The missing step in real estate marketing is the reply

You are not competing to be the best agent in your market. You are competing to be the only one who does what you do. There was a man living inside a billboard above Sunset Boulevard. Netflix put him up there to promote a new film. Thirty feet in the air, in a furnished room with a lounge chair, a table, books, plants and curtains in the windows. He did his stretches in the morning. He ate his meals. He watched the street through a pair of binoculars. And when people on the sidewalk looked up at him, he wrote messages to them on a whiteboard. You can read the coverage here. Sunset Boulevard has hundreds of billboards. Every one of them costs real money. And every one of them is invisible. Netflix did not buy a bigger billboard. They bought the same billboard everybody else had and made it the only one of its kind on the street. That was the whole strategy. It is also the one thing almost nobody in our business is doing. Different beats better Most agents are trying to be better. Better photos, better postcards, better software, or a better headshot. Better is invisible, because better is a comparison and nobody out there is comparing. Your postcard is not losing to a superior postc...