Marketing Genius

Insights from the most brilliant minds in real estate

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Seth Price
"[People are] afraid to be authentic…If you don't want to be criticized, you pretty much have to be Wonder Bread, and be so bland that there's nothing about you to criticize."
- Leigh Brown
Getting Real with Leigh Brown

When it comes to personal branding, real estate professionals walk a fine line. On one hand, agents need to differentiate themselves from a sea of competitors. On the other hand, they don’t want to do something that might alienate any potential client. The result is a lot of agents who play it safe, selling themselves…

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"I've done lots of business with people that found me as a result of content…because I became the community expert to them."
- Dale Chumbley
A Year of Content with Dale Chumbley

By now, most real estate agents looking to market themselves online know that content is king. In fact, content marketing costs 62 percent less than traditional marketing, and generates about 3 times more leads.  I’ve done lots of business with people that found me as a result of content…because I became the community expert to…

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"I think a lot of people get stuck with CRMs…because their process is so systematized, that they forget to be human."
- Billy Ekofo
Agents of Change with Billy Ekofo

In today’s tech-obsessed world, we’re often told that technology is the answer—to happiness, to health, to success. That’s certainly true in real estate, and it looks like agents and brokers are starting to listen. According to the NAR, the average broker spends about $1,400 a year on tech. Agents, meanwhile, are spending $850 a year…

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"Whoever you're bringing on to your team, [it’s key] to ensure that they have those same values, that they're going to work just as hard as you are."
- The Stone Sisters
Raising a Real Estate Family with Tamara & Shannon Stone

In the age of huge, multinational corporations, it’s easy to forget that family businesses remain the cornerstone of the world economy. That includes S&P 500 companies like Walmart and Ford, as well as thousands of small and medium-sized businesses. In fact, it’s estimated that a staggering 90 percent of all U.S. businesses are family-owned. Whoever…

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"They say when something fails and you point the finger, you've got four pointing back at you."
- Rachel Adams
Fielding a Winning Team with Rachel Adams

When it comes to real estate business models, teams are all the rage these days. In an Inman News survey, 75 percent of all respondents had a very positive view of real estate teams, rating them 8, 9 or 10 out of 10. A majority of those surveyed also believed teams are more visible to…

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"Funny is a drug. Funny is the gateway drug to content."
- Eric Simon
The Funny Side of Real Estate with Eric Simon

The stereotypical real estate agent is many things: at best, personable and full of local expertise; at worst, aggressive and obsessed with closing the deal. Rarely, however, do people think of real estate agents as being funny (with the possible exception of Phil Dunphy from Modern Family). In fact, the real estate business as a…

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"I want people to understand who I am and select me or not select me based on the things I have to say."
- Greg Fischer
Moving Up with Greg Fischer

As any homebuyer or seller will tell you, moving isn’t easy. It’s one of the reasons why 9 in 10 sellers work with an agent in the first place. Of course, it’s only after closing that the real moving process begins, from packing and unpacking, to settling into the new space, to getting acquainted with…

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"If you [want to] convert an online lead, please know that whoever you're buying that lead from is probably selling it to three or four other agents. And you need to be the first one who responds."
- Bernice Ross
The Keys to Conversion with Bernice Ross

As any agent or broker knows, your real estate training actually begins when your earn your license. Some agents are fortunate enough to work at brokerages that invest in great training programs and resources. In fact, nearly a quarter of agents cited training as the single most valuable service provided by their brokers. If you…

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"I treat my business like gold. A lot of other agents, once the transaction closes, they never contact those clients again, and that's a wasted opportunity."
- Shay Hata
Treating Business Like Gold with Shay Hata

It’s well-documented that among major professions, real estate agents tend to skew older. Indeed, at 53 years old, the median real estate agent in the United States is actually older than the average doctor. But age doesn’t tell the full story. For instance, the majority of real estate professionals haven’t always been real estate professionals….

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"People don't want to just read about real estate all the time…Yes, people like to know what's going on in the market, but they also like to know what's going on this weekend."
- Amanda Todd
Starting Strong with Amanda Todd

Over the years, real estate has gained an unfortunate reputation as an “easy money” career. In today’s low-inventory world, however, new agents entering the business looking for big bucks are in for a rude awakening. Last year, 26 percent of NAR members earned less than $10,000, up from 19 percent in 2014. Unfortunately, beginners are struggling the…

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