Is there marketing 101 overkill? This lady seems to think so

By
Real Estate Agent with RE/MAX Advantage

A lot has been written about personal marketing and the list of suggestions are endless.  Postcards, anniversary gifts, post closing follow-up, drip systems, email systems, newsletters, and the list goes on and on. Is there validity to all these marketing tips or do we need to get back to basics?

In the mid nineties Realtor Magazine spent a year interviewing top producers and had those top producers talk about everything they did from technology (which was limited in the mid nineties), mailing programs, personal marketing, home marketing plans, etc.  Many of the interviews were 3-4 pages long.

I will never forget this Seattle, Washington Realtor that was interviewed one month.  I don't recall her name but I will never forget her story. She went on to say that her story was going to be short and sweet and would only take one page. 

She said that she had no business plan, monthly mailer, personal marketing plan or technology systems. She said she hated post cards with recipes or reminding her to change her clock when the time changed and vowed to never send a post card or newsletter out.

What this lady did do is go through 5,000+ business cards per year.   When she stood at the concession line at the Mariners, Seahawks and Super Sonics games she would hand out business cards.  When she filled her car with gas at the local gas station every attendant and customer would be given a card.  When she paid her monthly bills she always included a business card.  When she closed a sale her clients would receive a packet of her cards to hand out to their family and friends.

She went on to say that she had more business than she could handle and at that time was doing over 200 closings per year.  She tells the story that one of her buyers that moved to Seattle from back east was a credit card employee that always saw her business card when she opened this agents payment envelope.  This buyer moved from back east to Seattle and chose this lady Realtor because she loved her aggressiveness and consistency in enclosing her business cards.  She said many buyers and sellers called her because they loved her agressive and simple style.

I don't do 200 closings per year but I did have my best year ever in 2006 and my business has grown each year I have been in business.  I don't do any monthly mailings, post cards, or newsletters.

Those that have read my posts know that I am big into calling current and past clients A LOT on the phone.  I have even had clients tell me they love my phone calls and are so happy I don't send them post cards or newsletters. They simply love it when I call them.  Think about it, one of the biggest complaints customers have is that they don't hear from their Realtor enough.

This article of this Seattle Realtor impacted me so much that I have gone through 3-4,000 cards per year since the mid nineties.  Business cards are a very cheap form of advertising and a large percentage the residents of my county have seen my card at one time or another.

I have what I call "Cheerleaders" that are my sphere of influence that love sending me referrals.  I send them packets of business cards every 6 months and they love receiving them.

Is there something to the KISS (keep it simple stupid) system when it comes to real estate marketing and have we gone overboard with this system and that system?

I told a new agent in my office about this business card idea and my belief in making a lot of calls to current and past clients.  He closed 32 transactions his first year and earned a 6 figure income as a result of implementing this great idea.

Something to think about.

 

 Posted By: George Tallabas - Boise Idaho Real Estate Agent - Associate Broker 
with RE/MAX Advantage, Canyon Counties #1 Brokerage in sales and listings
specializing in Boise Idaho Real Estate and Southwest Idaho Real Estate.

 

Posted by

Native Idahoan and Boise Idaho Real Estate specialist serving Boise, Meridian Eagle, Nampa, Caldwell and the surrounding Treasure valley area of southwest Idaho. Specializing in residential, investment, land and commercial real estate. Search thousands of MLS listings at Boise Homes for sale and learn all about Idaho by visiting Search Idaho Homes

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Rainmaker
259,521
Melina Tomson
Tomson Burnham, llc Licensed in the State of Oregon - Salem, OR
Principal Broker/Owner, M.S.
I do phone calls and emails.  My clients think I am the resource goddess here in Salem and call me for referrals for many things.  It's a great time to just touch base. I also started emailing my blogs to them if I write about something I know will interest one of them.  I don't do postcards, mailings or newsletters and never have.  No point in killing a forest.  I also give all of my clients a stack of business cards (like 200 or so) when we close a deal.  They get refreshers periodically as well.
Feb 16, 2008 03:36 AM #159
Rainer
184,664
George Tallabas
RE/MAX Advantage - Nampa, ID
Idaho Real Estate
Melina - Nice to meet you "Goddess"!  LOL
Feb 16, 2008 03:39 AM #160
Rainer
11,985
Justin Kelcourse
Keller Williams Coastal Realty - Portsmouth, NH
Helping You Reach Your Home Ownership Goals
im inspired to have more cards printed, thanks
Feb 16, 2008 03:52 AM #161
Rainer
184,664
George Tallabas
RE/MAX Advantage - Nampa, ID
Idaho Real Estate
Justin - You are very welcome and go after it!
Feb 16, 2008 04:28 AM #162
Rainer
14,955
Kelsie Compton
Triangle Choice Realty, Inc. - Cary, NC
Cary NC Real Estate

George,

Thanks for directing me to this previous article with the link in your blog today - What a great story and lesson! Everyone's always looking for the magic pill for success, but few accept the fact that consistency (and persistence - with a smile) utilizing the simple basics - business cards, phone calls, and personal notes ARE the magic pill.
Best Wishes,

