JL's Columbia SC Real Estate Blog: Creative Marketing Doesn't Have to be Aggressive

We signed up for Visual Tours, and they gave us the example of filming sports events and sending them off to the coach or the school.  It turned out that they woiuldn't distribute them with our advertising attached.  We didn't know at the time that that would be an issue in this State.  It might not be in others.  So check locally before you invest.  I think it is a great idea, we just have such a progressive state that someone already thought of it and banned it before we could implement it!

Don- I am sorry to hear that my friend. I do not use Visual Tours, they were just the only example that popped in my head and I figure I wasn't the first to think of this either. I guess you can't win them all, but some states I can assure will allow this.

JL,

I think that this is a good idea and maybe there is a way to get your name out there in a subtle way.

JL - I concur. Some of the most effective marketing is fairly simple and benin to the naked eye. ..Yet the image lasts. We have been forced to brace for certain types of all out in your face material.

JL - It is a great idea.  We just have to figure out a work around.  Haven't been able to figure anything out with our "child protection laws" over here, which I still think are a great thing...we'll work something out and let you know how we can still get the word out without violating laws.....

I couldn't agree with you more.  Creativity is so important.  The competition for people's attention is fierce, so anything you can do to stand out is a good idea.  Providing it's a good fit with you you are as a person and businessman.

Dave

WilsonCopywriting.wordpress.com

Hi JL-You have that creativity thing down pat and I think your idea is very wise. I don't like aggressive people. They get NO where with me. I tune them out. Have a super week. <SMILE>

This is a really good idea.  And the term "creative" is very appropriate.  Thanks.

Morning JL, that is a very creative & clever way to get your name out. Subliminal marketing, lol.

JL- Not being in peoples faces ALL the time is key. Just be there though and be sure that everyone knows what you do. I try to volunteer and participate as much as I can with fundraisers at my son's School.

Marketing opportunities are limitless.  They exist in places no one would ever think.  Great reminder JL.

Any virtual tour service that allows you to export your virtual tour "movies", you should be able to add your info and load onto your web server somewhere.

Another good idea, usb key chain virtual tours - these things are so cheap now. You can put a VT on them. After the movie is viewed, it will be erased and that person can continue using the usb device with your name printed on it!

I also tried this type of marketing and had little success.  I am not shying away from trying again, though.................chris

Great example of thinking out of the box!  You are providing a service with your marketing and like you said, not being aggressive about it, which people appreciate.  Keep those creative juices flowing! 

That is a greaat idea and there are a lot of wasy to get around those obstacles. Post it on youtube. Peole will find it and you will get noticed.

JL, I think the key is less in the virtual tour - and more in thinking that way - a little out of the box, those kinds of ideas is what will set you apart from the competition. 

Don - have you tried to make it VERY minimal - as in just roll credits and not really say anything about real estate? If I was on your parent team, there is a good chance you already know what I do, and the credits on the virtual tour, just brings up just brings my name up one more time... I don't think you even have to mention it sometimes, you probably do that plenty in flyers, postcards and phone calls already? 

Good idea, one worth following.

Child events (sports, chorus, church, etc.) offer an excellent opportunity for you to perform a service...and to become known in a particular sphere of influence.  

A tour or individual photos posted on a targeted Web site draws in not only parents, but it goes viral to grandparents, friends and others.  So...get email addresses of the parents in your group, email them the link when the video, virtual tour or photos are up and score points w/them.

As to Don's comment re. state regs:

You don't need to brand the presentation w/your p.r. if you are sending it to the parents.  You get their email address and their permission to send the video/tour/photos to them via a link.  You're doing it as a service.  Don't know of any state that has regs on that, unless I'm missing something.

One final thought: if you do not already do such marketing, if you don't have a blog w/good local information, if you don't have a Web site with everything of interest to the consumer (as opposed to mainly promoting you), you are really behind the curve.

No offense, but I just finished our 9th CyberStar(r) Summit in Scottsdale...138 of the top agents in the US and Canada who have been using such tools and techniques for years.  Does it pay?  See my latest blog post at http://tinyurl.com/yhmrbu2, which talks about CyberStars(r) such as Debbie Yost (51 transactions + 38 pending) in 2009 from her site and blog alone and Marilyn Kohn (173 transactions).  I'll be doing a series of posts on how to make your site/blog pay off.  And...I don't sell Web sites.  I just know what works, thanks to the CyberStars(r).

