Marketing Winners, Losers and the Future - ActiveRain Challenge

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Real Estate Agent with Value Added Service, 602-620-2699 SA5376460000

This challenge/contest hits a sour spot with me.  Partly because I'm human just like everyone else.  Describing our failures is not a shining moment in anyone's business resume, but that's a big part of this challenge in my opinion and one to be examined.  After all, we're supposed to learn from our mistakes!  

 

 

Marketing to a "farm" can be described as a neighborhood or area that we choose to market our business by sending cards and other items to homeowners.  Where we choose and how we send these materials plays a big part in the success of these results. 

 

Unfortunately, I did not choose wisely a long time ago and the results were unremarkable.  The sales rate for the neighborhood that was next to my own didn't have enough sales results or turnover to make it a good bet.  It was definitely unremarkable.  I had thought the proximity of my successful neighborhood was enough to carry me and my marketing efforts.  Not so. 

 

Marketing to a "farm" can seem like an easy thing to do.  Send postcards, get responses and business. Easy some might say, but not so fast. Not spending enough time searching sales stats for the neighborhood to show enough sales to make it a profitable "farm" ensured that this campaign failed.  NEXT!

 

I've also been on television, FOX 10 to be exact.  That expensive marketing effort and team of people cost way more than I'd like to admit.  NEXT! 

 

Future - I'm currently deciding where to farm next as this other neighborhood has been a bust for me during the last 3 years of sending postcards.   

 

Marketing winners have and continue to be online social media efforts.  Because my real estate focus is energy efficiency, sustainability, and reducing carbon in the environment, online efforts have produced the best connections.  These connections have purchased, sold, introduced me to more potential clients than any other source.

 

Just yesterday a sustainable architect asked to connect with me on Linkedin.  I've connected with other architects, builders, LEED APs, and more on Linkedin. 

 

Since I'm part of a Net Zero Expo March 15, 2018 in Cottonwood, Arizona, I invited the architect to attend.   The attendance at this event is top notch: Department of Energy, City of Scottsdale, SWEEP, Builder and HERS Rater, Sustainable Architect, Salt River Project, and me.  Having those types of connections is huge in energy efficiency as a realtor.

 

But none of my online efforts on Linkedin would have been possible if it hadn't been for my experience on ActiveRain blogging.  You see, I started copying my blogs onto Linkedin, tweaking them for that audience.  The result has been very productive!  

 

Thanks to my education and learning about social media through ActiveRain, I've seen more connections and successes than any other source. 

 

Marketing winners have also been personal connections through my volunteerism.  My volunteer efforts as Advisory Board Members, Committee heads and others produce personal connections which seem to be the best for real estate.  I've sold homes and helped sellers with listings, been invited to connect in groups, and made contacts I never would have otherwise if it hadn't been for my original connections with Efficiency First Arizona, US Green Building Council and now the Scottsdale Area Association of REALTORS.

 

As you can imagine, energy efficiency and the realm therein are a specialized niche. To be included with the big guys in and around the country, is a unique endeaver.   One of my Advisory Board positions is because the Executive Director saw me at a baseball game after viewing my profile online.  

 

Imagine being singled out at a baseball game with no idea of who the person is that is confronting you.  Having an entire resume on Linkedin.com has been a blessing for business connections, support and business in general.   

 

Without learning how to blog, I would have never learned how to post on Linkedin to gain effective comments, results and connections.  The past education from those at ActiveRain has been instrumental in my succesful marketing efforts. 

 

 

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Rainmaker
884,368
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

So true Will Hamm !  I look forward to reading other entries!

Feb 27, 2018 11:15 AM #2
Ambassador
3,584,681
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude - Carlsbad

Hi Jan

Thanks for a terrific entry! Your commentary on farming is no doubt similar to what others have experienced, and points to the value of doing your research thoroughly early on.

You have certainly made some wonderful connections in a variety of ways to support your focus on energy efficiency and sustainability and with great success for your business but also giving back to the communities you serve.

Jeff

Feb 27, 2018 11:21 AM #3
Rainmaker
884,368
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

You're too kind Jeff! I appreciate the quick read knowing you are super busy.  Great contest and wake up call!  

Feb 27, 2018 11:46 AM #4
Ambassador
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Liz and Bill Spear
RE/MAX Elite 513.520.5305 www.LizTour.com - Mason, OH
RE/MAX Elite Warren County OH (Cincinnati/Dayton)

You've found your niche and blogging gives you the power to get it out there.  Way better than the grocery store wine kiosk we paid to advertise on years ago...never again!! :)  Bill

Feb 27, 2018 12:01 PM #5
Ambassador
2,681,466
Anna Banana Kruchten CRB, CRS, Broker
Phoenix Property Shoppe - Phoenix, AZ
Arizona's Top Banana of Real Estate!

Jan it takes a smart woman to know when enough is enough...next!  I didn't know you went the TV route - interesting. We'll have to chat about that soon. You have done an excellent job of creating a very specialized niche. I might tag along to Cottonwood on the 15th - that sounds interesting to me.

Feb 27, 2018 01:15 PM #6
Ambassador
1,571,700
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

You are the the epitome of an EcoBroker. You became the expert, the local resource and you deserve to own the niche in your market. Well done, Jan. 

