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A marketing podcast by people who do it for a living: Marketers, Creatives, and Entrepreneurs. Listen in for the tips, hacks and strategies that marketing professionals share with each other...but rarely share in public. The Craft of Marketing is about providing marketing insight and education for those thirsting to be a better marketer but just don't have time to think about it all day long. Whether you are an entrepreneur, business owner, marketer in the trenches or someone who just wants ...
 
Insights from the most brilliant minds in real estate. The Marketing Genius Podcast takes you behind the scenes with the most brilliant minds in real estate to uncover the latest digital marketing tools and strategies for your online arsenal. Together with the leading real estate brokers, technologists, executives, and coaches behind today’s most exciting brands, host Seth Price (marketing strategist, keynote speaker, host of “The Craft of Marketing”) explore what it takes to generate leads, ...
 
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show series
 
What are the responsibilities of a real estate professional? These days, the answer isn’t so simple. From designing websites and logos, to blogging and social media, to managing all kinds of software, today’s real estate pros have a wider range of tasks than ever before. Sometimes, with all that extra work, agents lose sight of their most important…
 
When asked why they don’t use content marketing to promote their businesses, real estate agents have all kinds of explanations. They say they’re too busy, or they tried it and it didn’t work, or their market is too competitive. But Katrina Benton is here to debunk all these excuses, and then some. A lifelong resident of Anchorage, Alaska, Katrina c…
 
Real estate agents face a unique challenge in deciding where to hang out their shingle. Do you join a franchise for the brand recognition and resources? Do you opt for an indie brokerage with more flexibility and local authority? Or do you strike out on your own and start a new business? As it happens, Lindsay Reishman has done all three.Lindsay ha…
 
When it comes to advising new or aspiring agents, there are two persistent myths. Some folks say you can start earning right away in real estate. Others tell rookie it’ll be months before they make their first deal. But for Melissa Boucher, the first six months weren’t for making money: they were for learning.A year ago, Melissa left her first care…
 
Real estate is built on personal branding. Whether you work for a major franchise or an indie brokerage, your first responsibility as an agent is growing your own list of clients and prospects. And with all that branding comes ego. It’s everywhere, from bus stop ads to websites and everywhere in between. Some would argue that ego is an asset—projec…
 
For many real estate agents, the 2008 housing crash was a disaster. Yet even in the darkest days, there were still corners of our industry that found a way to thrive. Distressed sales, for instance, made up almost a third of all real estate transactions in 2009, with real estate owned properties taking the biggest chunk of that market. And that was…
 
One of the first lessons we learn when entering the working world is what it really means to start at the bottom. Whether it’s writing parking tickets as a police officer, sweeping floors at a hair salon, or processing endless data at a corporate job, working your way up the ladder is an often unpleasant reality of most careers. But real estate is …
 
In the age of digital marketing, where there’s so much choice and so many distractions, It’s easy to find a reason why a listing or a lead didn’t go your way. Maybe that buyer wasn’t actually ready. Or maybe that seller decided to list with an old friend. But for Tim and Julie Harris, there’s only one reason why your real estate business isn’t what…
 
In an industry that runs on commission, it’s easy to see why a lot of real estate professionals have a hard time making a significant up-front investment in clients the may not lead to a sale. But that investment is a cornerstone of Brad Allen's business, from marketing to personnel and everywhere in between. Armed with the belief that one agent ca…
 
Living in Hawaii is enough to make anyone a dreamer. But Matt Beall has his feet planted firmly on the ground. With a long-running television show on HGTV and an award-winning brokerage that encompasses all the islands, Matt has spent years building Hawaii Life, an incredible real estate business and a celebrated brand. But as polished as Hawaii Li…
 
For most real estate agents, selling homes in the high six figures sounds like a pretty sweet gig. But Ben Bacal wanted more. As a young, hungry agent in Los Angeles, Ben decided that the the city’s most affluent neighborhoods were actually undervalued.But there was a problem: Ben, a Toronto native, didn’t have many connections in the luxury market…
 
When I was starting out in real estate, I learned pretty quickly that there’s a big difference between knowledge and experience, between earning your license and being an expert in your craft. In fact, most of the agents I’ve talked to have a similar story of realizing that they knew plenty about real estate, but next to nothing about running a rea…
 
In the world of digital marketing, content providers have something of a mixed reputation. On the one hand, real estate agents are struggling to find the time and the know-how to create great content that attracts prospects online. On the other hand, content providers are often dismissed as little more than “content mills,” promising front-page pla…
 
Real estate agents and consumers take many of today’s online search tools for granted. But back in the early 2000’s, before Google Maps and Zillow, there were few solutions for harnessing the power of the web. So Garron Selliken decided to take the initiative. An agent based in Portland, Oregon, Garron developed a set of tools that eventually becam…
 
Real estate agents are constantly told that they need a great website. And for the most part, they’ve listened. Today, over half of REALTORS say they’ve had a website for over 5 years. But that’s only part of the story. Once you have a website, how do you convince consumers to visit and use it? That’s the million-dollar question, and Lisa Archer ha…
 
