But Wait, There's More: Billy Mays Marketing Secrets, Part 2

By
Real Estate Agent with Wilson Copywriting

There were so many comments regarding my recent post about the marketing approach of the late Billy Mays, I thought there might be interest in exploring further the secrets of his success.  Here a few "tricks of the trade" that direct marketing professionals use to get the phone ringing.  Are there some that might make your advertising more effective?

1.  The product is the star -- much of the marketing done today is image advertising for the real estate professional. Rather than focusing on a portrait of yourself, consider if there is something unique about your approach to service that you can demonstrate photographically.

2. Demolish doubt -- In today's cynical culture, people can be slow to believe claims made in advertising.  Can you quote statistics to qualify your advantage as a Realtor? Use testimonials or third-party endorsements where possible. Think of how often infomercials portray satisfied customers extolling the virtues of the product.  Chances are that potential customers are more likely to believe what others say about you, than what you say about yourself.

3.  Minimize choice -- This may sound counterintuitive, but the more choices you give a consumer, the less likely they are to make a choice.  Streamline your communications as much as possible.  Try to communicate just one thing at a time, and ask for just one response.

4.  Ask for the order -- Even though real estate professionals are involved in sales, it is surprisingly rare to find a strong call-to-action in our advertising.  Tell consumers what you would like them to do, tell them how you would like them to respond, tell them when you would like them to act, and finally, inform them about what will happen when they contact you.

It is often said that advertising is just sales in print (or on television). That was certainly true with Billy Mays. Could you make one or more of this tactics work for you? Notice that none of the above involve raising your voice.  You can adapt proven direct marketing tools in a way that complements your unique approach to business.

Happy marketing!

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Rainer
182,498
Ashley Sharum
972.978.3109 - Dallas, TX
Ebby Halliday Realtors

Wow! What great points to bring up! Agreed, the product is the star. So many times, Agents pay for headshots to plaster them across their listing flyers and mailouts - but Buyers want to buy the house, not an Agent! Hard to remember, sometimes...

And minimizing choice has really proven to be effective with me. I give my clients just a handful of options and remind them throughout the process that our whole goal is to march towards closing, taking it one step at a time. Hard to focus on one event without becoming lustful about closing (moving in for buyers - commission checks for Agents), but our objective is to guide...

Thanks for sharing these!

Jul 24, 2009 08:24 AM #1
Rainmaker
777,903
Michael A. Caruso
Surterre Properties - Laguna Niguel, CA

That is all great marketing advice. I agree with number 1, your excellent service is what people want, not your resume.

Best regards.

Michael Caruso, Broker ABR ABRM CRB CRS GREEN GRI

2007 President, Orange County Association of Realtors           

Jul 24, 2009 08:25 AM #2
Rainmaker
814,296
Bill Ladewig
LoanOfficerSchool.com - Escondido, CA
Experience Is Your Advantage

Good points David and Billy really knew how to get your attention and move product.

Jul 24, 2009 08:52 AM #3
Rainer
55,234
Sherry Siegel, Managing Broker, EcoBroker, ABR
BrokersGroup, serving Sequim and Port Angeles - Sequim, WA

Got to this blog a bit late in time, yet you provided some extra good points for me to remember.

1. Minimize choice  2. Streamline communications  3. Communicate just one thing at a time  4. Ask for just one response.

After emailing two potential buyers the same new listing, I can look back and say that this time my enthusiasm was high on the product, I appealed to them based on what I know about their taste in homes, and invited them to come take a look (one out of state, the other two hours away).

Waiting to see what happens. Thanks David!

Sep 05, 2009 07:38 PM #4
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Rainer
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David Wilson

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