Wendy Harris, Team Harris Realty
2009 was a great year for Wendy Harris, of Team Harris Realty, despite the horrible macro environment for realty businesses. While many of her peers reacted to the real estate downturn by reducing or eliminating mass-marketing, Wendy moved in the opposite direction with spectacular results.
Wendy recently wrote to share her story: “Thanks to Cumulus radio, I outsold every resale Real Estate agent in Fayetteville and continue to increase my business!”
Wendy took advantage of radio’s unique ability to deeply inform potential clients as part of the mass-reach/high-frequency branding process. She differentiates her business with a unique listing proposition: a guarantee to sell the house at a specified price by a specified deadline and backs her guarantee by agreeing to buy the home if she doesn’t hit her goals. By breaking this concept down into several explanatory radio commercials she quickly communicated this program to anxious sellers. “The phones started ringing the first week I started.” Read more »
For every charming gecko, memorable slogan, or unforgettable jingle, thousands of businesses advertise very effectively by being authentic, direct, and adhering to a couple of simple ideas. You don’t have to be a creative genius to use advertising effectively! Here’s the first in a series of simple tips to help you decide what to say, how to say it, and where you should say it. Focus on these practices and you’ll be off to a great start. Read more »
Every month, our team of marketing, operations, and strategy professionals put their heads together to answer a reader’s question about growing his/her small business. You can click here to submit your own question, and please feel free to join this discussion by adding your comments below
Rachel H., Stamford CT
Q: My staff and I put a lot of time into our website – it has a fantastic design, includes video testimonials, detailed pages about all of the services we provide, and have a very good page of Frequently Asked Questions. It’s so much better than our competitors’ sites that several are even starting to copy us. I get a lot of positive feedback from customers about the site so I know it does what we want it to do. The problem is that it doesn’t generate a lot of traffic. But the traffic it does get results in an email to us about 20% of the time, which I understand is a very high converting level. I have our www address on our direct mail pieces and very large print in the occasional newspaper ads that we run. I’ve had web programmers offer to do things (that I don’t fully understand) to make it show up more often in Yahoo and Google, but the bids are pretty expensive and I just don’t know if they will work. What do you recommend? Read more »