Marketing - We Learn With On The Job Experience

Real Estate Agent with Coldwell Banker Residential Brokerage NRDS # 146013739

Marketing Winners, Losers, and the Future: Challenge for February 2018 by Jeff Dowler


The Sedona Marketing Challenge


Part 1 - The Loser

When I first started as a real estate agent, I had spent most of my adult life in sales and also understood real estate well because I enjoyed watching the growth in the Southern California market from the late 1960's moving forward. I had opened new sales territories and offices and knew a lot about advertising and marketing from real world experience...on the job. 

The Smart Phone/Tablet Market

So once I became an Arizona agent, I had many of the tools right off the bat. I never relied on my broker's website. I had my own domain along with a professional email address and account, from day one. Tech was really starting to take hold. Smart phones were coming into their own. Looking forward, smart phones would be the way we would be accessing the internet and for real estate, the listings we would be selling. 

The app above, was the latest tool that would give you, the real estate agent, the edge in the market. I had a custom app built when smart phone internet access was about 2% of the market. Not only did I have to pay for the app development - there was a monthly fee as well. The app was in the Apple and Andriod stores but I didn't have one person using the app. The idea was that they would not leave once they signed up. It was the wrong application for the time. This leads me into Part Two. 

Part 2 -  The Winner

Every year, my website has evolved because technology has forced that hand. Another On the job experience watching how this tech was changing.  But I always continued looking for that website that could easily transform from a Smart phone website for SellSedonalarge desktop application moving to a laptop or tablet app as well as a smart phone app.  This is a responsive website. My current framework was developed by Virtual Results, but the content is all mine with a blue chip IDX Broker Platinum responsive platform. I keep my content fresh by reviewing the pages all the time and of course, creating blogs.  I will bring blogs over from my site to ActiveRain and from ActiveRain to my site. I have about 15 different domains that will lead to different landing pages or calls to action. 

My website is my address. No matter where I work, you can find me on or,, or numerous other domains including my name - I still keep my first domain, and park it on my account. 

I also have a 404 error - custom link that will allow the user to get to a page if they have reached a broken link on my site. There are 6 options. 

A client came to me who is in an upper level position from a well known tech company in  Silicon Valley who saw my website and internet presence. He told me he was "impressed" with what he saw.  ROI - One sale will pay for a minimum of 10 years of Internet website service. 

Fortunately - this is my husband's domain. We have made 3 major changes in our website technology including a domain change as well as a brokerage change and all changes went very smooth with little effect on traffic to the site. 

Part 3 - The Future 

This year I have a couple of areas I want to break into. Videos and a higher


concentration on sub-division farming. This will include mailings that will

include - market reports and post cards. I will not take a scatter-

gun approach.

It will be concentrated and focused. I am also deciding on the best way for

referral business. 


What I learn now is learned through on the job experience. What works and

does not work. I use my knowledge and experience to develop wisdom to help

make the right marketing decisions.  


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Sham Reddy
H E R Realty, Dayton, OH - Dayton, OH

Great Blog!!!

Learn through on the job experience. What works and

does not work. I use my knowledge and experience to develop wisdom to help

make the right marketing decisions. 

Feb 02, 2018 07:01 PM #1
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude - Carlsbad

Hi Sheri

You have certainly put a lot of time, effort and thought into your marketing, and especially your website, tweaking it to keep imporiving and adjusting to the tech changes. And of course you always have such wonderful photos to showcase the areas you serve!


Feb 02, 2018 08:23 PM #2
James Dray
Fathom Realty AR LLC - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning Sheri.

I entered this business cold turkey.  If only I knew then what I know now.  Sigh

Good for you and it shows.

Feb 03, 2018 02:15 AM #3
Nina Hollander
RE/MAX Executive | Charlotte, NC - Charlotte, NC
Your Charlotte/Ballantyne/Waxhaw/Fort Mill Realtor

So true, Sheri... this is one business where we learn on the job. As I've often said, real estate school only teaches us how to stay out of realtor jail... you've clearly learned well.

Feb 03, 2018 05:09 AM #4
Peter Mohylsky
Your Bucket List Broker along 30a

Wow, I would love to chat with you about everything you have done and are doing. A great team. 

