Personal SEO ~ Website Marketing and Content Writing: A HodgePodge Business or Laser Focused?

A HodgePodge Business or Laser Focused?

A local distillery is going out of business in our town. We only have two and one is calling it quits. Tim and I tried to go many times only to have it close at 4 PM, not open certain days, or a shot in the dark if anyone was there. When I saw a CLOSING SOON sign, I wondered what was up because they haven't been there long! We finally got a chance to stop in and I realized the situation very quickly. 

I know, what do distilleries and real estate have to do with each other.. wait a minute, I don't have to explain. LOL! But hang with me a minute. There's another distillery in town that seems to be doing a bang up job! I follow them on Instagram and Facebook and their name is Bad Dog Distillery so of course, they have a "bad" dog hanging out at the place. focus

Both of these distilleries were in odd places. Not on the side of the road and nowhere really convenient, but let me paint two separate pictures here. 

Bad Dog is all distillery. You walk into a small, quaint, all-wood tasting room, with a low ceiling, groovy lights, just a couple shelves completely stocked with all their libations and a cool, bar to belly-up to. Probably only seating for 7 with big windows that look directly into the distillery and there's the "bad" dog... cute, lazy, and old dog, but you know what I mean. It begs for socializing, close talk, and great drink suggestions from the "bartender". Flights are cheap and easy and the owners are there to give a tour should the notion strike you. 

This distillery also promotes themselves on their social media with great drink recipes, ideas, where to find their beverages should they not be open and of course, various adventures of the "bad" dog.  That's a place I want to hang with my girls or an afternoon with the hubby.

Now, let me paint the other distillery. Large space, no windows to the distillery process, no bar, an entire wall of old shelves that leave way too much room for other things so it looks sparse and empty. The other half of this room is a hodgepodge of garage sale items for sale, shoes, clothes, jewelry that my grandmother may have worn and some direct marketing trinkets. There are no bar stools or any place to chill and relax while tasting their offerings and the taster glasses were communion cups... I'm not joking... 

This did not scream "successful business" even though their Facebook page promoted many of their wares. Maybe it's because I came in towards the tail end. Maybe it WAS great. But again. The room was large and cold. It didn't provide an atmosphere I wanted to stay in. 

Bottom line - two identical businesses doing things completely different.

So, what the heck does this have to do with real estate? Well, we're marketers. Not just writers and designers, but marketers. I pay attention to the ad that created a problem I didn't know I had just to sell me their solution. Like this new hot water pot that heats your water to a perfect temp. Why do I need that? Well, their commercial told me that coffee, chocolate, and all different kinds of tea should be brewed at different temperatures for maximum flavor and effect! Is that true? I have no idea but they created a solution to a problem I didn't know I had and boom! I want that pot!! 

What do YOU Do?

lazy or determinedThat's what YOU need to do. Don't be a part-timer half-assing your work. Be all in or not at all. Are you the type of agent that creates a warm and inviting atmosphere where people want to work with you and be engaged or the type where they just want to get the heck out of there as fast as possible? 

Are you laser focused or trying a little of this and a little of that? You know what the latter one gets you? Out of Business.

I get it, we all have to start somewhere and we don't get into this business to make a million dollars in the first month (well, at least I certainly didn't), but we do have to be all in if we want to be successful. I can't stop working on my own business just because I'm working on yours and this is a talkin-to for myself as well. I get so caught up in other things that I neglect the one thing that I can't forget. The thing that pays my mortgage and keeps my kids fed.  

 

 - So, what does that look like for you?

 

Being more engaging on social media? Recipes, funny videos, and memes instead of real estate posts all the time?

Finding a problem people didn't know they had and solving it for them?

Focusing only on buyers or only on sellers and then putting all your efforts that direction? 

Getting professional about your business and renting office space?

Getting serious about branding and choosing a solid logo and colors then blasting the heck out of them?

Focusing on one community and making it your goal to be the go-to agent in that area?

Getting serious about blogging twice a week on your website?

Finally getting out from your broker's free (cookie cutter) website and designing a custom one of your own?

Being brave about asking for reviews and getting them on Google, Zillow, Facebook, and your website?

Sharing your content anywhere and everywhere?

 

What does being laser focused look like to you? Are you serious about this business or just hoping it will take off one day? Well, here's your kick in the pants... HA... MINE TOO!!! Let's GO!

 

More cool stuff:

Are you remarkable? Why or why not?

