matthew gosselin: The Only Way For A Newspaper To Survive - 05/01/09 07:20 AM

Knock knock. Who's there? Newspaper. Newspaper who? Exactly. It's almost embarrassing for me to write about why you shouldn't advertise in newspapers so I won't. Instead, I'll update you on just what newspapers are doing to stay afloat in such turbulent times. You may ask "why does this matter to me as a real estate agent." It's a great question and the answer is simple. In the future, newspapers will still be a part of your business model but it will take a major paradigm shift from the newspaper industry before it makes sense for you to get involved again.

matthew gosselin: Here's A Bailout For You: Buy These Two Books - 01/27/09 02:11 PM
I don't plug too many books on my site but I can't stay quiet anymore.
If you are an agent who is thinking about this tough market and you are not sure how you are going to pull through and become the successful agent you've had always wanted to be, buy a good red pen and these two books:
1. The Millionaire Real Estate Agent (McGraw-Hill 2004)

2. SHIFT How Top Real Estate Agents Tackle Tough Times

If you don't already know who Gary Keller is, grab the agent next to you and ask them so they can … (1 comments)

matthew gosselin: Be Personable Like Your Dentist - 01/16/09 05:39 AM

Several months ago I wrote about my dentist in Boston and how impressed I was with them. Not just the service, but the entire way they marketed themselves. I was so impressed, I called them back to find out how they knew my wife and I so well. I mean, really, after our first couple of visits they were able to recall six months later everything we told them. It turns out that every visit the assistant went back to the file on the computer and wrote down all of the things that we spoke about. They were big on … (12 comments)

matthew gosselin: Bottled Water Versus The Real Estate Agent - 08/29/08 06:58 AM
The bottled water industry has always amazed me. I mean truly amazed me. I am able to watch this over $35 billion (Beverage Marketing Corporation) industry as though it were a sporting event. Most recently I have realized that it continues to evolve and the latest evolution is most definitely in the packaging.
Bottled water is using the same approach as the wine industry. It's use of various packaging and its method of story-telling is just now breaking the surface. Case in point: Uploaded with plasq's Skitch!

"GOTA- The Guaraní Aquifer, located beneath Argentina, Brazil, Paraguay and Uruguay and … (5 comments)

matthew gosselin: Your Real Estate Package - 08/29/08 03:03 AM
Pancakes have been around, seemingly, forever. So how could they ever get any better? For one, the packaging could change. Pancakes are commonly a weekend food because of the length in time of preparation, unless of course you are fine with the frozen pancake thing.
One company has created a new and unique packaging for pancakes. It’s called Batter Blaster They’ve solved a simple problem while creating a new way to enjoy warm stove-top pancakes (and organic at that!).

The Connection Real estate agents have been around for a long time as well. To the public, most agents are the … (2 comments)

matthew gosselin: Agents: Have You Tried Swimming Upstream Yet? - 08/14/08 09:23 AM
I have a folder that sits on my desk. You don't want to be in it. It's simply labeled blunders. It is a collection of some of the worst marketing, advertising and public relations examples I have ever seen.
When I was 14 years old I had a good idea of what I wanted to do, I just didn't realize people called it marketing communications. It was during that year that I started to collect some of my favorite examples and I saved them. In fact, I hung most of them on my wall. I didn't have much content to sort … (36 comments)

matthew gosselin: The Blue Goose Theory Takes Form In Mike Lefebvre - 07/15/08 05:51 AM
Watch Mike use Trulia to capture his market of homeowners who are looking for an agent to do something different. Click here for the story … (1 comments)

matthew gosselin: Go Guerilla! - 07/03/08 08:37 AM
I love guerilla marketing, I always have. My first exposure to it was something I instigated in the days of high school when I was student council president. I asked a small group of students to carry around bananas for the whole day and when someone asked why they were carrying it around, they answered "I can tell you tomorrow." By the end of the day everyone was talking about the mysterious bananas. The next day different people were carrying around a jar of cherries. This time they answered "come to our ice cream social on Friday." It worked because instead … (1 comments)

matthew gosselin: Luba Knows What Works On The Web. See It Here... - 06/24/08 05:45 AM
I just came across the work of Zephyr real estate agent, Luba Muzichenko. As far as marketing is concerned, Luba does two things very well. First she is host to a very valuable and local blog titled "The Avenues Blog." (photo
Uploaded with plasq's Skitch!
The Avenues Blog is a neighborhood blog covering the Sunset and Richmond districts and does a fantastic job of integrating photos and events. If I lived in this area there is no reason why I wouldn't bookmark or create an RSS feed to this site. Very impressive.
Secondly, Luba has created one of the … (4 comments)

matthew gosselin: Going Through 3 Agents in 2 Weeks - 05/07/08 01:03 AM
Uploaded with plasq's Skitch!
I'm tired. Now it's time to start work. Over the past couple of weeks I have been immersed in the duties of moving my family to Texas. The move was instigated by a need to be closer to Xpressdocs, where I am a business development executive. Thank you to all who emailed asking about blog posts and if I vanished off the face of the earth. In some ways, I had. That is to say if you call the internet, earth.
During the past couple of weeks myself, my wife Nicole, my 18-month old son Evan, and … (4 comments)

