Author Chat: Marketing Master Seth Godin

By Melissa Dittmann Tracey

Seth Godin

Seth Godin

Bestselling author and marketing guru Seth Godin stops by the Weekly Book Scan to answer questions about improving your marketing.

When business slows, there may not be as much money to sink into your marketing. How can real estate professionals figure out what can give them the best return for their marketing dollar? Can you still make your business “remarkable” even on a tight budget?

GODIN: Marketing is not about money, it’s about insight and promises and stories and relationships and connections. Use the downtime you have now to put sweat equity into your marketing, by doing something worth talking about.

In real estate, you’re selling a service not a product, per se. So how can you differentiate yourself in real estate?

GODIN:The first step is in realizing it IS a service. Yet most REALTORS® do nothing at all to differentiate. It’s about the picture of the house and the boring business card and the empty claims and promises. BE different, really different, and people will treat you that way.

Technology continues to evolve in offering new ways to reach potential customers. What do you see as some of the best ways to use technology for marketing and prospecting?

GODIN: I don’t think technology (Zillow, etc.) is the enemy of the outstanding REALTOR®. Instead, I think smart REALTORS® will realize that they can build a long term relationship asset using technology, turning themselves into the one and only.

Melissa Tracey

Melissa Dittmann Tracey is a contributing editor for REALTOR® Magazine, writing about home & design trends, technology, and sales and marketing. She manages the magazine's award-winning Styled, Staged & Sold blog.

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  1. I agree with Godin, it’s all about services, promises, relationships and connections. But it is even more important that agents keep and fulfill their promises – once you fail to do so, you lose the trust of your clients.

  2. also to keep in mind – it costs nothing (or nearly nothing) to pick up the phone and call past clients to say hello and chat (and then ask for referrals)

  3. Also remember it costs nil to phone a past client, say “hello” and ask for referrals AND your client will likely be delighted to hear from you!

  4. Teddi Ball

    If you want to get a website, flyers, special investment reports for your investors and branding of yourself and your agency, try going into This is “facebook for real estate” and it allows an agent to see exactly what their buyers and sellers are searching for on a daily basis and you can give your client this account for free! This webpage allows your client to search like an agent on the MLS and downloads info every 15 minutes. Right now, 135,000 agents nationwide are using this system for free. And, if you wish to have a website and branding, the cost is only $149.95 per year. It fits into an agent’s budget and narrows down a buyers search, while cutting the days on market to a seller by 24 to 48 days.