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Less is More

By Ricardo Bueno

Mortgage and Lending with Diverse Solutions

January 28, 2008 04:27 PM

In a recent blog post titled "Who Are These People?", Seth Godin writes:

"Many bloggers seem to be on a perpetual hunt for the front page of Digg. Sure, it brings you hordes of eyeballs, but then they turn around and leave. What's the point of that, really?

I think that are plenty of tips you can follow to optimize your offering for this fickle mass group. But it's still a crap shoot. Doesn't it make more sense to incrementally earn the attention of a smaller, less glitzy but far more valuable group of people who actually engage with you? And the best part is, your odds of success are a lot better." -- Seth Godin

Marketing to the masses is one way to get exposure out there but Seth raises a very valid point: what's the point if all of these people are going to click onto your site, turn around and leave? What have you accomplished?

Needless to say that though marketing to the masses to an extent creates brand awareness, what you really want to do to get business NOW is focus on marketing to the smaller masses that are going to engage with the service offering you can provide them TODAY!

If you're a Real Estate Agent, writing a Local Niche Blog is probably the best incentive you can offer to members of the local community that you ultimately want to engage in.

Any thoughts?

For those of you that are new to the Active Rain network, visit Localism for some excellent examples on local niche blogging.

ricardo@ricardobueno.com

Follow me on Twitter: IndustryMinute | Follow me on FaceBook | Visit my blog: www.industry-report.com

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Ricardo Bueno

Diverse Solutions - Los Angeles, CA

Tracey,

I remember Blog Calabasas before you transfered it over to it's current platform with Tomato Blogs...it's been quite the transformation!

Ross,

When you're engaging in your day-to-day, don't forget to add those people into your network as well! They're the ones in your immediate locality anyway and the ones who are interested about using your services today!

Jan 28, 2008 04:42 PM

Susan Walters

Keller Williams Realty, Ann Arbor, MI - Ann Arbor, MI

Marketing to the masses is great if you have the staff to handle it and do it well. It sure can backfire if you don't. I'd rather define myself and hope to attract those interested in working with me - better for all concerned.

Jan 28, 2008 04:45 PM

Ricardo Bueno

Diverse Solutions - Los Angeles, CA

Susan,

Truth is, you'll probably have more time for your family and other hobbies if you focus on attracting those interested in working with you!

Jan 28, 2008 04:49 PM

Tara Colquitt

Tara Colquitt, The Credit Woman, LLC - Philadelphia, PA

Credit Counselor

Isn't it usually true that less is more?

I agree with Ross and Susan. Build my network and have my referrals attracted to me. I can't run after the business.

Thanks Ricardo for the reminder.

Jan 28, 2008 09:37 PM

Jeanean Gendron

The Address Realty - Redding, CA

Specializing in Selling Unique Properties

Ricardo, nice post and so true. Shot gun blasts evaporate quickly. Well written and effective.

Jan 28, 2008 11:06 PM

marti garaughty

garaughty.com - Montreal, QC

a highly caffeinated creative type...

Exactly Ricardo, soooooooooo many people miss that point. Attention simply for the sake of attention is pointless. Keeping their attention by engaging them is a whole other story and in the end... much more profitable.

Jan 29, 2008 01:16 AM

Darryl Glade

RE/MAX N.O. Properties - New Orleans, LA

New Orleans Real Estate

That is what I have been focusing on recently. Blogging to my local audience.

Jan 29, 2008 01:46 AM

Ricardo Bueno

Diverse Solutions - Los Angeles, CA

Tara,

Thanks for stopping by. Life is much easier when we attract the right referral.

Jeanean,

I like that quote,

"Shotgun blasts evaporate quickly." J.G.

It's very true!

Marti,

Effective marketing is one thing... Puking our brand all over the Internet, "attention simply for the sake of attention" is very, very pointless!

Darryl,

Now just make sure you're advertising that blog on your business cards and sharing it with those in your day-to-day interactions.

Jan 29, 2008 04:16 AM

Paul Carrier

Bean Group - Rochester, NH

Great points and suggestions Ricardo. I have been focusing in my local area, and I have received some feed back. I feel I would receive more with titling my blogs more effectively. ( you have mentioned that to me in the past.)Thanks again for your insight.

