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How I get thousands worth of free exposure every year.

By
Real Estate Agent with Re/Max Jazz Inc., Brokerage

We all know the expression "think outside the box" but how many of us ever do?  We advertise in the same publications and fight for the bus stop bench space when it becomes available but with so many people doing the same things, how do you standout?  

We use creative "unique" slogans or catchphrases that all sound alike.  We buy domain names for template websites that all look and sound alike (www.insertlocationhomesforsale,com).  We are a dime a dozen.  For most of you referral business and name recognition are the lifeblood of the industry, but for those of us still building our business, how do we set ourselves apart.  What do we do to make our name recognizable.

This is my fourth market.  My fourth time building my business from scratch.  We have been moving from university town to university town.  Finally, now that my wife has finished her university education and I can focus on a long-term relationship with clients, I can use what I have learned over the years to build a sustainable business.  But what have I done to succeed (she is a PhD with no student debt) in 3 previous markets where I didn't know a soul when I started.  I manipulated the media.

Every media outlet needs stories and if you can provide them, they will print or air them.  I have never been in a market where the content and advertising fill the paper perfectly.  I see it as my challenge to find and create content that they can use to fill that space.

Let me be clear.  I do not spend any money on print advertising.  I do not buy bus bench ads.  I have not sent mailers, calendars, pens or any other promotional material.  This may change as I am more focused on repeat and referral business.

I create news and I am always the headline.  And sometimes the news is barely news, but it gets in the paper.  This Halloween, for example, I carved pumpkins for an Open House.  If I hadn't sent photos to the media my six hours of time and $15 worth of pumpkins would have been viewed by less than 20 people.  Instead, my photos were published in 2 local papers with a readership of over 50,000 each.  These were my pumpkins and the photo that appeared.

.This year I decided to gift-wrap the home that I sold closest to Christmas.  It has so far been seen in print in the Toronto Star, Canada's most read daily newspaper, Metro News, with over 1 million daily readers, Oshawa This Week and SNAP Oshawa.  Tonight it was seen on CTV national news by colleagues I worked with over 400 kms away and by thousands here in my city.  Video content was also posted at http://newsdurhamregion.com/news/article/144414  My total cost...$25.

house

So think outside the box.  Be creative and build name recognition quickly, with very little money.  My exposure this year is valued at well over $50,000 and I have spent less than $100 to achieve that.

Please reply and share your ideas and feel free to steal mine.  I would love to know how they work for you.

Why use one Realtor when you can CHOOSE STU!!!

I wish you all good luck in 2010.

Stuart.

Show All Comments Sort:
Bob & Carolin Benjamin
Benjamin Realty LLC - Gold Canyon, AZ
East Phoenix Arizona Homes

You are very creative -- that gift wrapped house was great --  very clever -- Merry Christmas and all the best for next year!

Dec 21, 2009 04:40 PM
Larry Estabrooks
Independent Real Estate Agent - Moncton, NB
100% representation means NEVER DUAL AGENCY !

Yes Stuart, bravo -  good ol' Canadian ingenuity.

Dec 22, 2009 01:09 AM
Ty Lacroix
Envelope Real Estate Brokerage Inc - London, ON

Stuart

Good for you and keep it up! I love uniqeness

Ty

Dec 22, 2009 03:37 AM
Kay Van Kampen
RE/MAX Broker, RE/MAX - Springfield, MO
Realtor®, Springfield Mo Real Estate

You definitely are thinking outside the box.  Great ideas.

Dec 22, 2009 12:56 PM
Terry Chenier
Homelife Glenayre Realty - Mission, BC

Stuart,

I'll borrow  a couple of these for sure. Good stuff.

