My marketing sucks

Does My Marketing Suck?

 19th March 2017    David_Perlmutter

image-1-3Does my marketing suck? There’s a commercial on the news station I often listen to in the car for a marketing company, and its website is yourmarketingsucks.com. I hear the commercial a couple of times a week at least, but probably only needed one time to remember his web address. I never surfed to it until just now, though. The website repeats their tagline, with the follow up that they can change that, it has a few simple graphics defining the range of services a single button to click on, and in the background some kind of moving three dimensional graphic that made me feel like I was getting motion sickness. That made me want to get off that page as soon as possible, and I had two choices, either clicking the button, or quitting the website. The first time I left the website, but then went back for the sake of you, dear reader, and it brings you to a dead simple page with a form to fill out for a free consultation. So, it’s clear this is a numbers game. He reaches a ton of people on the radio. Eventually, like me, some are going to check out the website, some are going to leave, either because they just went in the first place because they were curious, or were nauseated by the moving graphic, and some are going to click that one bright red button. Then, some are going to fill out the form, and some are going to leave. I didn’t fill out the form, but I’m sure there’s an auto-reply and on the next business day, a human will call me to set a time for my consultation. I can’t attest to this company’s services, but his marketing is pretty good. They have a single, simple message which they deliver consistently and often.

What I need to learn about marketing is a topic that has been on my mind recently. I run  an independent real estate brokerage, Perlmutter Properties, in addition to being the founder of QuantumListing. Neither has a marketing department or a long term marketing consultant. I’ve always been a do-it-yourselfer, partly to keep costs down, partly because I enjoy doing it myself. It was only about 6 years ago, after being in the real estate business for 25 years, that I let someone else work on my Perlmutter Properties website and produce my listing flyers. As a small business owner, it’s very easy to settle into patterns of practice, rather than always being on the lookout for best practices. There’s a lot to do all of the time, so it’s not always possible or practical to change, even though that might be what is better.

Last week, Perlmutter Properties sent out an email blast for some former bank branches, some of which are for sale, some available for sub-lease. My email service sends out a follow up email to the people that don’t open the email the first time it is sent. I’ve sent out this blast once a month for the last few months. A colleague that I know well at another firm called me up and asked me why I hadn’t sent it to him before. He has probably gotten that particular email half a dozen times. He told me that my emails don’t end up in his junk folder. I’m sure, like me, he gets at least two hundred emails a day, 85% of which are for listings in markets that I don’t cover. It is easy to overlook or delete something that is relevant. When I send an owner, buyer or tenant a proposal, I usually follow up with a call to make sure they know it has been sent.  The volume of email can get overwhelming, so much so, that I started using a service called SaneBox, which uses AI to learn about you and your email and help manage what is important, without sending things you might be interested in to spam.

So, it took 6 or 7 emails to get my friend to call me about this one particular property. In marketing, there’s something called the Rule of 7. It states that it takes a prospect must hear an advertiser’s message 7 times before they’ll take action or buy the product. Anyone who has ever watched a tv show has certainly had the experience of being inundated by the same commercial over and over again, often within the course of the same show. It’s annoying, but apparently really effective.

Taking a step back and thinking about my efforts at marketing QuantumListing, I realize that a marketing professional would likely say they are scattered and unfocused. While I think of looking at it as trying to find a hook that works, my intended audience may see it differently. While I think sending the same message over and over again is tedious, my intended audience may only actually be seeing it once, and they need to see it again and again.

As someone involved in every step of the building the QuantumListing platform, I get caught up in the excitement of each new feature we introduce. I’ll focus my marketing on that and then move onto the next thing. I’m looking at each tree as special and want you to see it that way too, but what I should be doing is drawing your attention to my incredibly special forest. Again and again and again.  Think about Coca-Cola’s marketing. They often run with a slogan for years. It’s the real thing. A Coke and a smile. I’d like to buy the world a coke. Taste the feeling. Even their blunder, New Coke, got everyone talking about the original product and why the loved it. Has Nike ever budged from Just Do It? Has QuantumListing had a clear and consistent message? No.

To answer my question at the top of this post, my marketing sucks. There are lots of reasons you should try QuantumListing, but one clear message at a time is my new mantra.

March Madness Bracket

2017 March Madness Viewing Technology Poll

 16th March 2017    David_Perlmutter
2016 Poll Results

2016 March Madness Poll Results

2017 March Madness begins today and we decided to run the same poll on March Madness viewing technology. You can see the post on last year’s results HERE. We started the poll last night and boosted it, so we have 221 votes at the time of this writing, whereas last year we had a total of 43 votes for the entire poll. Last year, smartphones led the results followed by TVs, computers and tablets. So far this year, TV is leading smartphones, but it is probably within the margin of error in polling and possibly related to sample size.

