Push marketing vs Pull marketing

By
Real Estate Agent with 774.289.5521

This morning I commented on SPAM that I received (I made it members only if you are reading this and you aren't a member).  There was a comment left that basically said, like it or not, SPAM is here to stay. We are all marketers here. Every one of us. I'm really hoping that anyone who spams reads this. Because SPAM, as we all know, is unwanted.

Still people send it out. I'm guessing that when you blanket a message board's members with your message that the odds are you will find one person who wants what you have to sell. That's PUSH marketing. Pushing your message in someone's face. It's also very ineffective. I mean, if you have no clients and a trust fund paying your bills and you have the time to spam lists to gain one client, then that's your perogative, I guess, whether I like it or not.

They say it takes 7 times for a prospect to see your message before they become a client. That means a spammer has to spam me 7 times before I buy from them, if I am even interested in what they are selling. What's the odds that I've filtered their addy long before I receive the 7th message?

For the rest of us, who have to have more than one client to pay our bills, we can't be blanketting whole lists. We need to be a little more specific about who receives our messages so we aren't wasting time (ours or theirs). What is much more effective than push marketing is PULL marketing. Drawing, or pulling, the ideal client to us. We can do that through answering on message boards, blogging, newsletters, and many other ways. 

Basically, if I see your name on answers in a forum that you've answered on 7 times, I believe that is a much more effective way to show me that you are an expert in your field, and I may just decide on my own that you are the ideal person to solve my problem without you pushing the fact in my face.

My husband has a saying, "when you're sick you go looking for a doctor, the doctor doesn't come looking for you". In other words, people who need me will call me, I call people that I need. Show me what you do and when I need what you have, I will give you a call. Don't throw your services in my face. It makes you look desperate.

I really hope that I'm not sounding judgmental because that is not my intention. I am trying to educate the spammer. I know when you're just starting out and you're desperate for clients that you'll try anything. But you're actually hurting your reputation, not helping it. We all know how important reputation is in this business.

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Ambassador
650,386
Kristal Kraft
The Berkshire Group Realtors - Denver, CO
Denver Real Estate - 303-589-2022

Ah, yet one more way to spell Crystal!

Your post is right on push market is so OVER!  Pull or attraction marketing is where it is at.  The gravity well is today's preferred method, for future clients.

Kristal
Not,
Chrystal
Christal
Cristal
Krystal
Krystall
Krystale

September 18, 2006 12:03 AM #1
Rainmaker
605,739
Sharon Simms
Coastal Properties Group International - Saint Petersburg, FL
St. Pete FL - CRS CIPS CLHMS RSPS
I guess it's all the numbers game for the spammers, and it may get them some sales - but it won't get them repeat customers, and that's what's really important in any business.
September 18, 2006 05:24 AM #2
Rainer
261,905
Teresa Boardman
Saint Paul Home Realty - Saint Paul, MN
Nice piece.  I would say email marketing of any kind will be replaced by RSS feeds.  I am noticing that much of my email is blocked from the people who actually want it because we are all forced to have so many spma filters that our email is almost useless.
September 18, 2006 06:29 AM #3
Rainmaker
64,491
Crystal Pina
774.289.5521 - Worcester, MA
Remax Professional Associates

Ah, Teresa, that's exactly what I was alluding to. I'm trying to forumulate my next newsletter article on RSS technology.

Kristal (at least they can tell us apart - gotta be unique!), you are the perfect example of pull marketing. I have never met you or spoken to you but I have read lots of your blog posts here. If I were ever to move to Denver I'm sure I'd be calling you.  

September 18, 2006 06:46 AM #4
Rainer
32,026
Ken Stampe
iBrandPlan.com - Grow your e-Profile & Brand - Dallas, TX
iBrandPlan

Teresa,

You hit it on the money with all of the relevant e-mails we send to clients who want to get them but the message is blocked. I started doing something different with mortgage disclosures. I used to e-mail them but had so many problems with e-mail filters, AOL, etc. that I now post them in a yahoo account and e-mail the client with a user id and logon. I leave the documents there for 48 hours then change the password. That way a client can go through the internet to get their stuff in a secure way without me having to chase if they got my e-mail.

Ken Stampe  HomeLoanDFW.com

September 18, 2006 08:54 AM #5
Ambassador
650,386
Kristal Kraft
The Berkshire Group Realtors - Denver, CO
Denver Real Estate - 303-589-2022

Crystal, Your blogging indicates a much higher level of expertise than what I have perceived most VA to have.  Good post!

Kristal (with a k and no y)

September 18, 2006 10:13 AM #6
Rainer
4,691
Amy Dinovo
ALVA International, Inc. - Saint Petersburg, FL
Lately, I've gotten the same way with spammers as I have with candidates. If I don't like they way you market (or campaign) then you won't get my money (or vote). I may at some point be in the market for a Canadian Pharmacy or Male Enhancement but at that point I'll google it and investigate the legit ones and choose that way. Spamming me is almost an assurance that whether it's the 7th or 700th time you contact me, I won't respond.
September 18, 2006 10:22 AM #7
Rainmaker
164,193
Dave Rosenmarkle
Highland Realty - Arlington, VA

Kristal Kraft, what a backhanded compliment and unkind things to say about VA's. If you have someting to say about VA's make it a separate post and see if your criticisms stand!