So...It's a great day here on the lake in Reston...hope it's a great day wherever you are, too!

Allen F. Hainge, CRS

Founder, The CyberStars(r)

Check out Allen's eBook on using technology to build your real estate business here!

Great ideas that I will try to implement.  Like the USB key chain idea also.

Following up on the kids sport theme - I have 4 sons, all involved in some type of sport. I have taken the role of "team manager" for a few of them which means I basically send out emails to all the parents letting them know about games and practices. My website link is attached to every email. When I attend games/practices - I always wear my brokerage hat or jacket. Everyone knows who I am, what I do and it cost me nothing but a little time. This is effortless networking!

Thanks for sharing your idea.  It sounds like you are using your gifts to benefit the people around you.  Best wishes for massive success!

Love this idea!  I am not an "in your face" kind of salesperson.  This seems like a great way to make sure everyone knows what you do without having to be pushy!

Good marketing by definition is never aggressive. Hard sell no longer works.

It works great I was the official team photographer and even had the kids make me a tee shirt "Team Photographer"so I could get close to the action.

JL....I no longer have children in the school system....time marches on!!! however, I always sponsor athletic programs and purchase full page ads with my team members photos and our information....I sponsor a hockey team every year, participate with monetary donations to silent auctions through the schools, and contribute financially whenever asked....I never say know to the schools or the kids....it gets me business and many plaques from the various teams!!!

Have any of you taken this idea of community related virtual tours and used it to offer help to a FSBO?   It's something that I was thinking about and your blog here brought it to mind again.

This is a great idea. I have used Visual Tours for years. Jeff Fischer, a local vendor here in the Phoenix area has intriduced a new concept called Visual Shows. I think it was $149. per year and you get to post unlimited shows. Great for listings or events to get your name out. Weddings, kids events, church/synagoge/temple events, Little League etc., etc. Up to 12 photos and also videos. Here is a link to my latest Visual Show. We have found this to be a terrific tool and easy to use.

My philosophy is the make marketing part of my lifestyle and look for opportunities to chat with people wherever I go. Sometimes things can go farther, sometimes not--but I always have my cards and little notebook with me to write down names. One interesting experience that I had at a Wegman's while looking for a natural cough remedy for my daughter. I was reading all of the bottles when their natural foods/remedy expert asked if she could help me, which she did.

When finished I thanked her for helping me and gave her my card saying that perhaps one day I can help her, as well. Her response was "As a matter of fact, you can!" She and her husband had just bought a foreclosed house-a great deal that they couldn't pass up, but, they still had their house that they had owned for years. It wasn't quite the right time to sell, so they needed to rent-which I helped them to do. Of course, the sign also brought me a great buyer. So, that little give and take brought in quite a few thousand dollars of business. 

I give Christmas CDs to my clients....my contact information on it and new music every year. (yes, I buy the songs properly) and I often get calls from people who tell me they found my cell phone number on the CD.

I would call it "Social Marketing," just another way to build a relationship.  It is a great way to soft market and it is something that people enjoy.  I have started working with video with my simple little camera, Nikon CoolPix and even though I am not that good at it yet the videos do get attention.  I have been thinking about getting the flip camera and giving that a try.  I think the videos look shaky so I might need a tripod.  I would love to hear any other ideas on what to present in our videos aside from our listings.

Really great idea.  Thanks!  I also look for opportunities.  As someone once told me - there is no such thing as luck - it's a matter of applying your preparedness when an opportunity approaches.

Great ideas.  I appreciate your getting this out.  More creativity in marketing...not the same old, same old!!!!  Smart as a fox, you are!!

I love Visual Tour. I think it is a wonderful tool not only for my own listings, but for community things as well, as they do a reat job of fixing my photography.

Marcy

I like the basic premise, however I think there might be problems with it just as Don said. Apply it to other venues and ways~

I have always liked the soft approach. My friends are my friends first and foremost not a business source. 

