What are the odds that “Marketing” will build your business?

How many marketing messages do you think the average American see EVERY DAY?

Have you ever considered this?

I googled it . . . Here’s what I found: “The average American is exposed to 247 commercial messages each day.”
Consumer Reports Website

WOW!

Humor me and try this little experiment. Pause your reading of this post and look around you. Count every THING within your range of vision . . . every THING that is not nailed down . . . from the smallest to the largest . . . I’m sitting in my favorite chair in my living room with a partial view of the kitchen . . . I got 234 and the room is not “cluttered”- Over whelming

When you wake up tomorrow morning, COUNT every THING you DO for the first 30 minutes of the day.

With ALL of that “NOISE” in the background, how much space is left in your brain for paying attention to any marketing message that you are not seeking? If you’re in the market for a new car, your reticular activator will filter out all other marketing messages and you will ONLY notice ads for new cars.

So . . .

Do you rely on marketing to fuel your business?

If so . . . how is YOUR marketing message going to show up (get noticed)? What is it about your message that will cause your audience to READ it . . . and then take action?

How much money did you spend on this marketing and what was the return? Is it paying for itself? Can you tie any DIRECT business results to your marketing?

If not . . . Why are you doing it?

Is it an ego trip? Do you just do it so you can see yourself on that Billboard every day as you drive to office . . . or on that grocery cart every time you shop for food . . . or on the pharmacy bag when you buy your prescriptions?

Are you doing it to please your customers or clients? Many REALTORS admit that their display ads in the local newspapers and magazines have ZERO return, but they do them because they are hard evidence (for the seller) that they are doing SOMETHING to market the property.

I don’t buy marketing that doesn’t work.

I believe that any money I spend should be an INVESTMENT . . . not so much that it always yields a financial return as that it “does its job”. I buy a couch for comfort, aesthetic appeal, durability . . . I buy a car to take me places reliably . . . I go to a restaurant for the ambiance, the food taste and consistency, and convenience . . . If the return (experience) I get doesn’t meet my needs, I “fire” it and invest my money elsewhere.

Same thing with marketing.

so . . . How DO you bring business to your business?

Begin with knowing whose wants and needs your business has the best chance of fulfilling.

WHO IS YOUR CUSTOMER? 

Now consider WHERE this customer is?

How does your customer prefer to communicate?

Now . . . Knowing all of the above . . . What ACTION can you take to bring your business within the range of view for this customer?

this action may include some component of marketing . . . but that’ll never work in a big way unless you lead with a serious dose of intentional and DIRECT interpersonal communication. You’ve gotta dive into their pond and swim with them, or you’re just another one of those “247 commercial messages each day”.

I’m just sayin’

Best,

b

OBTW – ummm . . . This message also applies to personal relationships 🙂

Are you still alive?

That might be a question I would have of a family member who I haven’t heard from in a while.

In my Family (Which is a very eclectic mix from Episcopalian including a Bishop Grandfather and Priest Father . . . to Catholic where we currently go to church . . . and a whole collage of Jewish relatives on both sides of our families), the question “Are you still ALIVE?” arises as a “Jewish Mother guilt trip”.

My first reaction when that question hits me is one of backpedaling as I feebly attempt to justify my prolonged disappearing act . . . and my response is one of gratitude as it sinks in that I was missed.

How often do we get so busy and self-absorbed that we forget to reach out to those closest to us?

How often do we get in the dumps and start feeling sorry for ourselves and hide in shame hoping that things will just magically sort themselves out?

I hope I’m preaching to the choir and not just baring my own soul in a moment of transparency . . . I know that we all have these moments.

I also know that when those moments occur, I am never in search of a Knight in shining Armor kind of “swoop in and save me from all of these trials and tribulations” person . . . I am always most “saved”  by the person who just shows up out of nowhere and simply says: “Hey! I haven’t seen you in a while and was thinking about you. How are you?”

A sales career is enigmatic in the sense that the best salespeople are the people who are best with interpersonal relationships. These are the folks who are the life of party – funloving – happy-go-lucky . . . Yet most sales people are “Independent contractors” and are solo out in the field.

What this means is that they have LOTS of relationships with many people . . . The only issue being that those relationships have the additional boundary of professionalism . . . these are relatively shallow relationships. To be “transparent” with a customer or client may be viewed as unprofessional.

So . . . It can be very lonely to be a sales person . . . capiche?

This is where the HOME comes into play.

Where have we ALWAYS gone throughout our lives when life sucked?

HOME!

We go home where we know we will be loved unconditionally . . . and will find candid and constructive feed-back. 

I believe that our offices should be this “home” in our professional worlds. If we disappear for a while, who at the office will notice?

I had a conversation with an agent today who said: “I haven’t been to my office more than 3 times in the past 3 months, and nobody’s missed me.”

REALLY?

I think that’s negligence.

In ANY office . . . EVERY associate deserves a level of attention akin to family . . . and if it’s not there? I believe that’s the wrong office for ya.

As Broker @ Pareto Realty, my covenant to all my associates is a quarterly Career Review at a MINIMUM . . . and my invitiation to them is that if they will utilize the CRM tools I provide for them at no cost to them, I will keep an eye on their performance continuously over time . . . and will step in any time I see room for improvement.

There ain’t no excuse for agents falling through the cracks in a Real estate firm . . . that causes much unecessary angst and negatively impacts families and self esteem.

I’m just sayin’

(stepping off the soap box)

Best,

b

A new baby is born in Nashville

Hoping you’ve had a fantastic week . . .
 
Pareto Realty is here now . . .  In Nashville.
 
This isn’t just any ole new Real Estate Company . . .
 