Kelsie
www.TriangleChoiceRealty.com
www.TriangleBuyerAgent.com

Feb 17, 2008 11:37 AM #163
Rainer
184,664
George Tallabas
RE/MAX Advantage - Nampa, ID
Idaho Real Estate
Kelsie - You are very welcome and I wish you well.
Feb 17, 2008 11:47 AM #164
Rainmaker
870,239
Kay Van Kampen
RE/MAX Broker, RE/MAX - Springfield, MO
Realtor®, Springfield Mo Real Estate
George, I started a new campaign this year thru the office.  They are sendng out to 300 of my clients a monthly newsletter, compliments of RE/MAX.  Seems the "KISS" program is easier and more efficient.
Feb 17, 2008 11:51 AM #165
Rainer
184,664
George Tallabas
RE/MAX Advantage - Nampa, ID
Idaho Real Estate
Kay - Good for you.  I believe 100% on the KISS system and have proven time after time it works awesome. Take good care.
Feb 17, 2008 11:56 AM #166
Rainer
82,781
Patty Carroll
Vancouver, WA

We knew this, then we got on the marketing train but now we will go back to keeping it simple, thanks for the reminder.

Patty & Scott Carroll - RE/MAX Equity Group Vancouver WA

 

Apr 16, 2008 03:25 AM #167
Rainer
184,664
George Tallabas
RE/MAX Advantage - Nampa, ID
Idaho Real Estate
Patty & Scott - Thanks for reviving this post and have a great day.
Apr 16, 2008 03:28 AM #168
Rainer
49,134
Dianne Barody
Century 21 AmeriSouth Realty - Pensacola, FL
Pensacola Florida Real Estate
George:  That makes a lot of sense..............I am going to start handing out more cards too.  Hope all is well.
Apr 16, 2008 04:23 AM #169
Rainer
4,970
Shannon Whitley
RE/MAX OAK CREST REALTY - Plymouth, IN
RE/MAX OAK CREST REALTY
Great Idea !!!! Thanks for the Post
Apr 16, 2008 06:00 AM #170
Rainer
43,037
Thomas Hargreaves
TriStar Financial Services - Eugene, OR

If you are going to build your business handing out business cards, Make sure that you have a well done photo on the card.  I think that having a photo of you linking your service to a face is an important feature.  If you are going to put up a billboard with out a photo I think you are wasting your time.  Great numbers though.. I wish I would have had 200 mortgage closings last year.. whoo hoo..

Jul 27, 2008 06:04 AM #171
Rainmaker
1,042,071
Fred Carver Personal Real Estate Corporation
RE/MAX Camosun Victoria BC Real Estate - Victoria, BC
Accredited Real Estate Consultant

Hey George...I think it's time to show our Fellow AR member there is an effective and inexpensive way to market yourself in Real Estate using their Business Cards. This is such a great story of success and worth repeating to our members!

Cheers, thanks again for sharing this with us all in the Rain!

Oct 05, 2008 05:42 AM #172
Rainer
184,664
George Tallabas
RE/MAX Advantage - Nampa, ID
Idaho Real Estate

Fred - I can't thank you enough my friend!

Oct 05, 2008 05:44 AM #173
Rainmaker
1,042,071
Fred Carver Personal Real Estate Corporation
RE/MAX Camosun Victoria BC Real Estate - Victoria, BC
Accredited Real Estate Consultant

Hey George....if we keep nogging one another here this post will get featured finally!! Oh in case the Gods are Sleeping I suggested they feature this great post, especially for the newbies.

Cheers, once again thanks!

Oct 05, 2008 06:50 AM #174
Rainmaker
655,832
Bob & Carolin Benjamin
Benjamin Realty LLC - Gold Canyon, AZ
East Phoenix Arizona Homes

Sounds interesting -- 200 closings sounds rather intriguing. All the best.

Dec 13, 2008 03:02 AM #175
Rainmaker
1,317,175
Joan Whitebook
BHG The Masiello Group - Nashua, NH
Consumer Focused Real Estate Services

Thanks for sharing this information... Sometimes we overlook something as simple as handing out our cards and making phone calls.  I think we can all "afford" to do these two things.

Sep 15, 2010 02:43 PM #176
Ambassador
1,287,749
Dagny Eason
Dagny's Real Estate - Wilton, CT
Fairfield County CT, CDPE Homes For Sale and Condo

Oh, how I love leaving the first post comment of 2010!!!!!!    What a wonderful post you wrote - and I thank Fred for reblogging this!    Great one.... I'm going to start handing out my cards more enthusiastically again!

Sep 15, 2010 05:02 PM #177
Rainmaker
2,394,230
Evelyn Johnston
Friends & Neighbors Real Estate - Elkhart, IN
The People You Know, Like and Trust!

I just ordered new cards, they will be here the first of the week.  Let's see how fast I can get rid of them...

Oct 01, 2010 01:52 PM #178
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George Tallabas

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