Book Review: Marketing For Rainmakers

By
Services for Real Estate Pros with Zillow

Marketing For Rainmakers is a great book for both experienced and novice marketers alike. 

For one who has been in the marketing business for years, the book helps you approach known techniques from a different perspective.  And for those new to marketing, Phil uses a formula in each chapter to make the book  easy to understand, digest and most importantly- implement.  He first introduces a concept, then illustrates the concept and how it relates to marketing, and finally gives real life examples of how you can implement the concept introduced immediately into your business. 

I liked the format of the book, which is divided into 52  short chapters, full of colorful examples of the author's points delivered in a straight forward, yet humorous style.  My recommendation would be to read the book through once to get a general overview to being a Rainmaker marketer.  But then, keep the book at your desk and focus on implementing a concept in a chapter each week (book is conveniently has 52 chapters or 52 Rules of Engagement). 

An example of the sage advice offered throughout the book, and one that I found particularly relevant to my industry of Real Estate, was Chapter 11- Smarten Up.  Again the formula of 1) introduce concept 2) illustrate the concept then 3) describe how a marketer can use this information is applied. 

The first part of the chapter talks about how much information is available to people today, before needing to enlist a professional, something real estate professionals frequently hear.  He humorously notes that this is "exacerbated by human beings' tendency to overestimate their knowledge of just about everything", which can sometimes make the professional's job that much harder. 

What is the opportunity in this?  "...it can be addressed by ‘knowledge-added' marketing.. the focus of this marketing is identifying the only things in your business that can never be commoditized (your expertise)... become an invaluable resource and partner to your customers..." 

How do you do this? "provide all the information a client needs to make an intelligent ..decision ...this education process also serves to help clients better understand the value you bring to the table".  Educate through human-interest pieces, case studies, integrate knowledge-added marketing into your promotional pieces, put less focus on your brand/product and position yourself more as a resource or partner.  

 Phil's book will help you see that there are marketing lessons to be learned all around you that can be applied to your specific industry.  The book will help you get in the frame of mind to look at things in ways that your competition traditionally hasn't, and then act with this new-found insight and perspective.  And while reading this book, you'll not only get educated, you'll also be entertained. 

About the author: Phil Fragasso is a marketing expert with more than 25 years of marketing experience in the high-tech and financial services industries.  You can visit his website at www.marketingforrainmakers.com. 

Read other reviews for this book on Amazon.com. 

Read excerpts from the book here.

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Rainmaker
249,757
Mike Klijanowicz
Cummings & Co. Realtors - Perry Hall, MD
Associate Broker @ Cummings & Co. Realtors

I'll put it on my book list for 2009.  Thanks for sharing, I just hope I have the time to read it...

Dec 01, 2008 06:53 AM #1
Rainmaker
472,735
David Henke
Long & Foster Real Estate, Inc - Newtown Square, PA
Realtor, Homes Just West of Philadelphia PA

Looks like it could be a good addition.  Thanks for the heads up.

Dec 01, 2008 07:00 AM #2
Ambassador
2,079,519
Barbara-Jo Roberts Berberi, MA, PSA, TRC - Greater Clearwater Florida Residential Real Estate Professional
Charles Rutenberg Realty - Clearwater, FL
Palm Harbor, Dunedin, Clearwater, Safety Harbor

Thanks for the information - I will have to check this one out!

Dec 01, 2008 04:29 PM #3
Rainer
78,779
Obeoman Glade Jones
www.obeo.com - Salt Lake City, UT

Sara-

In the spirit of the season, maybe someone should write:

Marketing for Snowblowers

Steve

Obeoman

Dec 05, 2008 12:26 AM #4
Ambassador
753,704
Mike Jones
SUNSTREET MORTGAGE, LLC (BK-0907366, NMLS 145171) - Tucson, AZ
Mike Jones NMLS 223495

Sara,

Thanks for taking the time to do a book review.  I really appreciate the link!

Mike in Tucson

Dec 14, 2008 02:43 PM #5
Rainmaker
96,081
Eileen Begley
Coldwell Banker, DelMonte - Carmel, CA
Monterey Real Estate

Thanks Sara;  I am putting the book on my must read list too!  I like the idea about using your knowledge to market yourself. Makes it less "sales" like sales.

Dec 15, 2008 01:34 AM #7
Rainmaker
234,025
Patricia Beck
RE/MAX Properties, Inc., GRI, CDPE - Colorado Springs, CO
Colorado Springs Realty

Always looking for new books, this sounds like a good one.  Thanks for the review.

Dec 24, 2008 05:54 AM #8
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Sara Bonert

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