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KNOCK YOUR SOCKS OFF MARKETING!

Unconventional marketing intended to get maximum results from minimal resources.

Coined by Jay Conrad Levinson, guerilla marketing is more about matching wits

than matching budgets. Guerilla marketing can be as different from

traditional marketing as guerilla warfare is from traditional warfare. Rather than marching their marketing dollars forth

like infantry divisions, guerilla marketers snipe away with their marketing resources for maximum impact.

1. Deliver 100 seed packets to a local neighborhood. Go door to door and label each packet “Plant your listing with me and I will help you grow many happy memories.”

2.Yard Sale Season! Send a flyer to your SOI or to an entire neighborhood offering your FREE Yard Sale Kit. Packet will include small For Sale StickersSigns for the Neighborhood Advertising the

yard sale “sponsored by YOU”Offer to loan your Open House signs but

cover the “open house” with “Yard Sale”

3.Your customer closes… send a cake to your buyer or seller’s office with a big bouquet of balloons. The cake should say “As a buyer/seller… you take the cake! Congratulations!”

4. Host a community yard sale at the office. All proceeds go to charity!

5. Find an article about the real estate market then write a commentary on that article and submit it to the paper.

6. Write and distribute a press release about you and your business at least four times a year.

7. Host a speed networking event or just a networking event for your local Chamber of Commerce.

8. Financial planners often do workshops. Partner up with someone and offer to give advice on buying a home.

9. Post a video biography about your business on YouTube.

10. Post property tours on Youtube.11. Each Friday night – host a pizza and

movie night for your top client of the week. You deliver a cheese pizza and a movie to their home.

12. Start a community Facebook page and update it regularly… be the expert!

13. Host a “Trash Out” day for a local neighborhood. Advertise in advance and rent a neighborhood dumpster.

14. Take a booth at a local home show (offer to display painter, landscaper, contractor giveaways and advertisements for a fee to subsidize the cost)

15. Gas station approach. Make up some flyers with pull tabs on them with your name and phone number and ask every convenience store, gas station etc. that you can find if you can hang one on their bulletin board; most will let you. Do as many of these as you can and you will start getting calls.

o 16. Brown bag it. Start a monthly program called Women and Investing Brown Bag Lunch Series. One day each month hold a free, no-sales meeting for women only, who want to learn more about investing, in your office conference room. They bring their own lunches and meet for an hour where you show them the ins and outs of investing

o 17. Attend a wedding expo! Tons of great leads! Download those leads to Leadstreet!

o 18. Stage a protest for "good customer service." Imagine what would happen if you had picketers outside your place of business with picket signs that read something like, "We're protesting good customer service at this location!" or "This place is full of nice people interested in customers!" First, you'll get noticed. Second, you may get coverage by the local media. Stage a repeat visit of the protesters and next time publicize their intent of returning. You never know what might happen, who might take notice and what it'll do for your business.

o 19. Conduct a random act of kindness. Pay the toll for the car behind yours and ask the toll collector to give your business card to them, telling them you paid their toll. Sure this is a crapshoot, but it's imaginative and you never know who might be on the road. It's a low-cost guerrilla marketing tactic that has imagination written all over it.

o 20. Hold a wacky contest. The beauty of contests is threefold. You can announce the contest to your prospects, customers and the media. You can then announce the winners to the media and hopefully get press each time. Have multiple winners to delight multiple customers. Contests can be fun, wacky and imaginative: a messy desk contest, Kids art conest, ugly tie contest, pet/owner look-alike contest, etc.

21. Suggestive Sell Everyone!22. Buy or Sell With Me and Everything will

be a “pizza” cake! Find a pizza parlor that will allow you to advertise on their pizza box!

23. Do a LIVE home buyer seminar during the busy hour at your hair salon.

24. Host a Client Appreciation Party! NO DOUGH? Do it for free!Classic car nightBook swapYard sale

25. Mother’s Day- Buy 200 carnations or seed packets – go to the busy local breakfast joint and give them out with your flyer “Your Local Neighborhood Expert…helping moms, dads, and well… just about anyone with their buying and selling needs”

26. Support pooches! Put together a flyer about your experience and put together a small bags of dog biscuits. Hit the local park and handout your giveaways as the “Realtor Who Loves Pooches!”

27. Approach a local hardware store (ACE, Home Depot, Lowes) and offer to do a free buyer seminar.

28. Approach local businesses and offer to do lunch and learns about home buying, foreclosures, investing or short sales for their employees.

