REALTOR® for a brokerage that went out of business last year, I was forced to create a new brand and re-start my business from square one in an environment that could not be described as a "cyber-culture." Just to avoid any misconceptions, I am not saying that the Ozarks are full of illiterate, banjo playing, hillbillies, but our lifestyle is not a starbucks-fueled, hyper-blackberry, speed-racer paced one either. Branson and the Table Rock Lake area are more of the retro-baby-boomer oriented style of culture that know how to use the internet but are not dependent upon it daily.
My challenge has also been maximized by the reality that in our rural area, which is true in much of Missouri, there are no daily newspapers or even rarer, local radio stations. Communicating my brand to this rural region is therefore not able to be done by e-newsletters, newspaper advertising, nor occasional radio blips. Matter of a fact, there is no certain way to reach a majority of those who live in and/or frequent this neck of the woods. This brings me to reason for my story.
I have been doing the hated face to face, one on one, day in and day out word of mouth branding that requires a lot of gas, walking, and talking to strangers as well as friends and neighbors. One day I went up a driveway that was marked "private drive" and made face to face contact with the angriest man I have ever met in my life. I mean this man had demons, he would have killed me on the spot if his eyes had been loaded for bear. After unloading his verbal venom on me and making sure I knew he did not want to ever see me within a mile of his holler ever again, I made a courteous exit as I thanked God he did not have a gun with him that day. No wonder people hate to go out and meet strangers without being invited, it is dangerous, if not stupid. Guess I will have to find a better way to "get-r-done."
True, word of mouth and face to face is the best method of advertising I know of, however, between the price of gas, time it takes to develop trust in new relationships, and the inherit danger involved, the challenge has become, become branded before breaking the bank. I feel like I am in a real race against the real estate market recovery schedule and only time will tell if I will win or not!
We all work in such different markets, and yet our business is the same in so many ways. I enjoy reading about your area, and it gives me a lot to think about... Face to face meeting, like you're describing, is in my plans for this year, too. But it's just one more branding and marketing strategy, rarely done any more in this area. That's why I'm gonna do it!
Margaret, you will probably be glad you did, and sometimes not so glad, very high risk can provide higher rewards or consequences. I wish you all the best and stay safe. Thanks for your comment and I wish you all the best in 2009!
It's scary out there no matter what your plans and intentions are. Not to mention the public is smarter and less receptive to the old ways of doing things. Only time and diligence will tell what is going to work. Hang in there! I'm trying to too.
Susie, hanging on seems to be the state of mind but still have to work like there is no tomorrow, like you know, just efficiently as possible in these times. Thanks for commenting and good hunting.
Well Steve, you could try smoke signals! LOL Sounds like you'll have to get creative in addition to your personal contact. Direct mail, local online or print directories, grocery store ads, etc. Probably have to take a look at what might be hidden sources that could work in your area, take a test drive or two and check the response. Sounds a little less risky than those private drives!
Steve, when we were considering a move to outside of Springfield a couple of years ago, I was trying to figure out how I would completely start over in a new town surrounded by small towns that, like you say, just aren't glued to the internet all of the time. I don't know if I could do it! Kudos to you for having the courage to go out to meet strangers - even the ones loaded for bear! Be careful and have a wonderful '09.
Roberta, love your sense of humor:) Thanks for your comment and making me laugh.
Lisa, having been attack by man and beast, I have been bitten, stabbed & shot, so I will have a hard time finding anything I have not dealt with before, but being careful is always good advice, thanks!
Bitten, stabbed and shot? Um, I'm thinking that there is a meme in your future!
LOL, I am really not a meme fan, but would love to learn more about you you!
Steve, that is a funny story. I know exactly what you are talking about. I used to look for antique cars in those hollers' years ago, and you are right, there are some real outlaws and in-laws in some places. Be careful and have a great year.
Brian, thanks for your comment, hope you have a great year too!