If you’ve been looking for houses in this market you know that it is a strong sellers’ market and the competition is fierce. If you are going to not just survive, but thrive, then you must become a Samurai marketer.
In feudal Japan, the Samurai warrior protected the lords. What made them such a powerful adversary was their code – their “bushido” or “way of the warrior”.
Samurais…
- Had a high level of integrity
- Did not give in to their circumstances – they found better ways
- Adopted a “Never Say Die” attitude- meaning they never quit
- Honed their skilled constantly to be the best
- Fought ‘til the end
- Courageous
As a marketer, the bushido will serve you well as well. Your marketing should have integrity. Do not attempt to fool your prospects with shady tricks or false promises. Be sincere in your message and represent who you truly are.
Understand there is not just one way to market and in an ever changing environment you have to keep looking for new ways – new ideas. You cannot just give up because it’s a tough competitive market. Think about your target market: is there a segment that no one is going after? Generally, the harder the list is to obtain, the less the competition. Does your marketing stand out? Does it grab their attention? Are there multiple mediums you can use within your target market to get your message out?
The fatal flaw that most marketers make is that they expect instantaneous results and when they don’t get them they fold – they die. Never say die! Marketing is about longevity and consistency. The ones that make it in the end are the ones that are consistent and stay in the game.
It’s a numbers game and you have to reach a vast population before you start to see results. On top of that, it often takes prospects some time to respond. Your chances of hitting the right prospects on the right day at the exact time that they are ready to make a decision are slim. That’s why you stay in the game and why you continue to grow the number of prospects you reach. I understand that in the beginning budgets are tight, so you have to start smaller and target smaller lists. Remember that this will also delay your results. Have patience and be persistent.
Marketing is ever changing and evolving. A great marketer continually looks to hone their skills and improve their marketing. Even when you have a piece that is working amazingly well, the results will eventually change. That’s why you have a control piece and test new ideas against the control.
Finally, marketing requires courage. You will invest money and often see no immediate results. It takes courage to keep it going. When you do, you’ll start to see the results and then you can start to grow. A common occurrence with my mentoring clients – and I warn them of this – is that they will implement a small marketing campaign, and mail out the first one or two mailing, not see immediate results and be ready to abandon the whole campaign.
Fight that urge and stay in the game. Those that do always come out victorious in the end. Real estate investing is an amazing business, and we investors must constantly adapt to the market to continue to reap the rewards.
Expect abundance,
Lou Castillo
