Do You Make The Buffalo Cry from Pinching It? Should Not for Marketing

Managing Real Estate Broker with RE/MAX Executive Realty 104763


A special phrase that I use with many of my marketing posts is “market like you mean it.”  This has a multitude of meanings and one references cost. Marketing properly requires spending money.

Online is the least expensive, and often, the most effective.  However, if one is marketing for listings that entity is found best with offline marketing.  I always complement the offline marketing with online marketing, and that works well.

When referencing cost of marketing, if you’re counting pennies, don’t expect to reap “big bucks.”  Perception becomes reality in real estate, and those who market by cutting corners harvest a very weak crop.

If the quality of your marketing is “typical,” expect your production to follow suit.  When “you market like you mean it,” it’s evident and will be noticed. Just as buyers buy on comparison, so, too, do homeowners when selecting a listing agent.

Cutting corners with marketing to save a few pennies is counterproductive. It negates the purpose of the marketing; it results in voids rather than a smoothly run routine; and you miss business.  That’s a waste of marketing dollars and you created it by saving a few pennies.

Direct mail marketing is a prime example. Just listed cards are an easy piece to mail.  When you skip the sale pending mailing and wait for the sale to close, you’ve created a long gap of time with nothing in front of potential sellers. In my marketplace, I fill that gap that others create by eliminating one mailing!  Sold postcards should never be mailed until the property is closed.

Saving pennies will result in dollars lost.  Just saying…   


Posted by


Barbara Todaro, sales manager of RE/MAX Executive Realty 

Marketing Agent for The Todaro Team

308 W. Central St...suite E

Franklin, MA 02038


Exclusive Marketing Agent for The Todaro Team


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Patricia Feager
Selling Homes Changing Lives

Barbara Todaro - Thanks to you, I learned something new and valuable! Running a business is hard and costly but the truth is, when it comes to somebody else investment, and the most expensive investment of their life, why be cheap about sending out Pending cards? It just makes perfect sense and something I had not thought about until now. 

Apr 27, 2017 04:51 AM #20
Mick Michaud
Distinctly Texas Lifestyle Properties, LLC Office:682/498-3107 - Granbury, TX
Your Texas Lifestyle is Here!

Point well taken.  I had to parse the title a couple of times to get the intended meaning, LOL.

Apr 27, 2017 06:10 AM #21
Scott Godzyk
Godzyk Real Estate Services - Manchester, NH
One of Manchester NH's Leading Agents

Well said and exactly right on Barbara Todaro. Skimping in marketing leads to a shortage of good results which results in no new listings  

Apr 27, 2017 06:51 AM #22
Matt Brady
Skyline Home Loans - Del Mar, CA
Lending With Competence And Character

I would really prefer reality drive perception. But in the lending business as well there are often newcomers that find success because they embrace advertising or a new technology. At some point, everyone fakes until they make it.

Apr 27, 2017 06:52 AM #23
Shirley Coomer
Keller Williams Realty Sonoran Living - Phoenix, AZ
Realtor, Keller Williams Realty, Phoenix Az

Great post, I like your "Market Like You Mean It" reference.  The win goes to the consistent and quality focused marketing materials, whether online or print.



Apr 27, 2017 07:03 AM #24
Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Los Angeles Pasadena Area Real Estate 818.516.4393

Hi Barbara -- I love the title and the message is one that bears repeating...over and over and over again.   

Apr 27, 2017 08:30 AM #25
Gene Mundt, IL/WI Mortgage Originator - FHA/VA/Conv/Jumbo/Portfolio/Refi
NMLS #216987, IL Lic. 031.0006220, WI Licensed. APMC NMLS #175656 - New Lenox, IL
708.921.6331 - 40+ yrs experience

"You reap what you sow" comes to mind when speaking of marketing, Barbara Todaro ...

I appreciate your motivating messages ... it's that little "kick in the tush", reminder, and verfication that I need ...


