Explosive Marketing or Creating a Spark

By
Real Estate Agent with eXp Realty of California, Inc. (lic. #01878277) DRE# 00949880

Aura Alex, who does have "jaw-dropping" abilities as an author, wrote "If you have a smashing idea and can't wait to share your jaw-dropping, thirst-quenching, thundering post with writing that explodes right off the page, you have come to the perfect place!" for this month's challenge.  I wish I was like Aura with the excitement creating abilities of Gordon Ramsay.  I love their passion, but it is just not me.  I may set off a small spark at times, but that is about it.  A spark might just be enough, though.  We all make it to Center Court on national television in our own way. 

Center Court at Mesa Pickleball Tournament

When I first decided to become a real estate agent, this is what one of my best clients and long time friends told me, "Ray, I know a lot of real estate agents and you do not fit the mold."  It was his way of saying that the road was going to be difficult for me.  I took it to heart.  I knew that with my reserved nature (some might say shy) that I would have to win before I ever made it to the listing presentation table.  I started experimenting.

I tried buying leads and doing everything I could do to convert them.  It did not work.

I thought that I might be sending out the wrong vibes when I made my phone calls to reach out to leads, so I hired a professional to make those calls.  It did not work.

Recently, a firm told me they had "great success" using Facebook advertisements.  I gave them a shot and I did get lots of leads.  Every single one of them were looking to rent. They needed a property manager, not me. When I asked the advertising firm about it, they literally told me that they can't control who reaches out.  Ha!  I guess we all define "great success" differently.

I took a class from an agent that used Neurological Programing effectively for sales.  It did not fit my style at all.  It did not work.

I have paid lots of money to various marketers to build websites designed to bring me clients.  I did have some success early on using a very localized website.  It made me look like the expert in our area.  It was very expensive, though, and I had to let it go.  Still, the experience taught me that "local" was important.

I was getting frustrated and I remembered back to what my friend had said and started thinking, maybe I am different and need to embrace my style and not the styles that works for other agents.  I thought back to the first business I built. What made it successful? It was building a great sphere of influence and a large network.  I joined the Chamber of Commerce, investment clubs, a cooking MeetUp, a running group and, much later, a pickleball group.  I did not join any of the group to "get business."  In fact, I almost never bring up what I do, but if people like you, they naturally inquire and I do give them reasons to inquire.

I wear my eXp Realty hat everywhere, including every pickleball tournament that I enter.  I purchase extra hats and hand them out like candy.

Bran England and Ray Henson at the Southwest Divisional Pickleball Tournament in Mesa

I also have several eXp Realty branded shirts that I wear all of the time.  In other words, everyone knows that I am a real estate agent.

Most importantly, when I get a new clients, they are my friend or a friend in the making.  I believe I do more than they expect.  At least, my friends tell me that I do.  I also use multiple forms of social media to share my experiences; Facebook, Twitter, LinkedIn, Instagram, TikTok and YouTube.  I believe it helps build credibility within my sphere.

Blue Star Donuts Social Media Definitions

Why has this form of marketing been effective for me?  It fits my style and it has created a group of friends that support me.  In the Tipping Point, by Malcolm Gladwell, he talks of Connectors and Market Mavens.  Connectors do exactly what it sounds like they do. They connect people.  I may not be a Connector in the full sense of the word, but I am close.  Market Mavens are experts in one way or another and share their knowledge with others in a positive way.  I believe the goal in my style of marketing is to be a Connector that develops a few Market Mavens (fans) that will help you build your business. In other words, they will help you win before you even get to the table.  I really do not even have a listing presentation and I never close a client. 

Gladwell points out that there were two riders the night Paul Ravere made his famous nighttime journey.  Have you ever heard of the other rider, William Dawes?  He rode the same distance in the opposite direction with the same message, yet most of us have ever heard of him.  Why?  Gladwell believes that he was not a Connector, Maven or Salesman (The Tipping Point, Chapter 2, The Law of the Few), but Ravere was.  The people that Ravere reached out to showed up the next day in droves.  The people that Dawes reached out to did not.  The rest is history.

