Activity Based Marketing – Do Your Activities Define You?

Activity Based Marketing - takes strategy and planning to work.Activity Based Marketing.  What is it?

Activity Based Marketing is a style of marketing, where the activities you’re involved in on a daily basis becomes the content of your actual marketing activities.

How’s that for a confusing definition? Yeah. Let me explain…

Say I’m a Real Estate agent who goes out every single week and previews all the new listings in the neighborhood I’m focusing on. That’s my activity set.

When I’m out previewing homes, I see things that are interesting to me. Things in the neighborhood, things in the homes I’m previewing, etc. I may take a picture of some of these things. That’s my content.

As I’m finding these interesting things, I decide I want to share them with members of my “community”. My “community” could be friends on Facebook, Twitter, or visitors to my blog. Basically your community is your sphere of influence. So, I may use the Facebook app on my iPhone and upload the image to my profile (or fan page) and add a quick little note explaining why it’s interesting to me. That becomes my marketing.

Put those three things together, and you have Activity Based Marketing, where the smallest little activities become a large part of conveying your message (in this case it would be “I’m a Real Estate agent) to a specific group of people. Here’s a great example from @Garrons on the Portland Real Estate site.

For a glimpse of how we’ve been using Activity Based Marketing, check out (Activity Based Marketing at M Realty) on the M Realty site.

So, what activities are you using to market yourself?

Top 100 Most Connected “New Media” Peeps

What if you took a list of the top 10 (top of mind) “new media” folks on Twitter and threw them into some crazy algorithm that calculates a bunch of numbers and spits out an even larger list of the people that those 10 are following, which then gets thrown against a peer ranking system to rank who the most connected people are?  What would that list look like?

Well, I did just that.  The results are below in the form of my Top 100 Most Connected “New Media” Peeps:

My “top of mind” list:

garyvee
unmarketing
ijustine
chrisbrogan
aplusk
scobleizer
briansolis
om
ev
kevinrose

The above list is the list of people that came to my mind when I started thinking of “new media”.  They’re in no particular order.  But, the list below is.

Name

Twitter Home

Peer Rating

Evan Williams ev 83
Kevin Rose kevinrose 70
Chris Sacca sacca 68
Gary Vaynerchuk garyvee 68
Jack Dorsey jack 67
Tim O’Reilly timoreilly 67
Biz Stone biz 65
Robert Scoble Scobleizer 65
Om Malik om 64
Jason Calacanis Jason 62
Scott Beale laughingsquid 62
TechCrunch TechCrunch 62
Pete Cashmore mashable 58
Loic Le Meur loic 57
Zappos.com CEO -Tony zappos 57
Dave Morin davemorin 55
Barack Obama BarackObama 54
Bill Gates BillGates 54
iJustine ijustine 54
Dave McClure davemcclure 53
Fred Wilson fredwilson 53
Anil Dash anildash 52
John Battelle johnbattelle 52
Kara Swisher karaswisher 52
Veronica Belmont Veronica 52
MG Siegler parislemon 51
Mr Tweet MrTweet 51
Sarah Lacy sarahcuda 51
ashton kutcher aplusk 49
craignewmark craignewmark 48
Michael Arrington arrington 47
Chris Messina™ chrismessina 46
Jeff Jarvis jeffjarvis 46
Leo Laporte leolaporte 46
Chris Pirillo ChrisPirillo 45
Matt Cutts mattcutts 45
Twitter twitter 45
Caterina Caterina 44
Clay Shirky cshirky 44
dick costolo dickc 44
Ryan Block ryan 43
Steve Rubel steverubel 43
joshua schachter joshu 42
marissamayer marissamayer 42
Matt Mullenweg photomatt 42
Xeni Jardin xenijardin 42
Chris Anderson TEDchris 41
Philip Kaplan pud 41
Pierre Omidyar pierre 41
Tim Ferriss tferriss 41
zefrank zefrank 41
Al Gore algore 40
Chris Brogan chrisbrogan 39
MC HAMMER MCHammer 39
Richard MacManus rww 39
Hugh MacLeod gapingvoid 38
shiralazar shiralazar 38
Cathy Brooks CathyBrooks 37
danah boyd zephoria 37
Randi Zuckerberg randizuckerberg 37
sara sara 37
Bijan Sabet bijan 36
Eric Schmidt ericschmidt 36
Jeff Clavier jeff 36
Joi Ito Joi 36
Pop17 pop17 36
Tara missrogue Hunt missrogue 36
Danny Sullivan dannysullivan 35
Dennis Crowley dens 35
Gina Trapani ginatrapani 34
Jay Adelson jayadelson 34
Josh Kopelman joshk 34
Merlin Mann hotdogsladies 34
Tantek Çelik t 34
Aubrey Sabala Aubs 33
Chris Anderson chr1sa 33
David Prager dlprager 33
drew olanoff thatdrew 33
Frank Gruber FrankGruber 33
Gavin Newsom GavinNewsom 33
John Gruber gruber 33
Trammell trammell 33
David Pogue Pogue 32
Guy Kawasaki GuyKawasaki 32
Sarah Lane sarahlane 32
Alex Payne al3x 31
Cali Lewis CaliLewis 31
Chad Hurley Chad_Hurley 31
Daniel Burka dburka 31
Melody McCloskey MelodyMcC 31
Ross Ross 31
Steve Garfield stevegarfield 31
Walt Mossberg waltmossberg 31
AJ Vaynerchuk ajv 30
David Recordon daveman692 30
Emily Chang emilychang 30
Matt Galligan mg 30
Ryan Sarver rsarver 30
shel israel shelisrael 30
Andrew Mager mager 29

So you can see, just by seeding the system with a few names we’re able to get a pretty extensive list of “new media” types, using a fairly simple (yet fairly complex) algorithm and a couple calls against the Twitter API.  Cool huh?