Jan 29, 2008 01:17 PM

Russ Ravary ~ Metro Detroit Realtor call (248) 310-6239

Real Estate One - Commerce, MI

Michigan homes for sale ~ yesmyrealtor@gmail.com

Localism and a local blog are the people I want to target. I want my metro Detroit people to read my blogs. Thanks for re-affirming my thoughts.

Jan 29, 2008 10:17 PM

Matthew Zgonc

Aksland Real Estate - Modesto, CA

Realtor, CFS, CVS

The key is to make sure that people actually stay on your site and do not want to leave. Having everything right there so a person can look at the mls, get funding, etc., really helps.

Jan 30, 2008 01:24 AM

Laura McCulloch

Carousel Realty of Dyer County - Dyersburg, TN

I am striving to create a niche market for specialized real estate sales...thanks for the reminder that less is more. I don't want to chase business I don't really want to begin with.

Jan 30, 2008 02:15 AM

Nate Alexander

First Team Real Estate - Long Beach, CA

The Long Beach Home Pro

Seth Godin is one who I just was introduced to. Just finished "Permission Marketing." very good stuff! It makes you really take a look at how you have learned to market and gives you the ability to get outside of the sizzle and become a more integral part of your customer's life through your VALUABLE marketing.

Good post!

Jan 30, 2008 02:36 AM

Jill Wente

Better Homes and Gardens Real Estate | Gary Greene - Spring, TX

Realtor, CRS, ABR, MCNE, CHMS

I stay focused on my local niche market. These are the people that I want to attract and engage.

Jan 30, 2008 04:44 AM

Martin Dorgan

Prudential Indiana Realty - Columbus, IN

Focus! Focus! Focus!, and Location!, Location!, Location!, two of the best words to describe who and where to try and reach, so you're correct focus on the neighborhood and concentrate on the location of your potential clients.

Jan 30, 2008 10:40 PM

Karen Hubert

Center Stage Design-real estate staging, Ancaster/Hamilton - Ancaster, ON

Home Stager

Thanks Ricardo for some great information. I have bookmarked the "Conversation Agent" for further referencing.

Jan 31, 2008 12:15 AM

Ricardo Bueno

Diverse Solutions - Los Angeles, CA

Paul: start posting to Localism and remember to reference your blog in your day-to-day to let people know it's there for them as a resource.

Russ: like I told Paul, I print copies of my posts when I go out on appointments. It's a way for me to let people know that my blog is there to serve as a resource for them. I know it's working because I've seen my email subscriptions jump since I've started doing it.

Matthew: I couldn't agree more. To anyone wondering if their site is enough, ask your peers to sit down and flip through it. Ask them what they like, what they don't like. Look at where they navigate and where they click through and what pages they stay on the most and the least. It's really a pretty enlightening exercise.

I'm still having trouble trying to work on the look and feel of my own but hey, it's all a work in progress.

Laura: We certainly do want to focus on the getting business NOW. A niche market would be the way to go.

Nate: I see that you liked Seth's book. Though some of the examples in there weren't pertinent to us, I thought the overall concepts expressed were very important. A lot of times we're just searching for that next deal so hard that we forget about the personal touch in our marketing.

Jan 31, 2008 09:34 AM

Matthew Rosov

Amerisave Mortgage Corporation - Laurel, MD

Certified Mortgage Planning Specialist

Less is more - More or less!

Jan 31, 2008 09:44 AM

Sharon Simms

Coastal Properties Group International - Christie's International - Saint Petersburg, FL

St. Petersburg FL - CRS CIPS CLHMS RSPS

When you try to be everything to everyone, you wind up being nothing to anyone. As you pointed out, niche marketing is the way to go.

Feb 03, 2008 03:29 AM

Wayne B. Pruner

Oregon First - Tigard, OR

Tigard Oregon Homes for Sale, Realtor, GRI

I agree with you Ricardo. I am really trying to concentrate on local content. I would rather be a big fish in a small pond, than a small fish in a big pond.

Feb 03, 2008 06:04 AM

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