Much is written about BRANDING in real estate? What does mean? Do you really have to buy a fancy logo made out of your photo or name? Is that what this is about? Not really.
Here's a POWERFUL question??? How many people in your COMMUNITY think of your name automatically when they think of real estate? In this question, the word "COMMUNITY" can mean family, subdivision, neighborhood, suburb, small town, medium sized city, or major metropolis - depending on where you sell, and how high you have set your sights...
If I were to visit your COMMUNITY and mention your name to 10 strangers on the street would they instantly say REAL ESTATE AGENT? Or would they say: "Never heard of him/her."
You know the expression "Fame and Fortune." These two words go together like "Apple Pie and Ice Cream." The truth is, Fame always comes before fortune. Said another way, there is no fortune without fame.
Branding then, is the process of becoming famous, and of shaping the reason for that fame. Said another way, branding means attaching associations and values or emotions to a word or name.
What branding does is unlock the door to fortune.
Imagine that I have a friend who can sing. (We'll call her "Sue" - not her real name)
She's a beautiful blonde gal with a shapely figure and a singing voice that is fabulous beyond words. She has more talent than anybody who ever sang on American Idol. In fact, Celine Dion can't even come close to competing with "Sue" when it comes to singing, but nobody has ever heard of "Sue."
While Celine packs them in at posh Las Vegas night clubs, "Sue" couldn't attract 100 people to a concert.
It's not that Sue doesn't have unbelievable talent..... It's because no one has ever heard of her.
So here is the million dollar secret: The world is filled with talented people..... and you may well be one of them - but without fame there is NO FORTUNE.
You may be the best real estate agent in your city......but if your name is not a household word linked to the real estate industry you're dead in the water. People gravitate to brand names.
If you want business to come to you......not your competition.....you have to be a real estate brand name locally. You have to be famous for what you do.
It's not a difficult concept to understand.....and it's something you don't want to put on hold until tomorrow. Your future begins now. If not, tomorrow will be much like today and yesterday.
The best way to build a brand is to attract attention and then share a simple but powerful message about how your are different than your competition. Then you get them to remember your name and the industry you work in.
Rich media, meaning online video with professional audio narration, is one of the best ways to brand yourself. Put a real estate oriented video of yourself or your listings on your web site, facebook page, active rain blog, and EVERYWHERE YOU CAN in your COMMUNITY. Television is great for building a brand as long as there are affordable ways to be on TV in your COMMUNITY.
Here in Toledo Ohio, I can put professionally produced real estate video on television, and give you a free web video with every order - for only $50 a month. Is anything like this available in your community?
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Inspired by a blog post that came via email from a third party. I don't know who to give credit to or I would.
Toledo Real Estate - Toledo Homes For Sale - The Fall Market in Toledo Ohio is more active than usual...
Agents who have dropped out of print, or cut advertising budget may pay heavy price by becoming invisible.
More visible homes sell faster. More visible agents will sell more homes!
Of course, I recommend HomeFinder Channel 100 to buyers, sellers and agents : )
Still selling old school? The final bell has rung.
NAR says 87% of buyers use INTERNET and not Print.
Cable TV is an even better Choice!
In Toledo Ohio, Choose HomeFinder Channel 100 - Ask Your Agent !
Newspapers are Dying Faster than a RUN DOWN NEIGHBORHOOD
According to their Own Report (Newspaper Association of America
http://newsosaur.blogspot.com/2009/07/realtors-repudiate-newspaper-ads.html
The posts of others here at Active Rain often trigger comments from me that end up becoming posts in their own right on my own blog. This is one of those : )
The Dinosaurs are Dying....
No - the sky is not falling. However, there are "hallowed" marketing techniques in the real estate world that are dying out - along with the agents who have not migrated to electronic marketing.
I just read a really great AR blog about the power of the sign (and brochure box) in real estate marketing.
I hate to say it but the days of planting a sign and rolling in buyer calls are diminishing fast and may go the way of the dinosaur - SOON.