Dec 22, 2009 04:21 PM
Tanya Nouwens
Immeubles Deakin Realty - Montreal West Island, QC
Montreal Real Estate Broker & Stager

Great ideas, Stu.  Well done on helping your wife achieve her PhD and your patience in rebuilding your business 3 times over to help her achieve her goals.  I love your chutzpah! And yes, I may steal some of your ideas : ) All the best to you in 2010. -- Tanya in Montreal

Dec 28, 2009 01:34 AM
Brian Madigan
RE/MAX West Realty Inc., Brokerage (Toronto) - Toronto, ON
LL.B., Broker

Stuart,

Very good and creative ideas.

I never advertise on bus stop benchs or give out free pens. I once spent $5,000 on glossy brochures and flyers before I learned my lesson.

Keep up the good work!

Brian

Dec 29, 2009 03:20 AM
Terri Stephens
CIR REALTY - Calgary, AB
REALTOR, Calgary & Airdrie 403-827-4663

Very Creative!!!!   Keep up the great work.........

Dec 29, 2009 03:41 AM
Richard Batke
Invis - Richard Batke, Residential Mortgage Broker - Penticton, BC

Thanks for the inspiration!

Dec 31, 2009 12:33 AM
Richard Batke
Invis - Richard Batke, Residential Mortgage Broker - Penticton, BC

Thanks for the inspiration!

Dec 31, 2009 12:33 AM
Jo-Anne Smith
Oakville, ON

Stu,

WoW, you're a genius and very brave too! Congrats on the success you are achieving with your creative marketing ideas and all the best to you in 2010!

Jo

Jan 05, 2010 02:25 AM
Janice Ankrett
Burlington, ON
Staging Professional

Well done Stu! I know the print materials I have paid for in the past have not paid off. Your idea sounds much better.

Jan 08, 2010 10:13 AM
Connie Wilhelm Zulu
Peak Realty Ltd., Brokerage - Saint Marys, ON

Stu hats off way to go.  I have used this same market and it works well, people can always see you in the ppw.  I set up booths at events such as our Teddy Bear Pinic in our hometown lots of families come out and I had out free juice and ballons of course with my Real Estate Poster behind me. I am the only agent there.  I go to the local fairs and offer free refreshments as well.  I am sure to do a draw or something to get some pictures of cute children and contact the paper.  Sure enough they end up in the ppw.

I shall keep thinking creative too.

Jan 09, 2010 02:55 AM
Raymond MAASKE
BusCom Real Estate Services - Okanagan Valley, BC
Commercial Real Estate

There is always a way...............good on you!!

Jan 10, 2010 03:06 PM
unknown person
Toronto, ON

I like it a lot - very creative,  Got me thinking...

Jan 12, 2010 12:13 AM
Don Miller
TheDonMillerGroup@Century 21 Executives Realty - Vernon, BC
Your Real Estate Consultant For Life!

Great Thinking Stu!  Always great to get new ideas and very kind of you to share them!  Keep up the good work!

Jan 22, 2010 03:53 AM
Bob Dunn
Sutton Group West Coast Realty - Abbotsford, BC

The pumpkins remind me of Tom Hopkins who was know as the Pumpkin Man because he delivered pumpkins to every house in his farm at Halloween. My partner Terry is a carver so I'll have to get him on this.

Jan 24, 2010 04:15 PM
Tania King
CIR REALTY - Calgary, AB

Stu - I love it! That's Awsome :)

Connie - Great idea! I have children so I know how well that must have gone over. 

Thanks to both of you.

Jan 26, 2010 09:22 AM
Vickie McCartney
Maverick Realty - Owensboro, KY
Broker, Real Estate Agent Owensboro KY

Stu~  What fantastic out of the box ideas you have!  Being creative seems like it pays off everytime! 

Jan 27, 2010 12:53 PM
Anonymous
Anonymous

Thanks for the green light to copy your ideas, I really like that gift wrap.  You've inspired me to challenge my self to come up with one that you'll be impressed by!  I'm sure it'll be a challenge and it'll take some time.  Thanks for the post.

Mar 07, 2010 02:34 PM
#27