Module 3: Marketing for Sellers - Amazon S3€¦ · Module 3: Marketing for Sellers Welcome to...

Module 3: Marketing for Sellers

Welcome to Guerrilla Property Marketing, Part 3 Guerrilla Marketing for Sellers.

This is the exciting bit – Looking for seller leads.

So in this section, we are going to be looking at “What to put on your ads?” also known as“Content”, “What to put your ads on?” that’s also known as “Medium” and “Where toactually put your ads on?” which is also called “Placement”.

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So what’s the anatomy of a Guerrilla Ad? What are the parts of it that need to be there in orderfor it to work?

So first of all, we are not doing professional, slick business advertising and even if we were, wedon’t want to be having our logo at the top. Brands that advertise with their logo in prime position,that is known as Brand Advertising and it is only really effective for really big brands like CocaCola and other big brands like that who have a lot of money to throw about; so that they arebuilding their brand in the public eye. For us, we need to have something else at the top and tobe honest, in Guerrilla Marketing it’s not really … it’s a noncommercial, nonprofessionallooking. Remember we are looking for something that is a bit scrappy and doesn’t look like abusiness. So if you really want to, you can put your logo somewhere but don’t put it at the top forsure.

The second part is a Benefit Headline. So we need to get across to people – What the benefitis for them? What is in it for them? OK! And we will take a bit more about what that might be in aminute.

And then at the bottom, we need a strong Call to Action. So that is basically telling people whatthey need to do next on seeing their ad. So their attention has been grabbed by your strongbenefit headline and then you need to tell them what is it that they need to do next and yourcontact details obviously. You need to be telling them where they need to go, what number theyneed to dial in order to contact you.


So here is a simple Guerrilla Ad and we will just go through the anatomy of this one. So at thetop, as we said is the headline and it contains a benefit for that person and in this case, it’s thefact that you buy houses and you buy them for cash and if they are selling a house, then that isgoing to appeal to them. That is going to be a benefit in their eyes.

Next up we have got a call to action and that’s simply, “Call John” in this case, call me but youobviously want to replace that with your name. Then at the bottom you will find the contact detailsand the contact details are really wrapped up in the call to action.

So going into this in a little bit more depth:


Benefit Headlines … So some examples of these are “Cash Paid for Houses”, “I buyHouses Fast” … So not only is the benefit that you buy houses but you also do it quickly and forsomebody who is in the possession of a motivated seller, they generally want a quick sale, sothat’s an added benefit for them.

“Cash for Problem Properties” – Many people who are motivated may have a problem withtheir property whether that problem is financial, the property needs repair and other things likethat. So if they have a problem property that is going to be a benefit for them.

“I Want to Buy Your House” – Again it’s more of an unimplied benefit but it is getting acrossthe message that you buy houses and you can help them by buying their house.

“2 Bed Room House Wanted” This gets even more specific, so if you are advertising in anarea where there are a lot of 2 bed room houses and that is may be the focus of your targetmarket; that’s the type of property that you are looking for and it may well be because one bedroom flats may not be what you are after. You may be looking for houses. So it has got thebenefit of filtering out the properties that you don’t want to look for and also it speaks veryspecifically to your target market, so if someone sees “2 bed room house wanted” and they havea 2 bed room house, then that really connects with your target market and that person is farmore likely to be calling you. So if you are able to be specific then it is great.

So moving on to the types of Guerilla Marketing that you can use. Now this is our “bandit” sign.In this case it’s a small board that’s probably about twice A4 size attached to a lamp post there.Do use these sparingly though because you don’t want to end up annoying the people, whoseneighborhood you are actually putting these up in.


Now in terms of material to use for these … You can use any sort of flat board that you havelying about – Even cardboards, but cardboards will obviously get wet in the rain but in this case,it’s correx that I have used and you can find that for sale very easily on eBay. Just search for“Yellow Correx” or just do a random web search and see if you can find that coming up. Itoften comes in larger boards as you can see that the edge of that, the one in the picture, is a bituneven, so I had to cut that down from a larger size and that’s quite easy to do with a craft knife.

You normally use cable ties to attach those to whatever you are tying it on to. Cable ties arethese thin plastic strips that you take one end and you feed it through an attachment at the otherend. It clicks through and it becomes very secure. You can attach them together if you areputting it around something that’s quite large, then you can attach 2 or 3 ties together endtoendto make it longer and make it fit.


So where should we be putting these signs – Obviously we have said that in legal, lawful areasbut lamp posts and railings can be good. Dual carriageways, traffic lights – If you are putting it ata traffic light then obviously people will have the car stopped and be able to see them quiteclearly and you are then able to make them a bit smaller, the sign. The advantage of putting upsmaller signs is that they are less likely to be taken down and they will stay up longer.

Busy junctions is another one. I had tremendous success with one I put up outside a shoppingcenter, just on the railings as you go in or leave the shopping center. I was absolutely delousedby calls from that one and as we say, check with the local council.

