Wildly Successful Wild Ideas

Education & Training with The Lones Group, Inc.

The Lones Group, Inc.

Wildly Successful Wild Ideas

I was recently asked this question about gifting. Agents often have a great idea, but then when they tell a few people, that initial great idea can get muddied in the spirit of others helping. If you know an idea is a good one, unless you are concerned that it crosses a line, trust your instinct. Then get a second opinion from your managing broker.

Q: "Denise, I love dogs. I mean I REALLY love dogs. I already donate a portion of my commission to our local humane society and am part of several local animal advocacy groups. I haven't really marketed that side of myself, although everyone knows how I feel about their furry friends. I am ready to start including some of that story in my bio, estationery, online profiles and more this year and really celebrating that side of me! My real question is about my idea of adding a dog birthday campaign for my past clients. I would track my past clients' dog birthdays and then drop off a bag of goodies or toys (dog dependent of course) during their birthday week. Do you think this is a lame idea? I have mentioned this to a few people in my office and they look confused."

This is a fantastic idea! Dog people are going to go crazy over it. Non-dog people aren't going to get it and that is okay. In fact, I once advised a large development builder to really amp up the dog-centric services, even building a marketing campaign around them. That development sold like hotcakes. They even included a personalized dog bed for each new canine resident (something you might consider for a closing gift!). Yes! Do it! I would love to see some photos or video of you giving the gifts to the dogs to see how they react. That would make my day!

Now, I do want to give you a word of warning about this campaign. You will need to determine a way to be vigilant about tracking dog passages. Not everyone posts on Facebook when they lose a friend and the last thing you want to do is to show up at their door with a bag of treats for a dog who has recently passed. Here is what I would do to avoid that situation:  Call first and let the owner know you are coming over in the next few days with a birthday treat for Scruffy. The owner would inform you then about Scruffy's passing. This allows you to offer your condolences and let the owner know you are going to make a donation to the Humane Society (or the dog charity of your choosing) in Scruffy's honor. Then, also send a heartfelt condolence card to the owner.

Let me be clear – this last paragraph isn't about marketing and you should not include a business card in the condolence card. It is about celebrating the life of a loved one, something that people generally find difficult and don't know what to say or do. This gives you a system to follow.

Good work and I look forward to those photos!


By Denise Lones CSP, M.I.R.M., CDEI - The founding partner of The Lones Group, Denise Lones, brings nearly three decades of experience in the real estate industry. With agent/broker coaching, expertise in branding, lead generation, strategic marketing, business analysis, new home project planning, product development, Denise is nationally recognized as the source for all things real estate. With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.

The Lones Group, Inc.

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Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hello Denise- - -some good thoughts that will likely be well-received by the intended audience and their furry companions.   As with any marketing,  consistency is key. Brainstorming even by oneself can lead to exceptional results.

Mar 01, 2019 11:08 AM #1
Sheila Anderson
Referral Group Incorporated - East Brunswick, NJ
The Real Estate Whisperer Who Listens 732-715-1133

Good morning Denise. I too am a big animal: dog lover. I currently have 4 rescues so I get it.

Mar 02, 2019 06:20 AM #2
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Property Manager

Hi Denise,
I'm not really a pet person but I know many agents are very passionate about their love of furry friends.  Love your ideas for that segment of the market.

Apr 10, 2019 03:58 AM #3
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Denise Lones

CSP, MIRM, CDEI - Real Estate Coaching & Branding
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