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.
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!
I'm with you Jennifer - it seems there are 2 kinds of agents in this world - the ones who believe in the hard sell and the ones who don't care for it. I'm one of the latter.
I also don't respond well to sales hype - I'm so *not* into commercials that I don't watch TV that has them! We'll watch shows on Netflix or what have you - commercial free. We like it that way!
I think it is all timing- if you are looking for a new tv you pay attention to all the tv ads but you ignore all the other ads. If a person was looking for a realtor and you were in the grocery store wearing a shirt from your agency, they may stop and ask you some questions... Its all timing.
Interesting. There's definitely a lesson to be learned here. I think Judy's right about the timing thing. A lot of things in life are like this, not making sense but still working. As long as you're happy and achieving your goals, rock on.
Suzanne - It's really hard for me to Do Unto Others What I Don't Want Done Unto Me... or at least what I know I'll ignore!
Judy - true - good point. But I guess I'd see that as more passive marketing than aggressive - I'm not willing to assault 100 people with a sales pitch in hopes of finding one or two who are ripe.
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.
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!
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.
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 :)
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..???
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.
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.
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!!!
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.
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.
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.
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
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 :-)
Thanks, Kris!!! You should get your books any day now and just know that I TRULY appreciate your support... BIG SMILE!
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.
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.
Bob - I LOVE this analogy! This is a piece of brilliance...
Can't wait to read what you have following this. I'm an aggressive deleter as well.
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!
Ah, yes, now I remember... stay tuned.