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Digg it UP - Salting the Record
Professional Advertising Agencies p>The success of any business depends on the way messages are communicated to existing and prospective customers, competitors, advertisers, suppliers and other people important to the business.Today there are many modes of communication, beginning with the most basic and rudimentary means of word-of-mouth to advertising on the Internet. With so many options in advertising, from the traditional newspapers and magazines to radios and television to the modern phenomenon of the Internet and SMS advertising, how does one know what is best for the product? How should one advertise, in order that the message stands out and reaches the target market? To address needs such as these, there are professional advertising agencies.Professional advertising agencies are external companies that provide for the marketing and advertising needs of other businesses and organizations. Advertising agencies offer a full range of advertising services like advice based on market studies, popular culture, trends and advanced sales techniq Having been through many commissiondectomies in my early days as a real estate broker, I am, quite naturally, sympathetic to Mr. Hawkins’ plight. So I can only hope that he will learn from his mistake. Which means not expending an ounce of energy on future deals until he has something in writing from either the buyer or seller. I should point out that in real life, buyers rarely enter into signed agreements with real estate agents. Most brokerage agreements are between a listing broker and the seller of a property. So, how does a guy protect himself when he’s showing a prospective buyer around? He “salts the record”! I first heard this term from an attorney who was explaining to me how important it is to document your dealings in great detail. I specifically recall his using the Clintons as an example of people who have mastered this art. He opined that their conscientious salting of the record is the primary reason why they themselves aren’t salted away in some federal prison. How could Mr. Hawkins have salted the record to help his cause? For one thing, he should have been in contact with the listing broker of the house the first time he showed the property to Mrs. Clifton. Wh Market Research and Focus Groups The form of the real estate brokerage business may have changed since the advent of nationwide brokerage firms, but the substance has not. Human nature is the same today as it was when Century 21 first came on the scene back in 1974. Indeed, the same as it was in 1974 B.C.!Market research plays two roles in the communication processes of any business system. First, it is part of the marketing intelligence feedback process. It provides decision makers with data on the effectiveness of the current employed techniques and provides insights for necessary changes. Second, market research is the primary tool for exploring new opportunities in the media marketplace. Segmenting, questioning and evaluating the targeted markets are the steps to acquire the necessary knowledge regarding the publics' preferences, tendencies and interests in relation, for example, to contemporary political news.According to scholars, research can be viewed as playing three functional roles; descriptive, diagnostic, and predictive. Its descriptive function includes gathering and presenting statements of fact. The diagnostic function serves as the explanatory step in the process. Finally, the predictive function uses the researcher's descriptive and diagnostic research outcomes to predict the results of the proposed s And when it comes to the real estate brokerage business, a reality of human nature is that the real estate agent who allows himself to be intimidated by the buyer or seller of a property (or, worse, both) is a real estate agent asking to be separated from his commission. To put it more succinctly, such an agent is likely to be on the receiving end of a commissiondectomy — a delicate surgical procedure aimed at removing all or part of his commission from his grasp. From the aspect of pain, a commissiondectomy might justifiably be described as the equivalent of having a hemorrhoid operation and root canal performed simultaneously. Sadly, far too many real estate agents practically volunteer for this excruciating procedure by not taking certain actions — e.g., binding either the buyer or seller in writing, taking control of the deal, and refusing to relinquish that control until their agreed-upon commission has cleared the bank. A recent front-page story in The Wall Street Journal underscores the importance of these actions. Nantucket, Massachusetts is the setting for the commissiondectomy described in the aforementioned Wall Street Journal article. Nantucket Island is the kind of place that is inhabited mainly by the super-rich — and, of course, rich-widow stalkers like John Kerry. The Nantucket saga involves a broker by the name of J. Craig Hawkins and socialite Catherine R. Clifton, daughter of Ralph Roberts, founder of Comcast Corp. Mrs. Clifton’s husband, Anthony, is also along for the ride. Ringer Rule No. 328: All other things being equal, the greater his or her “high-society” factor, the more likely the person is to shaft you in a business deal. In Chapter 7 of To Be or Not to Be Intimidated?, I tell the story of the owner of a large apartment development in St. Louis who spent a great deal of time