Category Archives: The Quote

10 Marketing Thoughts for 2009

RealAgile Pros….

During the football game yesterday, I was skimming blogs & came across Matthew Homann’s blog  “the non-billable hour“.  His blog illustrates various marketing systems for legal professionals.  I took  his 10 rules for marketing  and tweaked them  for today’s  real estate market.  Both professions have many things in common; we have clients with  problems and we get paid when we find solutions for them.  So enjoy his thoughts ( in black) and my comments ( in red). My hope is that you  are inspired and find several 2009 marketing ideas.

October 27, 2008

Ten New Rules of Legal Marketing

Legal Marketing has changed.  It used to be enough to keep an ad in the yellow pages and belong to the Rotary Club.  Not anymore.  Times are tough, so I present to you Ten “New” Rules of Legal Marketing.  Let me know what you think.1.  “My lawyer can beat up your lawyer” isn’t a marketing strategy.  “My lawyer will call me back before yours will” isInstead of beating up the other agent, we brag and toot our horns. ” I’m so good, I sold so many houses.” So what? Today, our clients are less interested in what you did in the past; they want to know what you can do right now. Their pain is significant and very real; they need someone who can solve their problems with today’s solutions.  Also remember, your fellow agent is not your real competition. You REAL competition comes from those nasty third party vendors like Trulia and Zillow. They want you to advertise your current listings with them thereby creating traffic for their advertisers. Then turn and resell your leads generated from your (content)/advertising on their sites. (I don’t think so! Not my watch.)


2.  Google tells me there are 337,000 “Full Service Law Firms” out there.  Which one was yours again
? Now, what do you have to offer that is any different in the eye of the consumer? The public may think Realtors are dead &  useless; Some maybe. If you don’t wake-up and engage technology, you will be only a fungible by-product of the past.   Don’t let yourself become fungible, become valuable; become essential, absolutely needed and wanted.  Make yourself so valuable, they wouldn’t even think of buying or selling real estate without your knowledge and wisdom. (More how-tos in coming blogs.)

3.  Unless the person who founded your firm 100 years ago is still alive and practicing law, he’s completely irrelevant to every client who’s thinking of hiring you today.
This reminds me of the Coldwell Banker ads depicting  both founders inside  picture frames discussing real estate. You need to be relevant, approachable and alive.  People do business with people they like and trust. Be a living HERO in your client’s life. Think outside the box. Make a difference. Stand out.

4.  Market to a “want” not to a “need.”  By the time your clients realize they “need” you, it’s often too late — for them and for you
. Remember to sell the dream; sell the sizzle, not the steak. Paint word pictures. Stop boring your clients with too many word or words with no emotion. Stop saying, ” This is the living room.”  Instead, “This is where Jill will host her homecoming party.” Create vivid memory pictures. Make a habit of learning and using adjectives and adverbs. Use your imagination to paint emotional word pictures.

5.  Your “keep great clients happy” budget should exceed your “try to get new clients” budget by at least 3:1. First, do you know what it costs you to acquire a new client?  It may surprise you.  Another question. Do you know the difference between a lake and swamp? Lakes have water coming in and out; swamps only collect water.  In real estate, you need a fire-hose flow of new clients to replace your jolly-happy clients. You must always be prospecting.  Why not be a Smart Prospector?  Learn to find, select, & then turn good clients into evangelists for you. The best advertisement anyone can have is a satisfied client who stands on tall buildings heralding your wisdom, creative approach and results in any market.


6.  Thanksgiving cards say you’re thankful for your clients’ business.  Christmas cards say you’re just like everybody else.
Set up a strategic prospecting plan with specific tactical actions. Be different. Remember people do business with people they like and trust. Provide information, knowledge and wisdom.  No one really cares how many homes you sold.  Forget about it. Statics can be manipulated to say anything, so be approachable & REAL.

7.  Having the scales of justice on your business card says you’re a lawyer — an old, stodgy, unimaginative, do-what-everyone-else-has-done-for-fifty-years lawyer.  Same is true for your yellow pages ad
To be different, I put on my business card “Chief Evangelist”.  More people ask me about that title ( Chief Evangelist) than all my other designations (CRS, GRI, #1 agent  etc.).  At RealAgile we want to stop the “herd mentality”.  Stop being like everyone else.  Have fun; be creative.  Make your clients go into the inquisitive state.  When they do, they ask questions. You will be there when that happens.

8.  Speaking of yellow pages, don’t abdicate your marketing strategy to their salespeople.  They don’t know marketing.  They only know how to sell you a bigger ad each year
Old school: Yellow Pages.  New school: Focus on where your clients spend their time: “Saint Google” and snail mail.  Yes, snail mail. The public likes & reads pretty picture postcards, and searches on  “Saint Google.” For snail mail, think pictures and fewer words.  No more “This is a 4 bedroom home on a quiet street.”  BORING.  Your clients want pictures, so give them pictures and then give them a few more.


9.  Your future clients have been living their entire lives online and will expect the same from you.  If you’re invisible on the web, you won’t exist to them.
Stop being the sleuth agent. Stop being the “I don’t know how to turn the computer on” agent. Become the expert in your market. Learn the power of PR. Learn the difference between Twitter and Facebook. Get online, educate yourself &  have some fun.  Don’t just take up airspace.  At RealAgile, we turn random, haphazard, prospecting into scalable, dynamic business solutions.  We’re a movement to change the value proposition of agents from fungible to valued adviser. Join with us and stay on the cutting edge of the real estate profession.