Although this list was created just for my personal curiosity, one thing I thought to be pretty funny was that someone like @ChrisBrogan was so far down the list. Just barely above @MCHammer, who I’ve never really thought of as a player in the “new media” world.  But, maybe I’m wrong…

Connect with me on Twitter:  @JBern

Whose Responsibility IS Property Maintenance?

House for Sale in RosewayThere’s been some pretty good discussions popping up lately on the subject of maintenance on homes that are listed for sale. Wether it’s maintaining the stock of flyers in the flyer boxes, putting the price on those flyers, or the actual maintenance on the property for sale, I’m sure there are strong opinions on both sides of the equation and hopefully this post will bring some of those opinions to light.

In this scenario, we’ve got a listing that has been on the market for approximately six months, and in that time, nobody has done any upkeep to the property.  The situation is similar to one that I discuss on my Roseway Neighborhood site in that the lawn has now turned into a field of weeds that is literally 2 feet tall (see the image to the above right).

What makes this scenario a little unique is that it happens to be 2 houses down from my house which we’re in the process of doing a complete remodel on.  So, as I was outside  the other day admiring the new front porch and walkway that the contractor had just finished, one of the neighbors struck up a conversation which eventually led to the discussion of the property for sale on the corner.

During the conversation, the neighbor brought up some good points about the mosquitos that seemed to be breeding in the jungle that was once a front yard, and that it would all be dying soon due to the heat wave that is currently hitting Portland and could be a potential fire hazard.  Both valid points.

After expressing our general thoughts about the property, the neighbor says “I’d mow it myself, but I have a little electric mower that just isn’t powerful enough to tackle something like that”. Then he turns to me with that “I know you have a massive gas powered beast of a mower” look on his face.  At first I thought to myself, “just mow the damn thing and get it over with” but that thought faded away about as quick as it came to me.

You see, I believe that in cases where the property has been vacated prior to taking the listing, that the listing agent needs to be ready to deal with this as it becomes a problem.  So, being the problem solver that I am, I told the neighbor I would get in touch with the listing agent and let her know it was becoming a problem to the surrounding neighbors.

Here’s what I wrote on her “contact us” form (since there was no email address on her website) yesterday:

Good morning!

I know that this listing on NE 74th is probably a short sale/REO or whatever, that you don’t want to put much effort and $ into marketing…  but I’m wondering if it would be helpful to at least spend the $25 or so to have someone mow the field of weeds that used to be the lawn?  In another week or so, they will be taller than the flyer box on your sign post!

Almost daily we (the surrounding neighbors) see people walking or driving by, who stop to look at it. But, judging by the look on their faces, they’re less than impressed with the maintenance of the property and never even take the time to look at it more closely.

I know you may be thinking… “if it bothers you guys so much, you should just mow it yourselves” but after discussing it we decided to contact you, the listing agent, instead because it’s not OUR job.

Thanks in advance for taking care of this in a timely manner.

-Jeff

Here’s the response that I got in my inbox today (minus the agent’s contact info and gargantuan “Oh by the way… ” mumbo jumbo at the bottom:

Hi Jeff – we received your note and appreciate your concern. This home is indeed a short sale and the seller has no funds to maintain it. In all honesty, the inside is worse than the outside! And unfortunately maintaining the property is a seller/owner responsibility. Our role is to keep this home from going on the auction block. We have multiple offers on the home and are working with the seller’s bank to get an approval and we hope to see this close in the next 30 days.

We run roughly 35 short sale listings at all times – these are very time consuming, labor intensive properties and they take anywhere from 3 months to over a year to get an answer from the banks. When that answer comes – with it is always a reduction in what they are willing to pay for commissions to the Realtors. In addition, by the time the answers come – there always seems to be a gap of what they are willing to accept and what the offer will net them…again that generally ends up being deducted from the Realtor’s commission in order to get these to close. By the time these homes sell and we’ve paid everyone on our staff who have worked on these – we’ve made very little, and in some cases – nothing. What that means is that there’s no money in our budget to do any maintenance on these properties and that’s why we’ve not had the lawn mowed ourselves as you asked about.

There are so many homeowners in distress right now and our goal is to help as many as we can get through this and back on their feet again. Having a successful short sale means that this home owner has the potential of getting creditworthy again in 2-3 years, rather than the 7 years a foreclosure will hurt him. It’s kind of our own private mission to help put some balance back in the Portland Real Estate market again.

If you could please be patient for a short while longer, you will hopefully have a new neighbor soon who will get that property cleaned up again. Please feel free to check back in with me with any other concerns or a status if you’d like.

Thanks.

Not a bad response.  A little more detailed than what I was expecting, but then I remember that this agent has no idea who I am, since I had to use the “contact us” form and couldn’t email her directly.

The part that gets me going is when the agent says “unfortunately maintaining the property is a seller/owner responsibility. Our role is to keep this home from going on the auction block.

Is that really the role of the listing agent?  Kinda weird, because I thought the listing agent’s job was to market and sell the property.  Now I know the agent has a point, since it is a short sale, there will be reduced commissions, blah blah blah…  BUT, if that’s the way you truly run this part of your business, WHAT’S THE POINT?

See, here’s the deal… (this being MY opinion on the subject)  When you take a listing, and stick that sign post in the ground, you’re basically saying “I represent this property” “My company represents this property” and I was raised from a young cub with the notion that if I’m going to put MY name on something, it better be good.  It better look as good as possible. It represents who I am, how I run my business, MY values and those of MY BROKERAGE.

So, I ask my readers this – what are your thoughts on this subject?  Do you spend the $25 every couple months to maintain a property like this?  Or am I completely out of line in my thinking?  I would love to hear your thoughts…