The Art of Marketing

You may have 99 problems, but marketing shouldn’t be one.

“Marketing is too important to be left to the marketing department.”~ David Packard

If you are new, if you are experiencing, if you have a pulse, you need to be marketing more. Unless clients are beating down your door to do business with you, you need to vamp up your marketing strategies often to reach more of the right kind of people to do business with.

Your ideal clients are out there, whether you broker, wholesale, or fix and retail homes. But before they can be clients, they have to be leads, and they don’t become leads without first being marketed to.

Here are Ten Tips to Successful Marketing to jump start your business:

1- Respect people’s time. This goes for writing ads to setting up meetings. Be brief, be knowledgeable, be articulate, and value the time of the person you’re communicating with, or they won’t want to spend time interacting with you.

2- Make people feel good about their purchase. This is also known as a “Stick Campaigns.” Make sure they know you value their business by sending them appreciation, buying them dinner, or simply sending a note of thanks.

3- Write and test your headlines. If you’re running craigslist ads, change up your ad with some split testing. Put two ads out there with the same message and use a different headline for each. Throw a different phone number on each ad and see which gets more calls.

“The aim of marketing is to make selling superfluous.” ~ Peter Drucker

4- Turn your services into client benefits. If you aren’t benefiting your clients with your services, and you can’t actively show how you’re doing this, then people are going to view you as someone who just wants their money. Do you do business with people who just want your money? I suspect not.

“Help your customers and you help your business.” ~ Leo Burnett

5- Use an emotional pull in your marketing. What is it in your marketing that makes people want to take action and get involved in what you’re doing? If you ask the right kind of questions to figure out what someone wants and can highlight those benefits, you’ll connect emotionally and increase your chances of turning a lead into a client.

“Stop interrupting what people are interested in and be what people are interested in.” ~ Craig Davis, former Chief Creative Officer at J. Walter Thompson.

6- Let the customer testimonials do the talking. If you aren’t getting 3rd party customer testimonials (comments on your blog, video testimonials, written recommendations), then you’re missing out on one of the most powerful forms of referral. Get people to say nice things about you and then get permission in writing to use those testimonials in your marketing.

“Make your customer the hero of your stories.” ~ Ann Handley

7- Create a sense of urgency. Want another powerful tool? Offer to give something small but valuable away for free, and then make sure you don’t give it to someone until you get what you want from them (i.e., contact information or their lead list).

8- Harnessing the power of referrals. When you close a loan, ask them for three people who could benefit from your services. If you’ve done great business with people, they’ll be eager to refer others to you, but may need a reminder. Open mouth, open business.

9- Use the phone as a tool. Don’t struggle with “phone fear.” Most of you, after dialing a number and waiting while it rings are thinking “please don’t pick up, please don’t pick up.” If you can get friendly with the telephone, you’ll begin to understand why the phone is the most effective form of communication because it doesn’t require you to travel. Surely, driving out to see someone face-to-face and getting to know them is valuable, but to accomplish the amounts of communication you need to succeed, the phone is your best friend. Pick up the phone and talk to people! You won’t regret maximizing the quality of contact.

10- You must envision your success before you begin. This is true for all business. I’m huge on goal setting and establishing your vision of what you want to accomplish and when you want to accomplish it. If you’re eager to get back into your goal setting, don’t wait until the new year. The more clearly you can narrow in on your goal with specific details, the more likely you are to achieve what you have envisioned. I’ll be talking about goal setting during my next CEO Fireside this coming Monday, November 6th at 5:30 pm PST. To learn more or register to participate in this webinar, you can do so HERE.

Using these tips to increase your marketing power, you will generate more leads and convert them into more clients. Don’t forget to join me on Monday, November 6th for a goal-setting focused CEO Fireside. I’ll see you there!

To Your Success;

Lee A. Arnold


The Lee Arnold System of Real Estate Investing

Follow me on Twitter: @CogoCapital  and @LeeArnoldSystem 

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