For many real estate agents, leads and deals are the currency of success. But we’d propose another, more valuable currency: loyalty. In this business, earning your clients’ loyalty can make the difference between one paycheck, and a lifetime of rewards. And if you run a team, loyalty isn’t just for consumers: it’s also for your agents and staff. Th…
 
Between easy consumer access to tons of data, better tools for targeting prospects, and the culture of instant gratification on the internet, real estate has never been more competitive. That’s why being at the right place, at the right time for your real estate leads is so important—after all, if you don’t stay in touch, someone else will. So how …
 
Years ago, the vast majority of people were content simply to own their own home. Today, however, more and more people are exploring the possibilities of real estate investing. Even after the harsh lessons of the 2008 real estate bubble, today’s consumers increasingly have access to an incredible amount of data and financing options to invest in a …
 
At its core, real estate is an entrepreneur’s dream. Agents enjoy incredible freedom to build their businesses as they see fit, facing bigger risks than most professions, but also greater potential rewards. Yet in an industry as diverse and individualistic as real estate, making the leap from agent to leader presents unique challenges. For Lee Adki…
 
What does it really take to achieve success in real estate? Is it a great website? More leads? A powerful personal brand? These are all important elements. But Tom Ferry believes the answer is something more obvious, and more difficult to pin down.A New York Times bestselling author and the top-rated real estate coach on Swanepoel’s Power 200 list,…
 
When it comes to personal branding, real estate professionals walk a fine line. On one hand, agents need to differentiate themselves from a sea of competitors. On the other hand, they don’t want to do something that might alienate any potential client. The result is a lot of agents who play it safe, selling themselves with worn-out cliches.But for …
 
By now, most real estate agents interested in marketing online know that content is king. They also know that success is about producing tons of great content. And that’s enough to make anyone hesitate. Blogging several times per week, forever—that sounds like a lot of work. That got me thinking, maybe there are some alternatives.In 2010, Dale Chum…
 
In today’s tech-obsessed world, we’re often told that technology is the answer—to happiness, to health, to success. That’s certainly true in real estate, and it looks like agents and brokers are starting to listen. According to the NAR, the average agent spends about $850 a year on tech, while brokers spend over $1400.Of course, technology isn’t ev…
 
In the age of big corporations, there’s something special about a family business. That’s especially true of real estate, where family ties in business often come with a strong connection to the community. That’s certainly true of Tamara and Shannon Stone. Twenty years ago, Tamara decided to follow in her parents’ footsteps, entering the real estat…
 
Real estate teams are all the rage these days, and with good reason. Teams allow agents to grow their businesses and create more value for clients, without the added labor and overhead of starting your own brokerage. But that doesn’t mean building a team is easy. Rachel Adams knows from experience: her first real estate team failed after just eight…
 
The stereotypical real estate agent is many things: at best, personable and full of local expertise; at worst, aggressive and obsessed with closing the deal. Rarely, however, do people think of real estate agents as being funny (with the possible exception of Phil Dunphy from Modern Family). In fact, the real estate business as a whole tends to tak…
 
As any homebuyer or seller will tell you, moving isn’t easy. But what happens to real estate agents who move? When your community is your livelihood, starting over in a new city essentially means starting your career over. Agents who relocate are often faced with an entirely different market, and must build a whole new sphere of influence from scra…
 
As an industry built around independent contractors, real estate has always been a somewhat lonely business, with many agents scraping together the training they need to compete on their own. But Bernice Ross saw a better way. A college instructor turned broker with a PhD to match, Bernice put her skills to use in founding RealEstateCoach.com, one …
 
If you asked most people what it means to be a real estate agent, they’d probably tell you it’s just a job like any other. But real estate is more than a job: it’s a business. That’s exactly what Shay Hata thought when she earned her license and started her real estate career in Chicago. Three years later, she’s poised to do $25 million in sales in…
 
Everybody loves a good success story, especially when there are major hurdles along the way. Amanda Todd has had a few of them. In 2013, Amanda suddenly found herself a single mother to three children, living in a new city, and realized that success was her only option. After earning her license, Amanda dove headlong into real estate, closing her f…
 
By now, social media plays a major role in the lives of many real estate agents and brokers. Some of us consider ourselves experts on using social media. Bill Lublin wrote the book. As CEO of The Social Media Marketing Institute, Bill was tasked with rewriting the NAR’s e-Pro technology certification back in 2010. Then, in 2015, he rewrote it again…
 
What exactly do real estate agents and brokers sell? It sounds like a simple question. But the truth is actually a lot more complicated. Just ask Leighton Dees. He’s the CEO of Better Homes and Gardens Real Estate Generations in Alabama. For Leighton, real estate isn’t about selling homes: it’s about selling yourself. Your process, your personality…
 
