ads: Here's What Lindey Mahoney Does. - 11/07/13 09:34 PM
Most real estate people would reap far more benefits from their advertising budgets if they would retain the services of a knowledgeable marketing firm rather than trying to go it alone.
Spending thousands of dollars every month on full-page magazine ads of which more than 80% is covered by a picture of them with copy that's primarily for braggadocio is a high price to pay to build ones ego.
Market studies have shown time after time that those ads do little to recruit clients.
Third party testimonials are believable.  Tooting your own horn isn't.
There's one portrait ad that I've see … (2 comments)

ads: Measuring the Components of Marketing - 03/20/13 01:48 PM
The other day, I wrote a piece that talked about the necessity of knowing, after the sale, what each listing costs the firm. (If you didn't read it, now might be a good time.)
And having a way of measuring the cost vs the return of various forms of ads that the brokerage uses.
And finally, analyzing the money-making talent of each agent.  
You'd be amazed at how quickly you can increase your bottom line profits when you know these things and act on the lessons they teach you.
One very interesting way to measure the effectiveness of each ad is … (5 comments)

ads: Somoas or Thin Mints - An Important Answer Revealed to CMT - 02/26/13 09:47 PM
I’m pretty sure that braggadocios ads in newspapers and magazines that claim some Realtor or real estate company has been selected as The Best are a waste of money.
The idea may have worked full-steam ahead when the public was substantially less educated; say in the 1930s.  But this is more than seventy-five years later when large numbers graduate from high school and college.
We’ve been taught to be cynical and how to weigh evidence and assess an argument.
And the one about you being the best without it being revealed how that conclusion was reached and by whom is vacuous. … (4 comments)

ads: Real Estate Agencies with Different Covers? - 11/27/07 02:36 PM
Have you ever noticed that many of the catalogs you get in the mail from, say, Pottery Barn, are the same catalog with a different cover?  I got the same catalog from Williams- Sonoma last week but with different covers.  The insides were exactly the same.
And how about products in the super market that have the same formula and manufacturer, but the bottles or boxes say the contents are for different applications?
And then there's the toilet bowl cleaner/disinfectant made by Clorox that costs about a buck a bottle, but the exact same formula is packaged by another manufacturer as a mold … (9 comments)

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Bill Cherry, Realtor

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