What about posting the videos on Facebook and then casually invite the other parents to add you as a friend so they can see the posts and they will see more about you there.

Good thinking. Sometimes that little something extra gets you the business.

I see I assisted in creating a lively discussion at least.  I have learned from this.

The subtle approach in your sphere is very powerful.  I does not happen overnight.  In fact, like blogging, it is best you earn the friendship before sending your message out. And lots of grown up events work too.

One thought I had.  I was doing some photos of various communities for localism.  I was focusing on the elementary school  and shot some really great photos of children skipping rope during their phys ed e. I was immediately approached by a teacher and was told I could not photograph children at the school.  It had not occurred to me.  I apologized and of course did not use the photos.Some parents do not want their children photographed.  Just a thought.

I DO think idea is great!  Congrats on the featured post!

Great idea, you can also try to wear your realtor pin and just dont open any conversations about what you do, generally people will ask you how is the market, then the conversation is initiated by them.

I like how you think outside of the box, your suggestion is a very nice form of passive marketing. I'm sure we can all think of ways we can use this kind of passive marketing even if we don't have kids in a sports program.

That's one thing I wouldn't like...to be bothered at a function...  Great way to give them info on who you are... There's a time and place ...as the saying goes.

This is certainly the time to use creative marketing. We all need to do more business.

How about creative and PERSONAL ?  I take my camera to the games and take action pictures of all the players. I then upload a picture of a child to the front of a greeting card, and send to the parents with a personal greeting .... "I saw you at the game on Saturday and thought you might enjoy this picture". You can not believe the response I get from this activity in terms of new and referral business. I have found a great tool for this kind of personal marketing.

JL...

You are the newsletter king! I hate to pressure people, it's not my style. I like the more passive techniques that you presented here!

These are all really great ideas, thanks for sharing.  I wouldn't put the advertisement on the handout itself but you can brand the video or have your info on the website, can't see how that would offend anyone.

I agree, some of the most effective marketing and advertising are also the simplest and least expensive... and it definitely does not have to be "in your face" kind of stuff...

Hi JL--Simple and effective.  Non-invasive, and parents will love showing and sharing it with friends and family.  I guess that makes it viral too!

I think your point is that creativity is the key.  In this particular case, however, I'll bet if you told the parents you were going to put a video together and asked the parents for their email so you could send them a link to it, you would get emails.

Creativity not bullying is a good thought I'd like to add.  Good post.

Wow! I hate to be a gadfly here but you don't get any objection from the parents of kids featured in your electronic advertising?

You would get objections from me. I would never distribute identifiable images of kids on the internet without the express permission of their parents or guardians and certainly not in my advertising materials. In fact, I wouldn't put identifiable pictures of kids on the internet even with their parent's permission.

I would have a big problem with someone using images of my kids. I wouldn't put my own kids pictures out there. Too many crazies stalking the internet.

Be very careful with this.

I also offer the following,   after Christmas, I always make copies of my digital pictures and either snail mail to my non computer friends and family, or email as attachments to my email savy friends and family. 

 This year,  I used a template from a property flyer and inserted Holiday pictures of my family and used the bullet points as news items.  Of course my name and business info was strategically inserted at the bottom.   I received positive feedback about my "Family Holiday Flyer"!

Based on my experience taking pictures of my daughter's plays, the hardest thing might be getting the camera off of your own kid and onto all the others. No one else's kid is  as cute, or as talented, or so photogenic, after all, as your own. Hmmm ... maybe that's exactly why other parents love it so much when you take shots of their kids.

Aloha

While I don't have kids, I like your idea a lot. I do own a dog and many times, he's the best social networker I have. Walking on the beach with him has resulted in meeting many new people from around the country. Many times, we exchange email addresses and then, I send photos of my dog. A relationship begins to build.

In addition to being a Realtor-Associate on Kauai, I'm a marketing copywriter. One of the articles I wrote last year was about marketing in turbulent times. Take a look as it offers some cost-effective ideas on how to get your name out there. You'll find it online at http://www.writedirection.com/articles/article15.htm

Have a great day!

Debra

You always have the best stuggestions in your blog posts. Thanks for sharing this one.