How to use pages and blog posts effectively

3 Keys to a More Successful Business

Why People Choose One Agent Over Another

How to Be Successful at Change

 

 

ActiveRain and SEOTammy Emineth is an expert in custom content and original articles for blogs, website, press releases and more. Contact me anytime and feel free to subscribe to this blog to stay up to date on my latest blogs and informative information. Email me or contact me for Real Estate Website Marketing and SEO Content Writing.

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Comment balloon 18 commentsTammy Emineth • March 10 2019 10:26PM

Comments

Cake had a song about efficiency, well sort of .... and like most of their tunes, it is tongue in cheek. John McCrea and the rest of the Cake band is on the hunt for a girl Friday with a mind like a diamond, who knows what's best... with a short skirt, a long jacket possessing a skill set using a machete to cut through red tape, getting up early, cruising the facility looking for slack to tighten up. Who's fast, thorough and sharp as a tack. 

Some of it is good business, efficiency and reinventing what we do to be up with the times and cutting edge. Liking what you do. But the people we serve are changing too. Like kids, you just get the stage figured out and they up and move on to the next game level.

Personal attention means knowing your customer in service providing. Like a waitress who shows up right on time with coffee. Neat, clean, smiliing, happy. To ask is the food good or need anything.. water, napkins, hot sauce, lobster bisque.. what will it be? (Hope you saved space for pie... psst... (voice lower, crouching, eyes darting like a deep dark secret is being shared) The blueberry cobbler is to die for here... pssst .. insider local alert tip. )

Listen. Don't make your customer ask for anything more because you are already providing it. You anticipate their needs and go beyond their expectations meeting them from listing to closing. Passion, fire in your belly helps what you do not look mechanical, to be like a sport you are good at and less and less a job.

Posted by Andrew Mooers | 207.532.6573, Northern Maine Real Estate-Aroostook County Broker (MOOERS REALTY) 2 months ago

Good morning Tammy Emineth ,

What an excellent post and analogy! Laser focused on attention to detail, creating an experience for the client that makes them feel special and their needs are being met and then some!

Posted by Dorie Dillard CRS GRI ABR, Serving Buyers & Sellers in NW Austin Real Estate (Coldwell Banker United Realtors® ~ 512.750.6899) 2 months ago

Good Morning Tammy:

Your enthusiasm is coming through loud and clear - this is one of my all time favorite posts and am bookmarking to read again (and again) when I need a solid kick in the backside!  Thanks.

Posted by Linda Piper (Planatek Financial, Inc.) 2 months ago

Yes the wake-up call can come form different sources.. Lets beware and focus on all important aspects and facts. Thank you for share.

Posted by Andrea.B Ferreira 954-303-8289 CRS, Miami Dade, Broward and Palm Beach County in FL (Keyes Co. ) 2 months ago

Thanks Tammy, excellent advice!  Keep it coming.

Posted by John Henry, Residential Architect, Luxury Custom Home Design (John Henry Masterworks Design International, Inc.) 2 months ago

The laser life is no myth....

Posted by Richie Alan Naggar, agent & author (people first...then business Ran Right Realty ) 2 months ago

Tammy, this is a terrific post. It really makes me realize I need to get myself focused (even the day after DST! :) )

Posted by Marney Kirk, Towson, Maryland Real Estate (Cummings & Co. Realtors) 2 months ago

Tammy Emineth  I always look forward to your posts. I try to keep my posts local but throw in some movies and recipes so as not to keep it boring. Clients can look at houses anywhere on the internet I like to give them a story to go with it. We need also to put these stories everywhere we can. Not just in one specific Social Media Site. We need to be seen. Have to hang out with them in the  in-crowd or all your work could be for naught.    

Posted by Hannah Williams, Expertise NE Philadelphia & Bucks 215-953-8818 (Re/Max Eastern inc.) 2 months ago

Wow this was a solid post.  Here are a few things that caught my attention.

  • "I pay attention to the ad that created a problem I didn't know I had just to sell me their solution. " - This is KEY when advertising. Real Estate agents that write blog posts, advertise on facebook and even on their websites. This is what you need to keep in mind. And as you mentioned. Be all in. LEARN what works, test, fail fast and improve
  • "Are you laser focused or trying a little of this and a little of that? " - I talk to dozens of agents weekly. 90% of them when asked say they serve everyone. WRONG! Pick a niche. The niche my students are interested in is new construction. But whatever it is... pick a niche. And MOST IMPORTANT ASK YOURSELF...(and determine)... who is your Ideal Client and how can you attract them?
  • "Focusing only on buyers or only on sellers and then putting all your efforts that direction? " - This is a start and a potential niche. But the more focused you get the less competiton there is and the more sucessful you'll be. Example: I have the only new construction marketing training in existence. I am pretty savy with video, with facebook but every other "goo roo" has a facebook course. So I seperated myself based on experience and desire and do much better with the small but targeted market I chose than when I was trying to serve all real estate agents. 

