Matthew Ferrara, Philosopher

Archive for August, 2008

It’s official. Internet marketing as you know it died today. One of the internet’s largest social network sites finally killed one of the internet’s largest search engines as the “eyeball attractor” for display ad views. Although it got little news, this mighty accomplishment may be the herald of a major shakeup for online commerce. Consider yourself forewarned: Everything you thought about internet marketing to-date is now old news.

Why do some agents make more sales than others? What makes some agents capable of creating sales when others struggle for a single lead? Contrary to popular belief, it’s not a cool web tool or a more expensive marketing plan. Almost always it comes down to a single, consistent factor, no matter what company or place in the country: A great manager.

Does your marketing message communicate how busy you are, or how successful you are?  Read more

Here’s an idea to make any agent’s day: If you’re finally fed up with the poor results and high costs of postcard mailings, newspaper ads and cold calls, and you’ve come to the conclusion that blind mass-email marketing makes you more annoying than maybe it’s time to get LinkedIn. Or MySpaced. Or RealTowned. Or Facebooked. Or a member of just about any of the hundred or so major social networking sites. No matter how you look at it, the opportunities just add up. First, look at the research. No, not the online web blather: of course the social network sites  Read more

When an industry suffers from a problem for decades and still hasn’t figured it out, it’s likely focusing on the wrong issue. ┬áReal estate’s “recruiting and retention” problem has consumed millions, perhaps billions of dollars in wasted time, energy and effort. It’s apparent that all of the “symptom” solutions and snake oil in the universe won’t solve it. So let’s try something else: Challenge the premise. What if there wasn’t a recruiting or retention problem in the future?

I feel bad for REALTOR.COM. Let me start by saying that I like REALTOR.COM – I really do. They’re a hard working bunch that puts lots of time, energy and effort into promoting other people’s products. They aren’t always perfect – yet they keep trying, and trying, and trying. And they do have the number one real estate destination on the web – so they are doing something right. But for long? This week they announced their their latest round of new features for the website. Too bad it’s still fairly clear that REALTOR.COM is destined to fail. Why? Because  Read more