There are real challenges to this style of marketing, though.  It takes time.  You have to build a lot of trust and you must know the business well.  You really do have to work hard to develop great relationships.  And what happens if you have one really bad experience?  Your sphere will know!  Bad news travels even faster than good news. 

I really do not know how different I am from other agents.  Other agents may have all kinds of success using other marketing strategies.  One agent I mentored last year had a lot of success buying leads.  He did more sales in his first year than I do in two or three years.  I just know what has worked for me.  Find a way that works for you and do not feel like you have to be like every other agent.  Billy Bass had his moment of glory, but it turns out that he ran out of juice and his singing career ended very abruptly.

Billy Bass

Thank you Aura Alex and Anna Banana Kruchten Phoenix Broker for this month's challenge.  There are lots of ActiveRain members that did have explosive ideas this month and it was very educational.  My ideas are not all that explosive.  I do believe that, if done correctly, my ideas can create a spark that will lead to success.  Some sparks can even set off an explosion.  Who knows!

 

 

 

 

Posted by

             eXp Realty of California, Inc

Raymond Henson, SRES, GRI, e-Pro

Past Client Testimonials   

3412 Babson Drive

Elk Grove, CA 95758

RayRHenson@gmail.com

916-698-8415

 

 

Comments (62)

Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA
Realtor

Hi Carol Williams!  My dad is the one that taught me the philosophy. If I could be more like him, my business would really take off.  Most people that meet my day, say we look like brothers, then they have a conversation with him and accuse me of being adopted. If I can't even be like my dad, I really did have to find my own way.  Still, his advice wish invaluable.  

I still want to get on the golf course with you.  I am  sure you could help me with my swing!

Feb 01, 2023 06:29 AM
Carol Williams

Hey Ray Henson 
I look forward to the day when we can play golf together. I am not an instructor, though. I have enough trouble with my own swing without messing with anyone else's.  😂

Feb 01, 2023 07:44 AM
Ray Henson

It is impossible to mess my swing up, Carol Williams.  It can only get better.  😃

Feb 01, 2023 08:08 AM
Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA
Realtor

Good morning, Debe Maxwell, CRS.  Your comment humbles me, for sure.  Thank you very much.  I had a lot of great mentors when I started in this business, but I never had a broker like you.  I wish I could have started my career with you.  It would have made a huge difference.  Your clients and your agents are lucky!

I still have issues with those shiny objects.  I have some agents that I am mentoring and continue to look for ways to make their business better.  I keep thinking I can find something that will get them clients quicker.  It is tough to tell them it will take time. 

Again, thank you for your support! 

 

Feb 01, 2023 06:45 AM
Debe Maxwell, CRS

Oh, where is that 'love' button for your comment, Ray Henson?! Thank you so very much for your kind words.

I think new agents have just worked their tushies off to get through school and then pass the school, state & national exams - they're ready to GO! It's a hard business to find yourself in with no pay until you sell something...then, when is that EVER going to happen?!

I equate it to fine wine - it takes precision, oversight and time in the form of staying the course and never giving up. As Michael Jacobs referenced in a recent post, it takes grit. That's so very difficult to teach - typically you either have it or you don't!

As for the shiny objects - I almost went for one on our call today! It  came from someone I respect so much and it looked amazing. Then, I realized I have a very similar shiny object ALREADY in my arsenal!!

One day, perhaps we'll get over that attraction for the dazzling products!

Feb 01, 2023 07:48 AM
Ray Henson

We do work in a survival of the fittest business, Debe Maxwell, CRS.  It does take grit and determination.  I never thought I was going to get my first transaction and was shocked when an offer was finally accepted.  

I am off to play pickleball and I have my hat on! 

Feb 01, 2023 08:11 AM
Debe Maxwell, CRS

Hope you won and I love that you had your hat on for your match, Ray Henson!

