Tequila: A Lesson In Marketing And Brand Identity

TGIF and watch this tour of Jose Cuervo Factory

Reuters.com published this deansguide article September 13, 2008

Tequila the official party liquor, the daddy of the fiesta, the king of the shot, and the emperor of margarita madness is actually an amazing marketing story. What makes an often, horrible smelling, difficult to describe taste that can make the eyes water and throat wretch with a gag reflex similar to food posioning the #1 fastest growing category of liquor in America according to the 2005 Adams Handbook Advance the industry standard.

Granted the premium tequila brands like Patron produce incredibly rich and smooth tasting liquors, but the majority of the tequila sales, 40% plus, are Jose Cuervo tequila of the ilk described above–rotten eggs on sandpaper.

Marketing Strategy

1. Association: Tequila is the party liquor associated with fiestas, parties, food, and music. No other drink symbolizes fun, good times, beaches, and the tropics like a tequila margarita

2. Heritage: Tequila has a long history and heritage of proud producers from a passionate country, Mexico, that crafts the best tequila products in the world

3. Perception: Tequila, like the country of Mexico, symbolizes macho, hot, spicy, and power. It is perceived, and rightfully so, as the drink that is dangerous. For many people it is a brand that signifies their toughness much like a football fan who supports the Oakland Raiders. If you can hang at a Raider game, think of San Quentin at a picnic, then you are tough enough to drink tequila

4. Reputation: Everyone, at least those that drink, have a tequila story. The stories are never pretty, they are usually warning shots to friends, and yet they are told with pride. There is a legend a lore attached to this brand that people want to associate despite the taste and horrific results the drink can produce

Vesta Strategies “Sales Pitch” Marketing Information They Forgot To Pull?

Information about Vesta Strategies LLC is beginning to come into view–and the view is quite ugly. Attempts to find old information about Vesta on the other hand is difficult to find. Yet with some digging, reminents of their marketing campaign can be found. The following is a pitch found on a social networking site for a Vesta Strategies employee:

Vesta’s Sales Pitch

“Just as McDonald’s doesn’t actually sell hamburgers, Vesta Strategies LLC doesn’t really sell 1031 exchange solutions. We sell personal service. For most anyone who utilizes the services of a qualified intermediary or accommodator, peace of mind and security are of high importance. As an established national provider of 1031 exchange solutions, Vesta Strategies LLC differenciates itself from the competition through personal, hands-on service. In addition to my own expertise, cour clients can draw from our large offering of resources in legal counsel, real estate practices, title questions, NNN leases, DST’s, and TIC’s.”

Final Pitch

“At Vesta Strategies LLC, we specialize in virtually anything related to 1031 exchanges. We provide expert information about how to structure exchanges, how to find replacement properties, and whether or not an exchange makes sense for you on a particular transaction.”

10 Chracteristics Of A Great Realtor: If You Don’t Have These Skills You Are “Selling” Yourself Short

FoxBusiness.com published this deansguide article July 7, 2008

Please read this article then refer to this fantastic historical blast through Web 1.0 to Web 2.0 by Mike Wesch

What do you do if you are ready to address a new prospect and the first thing out of their mouth is: “I don’t know if I really need a Realtor”? Are you prepared for that statement or have you comforted yourself with the idea that 99.99999% of the consumers at large understand the value of a Realtor during a real estate transaction?

The Idea Simply put you should think of your job as:

1st an educator

2nd a sales person

Sales Perspective #1

NEVER ASSUME anything. Consider the idea that you should have the attitude that you need to sell your prospective client on the benefits of representation. Do not think that just because they found you, they are sold on paying you thousands of dollars for the priviledge of doing business with you

Help them understand the safeguards YOU bring to the table in these shaky economic times and era of mortgage meltdowns

Safeguards?

1. You are an expert at contracts, interpreting contracts, and explaining all aspects of the contract to clients

2. You are the informational expert for your county, city, town, region, or neighborhood

3. Although you do NOT have to be, you are an EXPERT in mortgages, appraisals, and credit issues. If need be you could perform your affiliates job with ease

4. You understand home inspections and their importance

5. You have a “team” of affiliates who have the same “educator-expert-sales” approach

6. You are a technologist and understand the marketing importance of blogging, Google search, and viral marketing tools for maximum exposure

7. Your broker supports your efforts 110% with real world marketing-ads in local, regional, and national publications (when necessary)

8. You are AVAILABLE to answer questions

9. You have connectivity aka you are networked into the communities political structure, industry hierarchy, and familial community outlets

10. Your reputation is your calling card. “It’s who knows you-NOT who you know” that counts

Google Base: Realtor’s Free Listing Tool, Lead Generator, Product Promotion Machine

Google Base “Shopping Bag” icon

FoxBusiness.com published this deansguide article June 28, 2008

If you do not want to take on the task of establishing a blog or website there still is a method to get your information listed in Google search results: Google Base. For Realtors this could be a key tool in listing your properties.

