Re: Ads in local Real Estate Books? - Posted by eric-fl
Posted by eric-fl on August 08, 2003 at 16:23:30:
I haven’t tried it, but I have thought about it, on the theory that, when someone first considers selling their house, the first thing they do is look in the Sunday classifieds, and in those books, to “see what other houses are going for.” This usually leads to an unrealistic expectation of market value, but it is where their eyes are, which is what you want to be in front of.
I’m currently reading a pretty good book called “Real Estate RainMaker”. It’s geared towards agents, but the whole idea is to market for leads, then capture those leads in a database, and consistently follow-up. Nothing revolutionary there, but very few people do it anyway - kind of like “knowing” the “secret” to losing weight is to eat less, and exercise more. It’s not a secret, everyone knows it - but no one ever does it. Anyway, one of the things they mention in the book is the different phases in a prospect decision cycle. This kind of marketing will capture a prospect fairly early in the decision-making process, i.e., before they have selected an option or agent to work with. The reason I mention all this is because, it could be a viable source of leads, but they will be early in the cycle, may have a long conversion time, and much of the effectiveness of this type of marketing will be dependent on the diligence of your followup.