As a leading expert in applying concepts of Generational Marketing to the real estate industry, I was teaching my 18th class on the topic this morning in an office I hadn’t been into for some time. I was again explaining that although we can make broad generalizations, there will always be exceptions, then continued to give specific examples.
There Was an Exception in the Room
One REALTOR present, who I thoroughly enjoy engaging with, kept giving me specific examples of how the generalizations I was making about the future of real estate marketing don’t apply to him. It was enjoyable banter and I always love hearing specific examples of when someones marketing actually works. One thing I don’t think many people realized at the time, however, was that he was proving my point perfectly: there are always exceptions.
Be Exceptional
Don’t just do what you’re told regarding your small business marketing because you were told to. Make sure it will work with your business model and the customers you are trying to attract. If you have a marketing tool that works great for you, yet statistics prove that it doesn’t work for the majority of people, who cares? Be exceptional and keep doing it. But if your marketing isn’t performing as well as you want it to (and who can really say they don’t need more business?) I want you to just try something new.
New <> Perfect
Just because it’s the hot new trend doesn’t mean it will work perfectly for you. You need to try a few different things and see what sticks. I despise MySpace, but I know plenty of people who generate quite a bit of business from it. Does that mean I’m wrong not to market on there? No, because it would come out quickly that I hate the venue and am just there for the business. That’s why, when I help people, I try to work with them to figure out which networks and tools will work best for them based on a wide variety of factors.
Are YOU Exceptional?
What marketing tools do you use that statistics would say are worthless?
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So true. I have had three clients become agents and talked to many more about joining. There are a million ways top earn business but find the one that makes sense to you. It is easier to do every day and you just get better at it.
Nick – It seems crazy that you have to preface a presentation, blog post, training with “there are always exceptions” – can’t people just smarten up to that ?
I definitely agree with your method of talking to people to try to make fits before you recommend the networks/marketing programs to meet their needs. There is not a “one method fits all” when it comes to that stuff.
Kim Wood’s last blog post..Downingtown Turns 150 Years !
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