike

DEC

2008

Amber, these are some outstanding take-aways. Thanks.

Amber - Thanks for sharing the key points you took away from the seminar. I'm curious as to why the name ""Millionaire Maker Potato Chip Marketing"?

Thanks

Good thoughts, though I must say I am always in thought about the forced registration. I go back and forth.

Amber, this is great, I love and agree with #1!

Join my NEW group for professionals who work from their home office at http://activerain.com/groups/virtualoffice

Regina P. Brown
Allison James Estates & Homes

Thanks for sharing your notes, Amber. This makes me think of feature/benefit pairs. Whenever we present a feature (of a home, of working with us, etc.) we should always follow it with a benefit to the client. Looking forward to your notes on the other sessions.

Here here. Those "opt in" or "capture" boxes drive me crazy. There is certainly a place for them, but some of sites -- not just real estates -- won't give you the time of day before you give them your social security number.

Great blog thanks for sharing. I am going to try all of these in my gaol setting for 2009 thanks again.

thank you Amber! It was nice to be reminded about the differance between advertising and marketing. It sounds a little too simple, but it is pretty easy to let yourself get off track and forget the scheme of things. thanks!

Hi Amber,

Excellent post. And excellent points you bring up. I particularly like #1. Well, I actually liked them all. But having spent many years in marketing and advertising, it has always been a pet peeve of mine when people use those two words interchangeably. And many people use the term 'sales' interchangeably as well - 'sales & marketing' or 'advertising & sales.' They are NOT the same.

Again, great post. Thank you for sharing.

: )

Amber, you pulled me in with the provacative title. What a post!

Great Post! Your #1 takeaway is right on the money. I couldn't agree more.

Thanks for sharing your thoughts.

Dave

Hi Amber,

Thanks for sharing. Very good points. Now comes the hard part, using what is learned in seminars and from coaches and implementing them.

I have been to a Jennifer Cummings seminar about two years ago. It was worthwhile the most important thing I took away was a mindset change that marketing has to be about the consumer not about my accomplishments.

That must have been a great seminar you attended. You are right, so many people confuse advertising with marketing. And even more don't understand that doing the "basics" is a key to success in the real estate industry.

Amber,

Remebering the difference between advertising and marketing should help us with our business plan for next year. And niche marketing makes sense, too. Being one of the best in one area beats being among the masses in all areas.

Hey Amber! I am back to Thank you for this post.....You got me distracted with that U-Ewe! I can not tell you how much I enjoy your "highlights" of a seminar that YOU took the time and money to attend and then YOU were so kind to share the nuts and bolts with your friends! I will get busy implementing these ideas into by business. I can't wait for the future Top 5's!

Debbie

Some times it is better to give the info away and in return people will flock to you as a real resource for info and transactions will follow.

Hello Amber,

Thanks for sharing these great tips. The one which caught my attention, and the one i need to develop the most is in providing the client with "What's In It For Me?".

That's certainly key.

My clients like us and respect us, but if they don't think we can provide them with the information, advice or resources to help them achieve their own goals, we can lose them to someone who can.

I shall revamp our website to provide even more information to the client about their options, and guide them to the experts. There is much about who we are on our site, but there needs to be more about "...what we can do for YOU."

In our GREEN designation course thru the NAR (brand new designation) they recommend that we become "the source of the source." We don't need to be or try to be expert at everything. I have met more experts in the 2 weeks since completing this course with that thought in mind, than I have in 2 years.

We cannot be all things to all people. But we need to be the source they trust.

I look forward to your continuation of the tips.

Have a fantastic safe holiday season.

Irish

ALLAN & JUDY WAGNER, Wagner Team
GREEN, RDH, e-PRO, Ninja REALTOR®
www.Home2Mtn.com
Weichert REALTORS, Weber-Hodges Group
2554 Highway 105, Boone, NC 28607
Office: 828-264-5555
Fax: 828-262-0509
Toll Free: 800-238-0545
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"Sustain to Remain"

Great post.. thanks for sharing you take away from the seminar!

Thank you for sharing! I love the advertising / marketing point!

I wish I could have gone to the seminar but I guess this is the next best thing..thanks for sharing!

Well said! I really like the "W.I.I.F.M" so many agents are too busy talking about their achievements they forget the client is expecting it to all about them!

Amber - What a great idea to summarize a seminar you were able to attend that many of the rest of us in different parts of the country (Indianapolis) could not make it to. You have saved us all some time and money! There is a builder rep in my area who reads motivational books and when she has three or four under her belt, she will put on a seminar of sorts summarizing the high/key points of the books. Sort of like a live 'Cliff's Notes'. Obviously she does this to establish relationships with realtors, but it is a win-win for all!

Amber,

Here is something for mortgage consultants, too, that is noteworthy. Follow-up is of course necessary but ought to be done in a balanced way. No pestering phone calls, no annoying emails every other hour etc. Be professional.

DEC

2008

Amber, Thanks for a great post, and if you've got time I'd love to see you expand on message #1 as I think you've got far more experience than I do.I gleaned a little, and posted myself (http://homepros.4walls1roof.com/2008/12/14/sales-advertising-marketing-whats-the-difference/) to hilight that sales, advertising and marketing are different. Gave you credit too.

PS On your web site, the links at the bottom for "buyers" and "sellers" are broken, as I was curious as to the value add you were offering them.

Amber, loved your post! I'm starting my second year in this crazy business and now am trying to focus on what my niche is.

Nice recap!! Jennifer was also pretty insightful, and had plenty of good tips and reminders. She was a big proponent on not being (mistakenly) labeled as a "sleazy" (her words) real estate agent....

Katerina: Thank you for the positive feedback...it's especially great coming from a vet/coach like you.

John: "Making a noticeable difference" is the key!

Trunda: Thank you!

Essie: I'm a learning & information freak, so Triple Play was blissful for me! Hope you can make it next year. :)

Carol: You are so right...Follow-up is that "X" factor that can lead you to a break-through.

Gita: Finding that delicate balance between being persistent but not annoying seems like a challenge for many of us at times.

Allen: Thank you.

Tony & Darcy: Thank you as well.

Steve: You are not alone my friend. Seems like #1 & #2 rank at the top of lots of folks' list. Implementation is essential or it's all just a bunch of talk.

Richard: I think 2009 is going to be about the basics...Real Estate 101!

Tim: Glad I could help shed some light on the subject. Thanks for the congrats!

Lauren: Thank you.

Cristal: Thank you very much. I am glad too!

Gail: Thanks for the kind compliment.

Marjorie: I'm "big" on the idea of niches. Yes, that seminar was well worth it!

Joanna: Thanks Joanna! Gave me something to think about too.

Mark: Hopefully after this post, people will give the subject more thought.

DEC

2008

Great post. Can you have several niches? It's hard to classify yourself in only one area to find out your in the wrong category. I understand on being an expert in specific areas, but I'm feeling a little desparate.

DEC

2008

Great post and great comments everyone! I thought everyone on this thread would be interested that Jennifer Cummings (Millionaire-Maker Potato Chip Marketer herself!) will be doing a free webinar January 13th at 10 AM PT on The 7 Steps to a Highly Effective (and LOW-COST!) Marketing Campaign! You can register at https://www1.gotomeeting.com/register/283428142.

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AMBER NOBLE-GARLAND, CDPE Top Realtor in Marlboro, Manalapan, Freehold & beyond

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Address: AMBER NOBLE-GARLAND, Weichert Realtors, 455 Route 9 South, Manalapan, NJ, 07726

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