OK. Another medium is stickers. You can handwrite these yourself. Again just search for


stickers on eBay or the like or alternatively you can get those printed up fairly cheaply and againit’s just the same sort of anatomy as the ads we looked up before. In this case, the calltoactionis simply the phone number itself. The “call me on” is implied rather than explicit. So you cansearch on eBay for something like “Blank Yellow Stickers” in this case.

Yellow stickers on eBay

So business cards! This is an example of my business card. Again, same anatomy as signs.There’s obviously the potential to mention a referral fee on here – perhaps on the back of thecard. You will always pay the referral fees on completion of a sale rather than up front. That ismy real number. Of course, I don’t mind if you put that in your advertising but probably it would bea good idea to put your own in there instead.


http://www.google.com/url?q=http%3A%2F%2Fwww.ebay.co.uk%2Fsch%2Fi.html%3F_trksid%3Dp2050601.m570.l1313.TR0.TRC0.Xblank%2Byellow%2Bstickers%26_nkw%3Dblank%2Byellow%2Bstickers%26_sacat%3D0%26_from%3DR40&sa=D&sntz=1&usg=AFQjCNE0R5Iq15tzOdY0v_uAAr3BpiwK8g

With business cards, you obviously want to make sure that everybody gets one. Give them outlike confetti. Taxi drivers is a good one to give them to, if you give them a tip, hand your businesscard to them as well. Also with people like that you can make them aware of a referral fee if theypass you business and people like taxi drivers have a lot of contact with people. Taxi drivers andhairdressers is the other one, so if you are on good terms with your hairdresser then let themknow what you do and that there’s a referral fee in it, if they pass on some business to you.

Another one is waiters and the public transport. These can be left on a bus seat or at a bus stop.I will leave it to you to decide whether public toilets is a good idea or not!

Fridge magnets is another good one. If you make your fridge magnets unique in some way, it


doesn’t even have to look like a house then people would be inclined to put them on their fridgeand someone will see it every time they open their fridge and if a friend is looking to sell theirhouse and having trouble or if they are then your name and your number will be at the front oftheir mind. Places like MyFridgeMagnets.co.uk, if you are in UK, is a good one. They do freedesign and delivery and have pretty reasonable prices.

Tear sheets is another good one. There is a template for this available for download in Wordformat. The link to that should be below this video and these can be put at bus stops, lampposts, supermarkets and notice boards – wherever. These are the types of notices you seewhere you put your phone number and your contact details on those strips at the bottom, cut upin between each one and then people can tear off the contact details and take it away with them.


Now this is a good one – the Garden Rental Strategy. So if you are selling a house that istucked away then this is a good way to do it as well. So if you are not able to put a sign up on theside of the house that you are selling or if it’s not very visible then go to the nearest main roadand speak to someone and see if they are willing to put a sign in their garden either advertisingyour property or advertising for properties wanted to buy. Have them put the sign up in theirgarden and pay them a small fee per month for doing that.

Obviously your own house is another way of doing it as well. If you are in a visible place thenput up a board in your garden. You can also do that with any property that you happen to berefurbishing or that you are letting and you can put the boards in the garden or on the side wallsin some houses, like if it’s the end of terrace, for example and the side wall is visible from theroad then that can be a good way to go as well.


Notice boards, around your community, can be good visible place to put things as well. Forexample, in schools, super markets, community centers and hospitals.

We touched on this briefly already. Referrals are a great source of business as well, so alwaystalk to past sellers. It’s something that’s often overlooked so when you have done business withsomebody, when you have sold their property or bought their property, you have done a good jobfor them, then always ask them if there’s someone they know that you can help as well.

Speaking to tenants! Make tenants aware that what you do and again don’t forget to let themknow that you give a fee for any referrals.


OK. So leaflets is a fairly traditional method of marketing for this kind of property. Lots ofinvestors do this and they get a professional designer to design a leaflet and then deliver them onmass. This isn’t really Guerilla Marketing. If you handwrite a leaflet and then duplicate them athome and in this example, you can print 4 to one sheet of A4 paper and then just chop them upafterwards, so the advantage is that it being handwritten is going to stand out from the crowd,as we have talked about. You are also able to handdeliver these and as with any kind ofmarketing, if you are highly targeted to your target audience then you are going to get betterresults.

So if you are actually delivering these leaflets by hand to people who have “For Sale” signs upoutside the house already, so you know that this person is looking for a sale. They may havebeen with their agent for a long time and be looking for another way of selling their property.Now there is obviously a question of ethics here. If it’s already with an agent then are you stealingtheir business? Well, I would say – “Yes”, you want to be careful if that person is within thecontract with the agent and may be take a step back if that is the case. However, if they havebeen on the market for 2 years, for example with the same agent and they are not getting theresults then I would say that it’s a fair game because they are not in a contract anymore and theyare simply looking for a sale for their property.


OK, so Bird Dogs as we have discussed already, these can be great ways of getting referrals.So speak to people in the area that you are targeting – people like postmen, local shopkeepers,tenants of your own, you can put an ad in the Classifieds or Gumtree, advertise for a job andmaybe you’ll find a retired sales agent or somebody who is interested in property, who takes aninterest in what’s on sale in local area and would look out for deals for you. As I mentionedalready, hairdressers are great too. Anyone who is in contact with a lots of people during thecourse of their day.

