Great Marketing Generates Sales (LA 1396)
Transcript:
Steven Butala:
Steve and Jill here.
Jill DeWit:
Hi.
Steven Butala:
Welcome to the Land Academy show, entertaining land investment talk. I'm Steven Jack Butala.
Jill DeWit:
And I'm Jill DeWitt broadcasting from sunny Southern California.
Steven Butala:
Today Jill and I talk about how great marketing generates sales. As I said yesterday, at the end of the show, marketing for regular people was unattainable until around 2009, 2010. You had a choice of print marketing, radio or television, and it was crazy expensive. It was unreachable and unattainable for regular people like us. And so everything changed from a marketing standpoint from 2010 until nowish. Maybe there was some opportunity before that, mostly because of Facebook.
Jill DeWit:
I think people are still using those billboards along the freeway. I just thought about it. I don't even notice them anymore. Is that still a thing?
Steven Butala:
It is a thing. It is and I think it is what it is.
Jill DeWit:
What?
Steven Butala:
No, I mean signage. I think we did a show recently about putting a sign on your land, it really works, but there's no replacement for Facebook marketing to a very specific group or a specific zip code about a piece of property that you have in, I don't care, I'm just going to say central Arizona, that the property's good for fill in the blank, recreation, building a cabin, taking a dune buggy or a sand rail or whatever. And I think those specific groups are extremely isolated and quantified, especially when they're geography based, and it's Facebook. We have an incredible amount of success both through the Facebook backend business marketing and Facebook Marketplace, as do a tremendous number of our members.
And I also think, and I know, that the way the MLS does now, the multiple listing service, used to be in a book like a phone book and it would come out every month. And you would find out way after the fact, if a property was sold or not sold, but selling property on the MLS or places like Zillow or Land And Farm is extremely affordable for people like us. And you hit the right people.
Jill DeWit:
Sweet.
Steven Butala:
Before we get into it, we did really pretty much right then. Let's take a question posted by one of our members on landinvestors.com online community, it's free.
Jill DeWit:
Jessica asks, "Hi, I mailed a row of parcels owned by different members of one family. One by one, I've received three contracts now. Two parcels are side by side, and I'm going to sell them as package. The third parcel is separated from the other two by one vacant parcel. Would you attempt to sell these three parcels together or just sell the third lot separate by itself? Thanks." I know what I would do.
Steven Butala:
Go ahead.
Jill DeWit:
I would mark them individually and then also say as a package. I would put each one would have three different postings, a little bit unique photos, make them look a little different from the views. And then I would say in the posting, "By the way, this is one of three available. Here's the one directly next door. And then here's the one over here too." And just have a visual showing all three parcels and let them know it's priced this way for a single, this way for a double, and if you want all three of them, this price. And it should go down, the more they buy it should be a little bit less to entice someone to go, "I'll just buy all three."
Steven Butala:
Perfect synopsis.
Jill DeWit:
Thank you.
Steven Butala:
All right. I couldn't agree more. I will tell you this, in my however many years and 16,000 deals, I have never, ever in a single circumstance, made more money because I consolidated property. Never. If you buy these properties right, you're going to sell them individually to three happy people. Is it going to be harder? Yeah. Are you going to make more money? Yup. Sometimes twice as much. This notion of consolidating property,