New Marketing Information!

New Marketing 101: Measuring Social Media

Social Media as a marketing tool is simply a "cool tool" if you are unable to measure the results of your efforts. Click here for a terrific overview on what to measure and how.  

Gittin 'er DONE!

Today, the celebration of completion is quite different than the old days as this video highlights. The nuanced glory of completing a big project: (Note: We use the 37Signals Basecamp online project management program of which this video celebrates a Basecamp project, done, done, and done.)

Realtors - Is This Your World Today?

Kris Berg is Co-Owner and Designated Broker of San Diego Castles Realty and tells it like it is. Kris's hobbies include fencing and spot welding. She likes kittens. Watch her video:

http://sandiegohomeblog.com/2009/10/05/how-to-buy-a-bank-owned-home/

Twitter - The State of Now

Curious as to why Twitter as a business could generate no revenue yet be worth a billion dollars? Better yet, why on earth should one "Tweet" in the first place? Jeff Pulver describes why Twitter is "democratization in the state of now." 

If there was an anthem to the Internet - this is it.

Raul Midon, a blind singer|songwriter shares his perspective about the resourcefulness of the Internet. 

Want To Start Online Business - Read This First

If you are thinking this might be a good time to start that Internet business, this FREE book from 37Signals.com brings to you valuable and experience-rich advice. Obviously the authors know what they are talking about and likely have the arrows in the chest to prove it. 

Seth Godin said it best, "Every once in a while, a book comes out of left field that changes just about everything. This is one of those books. Ignore it at your peril."

What is interesting about this book it they offer you three ways to get it - (1) Buy it in paperback format, (2) buy a cheaper version as a PDF and read or print it yourself, or (3) click a link to a FREE version. How cool is that?

Which reminds me, another great read is of the uber-current and very sage views about FREE by Chris Anderson, editor of Wired magazine. 

Spanking New Must Read Book on Social Marketing

Six degrees of separation| six pixels of separation, whatever you want to call it. We are more 'connectable' than ever. But connecting is only the begining. 

How to exploit this 'connectability' requires a careful strategy plus a very 'up to date' knowledge of what works and how to do it right. Watch this summary, read the book, and be sure to subscribe to book summaries at Read It For Me.

Today is A Good Day - Just Ask Oprah

This 'flash mob' video is a visual example of how a 'movement' occurs, and what happens when you tap into collective passion. You find the need, and fill the need.

Is It Possible To Create "Super Fans"?

These days there are two types of marketing. 

One is traditional branding coupled with some level of 'discount' calls to action. Seen in all media formats from print ads to twitter, this tried and true strategy will continue to generate results. 

The other is 'movement' marketing. Much rarer, difficult to create, harder to build and sustain, fun to be a part of, and infinitely more powerful in generating long-term sales. Seth Godin said, "If you want to be the leader in whatever category or market segment, you need to be the community (Tribal) leader. And you need to breathe life into your community with your purpose, passion and vision." 

A classic example of 'movement' marketing is the Fiskar scissor campaign developed by the 'Brains on Fire' agency. Their latest update reveals the extent a movement will evolve.

As a real estate professional looking to maximize limited marketing dollars is it possible to create a movement? And, how do you become a tribal leader in your community? Questions too big for this little blog entry.

However, one small step toward connecting your vision to your community is to 'get personal' with your clients and prospects with variable data marketing. 

The personalization element in your marketing will create a higher response, takes a bit more thought and time, and will begin to create relationships. Movements and tribal leadership grows when you connect your vision and your skills, with relationships. So, starting today:

1. Create your data list into a well organized and useful format. At least have it contain separate first from last name fields, and is carefully segmented into known groups (prospects, clients, great clients, etc.) that allow you to connect with a relevant message.

2. Configure your marketing so all communication is personal. Your email, postcard, letter, etc. campaigns all become personalized. Any segmented component is featured with customized text , inbound phone calls (add your data list to your phone) are answered with their name. 

3. Track your results. Discover who are your fans and segment a 'super fan' group that you will stoke like a tiny ember in to a larger flame. Fan the fans.

4. Empower your fans by asking what they want. Find the need and fill the need. The fire will grow.

The 'Brains on Fire' approach:  "...fans embody loyalty. A fan has a vested interest. They defend passionately. A true fan loves a team, a brand or a band whether they win or lose. Fans don’t just join a movement. They help grow it. Fans have a sense of ownership and shared identity, because your success is their success. And it’s a two-way street. The question isn’t “what can we sell this person?” It’s “what can we do to keep this person and make them even happier?”

Top Two Current Marketing Trends

At a recent AdAge.com show in Las Vegas, two current marketing trends this Fall are emerging in the wake of the recession that can be leveraged by real estate professionals.

Watch the short video here. 

1. Aspirational Marketing - The idea that people want to embrace 'stretch goals' allowing them to reach for something larger than life. Marketing image choices and verbiage should speak to the positive aspects of choices, rather than fear-based. 

2. Bundle Services - Perfect for the busy professional looking to purchase a new home. The more you can do to help create an easy and informative transaction, the more they will appreciate you and pass along referrals to you as a result.