Recently, I was interviewed by Tonya & Michael on the top 2% globally ranked "Be BOLD Branding Podcast" where I shared my BOLD MOVES on how to become a successful real estate agent.
When discussing marketing strategies, it's essential to differentiate between passive and active outreach. Passive marketing is akin to sending a message into the void, not expecting a response or interaction. Imagine it as speaking to an audience that might not even be listening or putting up a flyer in a place where no one goes. It's a one-way communication, where the sender doesn't anticipate any form of engagement from the audience. Following is an excerpt from my book, “The Architecture of the Real Estate Practice.”
Passive versus Active Marketing
“What is passive outreach or passive marketing? It is accepting what happens or what others do without active response or resistance. Passive marketing is speaking to an audience without expecting them to pay attention and react to what is said. It is broadcasting a message without expecting anyone to hear it. It is posting a flyer on a wall that faces inward to an empty space.
Passive outreach is not
as effective as it could be unless combined with other active contact methods. Active outreach programs combined with
passive programs can cause a Prospect to respond and accept a “call to action” by the Agent.
When a Prospect receives mail from an Agent and later sees a billboard with the
agent's photo, phone number, and a “call
to action” on the billboard, there is value to both passive and
active messaging.
Some may argue that social media posting is an active method of
reaching contacts. One should consider the number of messages of zero value
that are sent on social media. In that case, it isn't easy to imagine that this
medium will be highly productive unless it is considered in context with the
total marketing program or marketing mix. Social media marketing coordinated
with other methods of reaching the target audience may produce results that
cannot be quantified much of the time. Like most things in real estate marketing,
it isn't easy to directly quantify an activity to catalog results. This is
because when someone sees content, they may call their agent or someone they
know who shows them a property, and the posting agent may never know that the
post or other contact method produced results.”
"I thought that we were fine..." 🌟 we already have everything? Steve had these thoughts running throu...
