Ever heard of 'Fusion Marketing'?

Just a quick post to hopefully enlighten some about the benefits of fusion marketing.  In fact, you may already be practicing it and don't even know it.

Essentially, it is the collaboration of two like, but not competitive, businesses.

A great example for the real estate industry is an agent and loan officer teaming up.  The agent refers all their buyer leads to the loan officer and the loan officer refers all their buyers/sellers to the agent.

Just remember to choose a business that has similar values.  You don't want to recommend or collaborate with a bad company. Do you homework before you decide who to participate with.  (This is one of the major flaws I see in this giant business networking groups.  Don't just assume that because you met someone, one time, at a meeting, they are great at what they do.)

Not only is it beneficial to refer leads, but you can also combine databases.  If you understand how to successfully market to a database to cultivate new and repeat business, this will substantially increase both businesses bottom lines.  Plus, you can then split the cost and save marketing $$$.

This is a great addition to your marketing plan.  If you were already doing it, now you need to start growing that relationship and making it as profitable as possible.

Why NOT to work harder...Follow me! Step 5 - Business Plan

**Read Intro Blog Post Here**

It's been a while, I know.  Hopefully we've all completed the branding stage.  It's very important and can be time consuming.  I have my logo set and have come up with an idea for the new website.  I was stuck on this for a while, I didn't want to commit to a design until I new it was perfect.  Now, I just have to format and get it online as well as structuring the same identity onto all marketing material.  The way your potential clients see your business is so very important and I've taken a lot of time on this step to make sure it's just right.

Now that we've completed the branding stage, we need to seriously consider our business plan.  Most people just jump in and get started.  They never set goals, run numbers, looks at their competition or anything.  VERY RISKY.  Probably why most businesses fail.

Click Here to check out TC's basic business plan outline.  Start writing.  Start thinking. Start proving to yourself and to anyone who reads it, that you're business can and will succeed.  If you can't do that, you need to do some more work.  Don't waste time, effort and energy in a flawed service or business.

As an agent, what makes you different than every other agent?  It's a hard business to stay productive in, especially with this market. How are you going to do that?

A lot of real estate is in who you know.  WHO DO YOU KNOW and how are they going to help you?  Where are new leads going to come from?  What marketing works best?

How much do you expect to make and how much do you expect to invest BACK INTO your company?  You can't just take every commission check in full.  The 'business' needs to earn part of that profit and it has to be reinvested carefully and with purpose.

Who are you biggest competitors?  What do they do to get clients?  How many deals do they close?  Why would someone work with you over them?

WRITE IT ALL DOWN.  If you don't go through this stage, you're never going to beat your competition.  Probably because you won't even know who they are.  Your clients won't know who you are because you have no marketing plan. Your business won't grow because you haven't put any money into it.

This is worth the investment in time.  It will make your business stronger and more successful.

How many leads did your last ad generate?

I'm sure it had all the important stuff...Office logo, your picture, contact info, website, etc.  But, did it have anything on there that would make people remember you?  Seek you out when they are ready to buy or sell?

Whether it's a Real Estate Magazine that you are advertising your listings in, or a simple classified ad for an open house, in order to get your money's worth (otherwise, why are you bothering to advertise at all?) you need to be unique.

I know you're probably saying...What in the world am I going to do to make myself unique?  Instead of thinking of it so bluntly, why not think about what your clients want, or rather, an issue your clients have and need fixed?

For example, communication is a huge issue many people have with agents.  Promote yourself as the agent you gives weekly updates or they can cancel their listing contract, or, even better, weekly updates or I reduce my commission.

How about professional, wide-angle lens photographs?  Not many agents do that.  Advertise FREE Professional Photographs for all listings.  Stress the importance of a great first impression in this online world.

Another way to make ads more profitable is with 800 #'s.  Used correctly, these can be a great lead resource for agents, but that's a top for a different post.

It doesn't have to be complex, but it certainly should be catchy.  If you give them something they want, they will always remember you.  Especially if they think they are getting something MORE than other buyers or sellers.  It could be something most agents do, but that doesn't mean buyers and sellers know that.


