Our careers in real estate are dictated by our available budgets. In boom times we have so much cash on hand we don’t know what or where to spend it. In lean times, it is just the opposite, and we always are cash shy for the marketing to pull us out of our slumps. Most veterans in real estate would agree, that it is never a happy medium. Budgeting our marketing dollars is always a double-edged sword whether our markets are rising or declining.

In traditional marketing (newspaper, magazines, and brochures) in the past, we’ve overcome this by creating “Zero-based marketing” to maximize our exposure, lower our marketing costs, and make more money. Zero-based marketing is the sharing of marketing costs with other professionals or vendors that you work with on a regular basis, to lower your marketing costs, or so that you have no costs. This is an ideal situation where we work with other professionals, and perhaps vendor services to share advertising costs and defray our costs. It is a win-win for all involved, and our relationship with networking group members prospered. So as agents, and brokers, why aren’t we applying this to the Internet?

Real estate Internet marketing is truly remarkable, and seamless. The Internet is the perfect vehicle for this. It operates 24 hours a day, 7 days a week, and circles the globe on the World Wide Web. It is the cheapest and most effective form of marketing that we have ever used in our industry. Compared to traditional advertising, a classified ad in the local paper or a color page in a homes magazine, on a monthly basis…a Website is just a fraction of the cost, and much more effective. So it is a great opportunity to be placed on an agent's or broker’s highly visible Website, and may have rewards in closed business for all.

The cost to design a custom, personalized, or company Website that is branded to our professional market image may be a very expensive proposition. The initial design costs may vary from a few hundred dollars to several thousand dollars, and monthly maintenance fees may add additional costs. So how can we offset startup, hosting, and monthly Web maintenance fees?

One easy solution is to include on our Websites vendors and professionals that we work with in our day-to-day business for a fee. Since most vendors and professionals do not have their own sites, they would welcome the opportunity for the visibility and exposure. It would be an opportunity to be aligned with your image, and increase their business. As we say in real estate, “It is an easy sell.”

It is also easy to do. A web page is not difficult to create; all you would need is a photo, some artwork, address, phone and e-mail link. Vendors would have an exclusive for their perspective field of expertise, or you could limit a category of vendors to just three. For a predetermined nominal fee, your Web partners would gain visibility on your Website with an individual profile page, a brief list of services offered, contact information and an e-mail link. You would gain professional content and stature for your Website, enhance your own professional image, and offer additional services that buyers and seller may need. So where should we begin?

First, an annual marketing fee would be an easier proposition than collecting a monthly or semi-annual fee. It is also less paperwork, and follow-up time. Suggested annual contributions may range from $100 to $250. The fee should be a reasonable to all, and capable of covering most of your Web marketing costs. There is a lot of room here for innovation! You may even suggest that your vendors may track their presence by using a printable web-coupon that offers an additional discount when presented. (Example: “Take an additional 10% discount on all Joe’s Exterior Painting with this web coupon).

Suggested areas for vendors, and professional to be included on your Website but not limited to… would be: closing attorneys, escrow agents, title companies, pest control, home inspectors, mortgage officers, appraisers, handymen, roofers, painters, decorators, electricians, plumbers, insurance, home warranty companies, and other vendors that add utility to your website and image. As you can see, a few hundred dollars each would easily start to cover your marketing costs. You might even make a profit!

One caveat is that you should only include persons on your site that you are familiar with, or have closed business with in the past. It is prudent to be selective. Your image is at stake. Use professionals that you would use yourself. An unpleasant experience with one of your Web viewers is not an endorsement to prospective clients, and may cost you business. You should reserve the right to withdraw any vendor from your website that you may have an issue with. With this in mind, a vendor disclaimer may also be a very important idea to have on your website.

Another idea that may generate some revenue, or reduce your monthly website fees may come from your Web provider, or Webmaster. They may supply you with hyperlinks or a logo to include on your Website that gives you a credit when a Web viewer signs up for Web hosting with them. Credits from Web hosting companies may provide a free months hosting, or a $5-10 dollar credit for each account that is activated from a link on your website. Depending on Web traffic to your Website, this idea alone may halve your monthly marketing fees.

In summary, there will always be costs associated with marketing. They are unavoidable. However, we do not have to bear those costs alone. Expenses may be shared with a reasonable cost, and have beneficial results for all. We must keep in mind, that success in our profession is often awarded to those that are unique in their approach, and frugal with their marketing dollars.

Published: July 12, 2002

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Jim Crawford, ABR, e-PRO 500 is currently licensed as a Broker Associate with RE/MAX Greater Atlanta in Atlanta Georgia, and as Broker Associate with Distinctive Realty Inc. in McLean Virginia. Jim and his wife Ellen work as a husband and wife team in the northern Atlanta suburbs. As the team's rainmaker, Jim is a self-taught webmaster and designer, and he relies exclusively on the Internet for marketing. He is considered an expert on marketing, nationwide relocation, cutting edge technology, Search Engine Optimization (SEO) for real estate, and Internet marketing. Jim's seminars, online contributions, and technology ideas assist real estate agents to maximize their business results, and raise the industry's professional service level skills. His common sense marketing ideas have been published and quoted regularly in trade publications. He has also consulted and advised NAR offices regarding Internet issues, and Internet ethics for Realtors. In between sales, Jim is a popular speaker at national and regional real estate seminars, and retreats. He is also an online real estate coach, with a self-tutorial coaching site for real estate professionals. Jim was a featured speaker at the November 2004 National Association of REALTORS® convention in Orlando, and has spoken at the several REALTORS® conventions both in the United States and Canada. Visit his website at RealEstateTechCoach.com, or e-mail him at .