29. Offer a service coupon to a local company where employees of their firm get a discount if they work with you!

30. Support New Businesses – Be the welcome wagon when a new business moves into town. Stop by with a basket of goodies and lots of info about your real estate services. Ask if you can leave your flyers at their establishment.

31. Start Your own BNI – with a twist!Find sales people from Lia Sophia, Mary Kay, Avon,

Malaleuca, Tupperware, etc. Each month host a party highlighting one of these companies. Everyone in the group invites friends and family. Of course, one night will be a real estate night hosted by you!

32. Host a Monthly Sales Star Meeting. Invite people who are in other sales industries. Each month the person shares techniques, articles, and ideas for helping everyone become better in their business.

33. Start a Bank Owned Caravan34. Hold a buyer or seller seminar at your

church.35.Award a "Customer of the Month"

award and have many, many winners. Customers like attention, especially if they're in a special group. Award a plaque or certificate; these won't get thrown away and will remain at your customer's place of business as a reminder of their relationship with you.

36. Set up a Referral Company – market to agents who are no longer agents!

37. Dog Wash Pop By!Hire a dog washing vehicle. Do a pop-by for those

interested or try it to attract people to an open house!

38. Put pictures of buyers and sellers on FB with the sold sign… make them all FB friends!

39. Host a house warming party for your buyers/sellers.

40. Prepare branded “just moved” cards for buyers and sellers. Make sure their stamped and ready to go!

41. Hold a buyer seminar at the local Laundromat.

42. Do a customer appreciation INTERNATIONAL POT LUCK event . Have everyone bring dishes from different countries and nationalities.

43. Make your open houses POP! Be NOTICED!!

44. Do a Monthly Newsletter and ask a client to write an article each month.

45. Do a blood drive for all your clients and the town!

46. Host a summer read-a-thon for kids. Market it to all your clients. Give a summer reading list to kids and any kid who reads a book and writes a book report gets a $5 Amazon Gift card!

47. Do a real estate round table forum about today’s real estate market. Invite the general public and business people from the area. Include industry experts… including YOU!

48.Use your Youmail or Voicemail as if it were a radio spot! Market listings.. Your services… etc! Make it different!

49. Advertise on FB! Pay per click are inexpensive and allow you to target a particular demographic.

50. Is your kid on a sports team? Take team photos and make a Design Center web commercial to email to all the moms and dads!

51. Do a quarterly open house raffle… people get entered each time they visit one of your open houses. Collect emails so you can remind them of all upcoming open houses.

52. Offer free short sale Webinars through Craigslist.

o 53. Start Your Own “Biggest Loser” group of local office workers that walk with you each day at lunch. Use this as a unique networking tool.

o 54. Host a burger bash for friends and clients at a local eatery. Negotiate discounted burgers based on head count.

o 55. Host an ASK JEEVES day for your past clients. Hire a laborer to pick up and transport stuff all day long. Lunch, breakfast, or anything that needs to be couriered!

o 56. Do a boxed breakfast Sunday… deliver bagels, a newspaper, and coffee to past clients.

o 57. Holidays – Host a santa delivery program for past clients. You hire a santa that will stop by and visit families.

o 58. Have a bartering section on your website where friends and clients can barter services.

o 59. Print out maps of local towns where you advertise your services. Leave them at the town hall and chamber of commerce.

o 60. Hire high school kids to leave door hangers at a local neighborhood. Distribute info about property listings, your services, buying real estate for investment, or short sale options.

o 61. Design a catchy, cool, placemat for the local café or sandwich shop. Offer to print 2000 if you can be the sole advertiser!

o 62. Use your car to advertise your business!

o 63. Always hand out 2 business cards… one for them and one for a friend who may need your services.

o 64. At a local fair, host a booth for child id and fingerprint cards. Everything branded with YOU!

o 65. Host a community clean up event with a local girl scout troop.

o 66. FREE MAID SERVICE Campaign – List Your House With Me – and I’ll help you clean up all the way to the bank!

o 67. Give away personalized frisbees in the dog park on Sundays

o 68. Paul Campano also took an unconventional approach to reach his local market. In mid-2002, as a newly licensed sales associate with Prudential Prime Properties Buccelli Real Estate Inc. in Somerville, Mass., Campano approached the owner of a popular restaurant, SoundBites, to see about installing a 5-inch by 7-inch digital photo frame on an eye-level shelf.

Campano, a frequent visitor to the restaurant, explained how the CEIVA Digital Photo Receiver would display an ongoing slide show of pre-programmed real estate listing information and photos—along with sports scores, local news, and weather. The owner liked the idea because it would entertain waiting customers, and Campano’s CEIVA unit, which is updated nightly and costs $250 per year, went live the following January.