What is Google Base?

1. According to Google “Google Base is a free Google service that allows you to publish virtually any kind of information for inclusion in Google search results”

2. According to the blog chiefexecutive.wordpress.com’s, a UK site, article “Google has changed-have you?” Google Base allows a business to list it’s services or products in a different way-via an shopping bag icon and in a product search conducted by consumers:

“The point is Google has changed, there are now opportunities to appear on the list (Google search results) in more relevant and striking ways than the conventional list of blue search engine links.”

Advantages of Google Base

1. You do not need a website or blog to publish your information
2. It’s a free service
3. If you don’t have a website to host your item(s), Google Base will create and host a unique URL (web address) where searchers can visit and view your content.

Google Base For Realtors

According to Google:

“Over 56% of all internet searches on “real estate” and related terms are conducted on Google and our partner sites, and the majority of those searchers are actively looking for listings or referrals to brokers and agents. Google Base makes it EASY for consumers to find your listings or services.”

How Does It Work?

People performing Google searches for Real Estate can refine their search results by adding specific property features (e.g., “4-bedroom”, “pool”, “San Francisco-Pacific Heights”) and seeing their results displayed on a map, focussed on the neighborhood and types of properties that they are most interested in

If a Realtor adds his/her listing(s) information to Google, it will ensure that the right (most qualified) potential buyers will be able to find the properties listed “right when they are most actively looking for them.”

Google Real Estate Tools Link (for more information!)

1. Brokers and Builders

2. Agents

3. MLS’s

4. IDX vendors

Independent Brokers Network Meeting: SEM vs SEO-Do You Have Money Or Time?

The IBNMarin, Independent Brokers Network meeting held Tuesday June 3, hosted guest speaker Steven Schneiderman the Online Sales Manager for the San Francisco Chronicle’s website SFgate.com. MC. for IBN, the indispensable Frank Sunshine, Sunshine Realty and Marketing, did another stellar job of bringing a speaker and topic of importance to attendees.

Steven’s speech was compelling as he explained Search Engine Marketing and search from a beginner’s perspective, explained and identified the value of a SEM campaign, and he provided a solid base for people to understand how Google, Yahoo, MSN, and Ask.com are the driving forces behind today’s online search marketplace.

While bringing forward some interesting and compelling reasons why a Realtor or broker would want to adopt a pay per click program, a case can be built for establishing an organic program utilizing a blog in conjunction with a pay per click campaign.

SFGate.com

1. SFgate.com: the website for the San Francisco Chronicle in fact acts more like a blog due to the fresh content placed on the site (writers’ articles) on an everyday basis

2. SFgate.com: is ranked by Alexa.com 836 most trafficked website in the world, ranked #229 in the US, 17% of it’s traffic is global with high rankings in Uk, Canada, India, and Germany

3. Pay per click: advertising campaigns on SFgate.com will provide any Realtor in the Bay Area or any Realtor looking to do business in the Bay Area from any location in the world another piece to a well rounded marketing campaign

SEM Positives

1. Only Guaranteed Method: to top of page placement if you are willing to spend the money
2. Pay: only when your ad is clicked
3. Tracking: ability to track your activity
4. Adjust: you can adjust your spending to drive “conversions” by choosing a higher priced placement or lower your costs by choosing a lower per click cost and placement
5. Proxy Technology: Steven’s terminology for how you can identify keyword popularity, keyword activity, measure your activity and set a strategy to convert clicks to sales

Why SEM vs Blogs For A Realtor?

1. Technology: the #1 hurdle to blogging is the technology learning curve and the time it takes to understand. Realtors who do not have the commitment fail at blogging
2. Writing: Realtors that do not write well will have a difficult time producing compelling content that would attract readers
3. Time: Realtors who do not make time to write 3-5 days per week will not blog effectively
4. Social Network: The #2 reason behind successful blogs is social networking within the blogosphere. If a Realtor is unwilling to spend time commenting on other Real estate blogs and building online relationships, they will fail to blog successfully
5. Commitment: Blogging is a commitment of time, energy, innovation, and pride. If a Realtor is unwilling to make the commitment they are harming their own reputation

Realtor Marketing Meetings: The Most Important Networking Event You Can Attend

One of the most effective methods to market listings, meet like minded professionals, search for affiliates, hear industry news-updates, and build last relationships is the Realtor Marketing Meeting. Here in the San Francisco Bay Area, most counties have at least one weekly meeting; with many counties having 2 or 3 participating associations that hold separate meetings.