10.  The single best marketing strategy in the world is to find your best clients and ask them, “How do I get more clients like you
?”  He actually saved the best for last. Clients breed clients. You need to know where the football is going, not where it was. At RealAgile we tell you who and where your next client lives. Stop wasting your time with people who may be absolutely the nicest folks in town, but will never buy or sell a home in the next six  months. You can’t afford to waste any more time or money. Be a wise steward of what you’ve been given.

terry-avatar-picture-9-21-071

Terry McDaniel

Chief Evangelist

925-766-7077

terry@realagile.com

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Search in a new Dimension

Search….Finding that all elusive piece of information……Well, I found a fun search engine……. http://www.kartoo.com …… I really like the graphical interface…. I have 49 more unique search engines you can’t find on Google…….Enjoy the 4th of July with you family……. click here and go to Kartoo

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Sales Quotes “Fish where the fish are.”

Last week, Chuck Lamb shared a great quote: “Fish where the fish are.”   I tell a story about market conditions…. you may have the best equipment, best fisherman, best bait, the best boat, but if you don’t know where the fish are, you wasting lots of time and energy…. To be the best salesman, you need to know where the prospects are today….. Prospects are like fish…. they move around looking for food……..The company who can tell you where the prospects are is the company you want to hire….. Enjoy today…Terry

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Smart Prospecting Talk Show

Greetings…… Yes, today is our first show….. I have Chuck Lamb as my guest and we’ll discuss how to use the Next Generation Prospecting….. Shifting from traditional methods to social networking…..Join us today at 11:00 California time…. Dial in (724) 444-7444 and enter the following code 15696 call id… then enter 1#…. you can just listen or share your thoughts and ideas…. Join us today….Terry

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Terryisms….General George S. Patton

I choose to Bounce: “I don’t measure a man’s success by how high he climbs, but how high he bounces when he hits bottom.” General George S. Patton….

If you haven’t hit a bottom, then you never know how high you can bounce or what you’re really made of……Getting up from what the world considers failure is only the beginning of the real “who you are”. You can quote a thousand affirmations, but until you deal with persistent doubt, fear and worry all you stand on is sand.

When you have the privilege of going through a drought time in your life, you really never know depth of your character….When people shun you, everything you touch turns sour and you question your purpose.  It is only then you look deep into your soul and ask for help……. “Attempt something so great that unless God intervenes, it is bound to fail.” Jamie Buckingham’s quote continues to ring in my ear……

did-you-call-your-back-if-not-someone-else-will-2-26-08.jpgWe started RealAgile with the purpose of changing the process of prospecting from haphazard, random prospecting into scalable, dynamic business solutions…. 5 friends who have a heart to change our industry. Now we’re 9 friends and growing. Each day provides us with the opportunity to give-up, but we refuse to heed the passive naysayers with myopic views….. Fear stops too many ideas from moving forward.

Every time I look at my phone,  I think about the frustration and difficulties of raising capital for the telephone.  But new ideas, processes and inventions are developed from pain…. People move away from pain or towards pleasure.  We believe the old ways and no longer “the way” to prospect…..  BE THE HERO… then go and do.  Terry McDaniel

p.s.  If you want more information about RealAgile, send an email to terry@realagile.com

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Holy Cow. Words Paint Pictures in your Mind.

Your choice of words emotionally effect you and your listeners. The difference between “search” and “quest”…… Quest sounds more like Crusade language.  My quest is to succeed.  I’m on a quest for my client.  Quest implies empowerment.  Search just sounds tired and overused. Yes, you search, but quest sounds like you’re on a mission.  Search feel like, if I find what I’m looking for, great, but not life stopping. Where quest sounds as if I fail,  I die….. So, get up and get on your quest….

Another shift in thought appears between “call back” and “circle back”.  Hey, I’ll call back tomorrow and get your thoughts or I’ll circle back tomorrow…….. Circle back gives the feeling of a wagon master circling his wagon back just to make sure your on the wagon trail….. It sounds like more effort, thus more important than calling back…… Hello.

Grappling instead of struggling, goto person instead of me, trigger instead of cause, widget instead of tool, and finally smart prospecting instead of prospecting.  Word selection tint and shade your mental imagery….. Be thoughtful of how you select words…..

Bottom Line:  Put yourself in the student mindset and keep a journal of how people communicate thoughts.  If you stay in the student state,  instead of the judgment state, you will advance to the top of the class…… BE THE HERO… then go and do…..

Join me for more pithy thoughts. Sign-up for our email alert above….Terry

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Quotes that Change Your Life

Be the Hero. Your self talk directly determines your life. Either you uplift yourself or bash yourself. Your words are so powerful the Bible constantly reminds us our words can cut to the bone and destroy the soul of a person….. Are you using your words to Bless and Prosper or get revenge, to encourage or create more bitterness….. Stop right now. Put a stake in the ground…..Take a long and fierce inventory of your words. Words once spoken, hard to take back… Many words take on power. Hard to reel back what said….. For you right now, it becomes a binary decision. Today, I chose to select my words that build-up rather than destroy me or anyone else.

Bottom line….. Make an inventory of your life quotes. Post them on your computer, bathroom mirror or somewhere you see them daily…. Make a positive comment to speak blessing and prosperity into your life and others… Believe in Abundance. Post your life quotes on the Quote page for others to enrich their thought life…. Now go and Be the Hero. Terry

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