Matthew Ferrara, Philosopher

All posts tagged advertising

Trust is the ultimate marketing tool.  Read more

What's a better way to get new customers: Delight the ones who already know you, or throw more money at ad campaigns?  Read more

In 2008, Baylor University found REALTORS spending money on ineffective lead generation tools. That was then. What about today?  Read more

Good social networking is much more than lots of updates; It's hard work if you hope to turn it into new business. Here are four ways to help shape up social presence  Read more

Nowadays, you'd think there's nothing more to do online than social networking. But don't count out the power and potential of the Old Internet just yet!  Read more

Here are seven secrets to making social networking one of your most powerful prospecting tools with today's modern real estate buyers and sellers.  Read more

YouTube is the second largest search engine on the web, yet most REALTORS still haven't figured out how tap into its traffic. Maybe that's because their MLS listing sheets can't play a video? Let's change that.  Read more

If the first thing you do when you meet an old friend for lunch is whip out a copy of your newspaper advertising, you're probably doomed to failure when it comes to Facebook.  Read more

The iPad's destiny isn't how it will revive newspapers and magazines, but how it will finally kill off the real estate property listing sheet. Hopefully.  Read more

Peter Drucker said that the purpose of marketing is to make sales superfluous. That should come as welcome wisdom to the real estate industry that is comprised of so many reluctant salespeople who won’t telemarket, interact at open houses or even join Facebook (latest numbers show less than 35% of REALTORS with a social networking presence). So what can be done to improve the pathetic listing sheets, the photo-less listings or sea-sick virtual tours that are undermining so many sales? Perhaps a quick art lesson could help.

Blogging is both art and tax. Good blogging means turning a steady flow of useful ideas into interesting content. Bloggers must be good writers. And developing a readership takes a lot of time each day and week. So it’s not unusual for busy salespeople to worry that they’ll never really leverage the medium, tending instead to go for quick contributions in their Facebook updates. Yet there is opportunity in between the blog and the burst, providing ample opportunity to show off your knowledge, influence your contacts and develop new business. It’s called LinkedIn Answers, and it may just be the  Read more

Readers of our column know that we called the beginning of the end of search engines some time ago, when we noted that Facebook and MySpace had already started to generate more ad views and targeted traffic than Yahoo and Google. Unfortunately, Microsoft didn’t seem to have read our post, and went ahead with Bing. Microsoft calls it a “decision engine” and it certainly works differently than the traditional search sites. Yet technology improvements aside, none of the  search engine players have considered the basic question: Do people really “search” for things on the internet any more?

Ten Questions with Real Estate Expert Matthew Ferrara By Dianna Kawell Reposted with permission from WCR’s site.Real estate is becoming an increasingly technology-driven industry. Every day, a typical REALTOR® depends heavily on her laptop, GPS and digital camera to get the job done. For what was long believed to be a face-to-face business, 88 percent of REALTORS® now report using e-mail as the preferred method of communicating with their clients.However, REALTOR® Web sites may be the one neglected piece of the technology puzzle. Perhaps, it is because agents see little tangible results from their personal Web sites. In the latest  Read more

The social networking abuse by REALTORS reached a tipping point yesterday: It seems some virtual tour vendor has made it "quick and easy" to mass-post your tours across multiple networks at once. Oh, goody: REALTORS are about to have no more friends.  Read more

Once again, as REALTORS converged last week for their MidYear meetings in Washington, D.C., the forces of stability and sameness were present, coming up with last-gasp-ways to protect the tattered vestiges of Real Estate, the Last Generation. New white-papers and shiny-Powerpoint presentations proclaimed the “we-can-renovate” mentality of Gen 2.0 MLS systems struggling to enter the 3.0 version of the industry. Much like Google and Yahoo – who refuse to admit their advertising model is crumbling in the face of social networks – MLS’s are trying one last time to burnish a brand that has already worn off the chrome. What’s  Read more