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Champions for Success
Dirk Zeller
Champions for Success Index
Dirk Zeller is the President and Head Coach for Real Estate Champions.
He is one of the most sought after speakers and authors for high volume production with life balance in the real estate industry.
Real Estate Champions provides exceptional business and developmental training to real estate agents and the industry through
cutting edge one-on-one coaching programs, on-site coaching programs, and seminars. You can contact Real Estate Champions
at 1-877-RECHMPN or e-mail them at info@realestatechampions.com
or visit their web-site at www.realestatechampions.com
Real Estate Champions
132 SW Crowell Way, Suite 200
Bend, OR 97702
Phone: (541) 383-8833
Fax: (541) 383-8832
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The Four Rules of Marketing
Dirk Zeller
Real Estate Champions
The marketing aspect for a real estate agent has become very confusing to agents who are trying to grow to the next level. We have so many different "magic answer" type marketing companies reaching for our wallets that it is hard to know which one is the most effective. In some cases it is difficult to evaluate the return on the investment. Here are a few rules that I applied when evaluating the many opportunities to "get my name out there."
Rule #1
The best form of advertising, in my opinion, was always a sold sign in a client's front yard. To me that showed a job well done. It showed a market presence and had the ability to bring in future income with little expenditure. The more active listings and actual sold properties the better my exposure. We would always affix a sold sticker right after the repairs were negotiated. I used sold stickers that no one could miss. They were large and bold.
If there could be a rule 1A, that would be to be liberal in your use of directional signs. Any and everywhere you can place one do so. We would often have 4 or 5 directionals for every one listing. By using a volume of direction signs, you give the perception that you have half of the town for sale. We always used regular signs and affixed my name and an arrow to them. These signs increased exposure and made it easier for the prospect to find the property. Doing the small directionals has limited impact. Using your signs well, I believe, is the most effective and financially efficient form of advertising.
Rule #2
Develop a strategy and budget for marketing for the whole year, then review it quarterly as to the results. I often see agents change programs, focus, philosophy, scope and purpose of their marketing plan as often as they change their shirts. First, take the time to create an effective strategy. Evaluate the strategy from all angles before you commit to implementation. Create the strategy for the long haul, not the short run. Start developing your strategy with your end goal in mind, then work backwards to today.
For example, Nike created "Just Do It." They ran with that strategy on their print and television commercials for over 3 years. Nike applied it to everything they did during that span. I can assure you that Nike spent considerable resources and time evaluating the campaign before they launched it. Make sure you are long-range planning your business and marketing strategy.
Rule #3
Before you advertise on billboards, television, shopping carts, bus benches and all other forms of institutional advertising, look for opportunities for third-party endorsements. The third-party endorsement has the power of the referral from a past client. There are many opportunities to get a third- party endorsement. To be elevated as an expert in real estate or recognized as a "top gun" agent by that third-party will do more for your career than any advertising you create for yourself. The consumer reading the article on you or hearing the interview with you or watching you in action will be far more convinced of your ability than he would be by you telling him how great you are via a you generated piece. It is better to invest your advertising in third-party endorsements then to spend your marketing dollars in the institutional realm.
Rule #4
Gage the shelf life before you buy. Many advertising opportunities have a limited shelf life. They are tied to a season or specific event or specified one time occurrence. Invest your money where you can get repeat impressions out of one purchase.
None of us has the marketing budget that McDonalds has. We need to use marketing products that have the ability to give repeat performances and can be used over time with the same results.
Start your marketing plan and create a budget today. Apply the four rules of marketing to your marketing plan so you will be the recognized "top gun" agent for your marketplace.
Dirk Zeller
Real Estate Champions
"Coaching Real Estate Professionals for Success"
Phone: (503) 698-2800 Toll Free: 1-877-RECHMPN (732-4676) Fax: (503) 698-3700
http://www.realestatechampions.com
info@realestatechampions.com
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