Profile

In the last five years, I have attended hundreds of breakfast marketing meetings sponsored by Realtor Marketing Associations. My schedule was filled with four morning meetingsTuesday through Friday. After these meetings, the associations sponsored broker open house tours where we could caravan together and see upwards of 15 locations. It is a chance to network with other Realtors and see their properties.

My Favorite Meetings

1. Walnut Creek aka Contra Costa Association of Realtors: Tuesday mornings from 7:45 to 9:45. This is one of the most powerful meetings available with Realtors and affiliates coming from as far away as a 50 mile radius. The attendance level was 200-350. Many prominent Realtors, mortgage brokers, and independents attend this meeting faithfully. This meeting is held at the Concord Centre a old but huge meeting hall reminiscent of your high school auditorium.

2. Los Gatos aka Silicon Valley Association of Realtors: Wednesday mornings 8:00 to 9:30. This meeting is the best Association meeting in Silicon Valley (Penninsula) in my opinion. The power broker quotient is high with very prominent brokers and long time Realtor luminaries, like English royalty, dot the landscape. This meeting held at the Willow Street Pizza restaurant has, easily, the greatest breakfast spread of any meeting for only $5 and the most hilarious host in big Michael.

*Note: This meeting was where I received the tip, ahead of the press at the time, that the Ed Okun 1031 Tax Group scandal had just hit. 1031 Advance in San Jose had just closed it’s doors and my “contact” put me onto the story that day.

3. San Ramon aka Realtor’s Marketing Association: Thursday mornings from 8:30-9:45. This meeting is powerful like the Walnut Creek meeting but on a much smaller scale. Attendance runs between 50-85 but again there are a number of Real Estate broker owners, managers, and powerful agents. The beautiful people quotient at this meeting makes it look like a casting call from the 1980’s Dynasty series–fun people watching.

4. Pleasanton aka Valley Marketing Association: This meeting is held Fridays from 8:30-9:30 at Tommy T’s Comedy Club. The venue itself is special because it has a wonderful stage and the best tech gadgets for multi-media presentations. The attendance here is 80-150 with many luminaries coming from Livermore, Dublin, and farther outbound. Information is fresh and the speakers list in most cases is top shelf presenters. John Harper, he of theharperteam blog fame, is one of the long time attendees adding substance to this group. It is a fun meeting and a social event!

5. Fremont aka Tri-City Marketing Meeting: This meeting is held on Thursdays from 8:00-10:00 in a huge banquet room of the Golden Peacock Chinese restaurant a cavern of a space. The crowd is warm and diverse in cultural experiences. Attendance runs between 120-175 per meeting. One of the greatest drawings aka lottos of any meeting, I won the number in one meeting and walked out with $175. This is a more difficult meeting to break into as many Realtors and affiliates are long time partners and have their own cliques.

Realty Times: Excellent Source But Where Does Blogging Fit In?

Realty Times is a premiere source of real estate industry news, information on different real estate instruments, and top advice for the real estate professional. They have market condition information, consumer advice, agent and industry news, as well as a rich library of valuable content to anyone interested in nearly any aspect of real estate.

The reason I said nearly any aspect of real estate is the rather stunning omission of information or tools on blogging. Although Realty Times is not as archaic or dormant in their Blogging coverage as a certain large industry association we all know, I expected more from such a fine site.

Blogging

When I searched the site, utilizing their search box, inputing the phrase “blogging tips” nothing was returned. I then input “blogging” and the results were a mixed bag of information.

In 2008 only 3 article have been written that have referenced information to blogging. Of the three, the most information is contained in “Online Real Estate Marketing Is More Than Just Sharing Ideas” written by Ralph Roberts. It is a good solid informative article but Ralph only spends 2 paragraphs and a handful of bullet points on blogging. It is even more curious when you consider the following excerpt from Ralph’s blog:

“Blogging has created so many opportunities for me, from speaking engagements and consultations to defining my expertise as an authoritative figure on real estate fraud. There is no questions that blogging has greatly benefited me both professionally and personally.”

The next Realty Times blogging articles date back to August and May of 2007.

As Ralph so eloquently stated in his opinion of how blogging effected his business life and personal life, I would have to say that blogging has greatly benefited me both professionally and personally. I have carved out a niche for myself in the business world with the help of blogging and blogging has been a major focal point that I shared with my love interest when we were just beginning our relationship. You got it right on the money Ralph!

