Marketing (myself) Doesn't Work (for me)

By
Education & Training with Sell with Soul

Have you ever noticed (or is it just me) that the people you actually "market" to aren't the ones who actually respond? In my worlds (‘ritin' and real estate), I find that the bulk of my business comes from those who have not received any direct sales pitch from me. Either I'm a lousy sales-pitcher (very possible) or maybe (just maybe), people don't want to be sales pitched.mega phone

Here's an example. A few weeks ago I got a call from a lender with whom I've done a little business the past. Just your basic catching-up call, prospecting, I'm sure. Well, I happen to know that this lender does a lot of seminars for local Realtors and since I'm also in the seminars-for-Realtors business, I asked him if he'd be interested in bringing me along on one and letting me say a few words. He hemmed and hawed and changed the subject (I'll take that as a NO). Now, I get asked to speak all the time (particularly by lenders), so I don't think what I offered was too far out of line; in fact, I thought my offer might be greeted with enthusiasm. Uh, no.

In my real estate business, I know for sure that when (in the past), I've outright asked for business - either in a self-promotional mailing or local advertising, I can count on zero hands how many positive responses I got. But I do GET business - it just comes in organically - that is - people hear about me or meet me or stumble onto my blog and THEN pursue me. And, often hire me or buy my stuff.

This is somewhat comforting, yet irritating to me at the same time. Hey, I spend perfectly good money getting my name out there, so when my marketing efforts crash and burn, I'm pretty darn annoyed. Believe me; I had plenty of other uses for that money!

But, of course, I find myself doing the same thing. I delete inbox SPAM with a vengeance and often ignore (or politely decline) invitations to cross-link my site with others. I certainly use TV commercial time to check my email or refill my wine glass. I never look at the promotional material that clutters up my mailbox or Oprah Magazine and I toss out all the inspection and carpet-cleaning brochures that fill up my inbox at RE/MAX. I can't say that I give a second glance to the gawd-awfully expensive advertising that covers the pages of my Realtor Magazine. I hang up on cold-callers.

So, what's the alternative to aggressive self-promotion? Stay tuned for MY thoughts on the matter... but please share yours!

ja

 

www.SellwithSoul.com

Posted by

It's Here!

 

The More Fun You Have Selling Real Estate, the More Real Estate You Will Sell! 
(True Story)
Order Your Here!

 

 

 

 

 

 

 

 

close

This entry hasn't been re-blogged:

Re-Blogged By Re-Blogged At
Topic:
ActiveRain Community
Groups:
More Referrals: Strategies & Tips on Getting More Referrals
RE/MAX Active Rain Bloggers
Real Estate Rookie
Selling Soulfully
Introverts are (Sales) People, Too!
Tags:
prospecting
soi
sphere of influence
selfpromotion
all blogs

Spam prevention
Show All Comments
Rainmaker
784,314
Robert Rauf
HomeBridge Financial Services (NJ) - Toms River, NJ

MORNING! I know I have had the same experience... The cold expensive marketing has never worked, the only thing it has consistantly gotten me is a bill, and calls from recruiters, never has it ever made me money.  However--- the Warm marketing of myself (to my past clients) has been priceless. I do find that keeping in touch with news letters or some sort of "value added" piece has been a great way to remind them that I am still here to help them and their friends.

Aug 27, 2008 01:35 AM #5
Rainmaker
485,057
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

Robert - Yep, me, too. But it's funny, when we self-employed-types get hungry and worried... we want to SPEND OUR MONEY to attract business... even though it's never worked well in the past!

Aug 27, 2008 01:43 AM #6
Rainer
10,586
Veena Grover
Re/Max - Fremont, CA
Fremont Realtor: Homes for Sale in Fremont & Union City

Jennifer, I agree with your sentiments, but how about trying online search ads (e.g., Google ads)?  You only pay when someone actually clicks on your ad and goes to your site. 

Aug 27, 2008 01:49 AM #7
Rainmaker
413,305
Lisa Heindel
Crescent City Living LLC - New Orleans, LA
New Orleans Real Estate Broker

The only real marketing I do of myself is my monthly e-newsletter.  It has articles for sellers, buyers and local market reports.  I'm trying to think of another good section for it, but it the meantime I'm getting almost 40% of them opening the email and web hits go way up each month when it is delivered.  I figure if I'm providing something of value on a consistent basis then when they are ready, I'll be willing :)

Aug 27, 2008 02:05 AM #8
Rainmaker
485,057
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

Lisa - I don't consider that "marketing" if you're providing something truly of value or interest.

Veena - I have a high google ranking for both my real estate and writing business, so we're good there. And I guess that's what I mean when I say it's better to market "organically" instead of forcing your message on a dis-interested crowd..???

Aug 27, 2008 02:10 AM #9
Rainer
39,049
Michael Delp
Mortgage Pro - Telford, PA

Nobody likes to be given a "hard-sell". It makes everyone uncomfortable. The trick is to get people to think of you when they need you. A lot of this is in the timing.