Years ago, real estate agents were the gatekeepers. If you wanted to know what was on the market, you had to go through them. But those gates are gone. Real estate consumers now have access to all the property data they could ever want. Today, you need to give them something unique, something they can’t Google—and Raj Qsar has a few ideas about how…
 
For many real estate consumers, buying or selling a home feels like a blur—something that happens all at once. But every great real estate agent knows that a sale is the end of a long journey. The challenge, of course, is keeping prospects on the right path over weeks, months, even years. So what’s the secret? For Melanie Piche, it’s content, and l…
 
These days, the real estate marketing conversation seems to revolve exclusively around the web, whether it’s websites, social media, or SEO. For Matt Wagner, however, the old standbys of radio and TV are still very much alive.A former marketing consultant for the biggest radio station owner in America, Matt saw an opportunity for real estate profes…
 
Many of today’s real estate professionals are overwhelmed by digital marketing. And who can blame them? Most folks don’t get into real estate because they like running facebook ads doing SEO or writing blog posts: they do it because they like selling homes and helping real people. But it doesnt have to be that way, Stacie Staub believes that with t…
 
Why Every Marketer Benefits From a Little Social Media AutomationIf you’re a small business marketer, you might think social media automation tools are only for professionals. They’re not. Social media automation tools are super effective for any size business in any field.You know you need to be active on social to connect with your audience. Not …
 
In the real estate marketing world, we spend a lot of time talking about tools and strategies for succeeding online. But we often forget about the most important piece of the puzzle: motivation. For Jared James, the key to success is being motivated to take risks and do what’s necessary to grow your business, no matter how hard or how uncomfortable…
 
What’s the purpose of a real estate broker? It’s a question that both agents and entrepreneurs are asking a lot these days. Some say traditional brokerages are a thing of the past. But for Pam O’Connor, brokers have never been more relevant — and she’s making sure they stay that way. Pam has been named one of the top 25 most influential people in r…
 
The last few years have seen tons of advances in how buyers search for homes online. But renters: that’s another story. Today, nearly 40 percent of Americans rent their homes, and many of them feel like second-class citizens when it comes to finding a place to live. But for Sarah Jones and Zach Schabot of Bamboo Realty, renters come first. While ot…
 
How to Crack the Conversion CodeIncreasing your conversion rates is absolutely critical to success. It's one of the most powerful levers you can have for driving bottom line results.Ok, imagine your goal is to increase your sales volume by 100% this year. Where do you start? Making 100% more calls, Creating 100% more content? 100% more time, effort…
 
These are exciting times for the real estate industry. New startups, new tools, and new business models are changing the way real estate professionals engage with consumers. But Tom Flanagan thinks we need even more innovation in the real estate space, and believes we’re right on the edge of a major shift in how agents and brokers do business.As Vi…
 
It’s no secret that video is an incredibly powerful medium for marketers of all stripes. Unfortunately, a lot of agents and brokers are afraid to make the leap from dreaming about it, to actually doing it. But Marguerite Giguere and Anne Jones want you to know that video is easier than you think—and the benefits are too great to ignore.Based in Tac…
 
Creating valuable content to inform, connect and motivate your audience is not only possible, it may be one of the few vehicles left that allows you to do that at scale. The trick is to use a measured approach, focus on understanding your audience and how you can be a part of their journey online and off.. This article explains how to weave content…
 
Today, we’re speaking with Jack Miller. He’s the CEO of T3 Experts, a consulting firm that empowers real estate agents, brokers, and companies of all sizes to build better marketing systems. Jack is an institution in the real estate industry, but his first love is technology. In fact, Jack started his career as an engineer, building hardware and so…
 
If I told you you could hire an engineer to hack the sales process to create a predictable model for growth, would you do it? That’s exactly what one company did. They hired an MIT alum with an engineering background to rethink the sales and marketing process. Then they went on to build a $100 million company using data technology, processes for pr…
 
It goes without saying that the National Association of Realtors is a major force in the real estate industry. For some, it’s not always a welcome one. But Nobu Hata believes the NAR can be a force for positive change, especially when it comes to digital marketing. As Director of Digital Engagement, Nobu helps agents and brokers on the ground under…
 
Why Your Marketing Strategy Stinks And What You Can Do About It.The goal of any marketing strategy is to help you increase your brand awareness and grow your business. But in order for a marketing strategy to be successful, it has to be realistic and something you actually implement. Even with all the information on the web about marketing strategy…
 
What does it really mean to build a personal brand? For some real estate professionals, it’s all about slick logos and corporate professionalism. For Kim Colaprete and Chavi Hohm of Team Diva Real Estate in Seattle, it’s all about community, fun and the occasional drag queen. Kim and Chavi have created an unforgettable brand that’s made Team Diva a…
 
From grade school, to studying for your real estate exam, we’ve all had those awful school experiences—the dingy classrooms, the boring materials and the outdated methods. As director of the Go School at Better Homes and Gardens Real Estate | Go Realty in Raleigh, NC, Alyssa Hellman is working to change all that by making continuing education valua…
 
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