trying to impress me with his credentials. He went to great lengths to expound on the virtues of dealing only with people like himself whose integrity and ethical standards are beyond reproach. I nodded my head on cue as he doled out such clich?s as, “Life is too short to deal with unethical people.” His Saddam-like grin had the aura of a neon sign flashing the words “Trust me.” It wasn’t until I had experienced a sufficient number of commissiondectomies that I was able to identify such talk as a sure sign that the person with whom I was speaking was either a rapist, murderer, criminal-defense attorney, or (worst of all) unethical real estate developer. So, welcome to the world, Mr. Hawkins. Had you read my book, you would have known better than to spend months showing Mrs. Clifton properties all over Nantucket Island without having a signed agreement. When Hawkins finally got around to presenting Mrs. Clifton and her husband with an agreement to represent them, she decided that she didn’t want to deal with him anymore. Her unofficial occupation is professional philanthropist, but you’d never convince Mr. Hawkins of that. Echoing the sentiments of Marie Antoinette, Mrs. Clifton’s attitude toward poor Craig Hawkins was “Let him eat Big Macs!” One of the properties Hawkins showed Mrs. Clifton happened to be a $15.5 million, 25-acre waterfront home, which she and her husband ultimately purchased. Right now, the listing broker and another company that “helped market the property” are set to split a Trump-sized commission of $600,000 — without even a bone in there for poor Mr. Hawkins. Hawkins’ company, Maury People Inc., has filed a lawsuit, but not against Mrs. Clifton. After all, unless it’s in writing, a buyer has no obligation to a real estate agent. So Hawkins’ company instead filed suit against the listing broker and the estate of the owner of the property. In an affidavit, Mrs. Clifton admitted that Hawkins had originally shown her the property clear back in 2001, then again in June 2005. She also said that Hawkins “seemed to be steering me strongly” toward two other properties. This is a classic kind of irrelevant, gobbledygook argument spewed out by buyers and sellers who are intent on performing a commissiondectomy on a real estate agent. And, as a gobbledygook bonus, Mrs. Clifton claimed that Hawkins hadn’t shown her any “particularized information” on the property. Which is a euphemism for “He didn’t print out a couple of multiple-listing sheets from his computer.” Attention Mr. Hawkins: You screwed up! You may as well have trusted Kofi Annan to hold your wallet for you while you went for a jog. Having been through many commissiondectomies in my early days as a real estate broker, I am, quite naturally, sympathetic to Mr. Hawkins’ plight. So I can only hope that he will learn from his mistake. Which means not expending an ounce of energy on future deals until he has something in writing from either the buyer or seller. I should point out that in real life, buyers rarely enter into signed agreements with real estate agents. Most brokerage agreements are between a listing broker and the seller of a property. So, how does a guy protect himself when he’s showing a prospective buyer around? He “salts the record”! I first heard this term from an attorney who was explaining to me how important it is to document your dealings in great detail. I specifically recall his using the Clintons as an example of people who have mastered this art. He opined that their conscientious salting of the record is the primary reason why they themselves aren’t salted away in some federal prison. How could Mr. Hawkins have salted the record to help his cause? For one thing, he should have been in contact with the listing broker of the house the first time he showed the property to Mrs. Clifton. Whe 5 Ways a Virtual Assistant can Increase your Revenue d the bank. A recent front-page story in The Wall Street Journal underscores the importance of these actions.Okay, so you know you’ve got the best darn designer tap shoes and weather resistant tutus around, but you’re still falling short of the first million. Well, here are just five of the countless ways a VA can increase your revenue.1. Constant Cash Flow Rev up your Receivables. Do you invoice your clients promptly? If money isn’t coming in as quickly as you’d like, and your deposit slips are gathering dust, it’s time to turn over your billing to a Virtual Assistant. A VA will invoice your clients as frequently as you like, provide your customers a gentle reminder if something becomes overdue, or if you like, give them an assertive nudge when necessary.2. Word of Mouth Happy customers keep coming back, see the value in your service, and quickly spread the word of their happiness. Cha-Ching. Are your current customers and prospective clients provided the luxury of hearing a human voice when they call your place of business? Think about your personal preferences. Don’t you experience a certain level of Nantucket, Massachusetts is the setting for the commissiondectomy described in the aforementioned Wall Street Journal article. Nantucket Island is the kind of place that is inhabited mainly by the super-rich — and, of course, rich-widow stalkers like John Kerry. The Nantucket saga involves a broker by the name of J. Craig Hawkins and socialite Catherine R. Clifton, daughter of Ralph Roberts, founder of Comcast Corp. Mrs. Clifton’s husband, Anthony, is also along for the ride. Ringer Rule No. 328: