Guerilla Training Blog by Matt Jones

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Advertising 101 (Part 5)

In the last part we covered developing your advertising budget and then translating it to a budget per lead.  Now I’ll show you how to calculate your cost per lead.  After you have your budget per lead and your cost per lead, it is easy to see which ideas are good and which ones are… well, not so good. Cost per lead.  When I teach this in a classroom setting, I am often amazed at just how many smart and experienced agents totally miss this concept.  Funny thing is that ... Read More »

Advertising 101 (Part 4)

Okay, so now that we know who our customers are, what they are looking for, and what motivates them to respond to our advertisements, we’re almost ready to talk about the advertisements themselves.  But first we need to cover developing our advertising budget, and put in place some “rules” that make sure that we stay within our advertising budget. Budgeting for advertising is probably one of the places where I see most agents go horribly wrong.  Either they spend way too much money on largely ineffective marketing or else, they ... Read More »

Advertising Made Easy

Let’s face it — we all know that much of what we spend our marketing dollars on is a complete waste of money.  And what’s worse is our advertising amounts to the single biggest expense we have as agents — as much as 20% of GCI or gross commission income!  That means if you gross $100,000 a year in commissions, you are likely spending up to $20,000 a year in advertising. With that much money being committed to marketing, spending it wisely is very important.  But how can we know ... Read More »

Learning from Failure: Lesson Three.

Ok. I closed the restaurant– well, it’s more like I am in the seemingly eternal process of closing the restaurant. I can tell you one lesson: It’s a lot easier to start something than it is to stop it. Buying a point of sale system takes a morning. Selling one takes weeks. Buying inventory is a quick and steady process involving a few minutes a day. Disposing of inventory takes forever. The same with everything, from leases, to advertising, to accounting, to tax returns. So what’s the lesson? Take the ... Read More »

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