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Masterpiece Marketing

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...

Poor REALTOR.COM!

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...

One Degree of Effort

One of my most favorite motivational messages comes from a short piece by Simple Truth’s 212-degrees movie. The message is simple and powerful: At 212 degrees, water simply boils. At 212-degrees it becomes steam. And steam can power a locomotive. In other words:...

No Photos, Please!

Regular readers of this column may remember the installment, No Photos, No Buyers, No Kidding, where I exhorted real estate agents to make every effort to upload multiple photos to every listing on their website. Back then, the argument was that online listings...