I've used PhotoShow for this type of thing, because it's photos and you put music and your design touches to it and it's becomes a pretty professional looking arrangement.  I put my contact info on the last page and time it to stay on a little longer so people can jot down my info.   There doesn't seem to be any objection to that.  

Great Post!  Thanks....

I put my sons wrestling tournaments on my blog and youtub.  I get a lot of hits and parents have thanked me.

I agree completely.  My husband claims that I can work real estate into ANY conversation -- OK -- it's true.  But there are times when it's really cheesy.

Here's another idea:  Have a tax assessment party.  Many homeowners will be being reassessed and have questions.  Send out a postcard to clients and farm to meet in a local title attorney's office.  You can have people on hand to answer questions.  That would be a great service and you WOULD have people talking about you -- in a nice way!

I think this is a great idea! I would do this through an email attachment to my sphere of friends. Whether it is my Church family or soccer parents etc. I wouldn't do this with someone I didn"t know. People will remember you for sharing something nice that they will have a personal interest in. Creative post! Thanks!

JL - I am with you. I'd be happy to speak with anyone that has questions, but I try not to bother people while they are enjoying the game, or other activity. I've shared many video's but really didn't pay too much attention to ensuring my contact information is provided. Instead I just figured we would talk again soon or that it would come up at some point. I really like this idea and will certainly be implementing it soon.

With so many Realtors competing for the buyers and sellers out there, creativity is the key in all forms of communication.  You've got a great idea and a lot of others have been brought up.  Another example of being a "resource" for your clients.

Great advice. I remember hearing this idea from Visual Tours the company in a class a year ago, but I haven't tried it yet. Thanks for the reminder.

I am past the age of having kids in school, but it sounds like a great idea. I do not walk around at events trying to sell myself to people. I do however wear my name badge just about everywhere, and will talk about Real Estate if asked.

A variation on the same theme:  We put up a simple website, sponsored by me,  for team photos (my husband is actually the photographer, must give credit!). He focuses on action shots and tries to make sure there is a photo of EVERY player. We also send an email to the team email list whenever new ones are posted to the web site. Proud parents can then order prints through snapfish. Cost is minimal, and everyone knows what I do!

Always advertise on the school flyers and sporting calendars.  Parents appreciate seeing that you financially support their kids' schools and athletics and they want to support you back.

JL ---- my goodness, look at all the comments you got on this one -- you have a great idea -- I'm going to pass this along to my agent-owners.  Thank you.
                                                                                           

                                                                   

JL:  Giving something of value to those in attendance of such events is an awesome idea.  Plus, it gives you additional photos of local activities for your blog. Win-win!

Thank you for the soft touch approach. That is an area where I have truly dropped the ball. My children attend a small school where everyone knows each other and I should have already done this. Thank you for the kick in the right place to get it done.

It is even easier by wearing a work shirt with your company logo and name on it to games or functions. You would be suprised how many people will ask about real estate with out you even having to mention it. 

I didn't read ALL responses, but enough to get the gist of it.

When my son was in school, I volunteerd to be PTA President. Spent lots of time there, got lots of biz from teachers. I didn't do it for the money, I just read that if you spent the first 6 yrs in your childs life that it made a difference, so I did.

I've found if you put the people first and your business last, that it comes back to you, nobody wants a card pushed in their face and I frankly hate that myself.

My son played baseball, I was team Mom, hubby was coach and we sponsored the team so the shirts read my company and name on them.  The also saw me trying to watch the game and answer cell at same time (only to say let me call you back, because family comes first)

for those of you who don't have children, you can still volunteer as an aide at a school.
you can volunteer at the hospital
If you like dogs or any other animals you can volunteer at the pound (I currently help train guide dogs for the blind) I also love any animals and have my wildlife license to care for injured animals, rehab them then turn them back lose in the wild.

So if you think about it, you can do what you love in life, have fun, make friends and still make money! Think about what you love, do that, and you will never have a 'job' - you will have a life filled with joy and make money too.  