Feb 27, 2018 01:54 PM #7
Rainmaker
884,368
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Thank  you Liz and Bill Spear !  You know all about niches in your market.  Believe me, we've all spent a LOT of money on wasted advertising.  When mine hit $7500 for the TV spot - I said NOT!  Much less benches, right?!!  Have a great evening! 

 

Feb 27, 2018 02:49 PM #8
Rainmaker
884,368
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Hey Anna Banana Kruchten CRS,CRB !  Oh yes, Fox TV was interesting.  I had a spot on their web page and we did a telethon when people were losing their homes .  We were overwhelmed with calls and not enough man power.  Just setting appointments was difficult.  Definitely give me a call.  Anthony and Joan might be riding up with me.  You'll love them.  We fill the car!  

Feb 27, 2018 02:51 PM #9
Rainmaker
884,368
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Thank you Debb Janes EcoBroker and Bernie Stea JD !  It takes one to know one girl! I appreciate your feedback since you know this stuff inside and out.  It takes a lot of time to be the local resource.  Have a great evening! 

Feb 27, 2018 02:51 PM #10
Rainmaker
2,711,566
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Jan I love LinkedIn as much as I love any of the other professional platforms... I can not understand why more people do not focus on it... Endre

Feb 27, 2018 09:59 PM #11
Rainmaker
458,564
Pat Starnes, Brandon, MS
Front Gate Real Estate - Brandon, MS
Front Gate Realty ~ 601-991-2900 Office

Admitting our failures in marketing is definitely humbling. Fortunately you are networking with business professionals through LinkedIn and Activerain and you are the most impressive "Green" Realtor I know.

Feb 28, 2018 03:40 PM #12
Rainmaker
884,368
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Wow Pat Starnes, Brandon, MS , thank you for that very nice comment!  I value your opinion.  Obviously we all learn somehow, and hopefully we'll saving someone some money by exposing those mistakes!  Thanks again for your very nice comments! 

Feb 28, 2018 07:15 PM #13
Rainmaker
884,368
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

You are smart to check out Linkedin Endre Barath, Jr.   I've always found there are connections everywhere.  We just have to be a business friend, not try to sell everyone, and make connections!  If I haven't connected with you on the site, I will now!   Have a great evening!

Feb 28, 2018 07:17 PM #14
Rainmaker
657,463
Nick & Trudy Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtors, Philly Main Line

What an excellent post, your honesty is clear and yes, we do learn from mistakes. We are trying something new this year, and all I hear from Trudy is that it is not bearing fruit. Yet! is my response. I look at things longer term, and believe in some methods she doesn't. But I am also looking at your post and thinking be honest as well, is it entirely effective.

Mar 19, 2018 10:37 AM #15
Rainmaker
884,368
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Thank you Nick & Trudy Vandekar, 610-203-4543 !  Sometimes those ideas take more time, as you understand.  Rome wasn't built in a day!  Keep careful notes and see if the ROI is there.  Thank you for commenting!

Mar 19, 2018 04:28 PM #16
Rainmaker
2,711,566
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Jan look forward to connecting on LinkedIn on a side note I saw something on the Internet it is the best place to generate "real leads" funny I have been getting them for over eight years:)Endre

Apr 10, 2018 11:13 PM #17
Ambassador
2,531,458
Debe Maxwell, CRS
www.AtHomesCharlotte.com | The Maxwell House Group | RE/MAX Executive | (704) 491-3310 - Charlotte, NC
Charlotte Homes for Sale - Charlotte Neighborhoods

Okay, now you have my curiosity up, Jan! I would love to pick your brain on your use of LinkedIn. I'm present there but, not nearly as active as I should be. I can account for 2 listings as a result of my minimal time there. You'd think I would have learned to push harder on LI! LOL

Apr 21, 2018 09:23 PM #18
Rainmaker
884,368
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

You are such a great marketer Debe Maxwell, CRS  that I'm sure you are doing a great job.  One of my escrows currently is with a buyer I met on Linkedin.  He contacted me and I added him to my networking group.  I've referred him business and he's a big believer in giving back to those that refer  Thankfully we have a great relationship. I think the key is to continue promoting and connecting versus a one and done approach.  I also think that being visible by posting blogs on Linkedin that might be relevant to any buyer or seller is good business.  Keep up the great work! 

Apr 22, 2018 12:12 PM #19
Ambassador
2,531,458
Debe Maxwell, CRS
www.AtHomesCharlotte.com | The Maxwell House Group | RE/MAX Executive | (704) 491-3310 - Charlotte, NC
Charlotte Homes for Sale - Charlotte Neighborhoods

So, are you saying that you 'group' your LinkedIn conacts, Jan? I am there (on LI) but, certainly nowhere near being a pro! 

Apr 22, 2018 12:15 PM #20
Rainmaker
884,368
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Hey Debe Maxwell, CRS ~  No I don't group them. I just keep posting whenever a blog I write is appropriate.  I also pay attention to who is reading as they have statistics for views. I think posting early morning is the best time as those are the most proactive business owners and that's who I'd like to do business with!  I also post on Twitter as well, depending on the topic.  I'm not a pro either as I  have minimal time spent there, but some is better than nothing!  

Apr 22, 2018 12:21 PM #21
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