But Campano is a true guerrilla, so he didn’t stop there. The following month, he reduced his investment to zero by getting a mortgage company to sponsor a daily ad on the digital screen for one year for $250. The marketing tool has been so successful for Campano that he now plans to place four more ad-sponsored screens in public places by the end of the year.

o 69. Hire a high school student who works 10 hours a week delivering your pre-printed Expired packages. A flyer that says “CALL ME ABOUT YOUR EXPIRED CONTRACT – I’LL HELP YOU HIT PAYDAY!” with payday candy bars.

o 70. Send all of your clients ear plugs. “Have you hard the market’s bad? You’re listening to the wrong people. Call your local neighborhood expert.”

o 71. Methodically call past clients and invite each to dine with you... don't fail! Be relentless during the year. Make a list of the clients so you don't miss anyone. Never give up, until it is clear they are sick of you. Staying close to satisfied past clients, for their next sale and for their referrals, is the best, best, best use of your time and money. Better than any other marketing that you can ever do! Mailing them useful stuff is okay, but nowhere near as important as face-to-face contact.

o 72. Refer your expired listings to someone that wants them!

o 73. Have a customer appreciation playoff party at a local vfw. Make it a potluck to save $$

o 74. Set up a zany website that’s unique….

o UglyHomes.como YouWouldntWantThisHouse.com

o 75. Expired Listing Seminar!o 76. Recipe swap for friends and clients.o 77. Sponsor a FB fan page for a local

business.o 78. RE/MAX Prestige face painting booth

at local fair.

o 79. Concierge service for past clientso 3 referrals – rake your leaves spring and summero 1 closed referral – mowing for a montho 1 closed referral – plowing for a month

o 80. Holiday Light Tour for clientso 81. FB Fan Page for a Condo Complexo 82. Send out ONE “I Just LOVE your home”

personal note card per day. That’s 365 cards a year. Will you get a listing? Probably!

o 83. Make up branded bookmarks and leave them at your local library and book stores!

o 84. Pull a publicity Stunt! A Harley-Davidson dealer in upstate New York

advertised what it called a "cat shoot." This sparked calls from the Humane Society, police chief and even the mayor. On the appointed day, the press and a large crowd showed up to find a six-foot high cardboard cat waiting to be plugged with a paintball gun. All proceeds went to charity--and the dealer got a lot of buzz.

o 85. Local service clubs, churches, community organizations and special interest groups are hungry for speakers. Discuss the goings-on in your sector (for free) and weave in a soft sell. Answer all questions directly. If you can't help, direct the person to a competitor who can. Your honesty will astound.

86. Send off-season cards to good customers.

Impersonal Christmas cards often are little more than holiday clutter. Instead, send out First Day of Spring, Summer, Fall or Winter cards. Or peg the mailing to a customer's personal milestone, such as, "Congratulations on your daughter's graduation from high school."

87. Catch them by surprise Some 98% of direct mail gets tossed before

its read. Instead, send empty envelopes with enticing headlines printed on the front and back. Make sure your company's name, address and phone number appear on the upper left corner of the envelope. People will call to say the envelope was empty, and this will lead to a friendly, low-key chat about the product or service behind the headline.

88. Infiltrate the stacks Tucking fliers under windshield wipers is

more annoying than effective. A better trick: Stuff business cards into relevant books at the library. One company providing investigative services to law firms slipped its cards into law tomes at the courthouse library. Attorneys and paralegals assumed that other firms used the company, giving it credibility and causing its phone to ring off the hook.

89. When In Doubt, Go Cornball. Desktop giveaways bearing company logos

just gather dust. Instead, pass out 12-inch rulers with catchy taglines such as, "How do we measure up to your expectations?"

90. Go CRAZY! At your next open house line the driveway and street with 20 open house signs.

91. Have your listing run a yard sale on the same day as your open house.

92. GO WILDCATS! Imagine passing out fliers for your local

high school football team's game with "Go Wildcats" (or whatever their mascot is) on one side. Can you imagine every fan standing up cheering and waving their free flier? On the reverse side, your logo and phone number appears. Every time the flier is displayed, the fan stares right at your company information. Sure, you have to pay to get the fliers printed, but in the total scheme of things, imagination is what generated awareness for the business on the reverse side. That's guerrilla marketing.

93. Hold a course for the community on Facebook and LinkedIn for Small Business

94. Hold a Care Packages for Soldiers Drive! 95. Money Stamping - grab a stamper

from your local office supply store and stamp a funny phrase along with your website address on it. Have a make money investing in real estate blog. Stamp something like “Learn how to make thousands by investing in real estate: sitehere”.