Judge Lauck’s “Specific Findings of Fact that Okun was a Flight Risk”: If This Is True-Hidden Assets Must Exist

Norman’s Cay Cocaine Kingpin Carlos Lehder’s hideout courtesy cache.boston.com/…/10/05/1191605832_7450.jpg

After rereading the US Trustee’s Newsletter #6 a phrase struck me even though I read it a number of times. At the end of the newsletter in the last paragraph from Gerald McHale US Trustee for the Ed Okun case “Trustee Newsletter #6”:

“Edward Okun’s bail hearing was held on May 9, 2008 and Judge Lauck in the Eastern District of Virginia, the location of the criminal proceeding, denied bond and made specific findings of fact that Okun was a flight risk.”

“. . . specific findings of fact that Okun was a flight risk.”

What Can We Assume About The Judge’s Statement?

1. Ed’s “crying poor” plan, with nary a dime to his name, was an elaborate ruse to lull the court into thinking he was unable to run

2. Ed’s new court appointed attorney, usually reserved for people without any money, could be considered part of this ruse in order to persuade the court to free him on bond

3. If Ed were broke then why was his Miami attorney Rosenberg, who does not work for free, in Virginia during the bond hearing-that according to the “mystery caller”?

4. If Judge Lauck has proof that Okun is a flight risk then it is not difficult to deduce that there must be stolen funds hidden somewhere off shore or otherwise–you can’t escape the US Government on the cheap!

5. If Okun is a flight risk with hidden funds, it only makes sense that he would need accomplices in order to execute an escape plan–is the “mystery caller” such an accomplice? Hidden assets are not only monies but people willing to help or harbor an individual

6. The Bahamas, where Okun had his ill advised cash infusion smuggled, has been a notorious fugitive hideout for centuries having harbored Medillin Cartel heavyweight Carlos Lehder and international embezzler Robert Vesco

SEO “Keywords 2” Module #3: Go After Competitive Keywords Set Your Benchmark High

SEO Design Solution’s Jeffrey Smith has written a clear concise uber-valuable article: “For Competitive Keywords Think Like a Big Fish.” This is simply one of the best articles on how to target your keywords and why. As Jefferey states in his intro:

“. . . thinking like a big fish is vital for breaking free of the constrictions of the traditional marketing (food chain) and skipping to the front of the line.”

Realtors if you want traffic, if you want to understand the best keywords for your target audience, and if you want to know how to go about testing your keywords for their effectiveness then this is the article for you.

Jeffrey’s Method To Identifying Powerful Keywords

1. Search: perform a search query with your keywords of choice in quotations. Example- “Realtor”, “San Francisco Realtor”

This is a quick way to assess the benchmark of exact match (how many sites are competing for the term)

2. Allinanchor Check: perform an allinanchor check at allinanchor:domainname.com. This allows you to check to see if your keyword matches up–if there is an exact match then you know that this exact match is accurate in determining the barrier to entry aka the difficulty of ranking highly for that keyword.

3. Top 3 Sites: Look for the top 3 sites and cross reference their age, back links, and number of respective pages on the topic.

Killer Traffic Analysis Tool: SEO Quake

SeoQuake provides the Alexa ranking (traffic), age of the domain, as well as links from major search engines. It is a free download to your toolbar and it gives you a beginners analysis tool for traffic. This is a must have for any aspiring blogger.

SEO “Keyword Research” Module #2: Realtor’s Guide to Understanding Your Target Audience Language

Published on Active Rain for the Real Estate Community

Keywords, keyword phrases, and keyword research are the next step to understanding how to attract traffic to your blog. In our first Module “SEO Basics” we provided links to SEO information to begin your education into this very important step in your marketing campaign. Searchenginepeople.com writer Ruud Hein provides an excellent look at how important keywords and keyword phrases are to your business.

Audience Language

Your aim should be to identify the keywords and keyword phrases that your target audience will utilize in searching for information about your product(s), service(s), business, industry and the area you operate within

Keywords and Keyword Research

• Eight Keyword Research Mistakes That Are Costing You Money
• How Many Keywords Should Your SEO Be Targetting?
• Beyond Keyword Research: Competitive Analysis

List of Keyword Tools To Help You Find Your Audience “Language”

1. Google Adwords Keyword Tool: Get fresh ideas from the leader in the industry

2. Free Keywords: Another place to find new keywords is at freekeywords.wordtracker.com site

3. Keyword Discovery: “Over 80% of online transactions begin with a keyword search” and according to NAR over 70% of consumers interested in buying or selling real estate begin their search online. This site is a fantastic spot to begin your search with the Keyword Discovery tool.