Dave Park "The Maverick Builder"

Waiting for Prince Charming

A recent survey by the Nation Association of Realtors found that single women comprise of 20% of the home buyers.

Numbers don't lie! What a niche.

Read it again. One fifth of homebuyers today are single women. One fifth! Wow, this diverse group is seeking to establish a homestead, a piece of the American Dream.

These women have college degrees, good jobs, and money. These women know that real estate is a good investment. They do not view housing as a commodity or a disposable asset. They are decision makers and they are not compulsive. They like research.

Is this your niche? Is it time to change your strategy and tactics? Maybe.

This niche is different. They work late, they bring home boxed dinners, they do lunch, they are efficient, they need security, they need connection, and they need "space". Single women are looking for a different lifestyle. They like this lifestyle and do not want to be put in a specific catagory or segment of the market.

To capture part of this niche, you will need to move your marketing, your timing, and your lifestyle. These women are different and diverse. If you don't fit in you will be left out.

If you do not have good follow up skills, leave this niche alone. If you are not a good listener, run away. If you assume that she does speak "house", you will be an (well you know what I mean) and if you are not a great networker, you are no help.

Take this test to determine if you can workin this group. First, soak in the tub with a glass of wine, then jump in bed and watch 3 episodes of "Sex and the City". In the morning with your "cup of joe" open up Cosmopolitan and start reading while cooking breakfast and watching FOX Friends.

This is a powerful and strong group. Sales people that cling to outdated approaches and closing techniques will fail. You can win this group by taking care of this client. Listen, research, present, and listen again.

Now get your nails done, enjoy a mimosa, and relax with aromatic candle scents. Then maybe, just maybe you can capture part of this niche.

Erasers and Crayons

In this economic time with find ourselves in, growth strategies seem to stall or are rapidly put in idle. Business owners, management, and entrepreneurs are so concerned about today's environment that they cannot see beyond the end of the week. This attitude brings progress in growth to a grinding halt or at the very least emergency braking.

Strategies can be taught and business models changed to continue on the path of growth. Business owners, managers, and entrepreneurs need be taught or become open to new ways to approach growth, innovation, and communication.

You may work in an environment that looks for innovation, but it is not found. Boundaries need to be redrawn on the implementation of your trade or business before the community will bypass (creditability) your phase of business.

If you business is approaching boundaries of what it realistically can accomplish within this attitude of "holding on", pull out your Eraser and Crayons and keep reading.

On the first page draw the word "decentralization". Decentralization need to happen from the top down. Even you "one and only" entrepreneurs need to redraw your boundaries. Decentralization will allow your business or organization to grow again at the pace that will gain momentum as the next economic cycle presents itself. Start by giving your people (assets) more latitude in discussions of "fuel" or growth. Their support and drive will grow stronger if empowered by management. Frequent meetings early in this process are important. By involving more and more people, they can start to see the vision, see your commitment (this is not in question) and feel part of the overall growth (success) strategy.

Next allow projections (goals) from each individual office, division, or individual. These projections can help guide business growth and project business growth (success). Accountability is easily obtained when projections and goal are set together. This will also identify challenges for the coming months and years. By empowering others and having owners to take an active role, it will take some of the decision-making burden off of management and put the reins in the hands of your greatest asset, your people.

Search for and encourage innovation. Innovation can make your business more maneuverable and able to react to changes. This innovation needs to be taught not only from what it can accomplish for each but how to sell, implement, and profit from these innovations. Let everyone see that you value opinions and ideas by taking their ideas and concerns, splicing them into your innovation process? "An innovation that does not address a need (consumer or business) is an innovation that was created in a the sock drawer and will probably not have an effect on the growth of your business."

Guide your drawing. Keep everyone on the same page but not between the lines. A part of spurring growth is to get your idea-makers to start thinking outside of their circle. They need to be together to think together. Achievements can be extraordinary. Forward reaching goals set and made. By involving more and more people, you get a feeling of what can be accomplished by this group.

Your business most certainly has a unique experience and application structure that when implemented with the correct service vehicle can help transform the "holding on" platform to the "business is great" attitude.

Now put your crayons away and tape the drawing on the frig so everyone will see it and know that they are part of it!!

Hemingway

An epic battle between a man and a giant marlin makes for a great Hemingway tale but, an ego marketing battle between you and yourself makes for a lousy Saturday afternoon of fishing.

