Building a Brand

From market to market the effectiveness of mass media advertising changes depending on the medium, the market, the time of year, and the availability of quality spots (radio or tv) or locations (billboards). But one thing is true with all three of them – using any of them with 1-800-SELL-NOW works!!! On a market by market basis – once we’ve zeroed in on the right medium, the right times, and the right message – the phones absolutely start ringing!

I can tell you that there are definitely times when I thought television advertising was going to make things happen in a particular market and the exact opposite has happened – television did nothing and radio lit the phones up. The reverse has been true as well.

Advertising is not an exact science. Not for 1-800-SELL-NOW, not for Coca-Cola, not for Ford, not for anyone. Have you ever seen a commercial and said “What were they thinking?” or better yet….. have you ever seen a commercial and didn’t know what they were advertising? There is a certain amount of trial and error involved from market to market.

The beauty of 1-800-SELL-NOW is that we take as much of the guess work out of this equation as humanly possible. We KNOW what is working in other markets, so we’re at least one step ahead. We know what radio spots are working, what television spots are working, times, channels, formats, etc. It allows us to narrow the learning curve for each market. Some markets “light up” the second we start running media, others it may take a few months. But one thing is for sure – we get it figured out and make the phones ring!!

I tell you all of this so that some of you understand that 1-800-SELL-NOW is truly different than a lot of our competition. We are not simply a lead generation company that guarantees X amount of leads every month. This in NOT who we are, nor who we want to be.

1-800-SELL-NOW is a brand. It is an identity in your market. We want you to become 1-800-SELL-NOW. We want every mortgage broker, title agent, realtor, insurance agent, and banker in your community to know you as the “1-800-SELL-NOW people.”

That is the true power of this brand. The message is strong, powerful, and memorable. Once you have this identity in your market the brand does all of the work – not the advertising. We have licensees that have been with us for some time now and the same $2,000 they now spend in advertising will generate 10 times the calls from when they first started.

How is that possible? I can tell you it is not because they are getting more spots on tv or radio. It is because they have embraced the brand in their community. From the signs on their buildings, the signs on their cars, the bandit signs, to the direct mail pieces… name it – it says 1-800-SELL-NOW. The brand is now their identity.

That type of business requires a resource commitment and the time necessary to build the brand in your market. But in the end it is worth every dollar.

I’ll give you another example…..

I’m a big fan of Coca-Cola. Now I don’t necessarily need to see or hear a commercial for Coca-Cola to remind me to grab a Coke. In fact, Coca-Cola spends less per customer on advertising than they every have. Their sales continue to climb, they have one of the most recognized brands in the world, yet they spend less? That is the power of a brand.

Coca-Cola has established a powerful brand thoughout the world that is dominant in almost every market. So powerful in fact, that you don’t even need to see the brand to ask for it by name when you want a soda.

That’s exactly how we want you to view 1-800-SELL-NOW in your market. Initially work hard to build the brand…..advertise, advertise, advertise. Everywhere your customer looks – they need to see 1-800-SELL-NOW. Then, after the brand is well-established in your market and you have become the “go to” people – you begin “maintenance advertising” that keeps the name fresh in their minds.

1-800-SELL-NOW is a great brand that is more recognizable by the day. We want to help you to maximize it in every way.

Good luck with all of your investing –

Kent Clothier

About Kent Clothier

Kent Clothier is President and CEO of Real Estate Worldwide (REWW), a highly sought-after speaker, the owner of three multi-million dollar a year Internet marketed brands, and proud husband and father. Kent is motivated by his love of family and freedom, creating products that enable people to live their lives the way they choose.

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