While the people I’ve been connecting with in the real estate investment world have been teaching me a lot, I’ve been learning a lot about some of the players by watching their approaches to marketing.
Some have been impressing me.
Others have been nothing short of cringe-worthy.
So each day before the end of this year, I’ll be picking apart one specific actor for essentially being a far better real estate investor than marketer.
The first culprit we’re tossing on the examination table is a woman we’ll refer to as LegallyBlonde.
Now here’s the thing with LegallyBlonde — she’s managed to learn a lot from her mentor and use that knowledge to rack up an impressive portfolio of properties.
It’s no wonder that picking up several properties in a year using Other People’s Money will boost anyone’s ego.
After getting onto LegallyBlonde’s mailing list it’s clear that her admirers are a little gun-shy when it comes to call-outs or offering any form of (much needed) advice.
To help us both get through this as quickly as possible, I’ll break her marketing mishaps down in bullet points.
Sin #1 — Not coming through for pre-sell calls. Anyone selling high-ticket items knows how tough it is to get people who sign up for a call to actually show up.
So when you, the seller, don’t show up for a call, that’s a pretty serious strike.
Sin #2 — Setting yourself up for massive refund demands. Imagine this — you email your subscribers for a solid week to entice them to buy a $1K course.
Some buy. Four days after you “close the doors”, Black Friday occurs and you re-open the doors, offering a 40% discount that wasn’t offered to people who bought the same course just days earlier.
Sin #3 — Not testing before deploying. When LegallyBlonde sent out the coupon codes for her Black Friday sale, none of them worked.
What’s worse is she’s using ClickFunnels, which makes the setting up of coupon codes as easy as making a ham sandwich.
Realizing her folly, she deployed an email stating she fixed the coupon problem…except that the link in the email led to a 404 page.
Sin #4 — Using old school lies to extend her sales to get as many last-minute conversions as possible.
Look, I get it — the money’s been coming in all day on the last day of your sale and it’s admittedly hard to turn off the taps.
But you’re only hurting yourself by extending sales by a few hours or a day and sheepishly making up stories to validate your moment of avarice.
Really is a shame.
LegallyBlonde does have some valuable knowledge to share, but if she doesn’t course correct on her four carnal marketing sins, she can just forget about the info-marketing side of her business.
Do NOT be like LegallyBlonde.
Invest the time your marketing deserves — never treat is as an afterthought.