Pareto Realty is the manifestation of a very clear vision.
 
Home for “The Vital Few” . . .
 
Our name origin comes from Vilfredo Pareto who derived the 20/80 Principle in the early 1900s . . . We are most interested in being the 20% (vital few) who produce the 80%.
 
Fueled by pure passion for creating the quintessential firm for Real Estate Professionals whose goals include personal and professional PERFORMANCE at a high level.
 
We are bringing together a tasty blend of high technology, sophisticated marketing, Performance oriented training and consulting, and superior (FUN) office environment . . . all the while never taking our eyes off the fundamental balance of “Live, Work, & Play”
 
We’re excited and ready to get this baby ROLLING!
 
We are NOT a “Recruiting Based” Real Estate Office model . . .  We know that our model will not fit every REALTOR out there.
 
We feel we can most positively affect the Local Middle Tennessee Real Estate Market (and economy) by reaching out and inviting you in to our Guest Vendor Presentations (Wednesdays), “Instructional Sessions” about timely issues we REALTORS are facing (Thursdays), and Masterminds – My favorites (Fridays). we will post details of these opportunities on our website and will periodically send invitations..
 
I hope you’ll come to some of our educational or mastermind offerings and share and learn with us.

By all means, contact me if you’d like to learn more about Pareto Realty . . . I love to talk about it 🙂
 
Let’s all get back to work now and get this market MOVING!
 
Best,
 
b
Pareto Realty is currently (and always will be) under construction . . . Our Firm’s mission is to improve EVERY day.
 

Barry Owen
Principal Real Estate Broker
Coach
Founder
Pareto Realty, LLC
pə-ˈrā-(ˌ)tō
The Vital Few
 
PS – My role at Pareto Realty is Principal Broker and Coach . . . for EVERY one of our associates.
 
102 Woodmont Blvd Suite 242
Nashville, TN 37205
615-502-2080
Call me: 615-568-2123
www.paretorealty.co

Connect with me @ Twitter, Facebook, Linkedin, Plaxo
 
Read my Blog: http://activerain.com/blogs/barryo
Simply & BOLDLY Living the FourFold Way in Open Space!

If you would like to be removed from future emails from Pareto Realty, please reply with “Remove”

How do you say Pareto?

Click this link:
The Vital Few
We are the 20%
Contact me to learn what we’re thinking . . .
We’re creating a real estate firm that is solely present to quintessentially support Real Estate Professionals whose commitment is to PERFORMANCE.
If you’re a performer . . . Come home!
Best,
b
Barry Owen
Principal Real Estate Broker
Pareto Realty, LLC
615.502.2080
barryo@comcast.net

The cost of Loyalty may be higher than you think!

What’s loyalty cost?

I believe there are two sides of the loyalty cost coin.

The cost of our loyalty to others . . . or companies or products

and the flip side

The cost associated with KEEPING the loyalty of others.

Seth Godin wrote a great blog post today and got me thinking.

He said:

“Loyalty is what we call it when someone refuses a momentarily better option.” Seth godin http://bit.ly/azAJiD

OK . . . so if you are Loyal to someone, an organization, or a product, a cost of that loyalty is what they call in economics an “Opportunity Cost”. Your loyalty may cause you settle for less when more is infinitely available elsewhere.

Your loyalty may cause you to pay more money for the same product or service.

Your loyalty may cause you to miss out on features and amenities.

In essence, your loyalty may be creating a blind spot in your field of vision such that you are not even looking beyond your nose for anything more (or better).

None of that is bad . . . It’s OK to accept less if you’re satiated with what you’re getting . . . and likely, you won’t even be aware of what you’re missing out on  . . . until something happens . . . perhaps a disappointment in the status quo . . . or a shift . . . or an obnoxious “sneezer” introduces you to a new and different and more shiny way.

In my experience when someone’s awareness heightens outside the walls of their loyalties, they almost always express some level of regret that they didn’t shift their loyalty SOONER.

On the other side of the coin, how does a person or organization or product gain loyalty from people?

If you want others to be loyal to you, you first must be a loyal person yourself.

You cannot buy other’s loyalty – although many do try through marketing and price slashing sales and lofty claims . . . most of which wreak of delusions of grandeur.

Someone who is truly a loyal person is not a mercenary.

Does this mean that you shouldn’t REWARD others’ loyalty?

this is the point that Seth Godin finds in his post.

ABSOLUTELY! Now’s the time when it is perfectly Ok to treat people differently. The loyal customers get perks that the others don’t and they get more attention.

That’s a cost of loyalty.

So . . .

Consider your own loyalties and the possibility that you may be sequestering yourself from other (potentially better) ways . . .

Consider your way of building and retaining the loyalty of others . . . Are you trying to buy it or are you coming from authenticity? Are you rewarding these folks?

And finally . . . What’s the cost?

I write this post as I am literally within a couple of days of opening a new Real Estate firm in Nashville, TN.

Why open a real estate firm in SEPTEMBER in a lousy market?

For me, it’s about loyalty as I see many real estate agents who are restless and looking for “more” . . . more support, more coaching, more business, more camaraderie but may be staying where they are because of loyalty . . . and continue to do the same things expecting different results.

Pareto Realty is a PERFORMANCE based model. We’re not going to brag about fancy web-sites or posh offices or low splits (Although we will provide all of that) . . . We are simply here to best serve the agents who join us by offering an environment conducive to higher and higher levels of achievement.

In my book . . . If being with your current organization enhances your performance and helps you live a balanced life, you’re in the right place 🙂

Remember . . . You must first be a loyal person yourself.

I’m just sayin’

Best,

b