{"id":3860,"date":"2008-08-13T05:00:00","date_gmt":"2008-08-13T12:00:00","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=3860"},"modified":"2008-08-12T21:35:50","modified_gmt":"2008-08-13T04:35:50","slug":"give-me-your-money-part-i-sell-locally-market-nationally-and-build-a-real-estate-brand-that-actually-means-something-to-consumers","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3860\/give-me-your-money-part-i-sell-locally-market-nationally-and-build-a-real-estate-brand-that-actually-means-something-to-consumers\/","title":{"rendered":"Give me your money, Part I: Sell locally, market nationally and build a real estate brand that actually means something to consumers"},"content":{"rendered":"

I’ve been interested to watch Sean Purcell, Mike Farmer and Rob Hahn talk about alternative brokerage structures, but the only structure that actually matters to me is our own. It’s possible that BloodhoundRealty.com will grow bigger in due course — all but certain given the work we’re doing this year — but I am never, ever interested in growing so large that I cannot directly control the quality of experience we deliver to each of our clients.<\/p>\n

Cathleen Collins and I both work constantly to come up with newer ways of doing our work better, more ways of knocking the socks completely off of our buyers and sellers. This is a process I want never to stop, much less see reversed by the three-headed monster that passes for “management” in most businesses: haphazard philosophy, hamhanded preparation and tightfisted execution.<\/p>\n

That is to say, we are a brand, no matter how small we are. We approached our business that way from the very beginning, to have the iconic idea of a Bloodhound speak for us in every possible way. We have never pursued personal promotion, preferring instead to promote the idea of this brand — not just the images but the underlying ideas.<\/p>\n

Our market penetration is very slight so far, as must be the case for a boot-strapped brokerage. But there is no one we have worked with, either our clients or their warm networks or neighbors, who does not remember us or the ideas we stand for. We don’t hit 1.000 — although we have not missed on a listing in 2008, knock wood — but we hit the ball so hard that everyone<\/em> remembers us in the neighborhoods where work.<\/p>\n

They remember not us as people, but the brand. One of my favorite clients came to us when, frustrated that his house wasn’t selling, he turned to his wife and said, “What we need is the Bloodhounds.” He didn’t remember us, he remembered our marketing efforts and our results. Iconic ideas Google well, so he found us in one quick search.<\/p>\n

This is the kind of branding that I think can make all the Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

I’ve been interested to watch Sean Purcell, Mike Farmer and Rob Hahn talk about alternative brokerage structures, but the only structure that actually matters to me is our own. It’s possible that BloodhoundRealty.com will grow bigger in due course — all but certain given the work we’re doing this year — but I am never, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4,6,5,30,19],"tags":[],"class_list":{"0":"post-3860","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-disintermediation","7":"category-marketing","8":"category-real-estate","9":"category-supplanting-the-nar","10":"category-technology","12":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":2881,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2881\/blogging-other-realtors-listings-selling-houses-by-selling-history-details-ideas-lifestyle-selling-the-story-of-the-home\/","url_meta":{"origin":3860,"position":0},"title":"Blogging other Realtor’s listings: Selling houses by selling history, details, ideas, lifestyle — selling the story of the home","author":"Greg Swann","date":"April 2, 2008","format":false,"excerpt":"I was in an historic home on Monday that made me think it had been built by an important home-builder in the very early days of the suburbanization of Phoenix. With the permission of the lister, I went back yesterday and took dozens of photos of the property. I built\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2803,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2803\/looking-for-long-tail-search-results-from-your-on-line-real-estate-marketing-efforts-dont-clean-up-your-breadcrumbs\/","url_meta":{"origin":3860,"position":1},"title":"Looking for long tail search results from your on-line real estate marketing efforts? Don’t clean up your breadcrumbs","author":"Greg Swann","date":"March 19, 2008","format":false,"excerpt":"Comes tonight an email -- over the transom, out of the blue -- from a family relocating to Phoenix. Here's a piece of it:Somehow, I stumbled on to your website (looking at an old commentary on 1415 E Flower) and googling deeply. I am grateful that I did, because it\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2794,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2794\/sean-purcell-a-mind-that-glows-a-passion-that-burns-a-wit-that-sparkles-a-life-that-pops\/","url_meta":{"origin":3860,"position":2},"title":"Sean Purcell: A mind that glows, a passion that burns, a wit that sparkles — a life that pops","author":"Greg Swann","date":"March 18, 2008","format":false,"excerpt":"Another new hound in the pound today, Sean Purcell, whom you will recognize from our comment threads and from his weblog, A Life That POPs. He's on pace to become Jeff Brown's favorite hyper-local weblogger, and Sean has been working on BloodhoundBlog Unchained warm-up events with Brian Brady. It's time\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2830,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2830\/while-the-national-real-estate-market-is-soft-google-pay-per-click-real-estate-advertising-still-going-strong\/","url_meta":{"origin":3860,"position":3},"title":"While The National Real Estate Market Is Soft – Google Pay-Per-Click Real Estate Advertising Still Going Strong","author":"Doug Quance","date":"March 24, 2008","format":false,"excerpt":"Is Your Online Marketing Costing You Too Much? As one of those with an online presence, I am always interested in how others attract \"eyeballs\". Back in the early days of Google, I proudly staked my claim on some choice keywords in their pay-per-click program - which brought me a\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2978,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2978\/if-90-of-the-buyers-go-away-will-90-of-realtors-go-away-as-well\/","url_meta":{"origin":3860,"position":4},"title":"If 90% of the Buyers Go Away Will 90% Of Realtors Go Away As Well?","author":"Barry Cunningham","date":"April 16, 2008","format":false,"excerpt":"\u00a0 Nearly 90% of consumers recently polled say they are not interested in buying a home any time soon.\u00a0 A joint poll of the Associated Press and AOL indicated that the recovery of the housing sector will not be any time soon if the retail American consumer has anything to\u2026","rel":"","context":"In "Real Estate"","block_context":{"text":"Real Estate","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/real-estate\/"},"img":{"alt_text":"Supply and Demand | AP Aol Poll says real estate is in trouble","src":"https:\/\/i0.wp.com\/www.realestateradiousa.com\/blog\/wp-content\/uploads\/2008\/04\/kid.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":2294,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2294\/a-seesmic-disturbance-twitter-goes-video\/","url_meta":{"origin":3860,"position":5},"title":"A Seesmic disturbance: Twitter goes video","author":"Greg Swann","date":"November 30, 2007","format":false,"excerpt":"By way of Teri Lussier, Brad Coy hooked me up with an invitation to Seesmic, a video-based social-media start-up. 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