YOU just have to think outside of the box. Of course I have apparel with my name on it where ever I go, but I often find people ask ME 'so, hows the market?" lol, I have a card with my blog, ready and ask them if they want to be on my email list to keep them up to date.  I use constant contact, it is opt in only and if they want to drop, they can. Mostly now I'm doing loan mods, reo's and the rare 'normal deal' since I'm in Florida which used to be the sunshine state and is now the foreclosure state ;-) I love helping people stay in their homes, but if they can't, I do short sales for them and help them find another place to go.  Working with lots of investors too.

I have found that by NOT being pushy you get further in life. It is more fun, you make a friend for life and you keep in touch with them.  It is just too easy, think about what you Love to do, do that, and make friends.  Everything that goes around, comes around. 

Another good way to market yourself without being pushy is to wear a blazer that you wear to work when you go to the game. Look like a professional who came from work to see your child play.

AND on the lapel of your blazer, in plain sight, wear your Realtor pin. You can even wear your name tag with the name of your company if it appears that you just left work.

Then talk to people about the game, the kids, and the weather. People who are interested in real estate will ask you - so you don't have to ask them. Be sure you have cards in your pocket to hand out when it happens.

I'm always looking for ideas about creative marketing and I enjoyed reading this post and the comments that followed!

JL, this is an idea I have heard before but forgotten about. Thanks for reminding us all of such a clever, creative idea!

JL, you nailed it. In our business, there is already a public perception that we are sharks, smelling blood, circling for the kill. The available but light touch approach is what I want when 'shopping' and I'm sure others as well. Great ideas and reminders! :)

JL....I like they way you've made people think.

I just thought I'd share something I've done in the past, since you brought up extra curricular activites. My daughter was in band. Each year at their week long summer band rehearsals in August, the heat was excruciating, so I would bring a large cooler full of bottled water and Gatorade and attach a laminated flyer to the top that said "Courtesy of Jamie King, Realty Executives Strayer Group" in color, with logo. The kids were so appreciative and all the parents that came to watch, pick up, drop off, etc. could see it.

Great idea,I also love the usb key chain idea with your logo on it that Nogui had.  Vivian

Great idea and congrats on the feature!

JL:  What a lovely idea.  I hope the powers that be at Active Rain turn this into one of their "contests" and see how many ideas we can gather together in one place!

Brilliant!  Beats the heck out of car magnets!

Brilliant!  Beats the heck out of car magnets!

This is classic institutional marketing and it's results are often more long term than short term Doesn't cost much, inspires warm feelings about you! Love the USB idea and the cooler. 

Great post JL!

I agree with the fact that we should post a guide of idea's like this that work for others.  It is inspiring that what works for one, may not work for another, but with a culmination of idea's, we can all work together to help clients and make money.

You can never work in real estate too long to learn something new! I've been in the buisiness since 1979, but still learn something new from newbies in the buisness. 

Can we do a blog about marketing idea's and let people throw their idea's out?  I've diligently been trying to keep up with AR, but have had many medical problems and could use any idea's and will gladly share mine with the group as well.

Stay positive! Life is what you make it!

WOW!!!  I'm shocked at all the great ideas people have.  Thank you so much!  This has helped me immensly. 

JL-  Thank you for the post!  I always take photos at my children's events and have often taken photos of other children for a parent that has forgotten their camera or batteries have run out.  I, in turn, get their email address and send them the photos from my work email.  Happy parents that are reminded of what I do.  I love some of the other ideas within the comments, as well!  Thanks again! 

Great post! Fantastic idea! Thanks for sharing.

Nice post JL. I like and use your soft approach.

JL,

You can't be a secret agent but you can be subtle.  Great idea!

Good thinking. It's always good to market yourself but you're right, there are boundaries. Liesure time is call liesure time for a reason. I wrote a blog about an agent that showed up at our party to celebrate the move to our new office. He was working everybody over and just came off as a creep. He even made a sales pitch to a server carrying chicken tenders.

I always find myself talking about real estate at school/kid events because someone always asks 'how the market is doing'.

What a great idea.  Since I don't have kids I'll have to think of another way to do this.  I'm all about making video these days.

i did something like this, but it was before the internet, i used VHS tapes and gave them away

Why don't you upload them to your blog, hand out bottles of water with your blog address on them.  A label that says to see coverage of this game visit www.localblog.com...