Is your marketing making you a rock star or an opening act?

Real Estate Agent with Wilson Copywriting

Wouldn't it be great if you had a massive audience of fans?  Imagine filling Yankee Stadium with loyal customers clamoring to get you to help them with their real estate transactions.

It's a compelling fantasy, but it's not going to happen.

If you spend your marketing budget trying to reach the greatest number of people possible, the best you can hope for is "opening act" status.  Warming up the audience is not a great gig.  At best, people are waiting impatiently for you to exit so they can get on to what's really intersting to them.

Marketing guru Seth Godin suggests a different approach.  It's a strategy to build a devoted following:

"I'd argue that the two keys to becoming a rock star marketer are:

1. settle for a tiny audience that views you as a star, not an opening act. Then grow that audience.


2. Be really good."

Determine who your target audience is going to be, and market to them exclusively.  It's tempting to want to be all things to all people.  But unless you have an ad budget like Coke or Nike, spreading yourself too thin will establish you as nothing to all people.  That's not meant to be harsh, but it is a financial reality.

Choosing a farm area may be a good start, but you can get more focused than that.  It's important to really determine who is most likely to view you as a star, and market to them at least on a monthly basis over the long haul.  You'll be amazed at how your fans will recruit others for you, helping your audience to grow in quantity and quality over time.

Have you had any success in targeting your marketing to a well-defined group?  Retired military?  Dog lovers?  Young, tech-savvy professionals?  I'd love to hear what's working for you.

By the way, I encourage you to benefit from the great marketing insights on Seth Godin's blog at He's a rock star in my eyes.  And as a real estate professional who's working hard to grow their busines, so are you.


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Li Read
Sea to Sky Premier Properties (Salt Spring) - Salt Spring Island, BC
Caring expertise...knowledge for you!

Such good advice.    It's focus that pays off.

Jul 28, 2009 10:07 AM #1
Pat Argo
Keller Williams Realty of Brevard - Titusville, FL

     Seth really has a way of getting right to the point! I tried for a moment to imagine... all my buyers and sellers of closed transactions all being at the same event. Unfortunately, it got pretty scary from there!     You see, I started young and many of them have moved on... one way or another!  As I begin my 37th year in August, my focus is still on the 3 main pillars of my business: Past clients, internet (got my 1st laptop in '85) and Listings that failed to sell with other agent.

Jul 28, 2009 10:29 AM #2
Evelyn Johnston
Friends & Neighbors Real Estate - Elkhart, IN
The People You Know, Like and Trust!

Focus does pay off.  I target short sales and I list them weekly, sell them, close them and move on to the next one. 

Jul 31, 2009 08:37 AM #3
Sheila Moran
RE/MAX Access (Garden Ridge, San Antonio, New Braunfels) - New Braunfels, TX, RE/MAX Access, 210-32


Geez, I like the ROCK STAR mentality!

Aug 19, 2009 12:34 PM #4
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David Wilson

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