Aug 27, 2008 02:28 AM #10
Rainer
26,172
Joshua & Kathy Schmidt
ERA Henley Real Estate - Cabot, AR

Jennifer,

     I agree in that marketing isn't for some people, but what if you are a new agent?  What if you are an agent moving to a new area?  Sometimes I believe there are instances that some "marketing" is necessary.  Also, I market to expired listings and it has worked for me.  It is something I like doing as you know that they WANT to sell their house, but they just need the right help to do it.  I don't hammer them with junk, nor do I harass them over and over.  I offer them kind suggestions and if they end up using me, great, if not, I still helped them out. 

Aug 27, 2008 05:05 AM #11
Rainmaker
485,057
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

J& KS - So... here's my question about marketing for new agents... If we agree (and I'm not saying that we DO agree, but let's just say we do for the moment) that general marketing does not work, why would we encourage our new agents to do it? Why would it work for them if it's not working for us?

Michael - That's exactly the trick!!!

 

Aug 27, 2008 05:17 AM #12
Ambassador
463,498
Terrie Leighton
Ferrari-Lund Real Estate - Reno, NV
Reno Real Estate Agent ~ Selling Homes in Reno

Some people are much better then others at mkt and what works for some does not guarantee it will work for the next guy.

If you are new in town, mkt is probably the best way to get your name out there.

Personally, the only marketing it do is on the properties I have listed. In this market, that is pretty much all I can afford (hard to admit, but true).

In the end it is just a personal choice, do you like to see your mug shot on bus stop bneches? If so, go for it! If not, don't.

Aug 27, 2008 07:03 AM #13
Ambassador
687,235
Ann Allen Hoover
RE/MAX Advantage South - Hoover, AL
CDPE SRES ASP e-PRO Realtor - Homes for Sale - AL

Jennifer, you sound so much like me on this issue!  I just am not comfortable with it and it shows.  I love seeing the other comments here.

Have a great day and I'm looking forward to hearing what else you have to say on this subject.

Ann Allen Birmingham Realtor

Aug 27, 2008 08:54 AM #14
Rainmaker
342,974
Kim Peasley-Parker
AgentOwned Realty, Heritage Group, Inc. - Sumter, SC

I hate the hard sell and I don't like to do.  I feel myself pulling away when someone starts to do a hard sell on me.  I think people are the same way when you push them on a major purchase such as a home.  I would rather have ten happy clients spread the word for me.

 

Aug 27, 2008 11:40 AM #15
Ambassador
772,051
The Somers Team
The Somers Team at KW Philadelphia - Philadelphia, PA
Delivering Real Estate Happiness

Jennifer - great post (as always !) .  You are right - once one is established, the business seems to come without doing as much self promotion.  I think the best self promotion is doing excellent work for current and past clients that leads to a strong referral business and residual business.  I think a degree of self promotion (asking for business) is a must approach for newer agents and to the point of not necessary for the "work on referral only" established agent.  Everything in between is a gray area.

Chris

Aug 27, 2008 02:49 PM #16
Rainer
340,963
Kris Wales
Keller Williams Realty - Lakeside Market Center - Macomb, MI
Real Estate Blog & Homes for Sale search site, Macomb County MI

If it helps...I just purchased 5 of your new books. Why?  Because you did such a fabulous job of marketing Jennifer that I knew the books would be wonderful for myself and a few friends.  You hit your target audience with me :-)

 

Aug 28, 2008 01:26 AM #17
Rainmaker
485,057
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

Thanks, Kris!!! You should get your books any day now and just know that I TRULY appreciate your support... BIG SMILE!

Aug 28, 2008 01:32 AM #18
Rainmaker
375,787
Donna Yates
BHGRE - Metro Brokers - Blue Ridge, GA
Blue Ridge Mountains

Jennifer:  I hear you.  I do not do hard sales, I don't like them and so I know others must not either.  I think I've actually gotten business as a result of not pressing someone.

Sep 01, 2008 10:09 PM #19
Rainer
208,738
Bob Cumiskey
A1 Connection Realty, Inc. - Sun City Center, FL
US Army Retired, Your Sun City Center, Florida ~ Realtor

Jennifer, I liken Real Estate to being a hero.  When I do my job right, I'm their hero.  Real hero's don't tout their own horn.  Maybe that's the key in itself.  Let your deeds speak for you.  Have a great day.

Sep 03, 2008 12:09 AM #20
Rainmaker
485,057
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

Bob - I LOVE this analogy! This is a piece of brilliance...

Sep 03, 2008 12:14 AM #21
Rainer
78,168
David Slavin
Keller Williams Premier - Katy, TX
CDPE, ABR, SRES Keller Williams Premier

Can't wait to read what you have following this.  I'm an aggressive deleter as well.

Sep 03, 2008 02:54 AM #22
Rainmaker
485,057
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

David - LOL - big time! I totally forgot I promised to follow up on this post and now I can't remember for the life of me what I was going to say!!!! Sheesh!!! Will have to give that some thought cause I'm sure it was absolutely brilliant!

Sep 03, 2008 03:00 AM #23
Rainmaker
485,057
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

Ah, yes, now I remember... stay tuned.

Sep 03, 2008 03:01 AM #24
Show All Comments

What's the reason you're reporting this blog entry?

Are you sure you want to report this blog entry as spam?

Rainmaker
485,057

Jennifer Allan-Hagedorn

Author of Sell with Soul
Ask me a question
*
*
*
*
Spam prevention