It used to be that a sign call was the golden moment. But this happens less and less often today. Realtors who have survived until now using OLD SCHOOL marketing are not likely to make it through the next few years.
Why? Because today's buyer has been online for A YEAR OR TWO, exposing their email address to Realtors who want their business. Oh well, maybe they were only registering their house hunt, and signing up for automated home searches, and ordering free reports (and ending up on drip email with web marketing savvy agents).
Today's buyer has been educated - DON'T CALL THE SELLERS AGENT... YOU NEED YOUR OWN AGENT...
So TODAY, the only buyer making a sign call is one who has not yet met a Realtor they like. And this kind of buyer is becoming an extinct species.
Now about that brochure box... I suppose trees are a renewable resource, more or less, but it still costs fossil fuel to deliver those tree based flyers to those petrochemical based boxes... Follow?
I vote for electronic marketing - every time!
If you are a broker, teach your agents how to do this. If you don't know how, call a speaker, trainer, coach, or consultant (raising hand).
If you are an agent, don't put it off any longer. Learn more about electronic marketing. Start today. I have helped agents increase web traffic visitor count from less than 10 a day to over 100 visitors a day. What do you think that does to lead counts?
If you are a seller, choose an agent who understands.
August 6, 2009 - PRESS RELEASE - FOR IMMEDIATE RELEASE
Buckeye CableSystem Contact: Lonn Dugan
5552 Southwyck Blvd Real Estate Manager
Toledo OH 43614 419-724-7279
A BRIGHT SPOT IN LOCAL REAL ESTATE NEWS:
HomeFinder Channel 100 Grows, Welcomes Agents of Danberry Realtors
HomeFinder Channel 100 is proving to be a bright spot in the local real estate scene. Buckeye CableSystem’s 24-hour real estate channel and the companion web site at www.HomeFinder100.com celebrated their first anniversary recently by reporting growth in several key areas.
HomeFinder Channel 100 recently added two new participating Brokers and several Agent Advertisers. Real estate related ad sales are increasing, as is consumer interest in both HomeFinder Channel 100 as well as the HomeFinder100.com web service. Finally, a new ad campaign has been launched to report higher levels of buyer interest and sales activity as the economy begins to recover.
The newest brokerages to join the program include Danberry Realtors, considered the market leader, and Key Realty, which is the fastest growing new brokerage serving Greater Toledo. “With Danberry on board, we are now able to serve agents at 9 of the top 10 brokerages in town,” said Steve Piller, vice president of advertising sales for Buckeye. “Several of the most successful agents in Greater Toledo have come on board recently.” Web or TV ads have recently been placed by top producing agents such as Mark Kruse, Deborah Gedert, and Kendall Gigax of Danberry Realtors, Dick Helminiak at RE/MAX Preferred, Allen Hotchkiss at Sulphur Springs, as well as Tammy Frye and Jack Schroeder at RE/MAX Masters.
“HomeFinder Channel 100 has also experienced growth in terms of advertiser sales as well as daily audience,” added Lonn Dugan, real estate manager for Buckeye. “Channel 100 is now delivered to over 80,000 Buckeye CableSystem digital subscriber homes. In addition, thousands of unique visitors have viewed over 1,000,000 Web pages in a single month according to independent log file analysis report by AWSTATS”, he said.
“HomeFinder Channel 100 helps spread hope and help to an actively buying or selling audience. People have been scared by all the news about credit problems and foreclosures. They need to know that home loans are available, and that properly priced and staged homes really can be sold in today’s market. It’s a fact that buyer interest in real estate is growing again due to low prices, great loan rates, and the $8,000 refundable tax credit offered to first-time home buyers.”
-More-
HomeFinder, Page 2
“The past year proved to be a challenging time to launch a new real estate marketing service,” Mr. Piller said. “But it turned out to be a great opportunity to bring local media into the mix and show our support for those who want to sell their homes,” he added. “Television has always been powerful and effective. Now it’s affordable for Realtors and home sellers. The technology for this was conceived right here in Toledo by Buckeye CableSystem. No out-of-town company could do what we have done.”
