Realtor John Harper Keynote Speaking Strategy: Become An Expert And Go To Source For Your Community

FoxBusiness.com published this deansguide article June 27, 2008

John Harper of theharperteam in Danville, California is the best example, template, for Realtors who understand the value of marketing yourself through public speaking. John is an expert, and I don’t use that term very often, in online networking aka social networking. Even more critical to his efforts is the fact that John is an expert in understanding the value of creating a public speaking platform within your business.

Learn How From John Harper

If you wish to understand how to become a go to source of free valuable information to your community as a workshop or keynote speaker, attend John’s presentation “Strategic Thinking About Your Career” Saturday June 28. The workshop is being held at “CPC” Job Seeker’s Group meeting from 9:30-11:30am at the Community Presbyterian Church ( 222 West El Pintado, Room #100 ) in Danville.

In my article for Active Rain How To Win New Clients, Build A Contact List, And Become An Expert In A Niche: Employment Networking Groups Your Ticket To Leads And New Partnerships” I outline the benefits of providing keynote speaking-workshops to employment groups.

Benefits of Public Speaking

1. Create Awareness: help people know you and your business

2. Community Resource: Establish yourself as a resource of free valuable information to your community

3. Build a List: Build a client list from your audience

4. Remain in the Public Eye: Remind your community that you are in business and there to help them all the time

5. Hone your Speaking Skills: Practice makes perfect, builds confidence, and creates expertise

6. Blog Content: Now you have a place, speaking engagement, to bring your blog articles to life. In addition your appearances provide blog content

7. Network: Become a go to source to help others network within your community of contacts

Realtor’s Marketing Strategy #5: Media List Power To Connections

Realtors and brokers should consider purchasing “Guerrilla Publicity”,a joint effort by Jay Levinson, Rick Frishman, and Jill Lublin, a comprehensive guide to ” Hundreds of sure-fire tactics to get maximum sales for minimum dollars.” One of the most powerful tactics is GP’s guide to compiling Media Lists.

7 Media List Tactics

1. Now not Later: Begin creating your list. Compile names of media people and interesting people and how they may help you

2. Habits that Win: Form the habit of making notes, collecting names, and recording ideas. Carry a pen, notebook, laptop, or any device you can utilize to record information–everywhere at anytime

3. Sphere of Influence: List the names of everyone you know who might remotely help: writers, reporters, editors, radio, and TV producers. Be industry specific

4. Your People: Ask friends, family, or business colleagues for contacts to add to your list

5. Local Angle: Call or email local radio shows, television stations, newspapers, and blogs who cover your niche

6. Business Cards: Always request a card from everyone you meet

7. Organization Time: Create a specific time slot in your schedule to update and add all new contacts you collect over the course of a week

Realtor’s Business Diagnostic Test #1: A-E-I-O-U And Sometimes Y

How often do you perform a diagnostic test on your business, it’s processes, and the overall health of your organization? Now might be a great time to take on this task; the results may surprise you as well as provide areas to improve upon. When learning the English language one of the first concepts was your vowels. Borrowing from this lesson, try applying the “A-E-I-O-U and sometimes Y” diagnostic test to your business.

A-E-I-O-U And Sometimes Y

A- Alternatives: How often do you research different solutions (alternatives) that could be applied to your business processes or mission that would improve what you already do well?

E-Education: Do you seek to educate yourself, your staff, and your customers with the most up to date, cutting edge industry specific information on an ongoing basis?

I-Intelligence: I am not referring to your intelligence or smarts but rather industry information about trends, competitors, products, services, or changes that will effect your business and the consumer

O-Observation: Observation testing according to act.org “measures the skill people use when they pay attention to and remember work-related instructions, demonstrations, and procedures.” Do you pay attention and more importantly do you pay attention to detail within your business?

U-Understanding: Don Clark’s “Continuum of Understanding” has a great quote: The greater one understands the subject matter, the more one is able to weave past experiences (context) into new knowledge by absorbing, doing, interacting, and reflecting. Total Awareness of your business!

Sometimes Y-You: You and only You are the difference between your accomplishments and your failures. Your thoughts and your ability to dismantle doubt are the most important part of this exercise. If you feel intimidated then you will be but if you feel open to success then success will follow you

Kurt Vonnegut’s 8 Basics Of Creative Writing: Tips For Marketing Your Business

The real estate industry, any business for that matter, could take note when searching for marketing ideas and strategies. American author and icon Kurt Vonnegut’s “8 Basics of Creative Writing” provides a few nuggets of wisdom that carry over nicely from his intended target-book readers to consumers.

Kurt Vonnegut’s Marketing Advice

1. Use the time of a total stranger in such a way that he or she will not feel the time was wasted
KV: Give consumers value for free, often, and consistently with blogs, keynotes, and workshops

2. Give the reader at least one character he or she can root for.
KV: Be sympathetic to your audience by being likable, honest, and authentic

3. Every character should want something, even if it is only a glass of water.
KV: Your marketing plan should have a goal that is measurable

4. Every sentence must do one of two things—reveal character or advance the action.
KV: Your writing must reveal your character or advance the reader’s knowledge

5. Start as close to the end as possible.
KV: Make your messages short with impact; do not waste your audience’s time

6. Be a sadist. No matter how sweet and innocent your leading characters, make awful things happen to them—in order that the reader may see what they are made of.
KV: Challenge the status quo. Be willing to take a stand no matter how unpopular with your peers

7. Write to please just one person. If you open a window and make love to the world, so to speak, your story will get pneumonia.
KV: If you do not stay interested in your message how will anyone else

8. Give your readers as much information as possible as soon as possible. To heck with suspense. Readers should have such complete understanding of what is going on, where and why, that they could finish the story themselves, should cockroaches eat the last few pages.
KV: Make your message one of “Radical Transparency” allow all to see everything to build credability

Test Marketing Your Real Estate Marketing: 15 Methods Publishers Test Market Books

Take the guesswork out of your marketing plan, your image as it is perceived by consumers, and your branding by utilizing Michael Larsen-Elizabeth Pomada’s “Taking the Guesswork Out of Publishing: 15 Ways to Test-Market Your Books to Guarantee Their Success.”