Apr 27, 2017 10:44 AM #26
Wanda Kubat-Nerdin - Wanda Can!
Prado Real Estate South - St. George, UT
So Utah Residential, Referral & Relocation REALTOR

Yes, thank you for advice that works Barbara! Am redesigning my website (about time) and need it to be effective in getting attention by gaining leads now and for future needs My mailing program costs a bit of money but the return is amazing and people like the personalized message.

Apr 27, 2017 04:03 PM #27
Dagny Eason
Dagny's Real Estate - Wilton, CT
Fairfield County CT, CDPE Homes For Sale and Condo

Barbara - Thanks to your encouragement, years and years ago, I have been doing direct mailing to my town and reaping the rewards!  Totally true - The more I mail, the more my phone rings!

Apr 27, 2017 07:29 PM #28
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
your real estate writer

The volume you mail is intimidating to new agents who don't have your marketing budget - I remind them that you started small and worked your way up to what you do today.

And, since I occasionally meet a client who wants just one marketing letter, I harp on the fact that sending one letter is a total waste of time and money. It's better to send 10 messages to 100 people than one letter to 1,000 people.

Apr 27, 2017 08:04 PM #29
William Johnson
RE/MAX Associates - La Jolla, CA
San Diego Real Estate Voice, GRI CRS e-Pro CDPE

Hi Barbara Todaro , I tried something new this year and that is to teach my Sellers and Buyers to help me with marketing to there best friends and family.  I need to put a post up as one recent example that took place this week, the seller after sending out the " Meet my REALTOR®" letters also then provided a means for me to actually meet many of the friends and family that received the letters. I will try and post this soon  but I can tell you that the result was that I was simply overwhemed. The right clients can make this career so awesome that it defies words. 

Apr 27, 2017 10:15 PM #30
Chris Lima
Atlantic Shores Realty Expertise - Port St Lucie, FL
Local or Global-Allow me to open doors for you.

Good Morning Barbara. You are truly a marketing guru and its obvious that your hard work is paying off!

Apr 28, 2017 04:40 AM #31
Donna & Larry Johnson
Keller Williams Real Estate - West Chester, PA
Chester & Delaware County

So many agents spend money on gimmicks that do not work. Find what works for you and stick with it!

Apr 28, 2017 05:31 AM #32
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL Real Estate GRI, SRES,GREEN,PSA

Barbara Todaro Very to the point post. Great advice for all of us as we look at our marketing.

I think a good summary point you made is just super: if you’re counting pennies, don’t expect to reap “big bucks.”


Apr 28, 2017 06:49 AM #33
Keller Williams Realty Partners SW - Cooper City, FL
Selling Broward County Homes with Passion!

Greatreminder to market smart. I'm inspired to send out 'pending' cards...have never done so. Good post!

Apr 28, 2017 06:55 AM #34
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Barbara - This is very valuable insight into direct mail marketing.  I am now pretty well settled in at my new company and am going to revamp my listing strategy to include more direct mail to targeted areas. 

Apr 28, 2017 07:56 AM #35
Travis "the SOLD man" Parker; Associate Broker
Team Linda Simmons, Enterprise, AL 36330 - Enterprise, AL
email: / cell: 334-494-7846

I haven't done any direct mail marketing. Will probably start in my own subdivision as there is a pretty good turnover and good prices. So, I'll remember your advice!

May 01, 2017 07:44 AM #36
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
"Franklin MA Homes"

Good luck with your next marketing project Travis "the SOLD man" Parker; Associate Broker 

May 01, 2017 07:50 AM #37
Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker and Attorney Licensed in DC, MD, VA,

Love this post!!!  I cut back on my farming for a year or two several years ago - I needed to pinch pennies but I didn't realize that as I pinched those pennies from lack of money that I was tanking my farming - $500 a month or $6000 a year - and I was averaging 5 listings a year at $15000 each - what was I thinking! 

Mar 22, 2018 05:36 AM #38
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
"Franklin MA Homes"

I'd bet you'll never do that again!!  what a void of income, not to mention residual business that results from EVERY listing.... Lise Howe 

Mar 22, 2018 05:42 AM #39
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