{"id":678,"date":"2006-11-24T22:17:21","date_gmt":"2006-11-25T05:17:21","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=678"},"modified":"2006-11-24T23:18:37","modified_gmt":"2006-11-25T06:18:37","slug":"what-is-marketing-anyway","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/678\/what-is-marketing-anyway\/","title":{"rendered":"What IS Marketing Anyway?"},"content":{"rendered":"

In early 2006, the former president of Realtor.com, Steve Ozonian was appointed Chairman of the Board and Chief Executive Officer of Realty Information Systems, Inc. dba Help-U-Sell Real Estate. Just prior to this time, he was living in Laguna Niguel, California, where he had a home to sell. Would it have seemed “logical” or “right” for him to list his home with a Help U Sell agent? Probably, but that isn’t who he called. He first called, top selling Re\/Max agent, Bob Wolff<\/a>. Bob wouldn’t reduce his commission and Steve listed with someone else (I believe it was a Coldwell Banker agent who actually took and sold the listing). It was NOT a Help U Sell agent or a Help U Sell office. The closest Help U Sell<\/a> office to Steve’s home was in Corona Del Mar, 21.8<\/a> miles away – a bit of distance, but not that far.<\/p>\n

It says right there on that particular office’s landing page<\/a>, “Full Service, BIG Savings! Licensed Professionals at a low set-fee” – and yet, Steve didn’t call them. Why? Was it the distance from Corona Del Mar to Dana Point? I don’t think so, I believe there was another more significant factor involved – marketing position.<\/p>\n

What is successful marking? Is it “running an ad”? Is it sending a postcard? Wearing a nice suit and smiling? How about a “PR campaign”? Is that marketing?<\/p>\n

Marketing is the “shelf space” you (or the product, or both) occupy in the mind of the prospect. Any product or person is thought of in “a certain way”. This may or may not be based on advertising – usually not. Think of someone you really trust. That person has a “position” in YOUR mind that says that they – and what they have to say – can be trusted. It can be depended upon. The most significant breakthrough on this subject (and still one of the most important books on this subject ever<\/u> written) is “Positioning, The Battle For Your Mind<\/a>” by Ries & Trout. The more recent, “The 22 Immutable Laws of Marketing<\/a>” by Al Ries and Jack Trout is Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

In early 2006, the former president of Realtor.com, Steve Ozonian was appointed Chairman of the Board and Chief Executive Officer of Realty Information Systems, Inc. dba Help-U-Sell Real Estate. Just prior to this time, he was living in Laguna Niguel, California, where he had a home to sell. Would it have seemed “logical” or “right” […]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[6,5],"tags":[],"class_list":["post-678","post","type-post","status-publish","format-standard","hentry","category-marketing","category-real-estate","no-featured-image"],"jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":1197,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1197\/are-you-hungry\/","url_meta":{"origin":678,"position":0},"title":"Are You Hungry?","author":"Russell Shaw","date":"March 23, 2007","format":false,"excerpt":"Lisa Nolan writes: I have acquired a RE license, and am contemplating entering the industry as an agent, and wondering if there is published data anywhere on what production levels\/market shares each Real Estate company holds.... I know there are many, many other factors more important than this to take\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":"Hungry","src":"https:\/\/i0.wp.com\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-content\/uploads\/2007\/03\/Hungry1.gif?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":2968,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2968\/its-1000am-do-you-know-where-your-realtor-is\/","url_meta":{"origin":678,"position":1},"title":"It’s 10:00AM; Do You Know Where Your Realtor Is?","author":"Barry Cunningham","date":"April 14, 2008","format":false,"excerpt":"Do you know that the Realtor who you have your house listed with is actually still earning their living as a Realtor? That was the concern recently voiced and posed to us by a concerned agent in Poinciana, Florida. \"In Central Florida, for example, over 50% of real estate agents\u2026","rel":"","context":"In "Real Estate"","block_context":{"text":"Real Estate","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/real-estate\/"},"img":{"alt_text":"Real Estate News } Real Estate Radio USA","src":"https:\/\/i0.wp.com\/www.realestateradiousa.com\/blog\/wp-content\/uploads\/2008\/04\/missing.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":4889,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/4889\/meanwhile-back-at-the-ranch-or-creating-a-local-independent-powerhouse-brokerage\/","url_meta":{"origin":678,"position":2},"title":"Meanwhile, back at the ranch…. (Or Creating a local, independent, powerhouse brokerage)","author":"Cheryl Johnson","date":"October 12, 2008","format":false,"excerpt":"Bob and I opened our own office, Bob Taylor Properties, Inc.\u00a0in 2000.\u00a0\u00a0Good friend and friendly competitor Dan Jordinelli had already opened\u00a0his own office, Jordinelli and Associates,\u00a0 in 1986.\u00a0\u00a0 I like to think that over the years both offices have built up some recognition and respect. A few weeks ago, Dan\u2026","rel":"","context":"In "Real Estate"","block_context":{"text":"Real Estate","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/real-estate\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":12284,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/12284\/success-in-real-estate-brokerage-branding-what-the-public-really-wants\/","url_meta":{"origin":678,"position":3},"title":"Success In Real Estate Brokerage — Branding — What the Public Really Wants","author":"Jeff Brown","date":"June 16, 2010","format":false,"excerpt":"Daniel Pink has put out a video with some interesting facts learned by those in science studying human behavior in the workplace. It's relatively short, chock-full of information, much of which goes against what we've all 'known' for quite awhile. Watch it or not, I've included it to allow you\u2026","rel":"","context":"In "Real Estate"","block_context":{"text":"Real Estate","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/real-estate\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":740,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/740\/is-bloodhoundblog-the-most-wired-in-blog-in-real-estate\/","url_meta":{"origin":678,"position":4},"title":"Is Bloodhoundblog The Most Wired In Blog In Real Estate?","author":"Russell Shaw","date":"December 7, 2006","format":false,"excerpt":"I got back to my desk late this evening. I had an Inman News Flash email with a time stamp of 10:21 PM announcing the new features on Zillow. Naturally I thought I would pass it along to the Phoenix resident expert on all things Zillow - Greg Swann. The\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"billy the kid","src":"https:\/\/i0.wp.com\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-content\/uploads\/2006\/12\/billy%20the%20kid.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":15714,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/15714\/ask-the-broker-has-going-fsbo-lost-its-fizz\/","url_meta":{"origin":678,"position":5},"title":"Ask the Broker: Has going FSBO lost its fizz?","author":"Greg Swann","date":"February 21, 2012","format":false,"excerpt":"This came in over the transom. I'm not answering the whole question. To say the truth, I feel as if I'm being shopped with every conceivable infraction in the HUD handbook. So, you, too, please do also exercise restraint on the subject of commissions. For all of me, the FSBO\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":[]}],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/678","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\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=678"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/678\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=678"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=678"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=678"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}