Guerilla Training Blog by Matt Jones

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The Ultimate Website — It’s Better than Ever!

The numbers are in for last month and they are better than even we expected! Of course many of you know that our company has long been an innovator in the field of online lead generation for the real estate professionals and was featured by CNN’s Pulse on America program almost a decade ago as, “changing the way real estate is done in America”. Still we’ve continued to perfect the science of online marketing and help agents generate their own business and not be dependent on national aggregators like Zillow, ... Read More »

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 Happy New Year Voice Mail from Gary H.

I received this phone message over the holidays and wanted to share it with you, my readers. Gary has been with us for some time now and so he’s had time to really see what the LCM and Ultimate Website can do for your marketing. I thought some of you might like to hear right from him… straight from the horse’s mouth, so to speak. I’ve bleeped out his last name to protect his identity because I’ve not asked his permission to share the voice mail with 30,000 readers. Happy ... Read More »

Federal Judge Ponders Legitimacy of RE/MAX Trademarks!

Real estate giant, RE/MAX is in jeopardy of losing two of their trademarks as a result of bully tactics that have backfired on them.  I’ll bet they didn’t see that coming! Many of you have been following the real-life David and Goliath story of RE/MAX attacking me and my company for allegedly infringing on their trademark.  How did I supposedly infringe on their mark?  By using the colors red-over-white-over-blue in my yard sign design. This saga has been ongoing since 2010, but in case you’re just now hearing about it ... 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 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 101 (Part 2)

Before we dive into the specifics of writing the perfect advertisement, I need to ask you a question.  What is the purpose of the ad?  If you don’t know what you are trying to accomplish with the ad, how will you know if you accomplished it or not?  Before answering those questions, let’s first consider the two basic types of ads. Indirect Response Advertising.  Indirect response ads are about creating general awareness of your name or brand, and the idea is that when a consumer needs your service, he will ... 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 »

The Ultimate Listing Presentation (Mastermind Call 2)

The following is the live audio from a FavoriteAgent.com Success Team training call held on December 6, 2011.  This is the second installment of The Ultimate Listing Presentation.  Learn this approach and you will be listing every home for 8% or more while selling your clients’ homes in half the time and netting them more money in the process. Listen in and learn how to become the top listing agent in your market. And after you’ve had an opportunity to listen, I also recommend that you check out the following ... Read More »

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