Recently, Brandon and I were elected to chair the marketing committee at Keller Williams. The company model doesn’t include a marketing “budget” for the office. Marketing is the sole responsibility of the agents within the office to orchestrate and execute.

Despite that, agents all agree when they sign on to have $50 taken out of every closing to pay for office marketing. A decent model when listings are selling. However… when the market comes to a screeching halt and sales dip, the marketing budget dips too! We were running an ad that cost nearly $5000/month largely paid for by individual agents that wanted their listings showcased in color in the Sunday classified section once/month.So… here’s what happened! We got “elected” to the committee at the end of January. The first meeting we were able to pull together was the first week of March. In the interim, prior to having our first meeting and even recruiting our committee, we immediately slashed the ad! The definition of insanity is doing the same thing over and over again and expecting different results! This is absolutely true when it comes to marketing! Continue reading →