Marketing as defined in Wikipedia:
“Marketing is a societal process that is needed to discern consumers’ wants; focusing on a product/service to those wants, and to mold the consumers toward the products/services. Marketing is fundamental to any businesses growth. Essentially, marketing is the process of creating or reorganizing an organization to be successful in selling a product or service that people not only desire, but are willing to buy.”
Â
There is so much “realtor-hating” going on that sometimes it can be over the top. But did you ever think that negative notoriety sells as well? How many t-shirts, souvenirs, sight seeing trips, movie tickets and the like were sold as a result of the 9/11 tragedy? Do you think those items would have been sold if not for that tragedy. Not all of those sales were by non-profit organizations.
Many new businesses were started and now prosper in the wake of arguably the nation’s worst experience.You have to be very careful how you position yourself, but profit can be derived from negative publicity. Case in point, Keller Williams agent, Roger Neal.
Mr. Neal, as an agent, created a website which he decided to name, IHATEREALTORS.COM. You have to love it…here is an agent who has heard so much of the negativity that he is using his web presence to differentiate himself from other real estate agents by actually agreeing with the growing public perception of the real estate agent.
Rather than sitting back and accepting the hand that is being dealt to him in the Court of public opinion, Mr. Neal is to be commended in his attempt to make lemonade out of lemons.
Whether he is successful with his campaign or not is not the issue in this regard. He is doing something to capture market share by creating a brand identity as the guy who was so tired of being involved and seeing bad agents that he became one.
On his website, he states:
This is not a joke. Before I ever got into Real Estate, I had very little respect for the profession. Give me a call and I’ll tell you all about it.
Now I don’t know how much traffic or business Mr. Neal gets, but you have to applaud his novel approach of turning negative notoriety into a positive marketing plan.
Your business model is under attack. It takes this kind of bold statement that people find interest in. After all, how do you think I found him?
I would really like to hear your comments as to what are you doing in your market on a daily basis to turn around the public’s perception of real estate agents.
REAL ESTATE RADIO USA : Your source for real estate news and free real estate training, strategies, tips and real estate market analysis.REAL ESTATE RADIO USA is a multi-faceted real estate media company. We have the #1 real estate talk radio show, a power packed and highly visited real estate blog. We want to educate you, inform you and entertain you about how to use your blog successfully and profit in the real estate market.
So we invite you to listen to our provocative and opinionated real estate radio show and read our real estate blog. It is free to listen to Real Estate Radio USA and our real estate blog is free as well.
LISTEN LIVE WEEKDAYS 4:00PM-6:00PM If you have a question or comment call us at 1-877-741-3863 and we’ll talk to you live on the air! Can’t make it at 4PM, listen to our archives of past Real Estate Radio USA shows.
I really do hate realtors. Yet to meet one that was not beleow average intelligence (of course they do not realize it because they are not smart enough)
Its a low barrier to entry job. For every 100 realtors maybe one makes any real money. Those are the ones all the other realtors hate.
I cannot stand real estate for one reason – realtors. Realtors know zero about their own listings never mind what others are selling. They think they can “sell” you with their massive talents yet fail to recognize that in this day and age we all have had the same sales training at some point in life. Yes Realtors – we read those lines in our textbooks too. When you show us 5 houses and expect us to pick one – we know what you are doing. Realtors never listen- when I said double car garage and you kept showing me houses with street parking, when I said 2 full baths and you took me to 1 and 1/2, or when I said detached and you drove me to townhouses …. yes realtors .. I knew you were an idiot! Strangely yo all do the same thing ….. well except for that one guy in your office that you hate cuz he writes all the deals .. he was to busy.