You know what they say... "Perception is Reality."
THINK DR. PHIL. There's nothing magical about his advice that makes it any better than the same advice from another therapist with comparable training. He doesn't have an exclusive lock on knowledge or experience in his field. Yet, without ever saying "I'm an expert", Dr. Phil is perceived as more than an expert - he's often considered THE expert when it comes to family therapy. He does this through a marketing model known as one-to-many marketing.
Long before Dr. Phil became Oprah's consultant and attained celebrity status, he offered information about family therapy to multiple consumers at one time through seminars and public speaking, promoting himself as the "go-to" guy in his field. Then came television appearances, books, and his own daily show. While he doesn't have any secrets or greater expertise to offer, he delivers his message differently than other therapists who meet one on one in their offices with one patient at a time. Dr. Phil has, through his one-to-many marketing, created the perception that he is THE expert. And you know what they say about perception...
Just for fun, let's imagine Dr. Phil trading in his therapist credentials for a real estate license. Do you think Realtor Phil would be advertising Free Market Analysis in local newspapers or mailings, trying to generate one phone call from one prospective client at a time? Of course not! (With all due respect to real estate trainers, that strategy is so "yesterday".)
It's very likely that Realtor Phil would apply the same marketing model that works for Dr. Phil, i.e. one-to-many marketing. He probably would conduct home buyer and seller seminars, speak to community groups and, of course, blog on ActiveRain and elsewhere - dispensing high-quality advice to many people at one time, promoting the perception that he is THE real estate expert, without ever saying "I am an expert".
One-to-many marketing, then, is how to be perceived as a real estate expert - at least one of the ways. Each content-rich blog you post adds to the perception that you are THE real estate expert in your market. And "Perception is reality" in the eyes of consumers.
P.S. - If showcasing your expertise in a blog promotes a perception of you as a real estate expert, then blogs that are void of quality content create the OPPOSITE perception in this one-to-many marketing model. Saying "Have a Happy July 4" in 50 words or more on a real estate blog leaves readers scratching their heads and saying NEXT AGENT, PLEASE. You may pick up 200 points on ActiveRain, but the perception is that you have nothing of value to say about real estate, and "Perception is reality" in the eyes of consumers.
Please read these excellent recent posts about quality blogging:
- What ActiveRain Can Do For All of Us,
- Raising the Bar on ActiveRain: Let's Bring It Up a Notch,
Why Are You on ActiveRain?
Copyright 2006-12. All rights reserved.
DISCLAIMER: Information contained in this post is deemed reliable on the date of publication, but it is not guaranteed and it is subject to change without notice.
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Margaret Woda, REALTOR and Associate Broker
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Margaret -- I love your analogy with Dr. Phil. You are quickly becoming the Analogy Queen, with both this and your nosebleed seats at the stadium post. My wife is a big Dr. Phil & Oprah fan, so she was thrilled when we got to see him speak live at the NAR National Convention in San Francisco in 2005.
You're right -- blogging does give us the voice of the expert. That is what I am trying to create in my corner of the market. And those of us who are here are already leaps and bounds ahead of the multitudes of agents who don't even know about blogs.
Creative analogy Margaret. And you are dead on target...why go after one when you can target many? It's just the most effective use of ANY type of advertising or self-promotion.
p.s. How's your daughter?
"And How does that Make you feel?" "Did it work out for you?"
You are the Crofton Expert.
Brian Block -- Northern Virginia & D.C. Real Estate - I'm glad you like it! Stay tuned for the follow-up next week, when I talk more about one-to-many marketing strategies, and how to implement them.
Lisa Heindel, New Orleans West Bank REal Estate - Thanks for asking, Lisa. She's recuperating on schedule. I'll be here another week. You know, I always instinctively felt this made sense, but never had any idea how to do it.
Bob Carney, Frederick MD Real Estate - It appears you're familiar with Dr. Phil's approach. I guess his one-to-many marketing is reaching you...
Celeste "Sally" Cheeseman (RA) Mililani Real Estate - One thing is certain, no "secret" agent is going to be perceived as the expert. On the other hand, this marketing strategy will help an agent create that perception.
Camarillo CA Real Estate Agent/ Mana Tulberg - On ActiveRain we actually have two audiences - other agents (referral source) and consumers. Hopefully we come across as experts and not idiots. This is where that whole quality-control issue comes into play (that several people have blogged about recently).
Geez, Margaret! This is deep!
He is totally brilliant at marketing himself. He has this synergy - show sells books sells show sells whatever his sponsors are selling! Maybe I should send Oprah my book.
Susan Trombley, Raleigh Area or Franklin and Granville Counties I don't believe we've met before, Susan. Thanks for commenting.
