A Real Life Example of Separating Yourself From the Pack

Author: Jonathan Taylor

Author: Jonathan Taylor

Your web content should be customer focused. Find out what they are interested in. When analyzing your existing site, ask your- self the question, "Does it talk about our cutting edge, state of the art products and services or our commitment to total customer satisfaction?" Phrases like this have been so overused that they start to lose effectiveness over time. Any real-estate agent can tell you on their Web site how committed they are to getting your house sold. That should be a given. That doesn't impress me. What would impress me is a realtor who offers incredible value up front. They might have a mortgage calculator on their site to help me figure out monthly payments. They might have a page on their site that shows average real-estate prices in certain areas of their state. They might even have a free downloadable ebook on the "The 7 secrets To Getting Your House Sold Quickly Even in a Down Market." Or an audio report on "5 Simple Ways to Improve the Value of Your Home." Their site might even have a link to a blog that features the latest news on the housing market. We'll talk about how to set up an effective blog in the next chapter. If they don't want to write out lengthy reports, they could use video or audio content for their site. One realtor in San Diego does just that. With a pocket camcorder, Jim Klinge takes video of houses that are overpriced. He points out the flaws of each one, and explains why they aren't worth the asking price. In one video, he walks in and shows the inside of a house where the previous owners had stolen the deco- rative pillars off the wall. He laughs, "They took the pillars!" He posts these videos to his Web site, which gets about two thousand hits a day. This realtor is what Jay Conrad Levinson, author of the book Guerrilla Marketing, calls a Guerrilla marketer. By posting this information to his blog site, he is positioning himself as an advocate for the buyer-a realtor who's looking out for people who've gotten ripped off in the past. He's getting buyers when other realtors are getting out of the business. In 2007, he sold sixty houses. In 2008, he sold forty-one, which considering the area and the current economic climate, is quite good.About the Author:

Jonathan Taylor is the author of the new book The Official Small Business Guide to Marketing 2.0. Not only does this author specialize in marketing and business success, you can check out his latest website on Big Bear Rentals, which reviews Big Bear Vacations and other vacation cabin rentals.

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