The marketing aspect for a real estate agent has become very confusing to agents who are trying to grow to the next level. We have so many different "magic answer" type marketing companies reaching for our wallets that it is hard to know which one is the most effective. In some cases it is difficult to evaluate the return on the investment. Here are a few rules you can use to evaluate the many opportunities to "get your name out there."

Rule #1

Using your signs well is the most effective and financially efficient form of advertising. The best form of advertising, in my opinion, was always a sold sign in a client’s front yard. It shows a job well done, emphasizes your market presence and had the ability to bring in future income with little expenditure. The more active listings and actual sold properties the better your exposure. Affix a sold sticker right after the repairs are negotiated. Use large, bold sold stickers that no one will miss.

If there could be a rule 1A, that would be to be liberal in your use of directional signs. Any and everywhere you can place one, do so. Four or five directionals for every one listing would not be too many. By using a volume of direction signs, you give the perception that you have half the town for sale. Use regular signs and affix your name and an arrow to them. These signs increase exposure and make it easier for the prospect to find the property. Small directionals have limited impact. Using your signs well, I believe, is the most effective and financially efficient form of advertising.

Rule #2

Develop a strategy and budget for marketing for the whole year, then review it quarterly as to the results. I often see agents change programs, focus, philosophy, scope and purpose of their marketing plan as often as they change their clothes. First, take the time to create an effective strategy. Evaluate the strategy from all angles before you commit to implementation. Create the strategy for the long haul, not the short run. Start developing your strategy with your end goal in mind, then work backwards to today.

For example, Nike created an ad campaign called "Just Do It." They ran with that strategy on their print and television commercials for over three years. Nike applied it to everything they did during that span. I can assure you that Nike spent considerable resources and time evaluating the campaign before they launched it. Make sure you are long-range planning your business and marketing strategy.

Rule #3

Use the power of endorsements. Before you advertise on billboards, television, shopping carts, bus benches and all other forms of institutional advertising, look for opportunities for third-party endorsements. The third-party endorsement has the power of the referral from a past client. There are many opportunities to get a third-party endorsement. To be elevated as an expert in real estate or recognized as a "top gun" agent by that third-party will do more for your career than any advertising you create for yourself. The consumer reading the article on you or hearing the interview with you or watching you in action will be far more convinced of your ability than he would be by you telling him how great you are via a you generated piece. It is better to invest your advertising in third-party endorsements then to spend your marketing dollars in the institutional realm.

Rule #4

Gage the shelf life of advertising before you buy. Many advertising opportunities have a limited shelf life. They are tied to a season or specific event or specified one-time occurrence. That is why newspaper advertising has limited pull. It is a one time purchase for one specific day. Once the Sunday paper is read the effectiveness is gone. The Home and Land type magazines at least have a 30-day shelf life. Your web-site allows for repeat impressions. By using your site as a resource you are able to get people to visit your web-site again and again. Invest your money where you can get repeat impressions out of one purchase.

None of us has the marketing budget that McDonalds has. We need to use marketing products that have the ability to give repeat performances and can be used over time with the same results.

Start your marketing plan and create a budget today. Apply the four rules of marketing to your marketing plan so you will be the recognized "top gun" agent for your marketplace.

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Published: May 17, 1999

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Dirk Zeller is a sought out speaker, celebrated author and CEO of Real Estate Champions. His company trains more than 350,000 Agents worldwide each year through live events, online training, self-study programs, and newsletters. The Real Estate community has embraced and praised his six best-selling books; Your First Year in Real Estate, Success as a Real Estate Agent for Dummies®, The Champion Real Estate Agent, The Champion Real Estate Team, Telephone Sales for Dummies®, Successful Time Management for Dummies®, and over 300 articles in print. To learn more regarding this article, please visit www.realestatechampions.com.