Perfect Example of What NOT to do in your Real Estate Marketing

Would you like to avoid looking like an a$$hole online?  Then you’d better read this post.

A portrait of a Real Estate Spammer

If you’re not clear what spamming is, or what it looks like I want you to take a good hard look at this post, especially the picture of this joker who spammed the Real Estate Referral Group yesterday.  Every mistep like this one could cost you thousands of dollars in missed opportunities.  So lets start with the first and most common type of spamming that real estate marketers use.

Yesterday I posted a a link to the “What’s the Point” article which wrapped up the New Media for REALTORs campaign.  I figured the topic would get some discussion since we’ve been talking more about SEO lately and how to be found on Google.  So here’s how it all went down…

Comment Spam:  This is defined by making comments that are completely irrelevant to the current discussion, especially when they are self promotional.

Clearly you can see that this persons comment was completely off the mark, so as a good group moderator I asked him how his post was relevant and he replied:

At first I would have guessed that he didn’t know English, but judging by his reply he really does.  Can anyone tell me how this comment is relevant?  If so leave a comment below and enlighten me.

OK, moving on.  Later on that day I found some more interesting stuff from our little friend which brings me to another kind of SPAMMY Real Estate marketing.  “The Overpost”

Our friend really out did himself this time.  Not only did he post under eight different topics in two different countries, but he also managed to be off topic in every one.  That’s true Real Estate Marketing Spamsmanship.

Being the gentleman that I am, I gave him a chance to explain his logic.

He declined to respond and just deleted these posts from his wall.  That means he was quite aware of what he was doing and decided it was easier to just forget about it.

Examples of BAD Real Estate Marketing

Now I thought I’d open this up for discussion.  What are some examples of really bad real estate marketing that you’ve seen online?  Share them along with your thoughts in the comments section below.

  • For me the best posters are the ones that say, ” Anyone looking to buy or sell real estate? I can help.” Remember your post goes to your “friends” and as a real estate sales professional it seems smarmy to post this type of message. Instead try and talk about what you are actually doing in the market place. Holding open houses, previewing property, and so on. The hard sell is just that. And if you are attempting to make that type of a pitch or being told to than run the other way. It is like when you step on to the car show room and the sales person is in your face, relax guy I'll call you when I need you.

  • Excellent point Mark. Since this is all so new to most agents they have NO clue where to start. Marketing is changing, if they don't keep up they will become relics 😉 Thanks for reading and commenting.

  • Name

    It is this kind of real estate agent that makes all of our jobs harder. My goal is to service my clients and built trust. There is nothing stronger than trust and yet it is hard to find. I too, get tired of hearing “thinking about buying or selling” from an agent. I do enjoy those who are diligent, optimistic and truly care deeply. They are usually the same agents that enjoy giving back to the community.

  • Actually Kathleen I think it makes our jobs easier. People can easily see what these people are about and skip over them instead to work with people like you and me.

  • I agree with your assessment, especially given the lack of explanation from your spammer. However, if he were really slimy, he would have somehow pointed out (with twisted logic I'm sure) how submitting listings to him and the Dallas MLS would magically boost you to the top of the Google list. He was at least smart enough to know that it would have been a lie and to just slink away. By the way, I am not a Realtor (nor do I play one on TV or stay in a Holiday Inn Express) but the points apply to any service profession that is based on relationships and trust.

    I think the incident shows the difference between business uses (and etiquette) of social media vs. personal uses. This guy is a Realtor equivalent of Farmville. Too much junk, not enough substance. Not to say Farmville, et al, are not successful, but they are intended for different audiences. This guy just hasn't quite gotten past the glamorous possibilities of social media and become aware of the social norms that are establishing themselves in the community.

    In his haste to harness “disruptive innovation”, he has become merely, well, disruptive.

  • sylviaseabolt

    I cannot help but comment on this post. First of all, hands down this one of the messages in a blog that I have read in a long time! Kudos to you, Jonathan.

    I am a REALTOR in the Dallas Area. Not that it matters in regards to your blog or the spammer, though. I am just so thankful that you exposed him for what he is. It is people like that that keep giving our industry a bad name. I would LOVE for you to expose anyone in any profession for being an idiot, but I especially love that he is in my area. Why do I love that we are in the same area? The answer us simple! I am going to my best to share your blog with REALTORS in the Dallas area. My intention is not to bring embarrasment to the spammer, but to educate my fellow REALTORS of unacceptable behavior on any social platform. If we do not help raise the calibur of our industry, we are destined for failure.