Crystal,  I think your observation is on the mark. Frankly, I'm a little surprised at the direct solicitations I have received since joining ActiveRain. As you suggest, I read the posts and am beginning to get a feel for the contributors who will become the base for future referrals as needs occur. Good luck!

September 18, 2006 10:36 AM #8
Ambassador
650,386
Kristal Kraft
The Berkshire Group Realtors - Denver, CO
Denver Real Estate - 303-589-2022

Ouch Dave, It was not a backhanded compliment but a full force one instead.  I'm not insulting VA's just noting the ones I have investigated did not detail any sort of "higher end" web work.  Crystal's blogs, if you read them indicates this.

Maybe you should read Crystal's blogs. You'ss see to what I am referring.

September 18, 2006 11:03 AM #9
Rainmaker
64,491
Crystal Pina
774.289.5521 - Worcester, MA
Remax Professional Associates

Thank you both Dave and Kristal. Dave for sticking up for VAs. Kristal for the compliment. I did take it as a compliment because I intend on standing out from the crowd. When you say I'm not like "other VAs" - good. I like that.  

I haven't had a lot of time lately to share my knowledge but I plan on blogging more in the near future. I am not a web expert, I am a marketing expert, both internet marketing and local marketing. I am hoping to stand out from other VAs by showing that knowledge in my blog and through my newsletter.

I was a Real Estate agent. I actually sold my last house in June. Personal situations are forcing me to find another way to work. Without getting too much into my personal life, I have a handicapped child at home who needs me more right now. He was injured in a fall several years ago. Showing houses and holding open houses kept me away from him too often. Becoming a VA was the ideal cross between doing what I love (marketing) and doing what I have to do. Actually working online is a lot closer to what I love to do, so it's been a blessing in disguise that I have changed into a VA. I may again evolve my title, but no matter what I call myself, I will always share in the success of others. I want to help others reach their marketing goals. I'm one of those people who honestly does like to see others succeed. I'd like to be able to support myself at the same time.

September 18, 2006 11:33 AM #10
Rainer
52,904
Michael Price
MLBroadcast / Zillow / Sitetraffic.com - Houston, TX
I was glad to see someone comment on RSS and how it will be used in the future. Syndicated content in which internet empowered consumers subscribe to marketing messages has gone past the proof of concept stage. It would do everyone well to garner a understanding of the technology and how it will impact your business models going forward. 
September 18, 2006 11:35 AM #11
Ambassador
650,386
Kristal Kraft
The Berkshire Group Realtors - Denver, CO
Denver Real Estate - 303-589-2022

Crystal, I've taken Dave's advice and blogged this topic.

Your background having been in the business will provide you with insite to assistant others in a big way.

Sorry to hear of your son's accident, but you have made the right decision.  Kids come first...

September 18, 2006 11:45 AM #12
Rainer
2,204
Al Kao
AK Works - Virginia Beach, VA

"trying to educate the spammer" - that's rich. What spammer would care? If the spammer cared - then the spammer wouldn't be a spammer now would he?

And don't forget that the spammer isn't necessarily someone who just wants to market a product and make lots of money. The spammer can be crime syndicates that send spam which are really phishing campaigns. Clicking on spam links can take you to places you shouldnt go to.

So, like it or not, spam is definitely here to stay.

When you create a communication medium, it is bound to be abused. "Free speech" in America has been abused. TV and radio abused. SEO is abused - I mean, all kinds of communication medium and marketing tactics abused - because there's money in it.

Don't think for a minute that people dont regard realtors who email "spammers".

Spam has become such a wide term to mean "anything that I dont want". Even if you sign up for a newsletter - if they email more than 1x a day - or more than 1x a week, it can become "spam" - because it's "unwanted". The problem with that is "unwanted" is all relative.

Spam can also come from a lot of places. Is your email published online? Programs called email harvesters scour for emails to spam.

Have you put your email out there by signing up for stuff? Lists get sold and resold many many times.

Your computer may be highjacked by trojans and spyware or adware. Maybe the ppl you send emails to have their computers highjacked.

I've seen plenty of ppl come to me and ask why their computers are slow and dont seem to work - and their computers are riddled with spyware, adware, and even trojans - and they were none the wiser.

The bottomline is Spam is here to stay. The key is to  avoid opening the emails, clicking on anything unless you trust it, and using filters, be vigilant. That's the truth.

September 18, 2006 11:58 AM #13
Rainmaker
64,491
Crystal Pina
774.289.5521 - Worcester, MA
Remax Professional Associates

"trying to educate the spammer" - that's rich. What spammer would care? If the spammer cared - then the spammer wouldn't be a spammer now would he?

Al, I think (hope?) this spammer would care. He did lots of things that regular spammers don't do which showed him to be an amature. I thought in my first post that I didn't come off by saying what I was thinking, so that's why I clarified with this post.

But I'm also blogging to people who may not know there's a better way, they may think, "well if we can't email, what can we do?". That is where RSS comes in. I didn't talk about it because I am working on an article for my newsletter on it. Actually, there's so much more than RSS. It's the whole "bringing people to you" concept.

September 18, 2006 12:22 PM #14
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Crystal Pina

Remax Professional Associates
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