1. Network Feedback: Ask your networking partners and organizations for feedback

2. Speak In Public: Create a free keynote series designed after your business focus and provide free speeches to consumers

3. Test Your Identity: ensure you are perceived as authentic, original, flexible, salable, and relevant

4. Goals: establish business and financial goals that motivate you to promote your work and follow your business plan

5. Promote by Sharing: share your promotional campaigns with like minded professionals and networking partners

6. Involve Consumers: send your promotional tools to consumers and ask for their opinions on your campaign

7. Associations: associate with successful people in your niche and ask for their opinions

8. Mini Business Plan: produce a mini business plan and offer it to your network for inspection

9. Affiliates: provide your affiliates with your mini business plan and promotional materials

10. Media: Ask for media feedback from industry print, electronic, and online sources

11. Independence: consider becoming an independent broker

12. Timeline of Action: create a timeline schedule for contacts and feedback on your plans

13. Small Scale: pick a neighborhood as a test market “hyper-local” study to test the waters

14. Big Picture: integrate your findings from the small scale into your promotion plans

15. Commitment: If you want your business to grow, you must remain committed to making your business successful through tireless work and constant measurement of your efforts

Realtor’s Marketing Strategy #2: Your Career’s “Positioning” Is The Why Of Marketing

Nielsen.com published this deansguide article April 21, 2008

In the world of best selling books, not unlike real estate, “positioning” a book is the “why” of book marketing. The example given by Dan Poynter of Para Publishing is “If you were writing a cookbook, write one sentence explaining why someone would want to buy yet another cookbook.” If you are a Realtor why should someone hire you with so many Realtors available to choose from in this industry? Answer this question in one sentence and you have the beginnings of the “why” marketing question answered for your business.

Strategy #2

In order to become a successful Realtor you need market “positioning” in your marketing plan. In my marketing plan for Susan Hanshaw’s upcoming book,Inner Architect: How To Build The Life You Were Designed To Live”, we are positioning this book as the essential step by step guide to designing a job you love utilizing your passions and interests.

What’s First?

Your goal is to be able to explain how you are different, better, or as outstanding as the best Realtor in your niche. Consider comparing your business to outstanding Realtors in your niche. Yes you are mentioning the competition but you are utilizing their reputation as a standard that you measure up to and surpass. When referring to someone who is successful you convey that you will “Be Like Mike” (see video) the old Gatorade Jordan marketing plan.

Ciaadvertising.org states “Selective Perception serves as a suit of armor for the mind.”

What’s Next or How You Will Reach Your Market?

You can’t guarantee you will reach every media outlet. You can’t guarantee your target audience will respond to your marketing plan. What you can control is your research into the contacts you intend to make. Narrow your targets so that they match the best media outlets for your message.

Just like the media outlets, make sure you narrow your scope to the audience that will be most interested in your message. eHow’sHow To Benefit Financially With Target Marketing” four steps is a prime example of the work that will make you successful.

Don’t take the shotgun approach–that only leads to reputation suicide.

Realtor’s Marketing Strategy #1: Market Your Business Like A Best Selling Book

One of the most through, frustrating, rewarding, and intense marketing plans you can undertake is a plan that promotes a book. Like Realtors, there are thousands of new titles being introduced to the public every year. According to publisher Dan Poynter’s Para Publishing reference source bookstatistics.com roughly 190,000 new books are minted in the US every year.

And like a large number of Realtors, many of these new books are not properly introduced to their target audience, unprepared to go to market, lacking in the substance factor of knowledge or experience, and have no organized marketing plan.

If you are a Realtor and you believe that marketing is difficult, too time consuming, a necessary evil that should be governed by costs, or a task that an underling can perform for you then consider my latest endeavor–bring an author’s work to market.

For the next eight weeks I will chronicle my efforts to market author Susan Hanshaw’s upcoming book “Inner Architect: How To Build The Life You Were Designed To Live.” Within this series, I will document the steps that media-publishers take to bring books to market through a comprehensive Marketing Plan. This plan can easily be implemented in part or whole to support a Realtor’s current plan or act as an outline.

Strategy #1

In order to become a successful Realtor you need a plan-a marketing plan. Accept this as fact and you are about to begin to take the steps necessary to bring your “brand” to market successfully. In the book world the publisher does very little to market your book (a shocking surprise to me last year). It is up to the author and representative to create the buzz leading to an audience for the product–sound familiar?

What’s First?

The first step is to create a list of benefit statements about your business. Very successful Silicon Valley Realtor Andy Wong calls his business his “practice.” Why is your business different? Why is it better? Why would consumers want to spend time learning more about you? How will consumers benefit from hiring you? Write short, consise, statements no more than 25 words–create impact.

What’s Next?

Outline your marketing plan with the first two steps in our formula:

1. What Are You Selling? : Write an two paragraph autobiographical profile since you are the product. What are you selling about you? Include your experience, achievements, and your niche

2. What Is Your Market? : Who will want to hire you? Do you work best with new home buyers or the luxury market? If you are a tech savvy person, MarketingVox.com is a great source of ideas to utilize for that consumer market.