Guerilla Training Blog by Matt Jones

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Learn Some Zillow Ju-jitsu

Ju-jitsu is the ancient art and technique of using your opponent’s force and momentum against him rather than confronting it with your own force. First developed and practiced during the Muromachi period in Japan (1333-1573), this old style of martial arts training was focused on teaching the unarmed or very lightly armed farmer/warrior to fight a heavily armed professional soldier.  “So what does that have to do with me and Zillow?” you ask. It has everything to do with you and Zillow.  First let’s get a couple of things straight: One, ... Read More »

A New Twist on Sphere of Influence Marketing

When I was a new agent, one of the first marketing ideas I tried was “sphere of influence”, or “SOI” marketing.  If you are not familiar with the term, it is marketing to your personal network — those people who know you, like you, and would do business with you or would refer business to you.  Seems simple enough, right? The experts all say that if you have a SOI of fifty people, you can stay busy doing nothing but referral business from your personal network.  Maybe once upon a ... 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 »

Tony’s Deal

Today I was away from my desk and I missed a call from an agent named Tony who lives in Clearwater, Florida. I didn’t get his permission to share his last name so we’ll just call him Tony C. Tony said he’d been reading my blog and receiving my daily emails for quite a while and he was ready to try out my Ultimate Website. But he had a question first. “How much does it cost?” (After sharing this with my staff I was told we get that question a ... Read More »

Prepare for 2014 by Doing Three Things…

In less than two weeks it will be 2014!  Wow, did this year fly by!  I don’t know about you but as I wrap things up for this year, I begin to think about next year.  For years I didn’t think about next year until January, but eventually I realized that if I waited until then, I would end up wasting my first month of the new year. So I began a habit of getting ready for the next year during the final weeks of the current year.  And I ... 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 »

She’s Just Not That Into You!

Have you ever received a phone call from an ad or yard sign and the call went something like this: You: Good morning! This is Matt with FavoriteAgent Realty. How can I help you this fine morning? Caller: Yes, I was calling about the house on 4th Street. Can you tell me how much it costs? You: Sure, I’d be happy to. (fumbling around frantically, trying to stop the car to look it up) Let me check for you. (dead air, customer impatience is palpable) OH, here it is… it’s ... 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 6)

Now it’s time to actually write our ad.  Before you dismiss this step as not important,  I would like to ask you a question: If the actual ad copy were not critically important, why is there an entire industry whose job is writing ad copy? You can have a great product or service, a great advertising budget, and even a great method of capturing the leads, but if nobody responds to your ad, you have nothing.  Well nothing but a lot of expenses. Your ad copy is probably the most ... 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 »

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