{"id":4403,"date":"2008-09-13T08:16:27","date_gmt":"2008-09-13T15:16:27","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=4403"},"modified":"2008-09-13T21:15:53","modified_gmt":"2008-09-14T04:15:53","slug":"listing-real-estate-the-bloodhound-way-working-like-a-dog-to-achieve-specific-marketing-objectives","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/4403\/listing-real-estate-the-bloodhound-way-working-like-a-dog-to-achieve-specific-marketing-objectives\/","title":{"rendered":"Listing real estate the Bloodhound way: Working like a dog to achieve specific marketing objectives"},"content":{"rendered":"

Teri Lussier:<\/a><\/p>\n

My other question: Good ideas and bad ideas. This bites me in the butt over and over. My brain is great at generating ideas, not so great at knowing what makes an idea great. Something new or different is not always better (I need to have that tattooed on the inside of my eyelids). The million dollar question: How do you know?<\/p><\/blockquote>\n

The way we work is to think backward from the marketing objective: What event or outcome do we want to have happened? “Sell the house!” is a lot to tear off in one mouthful, but how about, “What can we do to get visitors to sit down and ‘try the house on’ in their minds?” That’s where the coffee table book<\/a> came from.<\/p>\n

<\/a>I wrote the original version of our sign philosophy<\/a> before I created our first yard sign. That sign was very different from the signs we make now, but that paragraph of small text was there from the very beginning. I knew that if a yard sign was actually going to work to sell the house, I had to get people to stop their cars, and that paragraph of text has been doing that one little job ever since.<\/p>\n

This is all Richard Riccelli again, thinking in terms of direct response marketing. The big yes to the house is an accumulation of smaller yeses to particular marketing tactics, so the most effective marketing efforts will consist of taking away the negatives — eliminating the deal-killers. Who can you turn to for that kind of marketing advice? Your buyers. When you show, again and again your buyers will teach you what’s not working in other listers’ houses. Learn from your buyers and eliminate the turn-offs from your own listings.<\/p>\n

That’s important. People will read the things I write and decide that I’m talking about tricks or gimmicks or tactics. I’m not. I’m talking about a complete home-marketing strategy,<\/em> and each individual element of that strategy is expected to fulfill a particular strategic objective. But our strategy starts with four obvious tactics that are omitted in at least 90% of the homes Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Teri Lussier: My other question: Good ideas and bad ideas. This bites me in the butt over and over. My brain is great at generating ideas, not so great at knowing what makes an idea great. Something new or different is not always better (I need to have that tattooed on the inside of my […]<\/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":[6,5,19],"tags":[],"class_list":{"0":"post-4403","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-marketing","7":"category-real-estate","8":"category-technology","10":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":3133,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3133\/the-flip-digital-video-camera-makes-illustrating-real-estate-ideas-fast-convenient-and-fun\/","url_meta":{"origin":4403,"position":0},"title":"The Flip digital video camera makes illustrating real estate ideas fast, convenient and fun","author":"Greg Swann","date":"May 17, 2008","format":false,"excerpt":"This is my column for this week from the Arizona Republic (permanent link). Watch this space. There should be a lot of Flip video coming out of Unchained. \u00a0The Flip digital video camera makes illustrating real estate ideas fast, convenient and fun I'm becoming a fan of digital video for\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":3173,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3173\/brian-brady-does-a-bloodhoundblog-unchained-post-mortem-on-real-estate-radio-usa\/","url_meta":{"origin":4403,"position":1},"title":"Brian Brady does a BloodhoundBlog Unchained post-mortem on Real Estate Radio USA","author":"Greg Swann","date":"May 24, 2008","format":false,"excerpt":"I missed this when it happened: Brian Brady did a great post-mortem rundown on BloodhoundBlog Unchained on RealEstateRadioUSA.com. Brian talks about key moments at the conference and about some of the Web 2.0 ideas that we had built into the event to emphasize the points we were trying to make.\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":1512,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1512\/third-thoughts-on-real-estate-video-production-marketing-mind-to-mind\/","url_meta":{"origin":4403,"position":2},"title":"Third thoughts on real estate video production: Marketing Mind-to-Mind","author":"Greg Swann","date":"June 6, 2007","format":false,"excerpt":"Another clip from the discussions Cathy and I had Sunday at open house. This film explores ideas for the focused marketing of specific types of real estate products -- for example, how we might take different approaches with historic versus ultra-modern versus mid-century homes. Amazingly enough, there is some actual\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":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":4403,"position":3},"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":408,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/408\/blogoff-post-31-ask-the-broker-whats-in-a-name\/","url_meta":{"origin":4403,"position":4},"title":"Blogoff Post #31: Ask the Broker: What’s in a name . . . ?","author":"Greg Swann","date":"September 26, 2006","format":false,"excerpt":"This is a question from me to me, one I've spent quite a bit of time on over the years:What should I call my real estate brokerage?I really hate personality marketing in real estate, so I'm much stronger on the subject of what not to do. But here is the\u2026","rel":"","context":"In "Ask the Broker"","block_context":{"text":"Ask the Broker","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/ask-the-broker\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3860,"url":"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\/","url_meta":{"origin":4403,"position":5},"title":"Give me your money, Part I: Sell locally, market nationally and build a real estate brand that actually means something to consumers","author":"Greg Swann","date":"August 13, 2008","format":false,"excerpt":"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\u2026","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/4403","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=4403"}],"version-history":[{"count":3,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/4403\/revisions"}],"predecessor-version":[{"id":4417,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/4403\/revisions\/4417"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=4403"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=4403"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=4403"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}