I feel that the large number of people that watch on their smartphone validates our mobile-first philosophy. I find it interesting that tablets have not really gained more traction than they have. Wifi is fairly ubiquitous. Do people scruple against using the office wifi for March Madness, and use their smartphone data plan instead? Or maybe it is just that there is an 8 to 1 ownership ratio of phones to tablets. Whatever the answer to these questions, mobile solutions and mobile responsiveness are no longer optional, they are mandatory.

We’ll update this with the results next week after the poll is over. It runs through Sunday night, March 19th. If you have a Twitter account, please take the poll now. If you don’t get one! And if you are a luddite, or have a different answer than one of our four choices, you can always submit your answer in the comments.

 

 

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Twitter Poll: Will Tax Changes Benefit Real Estate?

 9th March 2017    David_Perlmutter

u there?We’ve been conducting a one question Twitter poll, asking “Do you think real estate will benefit from tax changes under the Drumpf administration?”  Results and analysis will be posted later this month in the Quantum Query column in The New York Real Estate Journal. If you have an opinion on this important question for our industry, please let us know in the comments below!

 

 

The poll is closed, but feel free to sound off in the comments!

ICYMI

ICYMI: March 2017 Edition

 4th March 2017    David_Perlmutter

Here’s the monthly newsletter we sent out to the QuantumListing members, ICYMI: March 2017 Edition

February has come and gone like the short month that it is. We squeezed as much into it as we could, though. The two most noticeable changes are adding Intercom service and Private Notes for listings.

Intercom allows us to chat live with visitors to the website in case they have questions. To start a conversation, just click the chat bubble icon on the bottom right of the screen. If no one is around to respond right away, we’ll respond as soon as we can. We hope you’ll use this feature to ask questions, make suggestions, and report site issues.

The other addition this month is the Private Note feature. If you are logged into the website and click through to a listing detail page, you’ll notice a Note icon on the right hand side of the page. Just click on that, type your note and click Done. To access the note later, go to your Profile page and click on My Notes. You can review, edit or delete your notes from there.

In the short term, we’re working on some enhancements (and bugs!) on the photo gallery when you add listings. We also are embarking on a long term project to redesign the site and switch it from WordPress to a different platform. This will probably take at least six months. The goal with this change is to make the site faster, more robust and scaleable.

Enjoy these recent posts from the QuantumListing Blog

QuantumListing Hot Spot: Southern California’s Inland Empire – Progressive Real Estate Partner’s Retail Specialist Mike Lin introduces this dynamic SoCal market.

The Social Media Poll – A post about our Twitter Poll on the effectiveness of social media for commercial real estate.

Private Notes and Use the Schwartz – Two posts on the new QuantumListing private notes feature.

You, Who Are on the Road – A post about our Twitter poll in which we seek to learn how people send out information to customers while out of the office.

ICYMI: February  – In case you have a lot of catching up to do!

Thanks for reading. Let me know if you have any questions or comments. You can always reach me at david@quantumlisting.com, and now, through Intercom, directly from the website.

If you’re not a QuantumListing Member yet, you can join today and get a three month trial Premium Membership. Just fill out the form below.

 

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Brown University Real Estate Group Real Estate Technology Event

 1st March 2017    David_Perlmutter

 

Last night, the Brown University Alumni in Real Estate Group (BREG) met for a thought provoking discussion on emerging real estate technology and its undeniable impact on the industry. While other industries have been quick to embrace technology, the $12.6 trillion dollar real estate industry overall has been slow to adapt and, at times, resistant. Today, as the direct result of increased interest and investment, there has been a proliferation in the number of real estate tech startups. Technology is now the game changer affecting every aspect of real estate. The bottom line is that an investment in real estate tech can pay off with a high return.

The event featured an all Brown alumni panel of innovators, entrepreneurs, architects, investors, developers, and others.
Two unique panels were assembled. The first featured entrepreneurs and innovators on the cutting edge of real estate technology. The second showcased builders and developers using emerging technology to run their businesses more efficiently.

“THE INNOVATORS”
Moderated by Zach Aarons ’05- Co-Founder of MetaProp NYC and Project Manager Millennium Partners
Bryan Bennett ’05- CEO, Cortex
Julie Brener ’02- Manager,Business Development,ESI Design
Lee Hoffman ’03- CTO, Heatwatch;Co-Founder & CEO Veri/ Memoir
Ravi Jeyaratnam ’03- President, Aspara Networks

“THE GAME CHANGERS”
Moderated by Hal Coopersmith ’05- Partner, Coopersmith & Coopersmith
Adam Lubinsky ’94- Managing Principal, WXY Studio
Melissa Epstein Cohen ’06- Senior Project Manager, Development, Boston Properties
Eric Anton ’90- Senior Managing Director, HFF

Moderators:
Zach Aarons ’05- Co-Founder of MetaProp NYC and Project Manager Millennium Partners

Hal Coopersmith ’05- Partner, Coopersmith & Coopersmith

Photos by Kwame Campbell, Curt Harris and David Perlmutter

QuantumListing is the new crowd-sourced real estate listing platform for commercial real estate agents, owner and tenants