The Manifesto
High-volume agents typically allocate 30% of net income to marketing, which produces leads.
Lower-volume agents often spend as much, or more, on advertising, which produces fewer leads.
Unlike typical agent-centric advertising, effective marketing is consumer-centric. Lots of "you" & "your."
As an advertising message, the trappings of success can backfire.
Differentiation is the ball game. Yet much of what agents do to differentiate actually makes them seem less-different.
It’s hard to look different. It’s easier to sound different…
and approachable and competent and knowledgeable and reassuring.
Tell ‘em and you’ll sell ‘em. (How)
Why Talk Radio?
(slam-dunk reasons)
What radio stations want to sell you is NOT your best dollar value.
(What to ask for instead?)
O.P.M. ("Other Peoples' Money") can help finance your Radio marketing.
It might be right under your nose.
Every great player has a coach.
I'm yours.
“Radio” is no longer just AM and FM.
Your web site isn’t just a brochure and a gallery.
It’s a utility.
Radio + Twitter = results
("mapping the intersection")
Why you DON’T want your own smartphone/iPad app.
Think relationships, not transactions.
Author Archives: hollandcooke
How are super-achievers…different?
They understand the difference between advertising and marketing. Do you? “Advertising” asks the shopper to pick your product off a crowded shelf. “Marketing” makes them want to. Your listings are merely inventory. YOU are the product. Advertising is now a … Continue reading
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