All other things being equal, the greater his or her “high-society” factor, the more likely the person is to shaft you in a business deal. In Chapter 7 of To Be or Not to Be Intimidated?, I tell the story of the owner of a large apartment development in St. Louis who spent a great deal of time trying to impress me with his credentials. He went to great lengths to expound on the virtues of dealing only with people like himself whose integrity and ethical standards are beyond reproach. I nodded my head on cue as he doled out such clich?s as, “Life is too short to deal with unethical people.” His Saddam-like grin had the aura of a neon sign flashing the words “Trust me.” It wasn’t until I had experienced a sufficient number of commissiondectomies that I was able to identify such talk as a sure sign that the person with whom I was speaking was either a rapist, murderer, criminal-defense attorney, or (worst of all) unethical real estate developer. So, welcome to the world, Mr. Hawkins. Had you read my book, you would have known better than to spend months showing Mrs. Clifton properties all over Nantucket Island without having a signed agreement. When Hawkins finally got around to presenting Mrs. Clifton and her husband with an agreement to represent them, she decided that she didn’t want to deal with him anymore. Her unofficial occupation is professional philanthropist, but you’d never convince Mr. Hawkins of that. Echoing the sentiments of Marie Antoinette, Mrs. Clifton’s attitude toward poor Craig Hawkins was “Let him eat Big Macs!” One of the properties Hawkins showed Mrs. Clifton happened to be a $15.5 million, 25-acre waterfront home, which she and her husband ultimately purchased. Right now, the listing broker and another company that “helped market the property” are set to split a Trump-sized commission of $600,000 — without even a bone in there for poor Mr. Hawkins. Hawkins’ company, Maury People Inc., has filed a lawsuit, but not against Mrs. Clifton. After all, unless it’s in writing, a buyer has no obligation to a real estate agent. So Hawkins’ company instead filed suit against the listing broker and the estate of the owner of the property. In an affidavit, Mrs. Clifton admitted that Hawkins had originally shown her the property clear back in 2001, then again in June 2005. She also said that Hawkins “seemed to be steering me strongly” toward two other properties. This is a classic kind of irrelevant, gobbledygook argument spewed out by buyers and sellers who are intent on performing a commissiondectomy on a real estate agent. And, as a gobbledygook bonus, Mrs. Clifton claimed that Hawkins hadn’t shown her any “particularized information” on the property. Which is a euphemism for “He didn’t print out a couple of multiple-listing sheets from his computer.” Attention Mr. Hawkins: You screwed up! You may as well have trusted Kofi Annan to hold your wallet for you while you went for a jog. Having been through many commissiondectomies in my early days as a real estate broker, I am, quite naturally, sympathetic to Mr. Hawkins’ plight. So I can only hope that he will learn from his mistake. Which means not expending an ounce of energy on future deals until he has something in writing from either the buyer or seller. I should point out that in real life, buyers rarely enter into signed agreements with real estate agents. Most brokerage agreements are between a listing broker and the seller of a property. So, how does a guy protect himself when he’s showing a prospective buyer around? He “salts the record”! I first heard this term from an attorney who was explaining to me how important it is to document your dealings in great detail. I specifically recall his using the Clintons as an example of people who have mastered this art. He opined that their conscientious salting of the record is the primary reason why they themselves aren’t salted away in some federal prison. How could Mr. Hawkins have salted the record to help his cause? For one thing, he should have been in contact with the listing broker of the house the first time he showed the property to Mrs. Clifton. Wh Steer Clear Of These Words To Close The Sale short to deal with unethical people.” His Saddam-like grin had the aura of a neon sign flashing the words “Trust me.”When you have a qualified prospect in front of you it is imperative that you avoid saying anything which triggers fear or doubt in the prospect. Sounds obvious right? It’s surprising how many sales people do all the hard work only to miss out on the sale because they blunder at the final stage. When your prospect is properly qualified and has seen the benefits your product/service has to offer it’s often more a question of shutting up and not messing up the sale rather than trying hard to ‘sell’ them. To avoid closing blunders make sure you keep well away from the following words.The first ‘steer clear’ word is ‘buy.’ It’s an ugly, blunt word that is repulsive to your prospect. Purchase is a much nicer word and takes some of the sting out of the statement but if you really want to make serious money you’ll have to eliminate both from your vocabulary. You never ask your prospect if they want to ‘buy your sports car’ you talk to them about ‘owning’ your sports car. Nobody wants to buy anything because that just means sp It wasn’t until I had experienced a sufficient number of commissiondectomies that I was able to identify such talk as a sure sign that the person with whom I was speaking was either a rapist, murderer, criminal-defense attorney, or (worst of all) unethical real estate developer. So, welcome to the world, Mr. Hawkins. Had you read my book, you would have known better than to spend months showing Mrs. Clifton properties all over Nantucket Island without having a signed agreement. When Hawkins finally got around to presenting Mrs. Clifton and her husband with an agreement to represent them, she decided that she didn’t want to deal with him anymore. Her unofficial occupation is professional philanthropist, but you’d never convince Mr. Hawkins of that. Echoing the sentiments of Marie Antoinette, Mrs. Clifton’s attitude toward poor Craig Hawkins was “Let him eat Big Macs!” One of the properties Hawkins showed Mrs. Clifton happened to be a $15.5 million, 25-acre waterfront home, which she and her husband ultimately purchased. Right now, the listing broker and another company that “helped market the property” are set to split a Trump-sized commission of $600,000 — without even a bone in there for poor Mr. Hawkins. Hawkins’ company, Maury People Inc., has filed a lawsuit, but not against Mrs. Clifton. After all, unless it’s in writing, a buyer has no obligation to a real estate agent. So Hawkins’ company instead filed suit against the listing broker and the estate of the owner of the property. In an affidavit, Mrs. Clifton admitted that Hawkins had originally shown her the property clear back in 2001, then again in June 2005. She also said that Hawkins “seemed to be steering me strongly” toward two other properties. This is a classic kind of irrelevant, gobbledygook argument spewed out by buyers and sellers who are intent on performing a commissiondectomy on a real estate agent. And, as a gobbledygook bonus, Mrs. Clifton claimed that Hawkins hadn’t shown her any “particularized information” on the property. Which is a euphemism for “He didn’t print out a couple of multiple-listing sheets from his computer.” Attention Mr. Hawkins: You screwed up! You may as well have trusted Kofi Annan to hold your wallet for you while you went for a jog. Having been through many commissiondectomies in my early days as a real estate broker, I am, quite naturally, sympathetic to Mr. Hawkins’ plight. So I can only hope that he will learn from his mistake. Which means not expending an ounce of energy on future deals until he has something in writing from either the buyer or seller. I should point out that in real life, buyers rarely enter into signed agreements with real estate agents. Most brokerage agreements are between a listing broker and the seller of a property. So, how does a guy protect himself when he’s showing a prospective buyer around? He “salts the record”! I first heard this term from an attorney who was explaining to me how important it is to document your dealings in great detail. I specifically recall his using the Clintons as an example of people who have mastered this art. He opined that their conscientious salting of the record is the primary reason why they themselves aren’t salted away in some federal prison. How could Mr. Hawkins have salted the record to help his cause? For one thing, he should have been in contact with the listing broker of the house the first time he showed the property to Mrs. Clifton. Wh Dynamic Pre-Hiring Practices nother company that “helped market the property” are set to split a Trump-sized commission of $600,000 — without even a bone in there for poor Mr. Hawkins.The pre-hiring process can be a challenge. Much time and energy can be invested and in the end, wasted, if your approach is not focused, deliberate, and specific. The following approaches have resulted in meeting candidates that not only meet our specifications, but also regularly exceed our expectations!5 Steps to Writing An Ad that Gets ResultsThe following ad formula has yielded qualified, fitting job candidates:1. Begin with a compelling headline2. Provide a brief description of who's hiring to fill what position3. First, describe what's in it for THEM, to really pull them in4. Second, describe what you expect of the employee5. Conclude with instructions to submit if they fit PERFECTLY with the description, asking them to describe how they connected with the ad1. Begin with a compelling headline – Your ad copy must make an impression, but it all starts with a headline that pulls in potential candidates with a few carefully chosen words. Your ad shou Hawkins’ company, Maury People Inc., has filed a lawsuit, but not against Mrs. Clifton. After all, unless it’s in writing, a buyer has no obligation to a real estate agent. So Hawkins’ company instead filed suit against the listing broker and the estate of the owner of the property. In an affidavit, Mrs. Clifton admitted that Hawkins had originally shown her the property clear back in 2001, then again in June 2005. She also said that Hawkins “seemed to be steering me strongly” toward two other properties. This is a classic kind of irrelevant, gobbledygook argument spewed out by buyers and sellers who are intent on performing a commissiondectomy on a real estate agent. And, as a gobbledygook bonus, Mrs. Clifton claimed that Hawkins hadn’t shown her any “particularized information” on the property. Which is a euphemism for “He didn’t print out a couple of multiple-listing sheets from his computer.” Attention Mr. Hawkins: You screwed up! You may as well have trusted Kofi Annan to hold your wallet for you while you went for a jog. Having been through many commissiondectomies in