Feb 04, 2023 08:53 PM
Ray Henson

This past weekend was all about practice, Debe Maxwell, CRS.  This Friday we play in a tournament.  It will be a big test, since I am moving up a division.  It will be a challenge and a lot of fun!

Feb 06, 2023 07:09 AM
Debe Maxwell, CRS

You are living the life, Ray Henson! Best of luck in your tournament!

Feb 06, 2023 07:24 AM
Ray Henson

Thank you, Debe Maxwell, CRS.  Life is pretty good right now. 😃

Feb 06, 2023 07:39 AM
Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA
Realtor

It is amazing how much real estate gets talked about out there on the pickleball courts, Dorie Dillard Austin TX, and when I was running so many miles.  It did give me time to develop a lot of trust.  I have read enough of your posts to know you do the same thing for your clients in Austin.  If we were to move in that direction (or if a client was moving that way), you would be our first call.  Thank you for your thoughtful comment. 

Feb 01, 2023 06:52 AM
Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA
Realtor

Good morning, Jeff Dowler, CRS.  Thank you very much.  You are one of the agents that I do try to emulate.  I really like your style.  I am very happy ActiveRain lead to our friendship.

Feb 01, 2023 06:55 AM
Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA
Realtor

I always put a lot more value in your comments than 2 cents, Endre Barath, Jr. I also like most agents.  We have a very difficult job (imho) and our clients can put us in awkward positions that we have to manage.  It can be a daunting task and it can be difficult to do it with integrity.  I think most do it very well.  Still, there are few that make it tough for our industry.  I hope we get a chance to meet face to face one day soon. 

Feb 01, 2023 07:02 AM
Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA
Realtor

Thank you, Laura Cerrano.  I agree.  We do have to develop some level of authenticity to become successful in this business.  It just takes time.  It is good to hear from you and I hope you are doing well. 

Feb 01, 2023 07:06 AM
Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA
Realtor

Thank you, faye schubert.  Wouldn't it be nice to hit the easy button?  I guess that would mean we would have even more competition and we already have plenty!  I hope you are doing well!

Feb 01, 2023 07:08 AM
Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA
Realtor

I always enjoy working you into my post, Brian England.  Your presence gives me a sense of authority.  Thank you for being a good friend and supporter.  I hope to see you soon!

Feb 01, 2023 07:11 AM
Brian England

You are so kind, I am glad that we are friends!

Feb 01, 2023 07:14 AM
Nick Vandekar, 610-203-4543
Realty ONE Group Advocates 484-237-2055 - Downingtown, PA
Selling the Main Line & Chester County

I was listening to a marketing webinar our company provided for us over the last year. One of their main thrusts is to be you, not try to impersonate someone else so you can be authentic. I really liked your post because it was authentic. You know who you are and you use that to your advantage. Your friends and clients know who you are and they do not expect anyone else. Well done.

Feb 01, 2023 01:42 PM
Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA
Realtor

Thank you, Nick Vandekar, 610-203-4543.  It took me a long time and I may never be a top producer, but I have done better than I expected in this business.  I owe it all to my friends.  It sounds like  you are in a good office too.  I like their focus and I bet those webinars were good ones.  

Feb 01, 2023 02:30 PM
Brad Andersohn
Retired Executive Director of Education at eXp - Boulder Creek, CA
ActiveBrad - 707.646.1876

Surrounding yourself with successful people and positive doers always produces amazing results. TEAM as an acronym defines it best! BTW - My wife is addicted to Hells-Kitchen and your feature image sucked me right in!! lol~

Feb 02, 2023 12:29 PM
Kris Collis, Associate Broker
Smart Way America Realty - East Stroudsburg, PA
Professional Results you Expect 570-801-5525

Ray, Your blog is the perfect example that one size does not fit all. Your style is perfect for those who share your personality traits, the niche you have built is evidence of that. It's clear that your clients connect and resonate with you.  They see the caring that draws them in and builds trust.