  • Pingback: michelle simmons()

  • NinaPousette

    Thank you for a good laugh! I feel sorry for people like this. Someone who takes an otherwise very relationship RICH business and turns it into a cold, numbers game, is obviously not making friends, but enemies – very quickly! Talk about a bad stink! I think it was THAT GUY…OVER THERE!
    Anyway, I can't think of any particular example of spammers in my area right now. However, I am a new realtor, and having a hard time accepting, even the general just sold/just listed 'MAIL OUT' techniques that we are STILL taught to do in my area today. Is it just me, or doesn't EVERYONE see this as junk-mail? I asked a bunch of my friends about this and they said they would NEVER chose an agent this way, and throw it out as soon as they see it. I feel the same way. I liken it to going on blind dates and hoping they work, rather than going out and having a truly rewarding social life, where you make real connections and eventually 'meet the one' 😉 Am I off base, here?

  • rodherman

    Well of course there are those “Hey I loved your article…I thought it was very relevant to my business” comment with a link to some generic real estate landing page. Those, of course, get an immediate DELETE!

    Great post, Jonathan. The most those of us with a conscience and integrity expose those who are just in it for a buck, the better off our industry will be. I checked out Russell's FB page, which lists oodles of web sites. One of his sites is called “ What a name! That pretty much says it all — pompous, arrogant, all-about-me. There are way too many of those in our business.

    Thankfully, the internet has become the great equalizer, as those like Robert expose their lack of class and arrogance for all the world to see. They think they're making points and getting “exposure,” but the savvy internet buyer and seller is looking for more than a fancy car, a wink and a fat cigar.

    If I'm a buyer, I want some who cares about me and who will treat my like I'm their only client — not someone who can boast and brag all night long. Fortunately, there are enough of us who pride ourselves on delivering Golden-Rule service to our clients!

  • Marketing in Social Media is so much like real life that these people don't get it. They think they're writing copy for a sales letter when they should be thinking about how they network at the local chamber mixer. It's still new and people need to learn what's right and what's not.

    Our community is finally coming together so we can lead by example. this guy was an example of what NOT to do, however this post and the conversation around it have turned into a great example of what TO do.

    Thanks for your insight Jason, don't be a stranger.

  • Pingback:

  • I think posts like this are important to get conversations going on the topic. I don't want you to abuse this poor guy 😉 I'm willing to bet it wasn't even him…I bet he hired someone to run his account and this is what they did (giving him the benefit of the doubt.)

    BTW- It's people like us and discussions like this that will bring our industry into the new millennia.

  • Pingback:

  • You're right Nina, old marketing techniques will not work in our New Media world. There are much better ways to connect then “Just Sold” postcards. It's up to us to innovate those new ways and use them to connect with our sphere.

  • Pingback:

  • Not only is the internet the “Great Equalizer,” but it gives us a chance to run a truly transparent business where people have a chance to get to know who we are before they chose to work with us. For anyone that's good at their job, this is a blessing.

  • Pingback:

  • sylviaseabolt

    Exactly. This same sort of conversation has been going around my association, lately. Many feel that educating on Social Media for REALTORS is a waste of time. And truth be told; even the most tech savy people need refreshers every once in a while.

  • Education is never a waste of time 😉 What board do you belong to?

  • Pingback:

  • Absolutely true. The public can see who we are, what we are, and find out whether we're real or just some canned marketing creation. Those who are real demonstrate that by what they say and how they present their on-line image. And it usually doesn't take long for those who are in it just for themselves to expose themselves for who and what they really are. Again, great post…always glad to see there are still others out there who these morals.

  • Pingback: Jason B. Nelson()

  • Pingback: Kathleen A. Scanlon()

  • Gave me a good chuckle. So sick of the “ask me” blurbs. Just TELL what you got going in relative/better detail, then those who DO ask will be at least a warm lead…not doing the equivalent of cold-calling instead which I tend to hate with a passion…

    Now check out my website…lol…(kidding)

  • Gave me a good chuckle. So sick of the “ask me” blurbs. Just TELL what you got going in relative/better detail, then those who DO ask will be at least a warm lead…not doing the equivalent of cold-calling instead which I tend to hate with a passion…

    Now check out my website…lol…(kidding)

  • Pingback: Gerben Nijmeijer()

  • LMAO, that was a great way to end your comment Matt. It's true, that “ask me” stuff is just plain ridiculous.

  • Pingback: