Guerilla Training Blog by Matt Jones

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The Ultimate Blog

Let’s face it: Blogging is like flossing… Everyone knows they need to do it and yet nobody does it.  I remember going to a seminar or training class and listening as some blogging guru got me all excited about starting my own blog and so I decided I would bite the bullet and start my own blog. While I waited for my blog website to be built I imagined filling it with all of the real estate wisdom that so unceasingly flows from my vast wells of experience (sarcasm).  I ... Read More »

Give Yourself a Raise!

When is the last time you had a pay raise? If you’re like most agents it’s been a while.  I was talking to an agent just the other day and we were discussing increasing our incomes and this agent seemed to be thinking about her income being something out of her control.  Here is what I mean. If you ask most agents what they would need to do to make more money, they will almost universally give you the same answer — sell more houses.  In other words, increase the ... Read More »

Two Problems, One Solution…

Can I be completely honest with you?  I think we all struggle with the same two things.  Finding enough customers and getting motivated.  We get pumped up and excited and we can’t find enough business so we burn out.  Or we have plenty of business but we lose our motivation and focus.  I guess it is the human condition.  I know I fight these same two things and I’ll bet many of you do too. Yesterday I posted a an article on Beating the Winter Blahs and I got an ... Read More »

Are You Brutally Honest?

Today in the real estate industry brutal honesty is a dying commodity. It seems everyone is so focused on being politically correct and never offending that we’ve forgotten how to be tactfully and yet brutally honest. We would rather allow a friend or client to make a mistake than risk offending them. But what’s even worse than being less than completely honest with others is when we are less than completely honest with ourselves. Sadly, I talk to many agents who are not. Many agents today are struggling but instead ... Read More »

Little Ditty About Tom and Marian…

I was working at my desk last night around seven when my phone rang. It showed to be a Missouri number and I thought it might be an agent needing help so I answered. I met the wife of a husband and wife real estate team. Marian. Tom and Marian work for a local franchise real estate company. I didn’t ask for their permission to share their names so I have omitted their last name. Marian was very youthful and energetic sounding so I was floored when she told me ... Read More »

The Anatomy of a Sale

Most of you know that I am a number guy.  I love numbers because numbers don’t lie.  You can always count on them to give you accurate information.  You also know that I am constantly preaching that you should know your marketing numbers, your budget per lead, and your cost per lead.  Some of you have accused me of even nagging about it. As you would probably guess, I practice what I preach. I track my marketing numbers very closely — both for my real estate practice and for my ... Read More »

A Huge Craigslist Opportunity!

It is not often when changes in major destination websites create real opportunities but the most recent change on Craigslist has created a huge one to anyone using our LCM technology or Ultimate Website.  Check this out! Over the last couple of weeks Craigslist has changed their site to prevent HTML “<a> tags” or clickable links on real estate ads. The changes took place market by market, but near as we can determine, last Thursday, the changes became global. What that means is that where before you could post a ... Read More »

Advertising 101 (Part 7)

In this final installment I’m going to give you the key that will make you money: knowing how to test your results.  If you can’t test and measure your results, you can never make an intelligent and informed decision about various advertising ideas that come your way. In the 1980s when Lee Iacocca was CEO of Chrysler Corporation, he was asked about the millions of dollars that the company spent every year on advertising.  He said that he was convinced that half the money they spent on advertising was wasted. ... Read More »

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 3)

So now that we’ve decided on direct response advertising as the “how”, we need to next identify the “who”.  This should be self-evident, but looking at advertising from agents around the country, I can assure you it’s not.  Who is your audience? In case you don’t know the answer to this simple question, let’s first think about the purpose of your advertising — to generate business.  If your sole purpose is to generate business, then your target audience should be the customer you want to attract.  Right?  Right. I’ve seen ... Read More »

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