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by Ben Innes-Ker
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u are a marketer first, and a Real Estate Entrepreneur second, you'll finally be able to start making the kind of money you really want to make.
Accepting your role as a marketer is the thing that will move you out of the rut of occasional mediocre deals and up into a level of sustained success that would not otherwise be possible for you (although this is not what is taught in how-to-do-it real estate investing information).
And this is true of anyone in any other business or industry. The person or company who is most on top of their marketing, makes all the money, and dominates their market.
Look at Domino's. A marketing machine! Very average pizza. But aggressive marketers, and they virtually own their market.
Look at Bill Gates (yes, I know, everyone cites BG). If you saw Accidental Empires though, a PBS documentary by Robert Cringley, you'd know that Gates was just one of hundreds of fanatical "techies" who were trying to make this computer thing work somehow. With his astute positioning and relentless marketing he rode Microsoft up over IBM to the $243B company it is today.
Of course this doesn't mean you just market better and let your buying, negotiating and selling skills go to pot. You've got to be the very best property buyer you can be and run your office well too.
After all, your sellers and buyers deserve the very best treatment from you. But more importantly, doing what you do so well that people can't resist telling others about you, is the purest type of marketing in and of itself.
Remember, it doesn't matter how good you are i |
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