Once you develop an idea, stick with it and include it on all your marketing material - business cards, presentations, websites, brochures, etc.

Happy Advertising :)

Go straight to voicemail...ON PURPOSE!

Ever wish you could go straight to someone's voicemail?  Well, you can!  If you're short on time, or want to avoid and awkward conversation use Slydial.  Plus, it's completely free!

Great tool to have at your fingertips.

Why NOT to work harder...Follow me! Update July 2010

I have been sooooo pleasantly surprised over the last couple months.  I've tackled my top goal - say NO to people who just want to waste your time.

I never wanted to say 'no' because I felt like I was turning down money or, more importantly, I would make a bad name for myself.  Turns out, THAT'S NOT TRUE!

I've turned away specific types of clients (we all know what kind that is for our own businesses) and stopped working with others.  You know what happened?  I'M MAKING MORE MONEY!  And, I have more time to procure new, viable, profitable, relationship worthy clients.

Its been unbelievable.  Most costly lesson I ever learned and I'm glad I learned it at 26!

Anyone else have updates on their business?

Don't get caught in this marketing trap...Set your listings up for success!

To some, this may seem like a 'duh' post, but I think it deserves some attention from since I've seen many local agents getting stuck in this marketing trap.


So...you've got a new listing. You're marketing it as much as you usually do and all of a sudden you have a seller asking you, 'Well, are you doing 'this and that' for marketing?' 'I want you to put the listing on these 20 websites, run an ad in this magazine and then hold an open house every weekend.'

Now, you've got to jump on it and start doing what they are telling you to otherwise you might lose the listing, or you will at least look bad in the process of telling them no.

I've seen many agents get themselves into this bad position.

Here's what I recommend:

Create a marketing plan that you include with every listing presentation (again, may seem pretty simple to most of you). This includes a marketing plan based on the commission rate paid.

This enables you to tell the seller what you are going to be doing for your fee. It sets the precedent. That way, if they come back and start making all these outlandish requests 2 months in, you have something to go back to that was already agreed upon. This could also be an interesting way to negotiate into a higher commission if the seller decides they want more services.

This basic procedure can help save you from a bad situation. You don't have to tell a seller 'no' just because; you can tell them 'no' because your marketing plan was already agreed on. This may save you the cost of some big expensive ad in a magazine that won't sell your clients home and probably won't get you any leads.

You're suppose to be the marketing expert when it comes to real estate. Make sure you present yourself that way. Don't let the seller start dictating expensive requests that lack ROI for both parties.

Why NOT to work harder! Follow me... STEP 4 - Branding

**Read Intro Blog post here**

So what, your a ___________. There are thousands of other people/businesses that are just like you. What makes you different/better? That's what your branding (and marketing) needs to portray.

Take Realtors, for example. Depending on your area, there are thousands of them competing with one another. Does any one stand out to you? Me neither. They all try to be alike instead of trying to be different. Different is what is going to make you stand out and get more business. Blending in is going to keep you constantly struggling.

So, let's stop trying to be like all the other Realtors, marketing companies, insurance agents, home inspectors, lawyers, accountants, etc. Let's be different.

To be different requires some work and risk taking (why most don't do it). You truly have to be better/offer a better product, not just 'say' you do.

TC is going to be offering a 'Guarantee' on their marketing programs soon. That's different. How many marketers will actually guarantee that what they tell you to do will work - to the point where they will give you your money back? Not many. And when you think about it, any product or service that you pay for should always come with some kind of guarantee.

Granted, I can't tell you how many clients I get that tell me what their marketing plan is and just want me to implement it. And I do, and they usually never commit to it, aren't consistent, claim they have run out of money, etc. and then nothing happens.

That's the flaw I see in my business. I'm letting someone who has limited knowledge in marketing develop their own plan. I need to advise them better, instead of appeasing them. It will only help both parties. Unfortunately, most businesses try to cut costs by developing their own marketing plan and they aren't catching on that it's actually costing them more this way.

To sum up...Let's be different. Be outstanding at what we do. Make people come to us. Our brand will speak for itself.