Indianapolis Real Estate | Paula Henry - True, but long before there was Internet, there still was one-to-many marketing. I may be late coming to the party, but count me "in"
Bill Gassett Metrowest Massachusetts Real Estate That's exactly the point that a few others have made in their posts over the past few days. I agree. Quality on ActiveRain and Localism.
Chris Pollinger That's true, Chris, especially if it's in conjunction with people seeing you in the role of expert and not just you calling yourself one.
Gary White, Associate Broker ~ Real Estate, Grand Rapids, West Michigan It sure works for Dr. Phil, and there's no reason it can't work for us in this business.
Patricia Kennedy - Looking forward to lunch next Thursday. Think of all the real estate trainers who we perceive as experts - Bufinni, Hopkins, Butcher, Stumpf... they're all doing it. One-on-many marketing creates the prception of being an expert.
margaret - thanks - this reminds me (loosely) of a David Knox video we learned from a little while back - he said, "you don't have to be good, you just have to be there" - OBVIOUSLY his point is still for you to ACTUALLY BE GOOD - but people certainly won't get in touch if they don't know you exist -
perfect example of Dr. Phil and the difference of being THE expert vs. AN expert -
thanks for a fresh perspective!
Your point about one-to-one marketing being so 'yesterday' is right on the mark. When I saw the coupon on your post, I almost didn't read it because I thought I was getting the same old boring stuff. Great post!!
I agree!!! this is a great blog. One of my stumbling blocks is coming up with something worthwhile to write about.
I have two profiles - one for each county I work in. Most of my blogs are in my other profile, and I'm having a difficult time finding a good voice that will appeal to consumers. My best posts seem to have been directed at agents - which is fine if I were trying to cultivate business from other agents.
It's almost like giving birth! LOL
Lee Adkins RE/MAX Greater Atlanta - Roswell, GA - That's true, you have to be THERE, and it pays to be there for LOTS of people instead of one at a time. Blogging provides a forum for doing that - we just have to generate a lot of exposure for our blogs.
Portland Oregon Real Estate Broker * Jennifer Bukaty * - Glad you hung in there and read it. The good news is that most of your competition won't, and they'll still be mailing to reach hundreds of people and that one potential customer. Meanwhile, you're sitting on your couch blogging and watching CSI to accomplish the same thing. :)
Karen Rice, Hawley | Lake Wallenpaupack |Wayne County PA Real Estate - Thanks for the compliment. I work two counties, as well, and I still work with one profile - I just make it a point to do localism posts for both. And posts targeted to agents really have the same effect in this one-to-many marketing strategy, because other agents are a good source of direct referrals. Keep up the good work.
Margaret- Great analogy! I agree with you. I gave your post a 5. Thanks for sharing this with all of us here on AR.
Best,
Scott
Adam Waldman - Long Island, NY Real Estate - Adam, that's cute... "Woda's Words of Wisdom" That might have made a good title for my outside blog
Scott Cowan -Tacoma & Pierce County Area - Thanks for the 5. I think that new title (adding "-or NOT") and the P.S. paragraph actually polished this off, like icing on the cake.
Margaret, excellent post. You touched on a pertinent issue: quality ActiveRain blogging. The question we need to ask is, "Are we in it for the points or the leads?"
Lets keep ActiveRain relevant and uncluttered!
Julie Neerings, GRI Utah Real Estate - It's funny how these things come to you sometimes. I did not wake up in the morning and think "let's write about one-to-many marketing today."
Kendall E. Matthews - Maybe it will inspire you to greatness....
Troy Duncan - Glad you agree with this, Troy. Some ActiveRain bloggers just don't "get" it - even when someone hits them over the head with it and says "Hey, you, you're personally responsible for pulling down the perception of quality real estate advice on this site."
North Georgia Mountains Real Estate, Donna Yates, Realtor Blue Ridge - Thank you, that's the nicest thing anyone every said to me. Now... if I can just convince more consumers in my neighborhood that I'm THE expert...
Margaret, Great concept. I've been thinking about "seminars" as a lead generating source, but your idea of perception of "expert" is really interesting. Thank you.
BTW I've subscribed to your blog so as not to miss any more of your gems.
Bill Roberts
Nestor and Katerina Gasset Wellington Florida Luxury Homes - You're a regular star-machine! Thank you. This blog really came together after I read Adam's, Brian's, and Jason's blogs about quality blog-content and I added that last paragraph to round out what I'd already written about one-to-many marketing.
Pamela Williamson St.Louis, Missouri Real Estate - I just recently discovered you and your posts, and I agree you do write great content-rich articles. Then you have some marvelous videos, recipes and other things that enrich the vision of who you are. 'So glad to know you and learn from you.
Bill Roberts - "Baby Boomer" Retirement Planning - Thanks for subscribing to my blogs - I feel very privileged! There are some retirement planners in our area who do seminars and some who do weekly local radio shows. That's how we chose our retirement advisor, so obviously it works.