A new ad campaign pushes the theme ‘Real Estate Sales Are Blooming.’ Ads run on HomeFinder Channel 100 and many other cable channels, as well as online. “Our promotion of the $8,000 first time buyer tax credit is one example of how we support the efforts of home owners, buyers, Realtors, and allied trades working to overcome market trends”, Mr. Dugan said. “By sharing good news, we offer hope”, he added. The ads also promote unique features at HomeFinder100.com such as an exclusive Open House Guide with unique search and mapping tools. A new Featured Agent Program helps buyers or sellers locate agents who specialize in modern marketing methods as well as those who lead in sales in certain areas or home types.
As for the popularity of the service, Dugan notes that, “A television show is easy to share with a friend or spouse, while our web site offers unique and powerful real estate search engine features. The Featured Agent program at HomeFinder100.com help make the site especially useful.
“Our Featured Agents are among the most active in the real estate market”, Mr. Dugan said. “Several are telling us that 2009 is off to a great start compared to recent years. Some agents may still be waiting for better days, but the ones we are helping are excelling, at least in part because they are committed to providing the best marketing for their sellers,” he added. Sellers working with Featured Agents can have their home on TV 3 times a day, 7 days a week, until the house sells.
Dugan notes that “Our growth signals good news for the broader local economy.” He believes that a recovery is coming in the real estate sector. When it arrives, it will usher in a larger economic recovery for greater Toledo. A number of businesses depend on real estate activity. Obvious beneficiaries include mortgage lenders and title companies. Other businesses that will also benefit from improvements in the housing market include appliance and furniture retailers as well as window and door, siding, roofing, flooring, and landscaping services. All do better when more homes are being sold. “As the economy improves, we can help them reach the increasing number of buyers and sellers who need their services”, says Mr. Dugan.
HomeFinder Channel 100 features homes for sale in Greater Toledo, including areas of Southeast Michigan. The unique service works with the Multiple Listing Service to allow Realtors to advertise homes both online and on TV. Ads at www.HomeFinder100.com are free to all agents and sellers. Listings include homes for sale by all participating Realtors™ at all participating brokers. Optional upgrades add agent’s photos and phone numbers to web listings and create a TV ad. Participating agents report that they get more calls and showings on the homes they sponsor at HomeFinder Channel 100
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Affordable Real Estate Marketing Help is Here! Former Agent Helps Companies or Agents Improve Online Marketing, Search Engine Placement, Lead Generation, Listing Skills, More. Dugan Delivers!
SEO & Online Marketing Coach, FSBO Listing Coach, Author, Trainer, Speaker, Webmaster ~ 419-764-9649
You Think BIG - I help you get there!tm
Coaching helps you save time, money, start making real progress toward your dreams.
Lonn Dugan's Profile | Create Your Badge
You will want to know more about me to choose me as your Real Estate Coach or Consultant.
My first career was in business, where I ran a family business that specialized in manufacturing and marketing. We accomplished global niche market leadership during my term as president. During this time my passion for all things internet led me to build the industry's #1 web site. I used custom message board software that was a precursor to todays social networking sites. This success led me to follow the dotcom boom and coaching movement into web design and search engine management services. My specialty was teaching and helping others to do their own online marketing. I offered online and traditional market leadership coaching and consulting. I helped many companies with search engine placement, branding, imgage or positioning campaigns, online marketing, or lead generation and lead conversion.