96. So many stamps - Looking for a way to get noticed in the huge pile of advertising mail potential clients get? Send your promo material in a big manilla envelope and put 39 - 1 cent stamps on it. Out of 100 envelopes, who’s do you think will catch the eye first?

97. Top 10 reasons to choose YOU - instead of leaving business cards or other promo material at a business or in someone’s email box, create a list of the top 10 reasons why the prospect should choose your company. Make them 100% true, humorous and memorable.

98. Write an E-book - You can write a free e-book on a topic in your niche and circulate it so people will start to see you as an authority in your niche, or you can also sell the book for a small profit and use that money to fund some of the other Guerrilla Marketing tactics.

99. Have an outdoor movie night. Rent a projector and find a smooth wall and an outdoor location.

100. T-Shirts - This is great for turning yourself or others into walking billboard. You can give the t-shirts away as prizes which is also another great way of gaining word of mouth promotion.

101. Fish Bowl Business Cards - You know the fish bowls at stores offering to choose a random card for a free lunch? Well, there are two ways to benefit from this. - 1. Put your card in the fish bowl (hey, a free lunch is a free lunch, and who knows, the owner of the store might need your services) - 2. Ask the store to let you have the losing cards each week/month which will generate a ton of free leads for you and have a BIGGEST LOSER PICK that wins a special gift from you!

o 102. Father’s Day- Do a giveaway for dads outside the local breakfast joint. (Or try a reverse pop by)

o Seeds – 50 centso Neckties – 5 bucks www.briteties.com or cheap-

neckties.com or “Don’t put your neck on the line when buying or selling a home!”

o Golf balls – 25 cents o Baseball hats - $2 bucks www.tansclub.com

o 103. Hold a FSBO Seminar!o 104. Adverblog! If you’re not blogging,

you should be. Use twitter and FB to increase blog exposure.

o 105. Deliver 10 CMAs a day to local FSBOS.

o 106. Halloween – bring a card reader to the office and offer clients discount readings.

o 107. Have an Open House contest to draw attention to key aspects of the home.

o 108. Hold an open house art gallery showing

o 109. Remember all the homes you sold 6+ years ago… they have equity!!! Send the sellers a market analysis!

o 110. Go CRAZY with QR Codes!

o 111. Be a Facebook Guerilla! Collect “Likes” for Charity – A “Like” on

Facebook equates to a soft referral and has taken the place of “becoming a fan”. Businesses know that if someone in your network “likes” something then it will get more of your attention. American Express Open used this technique to promote their Small Business Saturday promotion. Set a figure you would like to donate (say it’s $100) to your favorite charity. Friends can basically help to donate by liking your page over a specific period of time. You will then donate $1 for every like to this charity up to a certain number (100 in this case) of “likes”.

Run a Contest – Make sure you read Facebook’s Promotional Guidelines before you do this. But if done correctly, it can draw a lot of exposure. I saw this used very effectively and correctly by a client of mine The Chamberlain Group. They had just had a baby, and decided to run a cutest baby or (for their friends who didn’t have kids) cutest pet contest. Prizes were $1000 for the baby’s Registered Education Savings Plan or dog food for a year, donated by a local pet store. You could post the picture of your baby or pet on their website and of course contestants promoted their baby or pet through their networks. The exposure for these Realtors was enormous, but it also allowed them to connect and give back in a fun way to their network.

Run a Fun Ad – If you have never clicked on the little advertising button on the bottom of your Facebook page, you should. Setting up an ad on Facebook only takes a minute and you can set some very low dollar amounts to keep the cost down. Besides being a great place to test your ads or a headline, Facebook ads work! Instead of just trying to sell your business though, try using them creatively.

Have fun with your Fan Page – Often businesses will leave their Wall as the default entry point to their page, but you can add new tabs to your page like the Welcome tab below and customize your settings so the people land on this page first. Examples like the one below are way more enticing and give people multiple ways to engage with you. You can use a Graphic Designer to help you design a page like this or fan page software.

Find ways for people to interact – Target ran a very successful campaign on Facebook asking users to help them select which charities they should allocate their charitable funds to. Called the “Bullseye Gives” campaign, Target used a Facebook voting application and integrated it onto their business page.

Each time someone voted (they could vote daily), they could publish their vote back to their Facebook feed, meaning more people could see Target’s branding and becoming followers of the company’s page.

More on FB marketing at www.UpandRunning.BPlans.com

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