ar Friend,
I hope you’re having a great week and hope you had a great Easter.
During the Easter weekend my family & I went up to our House Boat hideaway and had a relaxing break with friends where we enjoyed some water skiing, swimming at the beach & way too much chocolate. It was great fun.
Since then I’ve been back into it, with lots of agents jumping onboard & implementing the simple listing strategy that I taught at the ‘How To Quadruple Your Listings” FREE Webinar held just prior to Easter.
Already a number of agents have started seeing some fantastic results coming directly as a result of this innovative listing strategy.
One agent called me personally after the webinar & said that “this is by far one of the best real estate innovations/listing tools he has seen for years.”
And now that the word is out, I’ve had lots of requests from agents who missed out on the ‘How To Quadruple Your Listings’ FREE Webinar to see if I could repeat the session again?
In addition, there were a number of agents who attended the webinar that now want to show the concept to rest of their team.
So, to cater for the extra demand, I’ve decided to run an additional 30 minute webinar session on Thursday 22nd April 2010 at 12.30 – 1pm (Sydney Time).
To secure your spot at the next FREE webinar Click Here (Strictly Limited)
If you are serious about generating more business quickly & easily then this is by far the best ever 30 minutes you could invest into your career and/or your agency this year.
Tech info: This week, it was also exciting to see that the iPad was finally made available for sale over in the US. The iPad has created a huge buzz and should become available for purchase in Australia over the next few weeks.
I am definitely going to get an iPad but I will wait a few more weeks until the 3G version comes out. Even though it is more expensive, it will have a lot more of the functionality that I need.
(If you haven’t started considering putting together a digital listing presentation to suit the iPad then right now would be a good time to start working on it. The iPad is perfectly suited for real estate presentations.)
Finally, I had a number of agents email me in response to the recent Success Tip from Kerwin Rae about Marketing More Effectively so I’ve decided to include more from Kerwin in today’s Success Tip. I hope you gain a lot from his important insights into effective marketing.
Part 2 - Today's success tip comes from Kerwin Rae.
Do you like fishing? Well, according to marketing expert, Kerwin Rae, fishing is very similar to marketing. Kerwin has taught over 3,000 people across the globe about marketing, sales and peak performance and has a thorough understanding of this business communication tool. He provides an extensive amount of marketing content in this chapter, all of which emphasises an important truth - test and measure everything and you will get results.
Plus, Kerwin also reveals the funniest moment in his marketing career (it's gold)!
What is the most important thing you have learnt about successful marketing?
Know thy market – test and measure. At the end of the day it is easy to assume what people want and what they will respond to. But as they say, the truth is the result and the rest is just theory.
You need to learn how to create a unique and very appealing position for your product or service that separates you from the rest of the competition and clutter that is rife in the market place. What makes you different and why should I do business with you right now instead of the same business down the road?
Domino’s ruled the pizza delivery market for years by offering ‘Fresh and hot in 30 minutes or its free’. It made them different and made them stand out as the most obvious first choice in home delivery. Fed Ex ate the competition up with their position of ‘When it absolutely positively has to be there over night guaranteed!’
I often see business owners who assume that their customers and their market (potential clients) are just like them – the same likes, dislikes, wants and needs. Often this is so far from the truth that it makes me worry when I look at the result it creates.
On many occasions I have presented materials to clients only to have them say something like, ‘Oh, I don’t like that and neither will my clients’ or ‘My clients won’t respond to that’.
The only way I can dispel their belief is with a little exercise around testing and measuring.
Something to remember though is that even my stuff doesn’t work all the time. Sometimes you have to try up to five letters or advertisements until you find one that works best. Other times you can hit the jackpot on the first run.
I have heard a lot of people say that direct marketing methods don’t work simply because they tried it once, didn’t get results and so they wrote it off. Sometimes it might not work because of something little, like using the wrong headlines, copy or bonus. That’s why it is important to try it more than once.
Why do business owners and marketers often choose to use visually appealing advertisements rather than tested and measured material?
You have institutional marketing and streetwise marketing. Institutional marketing is the pretty, funny and clever stuff (that in most cases doesn’t work, there are exceptions), and the streetwise marketing is driven by a more scientific and strategic approach using testing and measuring to determine what works and what doesn’t work (remember you can only improve what you measure).
In the world of direct response marketing we are constantly battling with the perceptions of people who are conditioned by big budget advertisers concerned with how good advertisements look. I can’t blame business owners and marketers for thinking that way, but many billions of dollars are poured into everyday campaigns that simply don’t work for anyone other than the advertising agencies, media companies, and the people wanting to win creative awards.
I have seen so many great beer advertisements it’s not funny, but not one of them has made me buy their beer.
Ultimately, I think business owners and marketers want to be responsible for creating that ‘funny commercial’ or that ‘creative advertisement’, but if you want to increase customers, make more money and grow your business then you are best to stick with advertisements that work – even if they are not as visually appealing!
That’s not to say that pretty and clever advertisements don’t work, but before investing huge amounts of money in advertising and marketing it is wise to create a few advertisements, letters, commercials or scripts and test them.
It will take a bit more time at first but it will save you time and lots of money in the future.
________________________________________
Real Estate Agent Success Club members can access lots more from Kerwin Rae by clicking on the link below now:
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Here's to your success.
Warm regards
Real Estate Coach
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