While working in this way I found that many Realtors needed my services. A friend suggested I should become a Realtor instead of work for them. Real estate used my skills in business, finance, sales, and online marketing, and was a sector that was working better than the dotcom sector - which had started losing steam. In my first year as a Realtor, I listed 50 homes, which is more than the average agent lists in 10 years. After only four years as a Realtor, I carried as many as 35 listings at once, which was roughly 10 times as many listings as most agents. My experience and background in marketing and coaching (before real estate) help me to provide a valuable service to new agents or to those who want to increase their sales. I became a Realtor coach "in my spare time" : )
I loved helping people buy and sell houses - and I miss it. At the same time, I found it better to focus on what I do best, which is online marketing and coaching. I understand that selling homes is one of the most complex but rewarding career, family, finance, and lifestyle decisions a person can make.
Let me show you what professionalism and service are all about. Try my BIG Marketing Solutions and you will find out why people say, "Dugan Delivers on the American Dream"!
For those who need help finding a Realtor, I can refer you to one who is a good fit for your particular need. I grew up in and around West Toledo and worked there for over 20 years. My wife and I raised our 5 children just across the state line, first in Ida Michigan, and later in the Bedford area. I now live in Sylvania OH, where my wife, Deborah (Perry) Dugan grew up. I am VERY familiar with area schools, businesses, and attractions. ... Because I know all these areas so well, I am uniquely qualified to discuss real estate or business opportunities anywhere in what we call the "borderland" area. My market knowledge and family experience can work to your advantage. Call for help connecting to a Realtor!
Call now - 419-764-9649
or see www.MyRealCoach.com www.HomeFinder100.com www.DuganSells.com www.BigMarketingSolutions.com www.FsboKiller.com www.BigDesign.net
Traditional Marketing, Online Marketing, Web Sites, SEO, Advertising, Branding, Image Campaigns
Business Plans, Marketing Plans, Strategic Planning
Web 2.0, Blogging, SEO, Search Engine Placement, Consulting
Real Estate Coaching, Consulting, Training, FSBO Listing Coach, Sales Skills, Selling Dialogue, Appointment setting, Closing.
Traditional Marketing, Automating Your Business.
One on One Coaching by phone or in person. Group Presentations, Sales Meetings also available.
What do clients say about my exclusive
"You are the best realtor I ever had". P.Z. Seller - Temperance
We tried to sell with another agent for 6 months. We even tried selling on our own. Once Lonn took over, he brought a nice offer in only two weeks! That's what I call results!
M. W. - Seller - Temperance
You never pressured me but let me make all my decisions. I bought a house for so much less than market value that the bank did not even require an appraisal!
P. L. - Buyer - Temperance
You helped us sell our house and extra lot for top dollar. You even sold the house twice, after the first buyer walked out on the deal.
T. W. - Seller Toledo
We bought a house with Lonn's help for $20,000 under market value! Lonn gave good service and we would recommend him to all our friends.
C. W. - Buyer - Toledo
Lonn sold our house in about 2 months for more money than we thought we could get. Then he helped us buy our dream house below market cost.
C. M. - Seller - Temperance
You got us the price we wanted, in less than 6 weeks.
A. M. - Seller - Toledo
Lonn sold our house even though it was the most expensive in the area
M.T. - Seller - Sylvania
You got me a full price offer in 90 days. I had some doubts, at one point, but now I am very happy with the results!
V.L. - Seller - Toledo
Lonn was the best!
E. S. Seller Toledo
That was fast!
M. B. - Seller - Lambertville
That was simply great photography! Thank you. It really sold the house.
B.K. Toledo
Lonn Saved me from a $20,000 mistake on one lot, then helped me buy a lot for 15% less than the builder wanted! Thanks for all your hard work!
B. M. Buyer - Blissfield
Your GREAT PHOTOS will help our house to sell for top dollar!
T. O. - Seller - Temperance
I really appreciate your knowledge of the market and area. Thank you for taking me to some wonderful properties on such a short notice.
T.G. - Buyer Relocating From Florida
You are a wonderful Realtor. I had no intention of letting you sell my house, when we first met, but it was kind of a God thing. You are doing a great job. Now that I have gotten to know you, and how you work, I am glad you are helping me sell my old house and and buy the next one.
J. W. - Seller and Buyer, Temperance
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