There’s always something to howl about.

Real Estate Marketing Channel Dominance Theory – my truth.

MIke Farmer got me to mention the thought of Navy Seal Teams as a basis for real estate marketing. He got me thinking on that…and my mind turned towards my Market Channel Dominance Theory(s).

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Or…let’s just call it B-I-N-G-O. In the game of BINGO, you can win by being the first to dominate one row, either across, down or diagonally. Let’s throw out the diagonal option for a second. (and the free space in the middle-there’s NO free lunch).

First off, real estate marketing channels, (local radio, newspaper, TV, Organic Search, Paid Search, Blogging (and you have to break this out for EACH niche and hyperlocal) can take the place of letters BINGO making each column represent dominance of a marketing channel and each row represent exposure generating ability across ALL marketing channels.

My theory #1: If you are a listings focused REALTOR, you need to get exposure across as many channels as possible. Why? Because you want to WIN listings presentations and to do that, you need to answer the $64 question..”What are you gonna do differently to market my home?”. You want excellence for your clients and nothing less.

My theory #2: If you are focused on buyers, you do NOT need to be all things to all people, but to be effective, you need dominance of a marketing channel. This gives you excellence in attracting buyers by having top of mind presence and does not require dominance of other marketing channels.

My theory #3: The ULTIMATE Guerilla marketing group (whether brokerage, team or lone agent with employees-franchise or not) is a highly skilled group of folks who can EACH dominate a vertical (read: marketing channel) and they work UNSELFISHLY to defend each others’ turf. This gives you excellence in attracting buyers and in sellers by having top of mind presence for your merry little band…errr…brand. Like Greg’s recent point here about BHB. None would get orders from headquarters. They would not need to have excellence defined for them. They ARE it. Each would be a specialist and yet communication of threats and opportunities would be immediate and instant.

An example: Our broker and brokerage (admittedly it is a unique place) does not sell. His sole purpose is to provide an environment for excellence and respect. We do not do Pay per Click advertising…but one or two of our agents make a great ROI with it (and I help them). We DO SEO. (leads go directly to agents). SInce we are with RE/MAX, they to the national TV and Radio. We have a team of 20 bloggers who (key here: Each have a different niche and yet all work together). One of our agents buys morning drive time local radio ads. Etc., etc. I could go on and on with increasingly more detailed examples, but you get the idea.

Are there conflicts sometimes. Yes. Is it socialistic utopia? No. (It’s actually capitalist utopia–freedom comes with responsibilities…(like paying it forward to other members of the team and showing respect for their projects, YET COMPETING with them wholeheartedly and then laughing about it over lunch.)

Does it have to be done ‘our way’? Heck no…but I really enjoy the freedom to work in this environment. I think it is working for us for now….

What are your thoughts on my theory?