matthew gosselin: Matthew Gosselin, Featured Guest on Real Estate Radio USA - 04/17/08 12:55 AM
Join me on Real Estate Radio USA Monday, April 21 at 5pm EST as I will be the featured guest. I plan on speaking about my book, My Blue Goose, the current state of the market versus agent marketing, and what to expect from my next book, Stand Out, Stick and Stay.
You can also dial in and ask me a question. Just call 1-877-741-3863. … (2 comments)

matthew gosselin: Don't Tell Me How To Blog - 01/12/08 02:02 AM
In society, we are guided by rules and laws which govern what we are supposed to do and how we are supposed to do it. There’s no question that without these institutions, we would not be able to have the living environments that we enjoy today.
In the artistic world, rules are purposely thrown out the window to create new and original works whether they be musical in nature, sculpted or built.
Blogging began a new era and a clash between the artistic world and the world of rules. Some view blogging as an extension of journalism while others … (34 comments)

matthew gosselin: The Real Estate Application of Twitter - 01/08/08 07:51 AM
On many occasions Twitter has been called a glorified chat room. However, as more and more professionals log on to use it, it is proving itself to be a useful tool. Twitter is much like instant messaging in that you can type to a group of people who all instantly see your responses. What makes it different is that you can search through Twitter profiles and find like-minded people. The catch is that you only have 140 characters to use for each individual posting. Additionally Twitter uses the service Tiny url so if you want to post a link to a … (52 comments)

matthew gosselin: "I Hate Technology..." - 12/03/07 04:33 AM
...Ruth said to me as I finished up a presentation to a group of real estate agents in Pennsylvania. Ruth is a 36-year veteran of the industry and used to believe that computers represent an end to a personable real estate experience.
“I dislike computers so much that I pay someone to check and respond to my emails,” she went on to say. Let me tell you that as a technology guy I knew this conversation wasn’t going to go well but what she said next was interesting. Ruth went on to tell me that as much as she dislikes … (8 comments)

matthew gosselin: The Ultimate Agent Tool Belt - 11/07/07 10:11 AM
Get ready for the most innovative, useful and must-have tools for your real estate business. Here is a great list of tools to give you that blue goose factor we have all been talking about.
Agents take a lot of photos and as you know they don’t always come out picture perfect. Maybe you forgot to remove the trash receptacle in front of the house or you decide that the photo may look better in black and white.

Whatever the case, you used to need the proper photo editing software and the know-how. Not anymore. … (10 comments)

matthew gosselin: I'm IN VEGAS at the NAR conference (well, I will be soon) - 11/06/07 01:50 PM
If you didn't see my earlier blog, I want to make sure you stop and see me at my location at the NAR Conference. Introduce yourself at the Xpressdocs booth. I want to know who you are, why you are in the real estate industry, what you have done differently. I'm looking for blogging ideas!
Right now I am making my way out to the west coast just in time for the NAR conference. (for those of you who have asked, yes, I am posting a twitter sidebar in my blog-I am over the Big Brother thing). Currently in Springfield, … (2 comments)

matthew gosselin: Meatball Sundae - 11/06/07 01:19 AM
Please click here to view this blog. For some reason Active Rain wasn't posting this article correctly. … (2 comments)

matthew gosselin: Send Out Holiday Cards! - 10/31/07 11:31 AM
I actually love receiving them but they take so long to write out....until now. See my message below.
This year my company, Xpressdocs, is very excited to announce a new website that allows you to design holiday cards using family photos and personalized messages. Xpressdocs is the leading provider of on demand materials to real estate professionals. It is very simple to use, the print quality is outstanding, and the prices are great. On average, our holiday cards are about half the price of Shutterfly and you get your order the next day!
Follow these steps to create a one … (1 comments)

matthew gosselin: Damaging Your Business One Recipe Card At A Time - 10/30/07 04:32 AM
After writing the title I figured I had just about said it all. “But Why?” Some of you may say. Others will get defensive and tell me that they have been sending them for years and their clients love them. In fact they look for them in the mail. I even had one agent who was furious. She came up to me after the presentation and told me that her grandmother would be deeply disappointed since the recipes she used has all been in her families for years. All irrelevant.
I heard someone years ago say it the best. “If … (11 comments)

matthew gosselin: Direct Mail Idea #4: The Consumer Wants Their Message Customized - 10/30/07 02:20 AM
Direct Mail Idea #4: The Consumer Wants Their Message Customized A survey conducted by the USPS tells us that 43% of consumers want their marketing to be personalized and customized.
It has never been more important to sort your blue lists into a number of different categories; sort by buying power, interests, loyalty, by city and so on. In doing so you will allow yourself to easily create a specific message to that particular audience. For instance, maybe you met a large group of your blue list at the church you attend. You can very easily create a personal piece … (2 comments)


Matthew Gosselin

Orlando, FL

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Author of My Blue Goose, Business Dev. Exec. of Xpressdocs

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