Marketing. Marketing should be a continual cast into the sea. Marketing should never stop. Marketing is not only a growth tool, but a business sustainable tool. Marketing should be in your operating budget and in bolded type on your business plan! Marketing is how you touch your client. Marketing is how your tell a story and good stories sell!!

OK, so marketing is where your start but, you need to know what end result your are looking for? What do you see as your "pass go" in your marketing campaign? Marketing campaigns might have to go around the board a couple of times but your success will be the direct result of marketing.

But what is Marketing all about? Is it all about you? Is it all about what you can do? Is it all about who can see me? Is it all about your wonderful brand design? Is it all about your people? Did you forget?

Please leave all egos at the door!

You market to start the phone to ring, the conversation to begin, and the buzz around town. Marketing can be subtle (the brilliant report cover that is used) or flashy with color ads, e-mails, and pod casts. Marketing is not about you. Marketing is not about your business. Marketing is not about your brand. Marketing is not about your people. Marketing is all about your target. Your client.

You will need to answer these 3 questions to start your marketing. Without these three answers, any campaign will not return the results that you are looking for.

1. Who is your marketing target?
2. How are you going to reach the target?
3. How are you going to move or motivate the target?

"All good questions boss!"

Who is your marketing target?
Realtors, Lenders, Attorneys, Homeowners, Buyers Sellers, Property Managers, Investors?

How are your going to reach the target?
Flyers, e-mail, podcasts, seminars, sales meetings, phone calls, food, education, networks, radio, TV, or u-tube?

How are your going to move or motivate the target?
Value, Discounts, Leadership, Product, Service, Timing, Call to Action, Risk Reversal, Charity?

Take your 3 answers and design a story that will catch your target hook, line, and sinker. Now, what's next?

After you have brought your target into the boat, the marketing does not stop.
You must now decide how to market to your taget. You wanty to the target in the boat. The target has already swallowed (said yes) to start the relationship. Now market to catch your target again and again. Start with the same 3 questions.

Once the target has been captured multiple times the target turns into one of your marketing tools. (referrals, testimonials, introductions, venture partners, etc.) Now pull out your rod and reel them in!

In the Hemingway novel, "The Old Man and the Sea", the old man's target was the fish. He used a boat to get to his target. He used bait to get the target to move. The reader was Hemingway's target, the book was how he got to his target, and the story was how he moved the target.

Now how "big" will be your fish story?

Gluttony

Gluttony - It means excessive, an excessive practice of something.

There are quite a few reasons why our current economic climate is looking for a shovel and a nice green field where it can be put to rest. After feeding the globe with promises, we are seeing how distorted views by financial barons' elevated greed to a new level.

This greed spilled over to the "average Joe".

No, say it ain't so Joe!

Joe Buyer wanted more house than they could afford. Joe Seller wanted multiple offers and quick sales. Joe Homeowner wanted the equity to pay off the credit card companies. Joe Move up wanted a bigger home. Joe Builder wanted increased profits. Joe Developer wanted a greater ROI. Joe lender wanted to sell more loans.

And just when you might think is it safe to go back into the water.

Now comes along Joe G. Speculator and the G stands for Gluttony. Joe is bringing back the sensation of greed into the housing market. Joe buys low and sells high. Joe looks at housing as a commodity

The problem this creates is that most commodities are consumed by the public. Soy beans, coffee, gas, cotton, pork bellies, etc. Commodities are not an essential value in our lives. Housing is essential. Housing represents our financial, psychological, and physical values.

What to do now? Take greed out of any equation. Maintain control and patience. Trust your decisions. Trust your Realtor, because . . . . . . . . . Joe G. will take the next train coming!

X-ray Vision or Rose Colored Glasses?

Content differs between a blog and a newsletter by the transparency of each media.

A newsletter is written to permission or performance based digital or paper audience. This content is sought after by businesses and individuals that look to implement your wisdom as a stepping stone to the next platform. This audience will usually plateau and look for the next stepping stone.

The transparency level in a newsletter is not very clear as the writer and the audience are looking in the same direction.

A blog is written and delivered to undifferentiated readers that can "hop in or hop out" whether impressed or unimpressed with what you have to offer. Not much time is spent trying to "shovel" more and more attention to your site. Your exposure of though, ideas, and innovation travel freely to all who are in attendance in that particular space and time.

The transparency level in a blog is invasive. The blog reader looks for EPV; Efficiency, Passion, and Value. They look right through you.

The writer of the contents should always be aware of their audience. One wears X-ray Goggles and the other Rose Colored Glasses!