Per my post the other day, “Leadership: What You Could Learn From Dan Hesse“…  Sprint has impressed me again with their most recent ad campaign (below).  You be the judge.

Matt Dollinger
The You Factor

You need to solve this problem by making it someone else’s problem
You said you were going to change
You said you were going to connect
You were going to understand their needs
You were going to become integrated
You were going to find out what makes your client tick
You were going to let them into your space
Instead you focused on incentives, impressions, and going “viral”

What happened?

I saw this video yesterday for the first time, and am embaressed to say so.  It is so brilliant and hits so spot-on, that I watched it over and over.  Geert Desager and his team over at OpenHere have presented  Bring The Love Back Please take a look:

So in this relationship of Advertiser and Consumer, where is the change occuring?  The advertiser still knows tons of data about the Consumer, but what conslusions do they make about that data.  Here are my points drawn from this video:

1. The Consumer has had enough
2. We have no idea who the consumer is anymore
3. We have no idea what the consumer wants anymore
4. The Consumer wants to talk to us
5. We don’t want to listen
6. It’s not about the money, it’s not about the “coupon”

As I said, I think that there’s a great lesson to be learned here and one that will be especially pertainent for the Real Estate industry moving forwards.  Next up, their second video…

Matt Dollinger

The You Factor

Are you investing in Real Estate MARKETING or Real Estate ADVERTISING?

Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.

Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.

- Quick Test - Based on the definitions above, categorize the following real estate “marketing” efforts:

• Just Listed Postcards – ___ (Advertising) ___ (Marketing)
• Email Drip Campaigns – ___ (Advertising) ___ (Marketing)
• Direct Mail Campaigns – ___ (Advertising) ___ (Marketing)
• Online Banner Ads – ___ (Advertising) ___ (Marketing)
• Farming a Neighborhood – ___ (Advertising) ___ (Marketing)
• FSBO’s and Expireds – ___ (Advertising) ___ (Marketing)
• Informercials – ___ (Advertising) ___ (Marketing)
• Grocery Carts ___ (Advertising) ___ (Marketing)
• Cold Calls – ___ (Advertising) ___ (Marketing)
• Agent Websites – ___ (Advertising) ___ (Marketing)

I could go on, but I think you get the idea. Here’s a newsflash though… ALL OF THESE ARE FORMS OF ADVERTISING BUT DON’T HAVE TO BE!

So, how could we turn some of these “Advertising” efforts into “Marketing” campaign?

Just Listed Postcard to renters featuring a property suited for First Time Buyers – Marketing

Email Campaigns focusing on things to do in your town, or information specific to their buying needs

Direct Mail Campaigns focusing on the psychographics of your database (See Understanding Your Clients Post Here)

Farming a Neighborhood and sending them to a website like the one of my past agents developed www.510werie.com

FSBO’s and Expireds can benefit from the information and help you can provide to them (80% of them will sign with a Realtor, 70% will sign with the first Realtor they talk to, and they’ll probably use you on the buy side if they like you and feel you helped them)

And the list goes on…

It’s time to innovate, and bring yourself and emotion into the equation. By reading, living, and incorporating the true definition of MARKETING listed above, you will be taking the first steps forward into a new level of business.

Matt Dollinger