my early days as a real estate broker, I am, quite naturally, sympathetic to Mr. Hawkins’ plight. So I can only hope that he will learn from his mistake. Which means not expending an ounce of energy on future deals until he has something in writing from either the buyer or seller. I should point out that in real life, buyers rarely enter into signed agreements with real estate agents. Most brokerage agreements are between a listing broker and the seller of a property. So, how does a guy protect himself when he’s showing a prospective buyer around? He “salts the record”! I first heard this term from an attorney who was explaining to me how important it is to document your dealings in great detail. I specifically recall his using the Clintons as an example of people who have mastered this art. He opined that their conscientious salting of the record is the primary reason why they themselves aren’t salted away in some federal prison. How could Mr. Hawkins have salted the record to help his cause? For one thing, he should have been in contact with the listing broker of the house the first time he showed the property to Mrs. Clifton. Wh Do You Want To Have Fun Marketing: Try This! p>Want to market your business in a fun and easy way? Try these promos.Publicize your business by putting it on pencils, bookmarks, pens, magnets, caps, tee shirts and hundreds of other products which will help get the word out about your new business. These promos are very effective. Give them to your friends, doctor, dentist, child's teacher or whomever you come in contact with during your daily travels.The Lillian Vernon catalog (1.800.545.5426 or email: www.lillianvernon.com) has 40 personalized pencils for $9.98. Need more? 40 extra pencils cost $7.98. Buy five sets get one free.You can buy a package of three white tee shirts at Wal-Mart for $7.98 and hand stencil the name of your business with logo on the shirt or buy some tee shirt transfers at Staples, print your URL or business on transfer sheet, then iron on transfer to tee shirt. Cost of stencils & pens are about $10.00 and can be reused. Transfers are about $1.00/transfer and there are 25 per box. The possibilities are endless.I wore Having been through many commissiondectomies in my early days as a real estate broker, I am, quite naturally, sympathetic to Mr. Hawkins’ plight. So I can only hope that he will learn from his mistake. Which means not expending an ounce of energy on future deals until he has something in writing from either the buyer or seller. I should point out that in real life, buyers rarely enter into signed agreements with real estate agents. Most brokerage agreements are between a listing broker and the seller of a property. So, how does a guy protect himself when he’s showing a prospective buyer around? He “salts the record”! I first heard this term from an attorney who was explaining to me how important it is to document your dealings in great detail. I specifically recall his using the Clintons as an example of people who have mastered this art. He opined that their conscientious salting of the record is the primary reason why they themselves aren’t salted away in some federal prison. How could Mr. Hawkins have salted the record to help his cause? For one thing, he should have been in contact with the listing broker of the house the first time he showed the property to Mrs. Clifton. When I was in the real estate brokerage business — somewhere around the time Cro-Magnon man first appeared on earth — I made it a point to inundate sellers and listing brokers with certified letters. In those letters, I registered the names of prospective buyers, and kept the sellers and brokers abreast of my activities with those buyers. To put it mildly, this made me quite unpopular with those on the receiving end of my certified mail. They deeply resented the implication that I didn’t trust them. Nevertheless, I’m proud to say that I stuck to my modus operandi, which was somewhat similar to the soon-to-be-born Ronald Reagan philosophy: Trust, but verify. Today, of course, it’s not necessary to irritate sellers and listing brokers with certified mail. It’s much more subtle, much easier, and much more effective to create a phone record via both regular telephones and cellphones. And, best of all, by using lots of e-mail. This operational strategy is not by any means restricted to the real estate brokerage business. Regardless of your profession, you’ll find that salting the record is always a prudent strategy. And don’t be shy about erring on the side of more salt rather than less. It can be tedious work, but well worth your time. In the case of Mr. Hawkins, a heavily salted record could have made it much more likely that he and his company would be awarded 25%-50% of the $600,000 commission due from the sale of the property. In other words, $150,000 to $300,000. For that kind of money, I’m willing to salt until my wrist falls off my arm. Of course, the best possible way to avoid these kinds of legal hassles is to make it a point to deal with people whom you know, through firsthand experience, to be ethical and honorable. Unfortunately, in the world of real estate, that eliminates the vast majority of buyers and sellers. Which is why I’m now an author instead of a real estate broker. Come to think of it, dealing with publishers isn’t exactly a walk in the park, either. They’ve been committing genocide against authors for centuries.
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