Why Real Estate Agents (and Others) Need to Be Publishers not Advertisers
Once again, Seth Godin is speaking my language. In a post today he draws our attention to the difference between renting eyeballs (the old media way, where you buy an ad that is shown to the readers of, for example, a magazine) and actually owning the platform – owning the magazine or other media. He…
Why I’m Not Making ‘Newsletters’ Anymore
Listen up. I’m not making "newsletters" anymore. Let me tell you why. I guess I was bored. And I was boring. I was embarrassed when people asked me what I did for a living. “I make newsletters for real estate agents and other people,” I would tell the ground. Then silence. Well, there isn’t anything…
Real Estate Agents: How to Make 4x as Much Commission
Here's another of my little charts. This one applies to real estate agents and mortgage brokers in particular – but the general idea applies to any business. It makes a compelling economic case for keeping in touch with clients over the long term. The chart shows the difference in commission earned by a real…
How Repeat Customers Add Thousands in Income
Here is a chart that every business owner should print out and paste above their desk. What does this chart show? The bottom line shows the cumulative income of a business that has zero repeat customers. The higher line shows the cumulative income of a business that has 20% of its customers returning. Interesting, isn't…
Give Before You Take: the Art of Nurturing Leads
So much of business is common sense, it pains me to write about it. Yet so much that business owners do goes against simple common sense that…well… I guess I just have to point out the obvious. Here's today's topic: give before you take. Imagine you meet someone for the first time and they say,…