By Kelly Quigley, REALTOR® Magazine
Confessions of Shameless Self-Promoters by Debbie Allen (McGraw-Hill Cos., 2006)
Buy this book from Amazon.com
Marketing drives visitors to your Web site and keeps your phones ringing. It builds trust in your brand and convinces prospects that you’re their best choice. The best part is it doesn’t have to cost a fortune; sometimes all it takes to create a buzz is a little creativity and courage. This book can serve as your inspiration. Entrepreneurs from various industries share amusing stories of how they “shamelessly” promoted themselves and their companies to reach success. The tales are a few pages long at most — making for a quick, light read — and contain lots of original low-cost marketing ideas. The stories are divided into 12 chapters on topics such as Web marketing, networking, developing gutsy goals, and becoming better known in your community. Although many of the stories come from professional speakers and authors, most of the tactics also lend themselves to the real estate profession.
Tips From the Book:
- Get over negative perceptions. You may have a hard time promoting yourself because you’ve been taught that it’s a negative thing. However, effective self-promotion is never rude, pushy, loud, or obnoxious; it’s all about looking for opportunities everywhere to promote yourself in the service of others. There’s no shame in self-promotion if you’re promoting something of value that you feel passionately about.
- Be productive at the airport. Regulations force you to be at the airport far in advance of your departure time. Rather than killing time by reading magazines, stop by the newspaper stand and buy a stack of postcards. Within an hour, you can write out more than a dozen cards to prospects and clients. Postcards always get noticed in the mail and will put a smile on recipients’ faces.
- Create an awards program. To be recognized by the public and the media for your expertise, create a list patterned after the Fortune 500 that relate to your services. Perhaps it can be your town’s top gardens or best renovation projects. Develop a process for nominations and selection, and hold a media event to announce the winners.