Don't we love that RE is not about conforming to a mold but bringing the best of our uniqueness, and the rest is law of attraction.

Feb 02, 2023 05:34 PM
Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA
Realtor

Hi Brad Andersohn, I visited Gordan Ramsay's restaurant, Burgr, a few years ago and really liked his sign.  I have been trying to work it into one of my posts and thought it worked pretty good for this one.  I am glad it was effective enough to lure at least one reader in.  😉 Thank you for taking the time to engage.  BTW-the restaurant is in Las Vegas and the burgers were good, but after we ordered, I saw them walk by with a hot dog.  It looked awesome!

Feb 02, 2023 05:40 PM
Brad Andersohn

That's awesome!

I went to New Orleans one year for the NAR conference, I was fortunate to be a speaker there. I decided to go see Emeril Lagasse's place.

I walked into the kitchen, took a picture, and was immediately but politely escorted out of the kitchen. I never got to meet Emeril Lagasse, but the food and the experience were totally amazing and unforgettable. 

Thanks for reminding me of that. ;-)

Feb 03, 2023 12:53 PM
Ray Henson

I have not had the pleasure of eating at Emeril's play, but would have loved to crash the kitchen with you, Brad Andersohn.  Many years ago, I went to K Pauls.  Paul Prudhomme was there and graciously allowed me to take a picture with him.  He was a good man and I love his cookbooks.  I should have had my cookbook with me to sign.  New Orleans is the best!

Feb 06, 2023 07:14 AM
Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA
Realtor

Thank you very much, Kris Collis, Associate Broker.  There really are a lot of styles that work in real estate.  I still have some learning to do, but I am better than I was a few years ago.  It is good to hear from you and I hope you are doing well.  

Feb 02, 2023 05:44 PM
Roy Kelley
Retired - Gaithersburg, MD

Good Friday morning, Ray.

Have a great day and an outstanding weekend.

Feb 03, 2023 07:34 AM
Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA
Realtor

I wish the same for you, Roy Kelley.  Thank you!  My weekend should be very good.  I am visiting Palm Desert for two days of pickleball with a close friend and the weather will be in the 70's.  It does not get much better than that. 

Feb 03, 2023 07:52 AM
Roy Kelley

Have a good time. We have some cold weather in Maryland.

Feb 03, 2023 07:57 AM
Ray Henson

Thank you, Roy Kelley.  Our weather was just about perfect in the mid 70's with no breeze at all.  I hope you are doing well!

Feb 06, 2023 07:10 AM
Leanne Smith
Dirt Road Real Estate - Golden Valley, AZ
The Grit and Gratitude Agent

Having crystal clear clarity about who we are as individuals and what we bring to the smorgasbord of life allows for individuals like yourself to be ahead of the flow. Congratulations  as well on the feature and very well deserved feature.

Feb 05, 2023 04:28 AM
Kathleen Daniels, Probate & Trust Specialist
KD Realty - 408.972.1822 - San Jose, CA
Probate Real Estate Services

All of this boils down to for me, Ray Henson - just be you. Do not try to fit into a box someone else tells you to get it. You tried so many things, spent a lot of money, and in the end, your default was to be you, and it is working and you have fun playing pickleball too.  That is a win in my eyes! 

Feb 05, 2023 03:57 PM
Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA
Realtor

Thank you, Leanne Smith.  I really appreciate you taking the time to stop by and leave a nice comment.  I hope you are doing well!

Feb 06, 2023 07:16 AM
Leanne Smith

You are more than welcome.

Feb 06, 2023 07:17 AM
Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA
Realtor

Thank you, Kathleen Daniels, Probate & Trust Specialist.  I agree.  It is a win in my eyes too.  It was difficult in the beginning for me to see, though, because there were so many with authority in the office telling me what I had to do.  They were very well meaning, but much of what they were teaching me didn't fit my personality.  It is good to hear from you. 

Feb 06, 2023 07:19 AM