Guerilla Training Blog by Matt Jones

The Re/Max Saga Continues…

Many of you may recall that two years ago Re/Max legal department sent me a cease and desist letter demanding that I redesign our company’s yard signs.  It was their contention that they own a trademark on all uses of red over white over blue on yard signs.  Seriously — I’m not kidding — they honestly do! Okay, you can stop laughing.  There’s more.  You may recall that I then asked you, my readers, if I was missing something.  Was I being unreasonable in defending our company’s own yard sign ... Read More »

It’s Not Over ‘til the Fat Lady Sings…

The National Association of Realtors board of directors will meet in just five days to decide whether to approve the recommended dues increase of 50%.  If you haven’t had a chance to take the survey, feel free to take it now.  The survey will continue to stay up through the vote so that NAR leadership can see how we feel. Also, please let your local board leadership see the Open Letter to NAR with a link to the results.  If we can all put enough pressure on our local associations, ... Read More »

Business Plan 2014 (Part 2)

In part one, I shared with you the importance of having vision as the foundation of building your business plan.  Every real plan has to begin with vision.  Without it, there is no specificity, but only a nebulous general direction and not a quantifiable destination. If you haven’t taken the time to get alone someplace quiet to build your vision for next year, please go back and reread part one and then take the time for this vital step.  Vision is absolutely critical to your plan.  Now let’s talk about ... Read More »

Don’t Throw Out the Baby with the Bathwater!

I was talking to a veteran agent the other day who’s seen a lot of changes during his 10-plus years practicing real estate.  Like many of us, he’s been sold program after program and has wasted thousands of dollars on many of the “latest and greatest” ways of solving the age-old problem: finding that next customer. We talked about some of the dumb ideas we’d both tried, from walking neighborhoods handing out expensive fliers and refrigerator magnets, to personal brochures, to fancy newsletters, to various homes magazines… you name it, ... Read More »

Advertising 101 (Part 1)

If there is one thing I’ve noticed in this business, it’s that we Realtors®, as a group, are terrible at advertising. Not terrible in the sense that we don’t advertise, but just terrible at actually doing it. We make dumb advertising choices, we write bad ad copy, we advertise for the wrong reasons, and we have an extraordinarily poor rate of return on our marketing dollars. We mean well, don’t get me wrong, but we are just bad at it. And so we continue to waste enormous amounts of money ... Read More »

Zillow: Checkmate!

Brad Inman says “Checkmate!” Yesterday Brad Inman, real estate industry pioneer and founder of Inman News, commented on the Zillow (NASDAQ: Z) acquisition of chief rival Trulia (NYSE: TRLA) in an early morning press release: “In my view, this is checkmate. Soon, Zillow will control the chessboard, like Amazon does the publishing industry. The only meaningful consumer destination, Amazon, after many savvy moves, now controls pricing, merchandising, the data and the market. Soon, Zillow will control the pricing, the listings, the merchandizing and, for sure, the consumer.” That is a ... Read More »

What Do All Top Agents Have in Common? (Part 3)

I can still remember buying leads from companies like HouseValues (now called Market Leader), HomeGain, and Service Magic. I remember getting the same lead that had been sold to three other agents, and I remember getting some “leads” that had only a name and an email address! I remember a high number of bogus leads. It was very frustrating, but I was desperate. So I decided to learn how to attract and capture my own customers. Now we generate all our own customers using our technology — tens of thousands ... Read More »

Ten Steps to Real Estate Success (Step 5)

According to the 2008 National Association of REALTORS® Profile of Home Buyers and Sellers, a full 87% of all our customers (and an amazing 94% of buyers between the age of 25 and 44) are using the Internet for their home searches! And that number is growing every single year. Even more important is that searching online was the home shopper’s first step more often than all other first steps combined!  This includes first steps like calling an agent, driving by homes, talking to a friend or relative, visiting open ... Read More »

The New Ultimate Listing Presentation (Part 5)

What exactly is a lead capture gateway and how is that different from my website? In this part, I’m going to explain how lead capture technology works. Just like in the example above, imagine that same real estate customer going to a search engine and clicking on a link to find properties. But unlike the previous example, this time the customer is diverted to our LCM Gateway technology. Unlike a website, our LCM Gateway is designed to capture a maximum number of visitors, so instead of capturing only about one ... Read More »

Who’s Watching Your Bottom Line?

Besides being a Broker-in-Charge of a large real estate company, I am the President and CEO of (a national technology and agent services business).  As such, I was set to meet with a good friend of mine who runs another technology and agent services company today and tomorrow. We were planning to work together on a major initiative and joint venture to be launched later this year. As it turns out, he had to call and cancel at the last minute because he had to attend to some serious issues ... Read More »

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