The other comment I'd mention is pick one type of marketing and master that. Focus on that. Then add to it. So if you're going to blog....CRUSH blogging and SEO, get that working and build the confidence in that area, then add another marketing strategy on to what's already working...or hire someone to dothe  additional marketing tactics. 

Focus is the key, as hard as it is. Gary Kellers book The One Thing is a MUST read too if you haven't read it! 

Posted by Damon Greene, New Construction Marketing Pro (The iconic agent) 2 months ago

You are so awesome Tammy!!.. Love your posts.. right on the $$$!!

 

Posted by Jackie Barikhan, Right Choice Mortgage - www.mylenderjackie.com 2 months ago

Interesting post, yet, both distilleries invested capital to open their businesses, so, they had to be focused on making their business profitable otherwise they would lose their investment, wouldn't they?

The profitability comes from their comprehensive business plan, however, while one is going out of business, the other isn't, so, they were both focused to be profitable, yet, one business obviously had a better business plan than the other, don't you agree?

People don't plan to fail but many fail to plan and so, it's not about being focused IMO but your comprehensive plan to become successful.

Posted by Kimo Jarrett, Pro Lifestyle Solutions (WikiWiki Realty) 2 months ago

Interesting post and thoughts. Thank you for your work. Brenda Swigert RealtorKeller Williams Seven Hills Realty

Posted by Brenda Swigert, CRS, e-PRO, SRES (Keller Williams Seven Hills Realty) 2 months ago

This is a Great Post and eye opening at that.  All in or you will be out.  I see this happening with agents more than I like to see.  Our business has to be run like a business or you will be non exixtent to buyers and sellers.  Those are the people we depend on as agents.  Count me as all in.

Posted by Rose Mary Justice, Synergy Realty Pros (Synergy Realty Pros) 2 months ago

Your Title drew me in and glad it did! Great post and so worthy of a FEATURE!  My favorite:  Don't be a part-timer half-assing your work. Be all in or not at all.  

Posted by Diana Dahlberg, Real Estate in Kenosha, WI since 1994 262-308-3563 (1 Month Realty) 2 months ago

Your post remined me of the time that I stopped by for a milkshake at a small indented shop on a warm afternoon. I know I wanted a milkshake and had done a quick internet search on my phone and Siri told me where to find what I wanted.

Problem: at 4:00 in the afternoon, on a week-day, on a warm day, in a strip mall…this place was closed! No sign of life. No sign on the door saying: “Be right back” or something like that.

Was I disappointed? If you read my subsequent Yelp review, you would know the answer to that question.

Business will not take care of itself. You have show up for work to be successful. FOCUS!

Posted by John Juarez, ePRO, SRES, GRI, PMN (The Medford Real Estate Team) 2 months ago

You are spot-on, Tammy! I love the analogy with the two distilleries and so could relate to having a girls evening out at the one that remains but, never the cold, unwelcoming one. I totally see why it is out of business, just as some agents just don't 'get' that we ARE in the marketing business - marketing ourselves, our brand, our service and all that each of those entail...and the focus required as well!

Great post!

Posted by Debe Maxwell, CRS, Charlotte Homes for Sale - Charlotte Neighborhoods (www.iCharlotteHomes.com | The Maxwell House Group | RE/MAX Executive | (704) 491-3310) 2 months ago

Tammy, I am all in. I give everything that I do all that I've got to give. My clients appreciate the fact that they get my undivided attention. My marketing skill will always likely need improvement.  I learn as I go. My heart is always in it.

Posted by Kathleen Daniels, San Jose Homes for Sale-Probate & Trust Specialist (KD Realty - 408.972.1822) 2 months ago

"Two identical businesses doing things completely different"....you saw it in distilleries and if you look close enough you can see it everyday in real estate and almost any service business.

I guess that's why such a high percentage (95%) of businesses fail.

Tammy, your "story" reminded me of the Sundays that I sat in church squirming because I was sure that the preacher was delivering his sermon JUST FOR ME!

The sermon was: "stay laser focused on your target"

Thanks for the kick in the pants!

I appreciate you!

Bobby Wallace
Charleston, SC

Posted by Bobby Wallace, Sell Your Vacant Land The Hassle Free Way! (Vacant Land Solutions) 28 days ago

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