And as always don’t forget to mention a referral fee. That could be anything from 50 quid tomaybe 500, depending on what you think that person would be happy with.


OK, so moving on to vehicles. Vehicle graphics can be a very effective way of promoting whatyou do in your local area. So, to find out somebody who does this in your local area, just searchfor “Vehicle Graphics” followed by your town. Now this one here – this white van here, wasactually my vehicle. I drove that up until, maybe 5 years ago. I certainly got business through thatbut I would say that it’s maybe a little bit too neat and conventional. It maybe, just looks like aplumber’s van or something like that and doesn’t stand out as well as it might do, but you will seethat it is more or less conforming to the Guerilla standards.

So the logo isn’t at the top, we have got this benefit headline and in this case it is in the form of aquestion, which somebody who is in that position would be able to answer. And then we have gotthe calltoaction at the bottom – in this case, I have used a freephone number. I would not dothat these days. So I would do this one differently if I did this now but it is an example of how itcan be done.

This one on the other hand is a little bit more eyecatching, you might agree. This is a full carwrap, so if you are looking for something like this then search engine “Car Wrapping” and yourtown. So wrapping would be spelled wrapping. You will see that in this case they have useda mobile phone number and a kind of messy, untidy, almost handwriting style on the fonts here,which is just going to get loads of attention. So it’s another way of doing it.


Maybe you don’t want to have this kind of writing all over your car, all the time. What you can dois that you can get car door magnets, so that you can put them on when you are in GuerillaProperty Marketing mode or maybe if you parked your car in a supermarket car park orsomething like that. You can put the door magnets on and take them off when you don’t needthem on there.

Again MyFridgeMagnets.co.uk does these but if you just search engine “Car Door Magnets”,then you will find out something in your local area that will do that for you.

Another way of doing this, if you don’t want to embarrass yourself by writing your own vehicle,then see if someone else will do it for you. So options for this are trades people, if they don’t have


their vehicle written already or friends and family. A carrot for encouraging them to do this is tooffer to pay their insurance for them. So pay their car insurance for them, in return for writingyour message on their vehicle.

So here’s another cool way of doing it. It’s a little more subtle. So a place I found out that doesthis in UK is demonPlates.com, but just search engine “Print Car License Plates” and youshould find some place locally that would do this for you.

Printed Wheel Covers. This is a good way of doing things if you have a 4 x 4 vehicle. In thiscase, it is actually my mum’s car. I got this one off eBay and popped it on the back of her car. Sosearch eBay for “Printed wheel cover free design”. In this case it cost me under £20 for supply,


print and design of that. I did have to apply the letters in myself, which took a little while but it wasquite fun actually. So that is an effective way of doing things if you have a 4 x x4.

Printed wheel covers on eBay

So clothing – this is another way of doing things if you are not embarrassed about havingadvertising on your clothes. This can be as subtle or as brazen as you would like. Ways of doingthis are tshirts, hivisibility jackets, shopping bags is a little bit more subtle for ladies out thereand caps and hats. I have even seen people that have put their toddler or baby in a little tshirtwith, “My Mommy Buys Houses” or something like that which is quite funny. But yourimagination here is the only limit.


http://www.google.com/url?q=http%3A%2F%2Fwww.ebay.co.uk%2Fsch%2Fi.html%3F_trksid%3Dp2050601.m570.l1313.TR0.TRC0.Xprinted%2Bwheel%2Bcover%2Bfree%2Bdesign%26_nkw%3Dprinted%2Bwheel%2Bcover%2Bfree%2Bdesign%26_sacat%3D0%26_from%3DR40&sa=D&sntz=1&usg=AFQjCNGMkdIYw60NoV-tWlgFBhLJqjB27w

Car Boots Sales are another way of getting a lot of attention to what you do in your local area.So if you drive up to one of these and have a banner or sign in a nice, bright color that you canhave at the back of your car and just hand out leaflets and talk to people and collect leads. Letpeople know what you do and have a chat with people.

So as I promised I am going to let you know the exact advert that I used to get this property here,and it was simply this one here in a traditional format of Guerilla Marketing Ad, that we talkedabout earlier on.

So we have got a question that people can answer to the positive with a benefit in it and then a


calltoaction at the bottom. In this case we have given the website and the telephone number.

You can test this but it may be best to have one calltoaction. The other thing is that if you havea website, then they may get distracted and go off somewhere else. (That used to be mywebsite but somehow I managed to lose it and it expired. Someone else has it now which is a bitannoying.) In those days, I used a freephone number but as I said, I would not recommend itthese days. The template for this exact ad is available under this video.

So in this section, we talked about marketing for Sellers. We looked at what to put in your ad(the content), what to put your ads on (the medium) and where to put your ads (the placement).

As I say, this is really limited by your imagination. You are undoubtedly going to be able to think ofsomething that I haven’t mentioned here and if you do, I would love to hear about it.

So do email me with your own ideas and a photo of you as well if possible. So in the next sectionwe are going to talk about Marketing Yourself Online in a Guerilla Fashion.


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