marketing: Savvy agents market through a recession
- 04/25/09 12:42 AM
Dan McCarthy writes a blog about the real estate market and has dug up research showing how brands that market through tough times reap huge rewards when the cycle turns. Dan summarizes his findings, "The conclusion: advertising isn't a variable cost. It's the investment that allows you to provide jobs for people and maintain your infrastructure." For agents, this translates to marketing being the investment that maintains your business and your relative position in your market. The blog and its links are a great read. … (0 comments)
marketing: Friends, Acquaintances & Strangers and the Spectrum of Online Friendship
- 04/20/09 01:26 AM
In a recent post I asked about segmenting by social relationship. It seems that this theme is getting a lot of attention. For example, check-out the Spectrum of Online Friendship that Mike Arauz has assembled - very cool concept for social marketing. Mike argues that the spectrum of relationships is fluid online and should give us some examples we can use in brand building. His framework ranges from "Passive Interest" (repeat website visitors, blog readers, fans, followers, etc.) to "Investment" (your wins are my wins). Brand development requires interaction at all of his seven levels. Some current examples: While Ashton Kutcher's … (0 comments)
marketing: Standing Out in a Crowd
- 04/03/09 07:48 AM
What does an agent posses that is unique and lets them stand out from the crowd? Since every agent can compete for every listing and every sale with the same access to tools an services, the only thing that can truly differentiate one agent from another is their personal brand. I keep an eye peeled for creative ways that agents separate themselves from the pack. In recent conversations with agents, I have heard a common theme of "market segmentation". While none of the agents I spoke with actually said those two words together, they referred to different parts of their personal … (9 comments)
Since real estate agents have access to all of the same product and all of the same tools, the only way to build a sustainable differential advantage in a market is to develop a personal brand. That brand lets the agent win listings over their competitors, and gather referrals from a broad network.
Dan McCarthy writes a blog about the real estate market and has dug up research showing how brands that market through tough times reap huge rewards when the cycle turns. Dan summarizes his findings,;)
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