Feb 03, 2018 05:48 AM #5
Sally K. & David L. Hanson
Keller Williams 414-525-0563 - Brookfield, WI
WI Realtors - Luxury - Divorce - Short Sale

Laser focus and multi media approach is sure to make this year just the best !

Feb 03, 2018 06:01 AM #6
Gabe Sanders
Real Estate of Florida specializing in Martin County Residential Homes, Condos and Land Sales - Stuart, FL
Stuart Florida Real Estate

Good morning Sheri.  I have had some very similar experiences.  Luckily, I never did sign on to a personal app for phones.

Feb 03, 2018 06:02 AM #7
Sheila Anderson
Referral Group Incorporated - East Brunswick, NJ
The Real Estate Whisperer Who Listens 732-715-1133

Good morning again Sheri. You are wise to have your own site and to keep it simple but modern. No one can ever lose touch. Well done.

Feb 03, 2018 06:10 AM #8
Joan Cox
Metro Brokers - House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Sheri, one of my friends had an app done for her too, and I was thinking about it, but aren't there already too many apps?   You have a very good approach at business, great job!  

Feb 03, 2018 07:28 AM #9
Gita Bantwal
RE/MAX Centre Realtors - Warwick, PA
REALTOR,ABR,CRS,SRES,GRI - Bucks County & Philadel

Thank you for sharing the secrets to your success. Good luck in 2018.

Feb 03, 2018 07:52 AM #10
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Hits and misses, right Sheri, we all have them. I'm working on my list to share. I just have to whittle down my list of misses. lol.  You're lucky your hubby has the tech skills - that is such a gift. As for your videos, you guys really get photography and have great skills and results. I have no doubt your videos are also going to shine. By the way, I checked out Videoze - love the idea of adding cool graphics. I just to have to see if I want to pay the price of admission. I just spent a large amount for my new iMac - it will be much better for video editing...I needed to amp up quite a bit to handle the editing. 

Feb 03, 2018 08:51 AM #11
Ben DeHaven
Haven Realty & Investments - Winter Haven, FL
Proudly serving Winter Haven & Lakeland, Florida

Thanks for sharing Sheri! Great work keeping up to date. Good luck on the videos, iMovie is free on Mac's and it is great. 

Feb 05, 2018 10:40 AM #12
David Wright
Benchmark Realty, LLC - Brentwood, TN
Real Estate Refined

 I love your story. You were so smart to do the web thing early in its day. I did the same in photography in the early 2000s. When I switched to Real Estate, I let my 2 previous brokers talk me into using their sites - big mistake and I am still paying for. I too am officially farming a hood, about 220 homes using sendsations. First mailing went out last month so we shall see. You will enjoy the power of video!

Feb 06, 2018 09:07 PM #13
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL Real Estate GRI, SRES,GREEN,PSA

I really like your focus. Learning comes from the losers as well as the winners but does not stop going into the future.

What a journey and thank you for sharing.

Feb 07, 2018 03:07 PM #14
Rebecca Gaujot, Realtor®
Perry Wellington Realty, Adam Conrad, Broker - Lewisburg, WV
Lewisburg WV, the go to agent for all real estate

Sheri, sounds like you are definitely on top of things and I will have to visit your website.

Feb 08, 2018 10:29 AM #15
Rebecca Gaujot, Realtor®
Perry Wellington Realty, Adam Conrad, Broker - Lewisburg, WV
Lewisburg WV, the go to agent for all real estate

Sheri, I checked out your website and it is very impressive.

Feb 08, 2018 10:35 AM #16
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Good morning Sheri Sperry - MCNE®, best training is on the job and by trying new things, choosing and expanding on the ones that work. You've done a great job with your website. 

Feb 15, 2018 06:38 AM #17
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Thanks Sheri Sperry for your 3 items.  I am going thru all them and see a couple of area I will be dropping.


Feb 17, 2018 10:59 AM #18
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Sheri Sperry - MCNE®

(928) 274-7355 ~ YOUR Solutions REALTOR®
Don't know Sedona AZ? Let me answer EVERY question! Call me!
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