Recent Articles by Kathryn Royster

How to apply guerrilla marketing to your real estate business

How to apply guerrilla marketing to your real estate business

Just over 200 years ago, Napoleon’s troops marched into Spain – and a new word was born. Spaniards and Britons began using the word guerrilla, meaning “little war,” to describe the way Spanish partisans wore down the vastly superior French ar...
By Kathryn Royster | Monday, December 19, 2016
Gary Vaynerchuk at Inman Connect San Francisco 5 insights agents shared at ICSF that make me a better vendor

5 insights agents shared at ICSF that make me a better vendor

I have a confession to make: I don’t attend Inman Connect to connect. At least, not in the sense that most people mean. As the marketing director for an industry vendor, my day-in, day-out job is to educate real estate agents. When I come to Inman ...
By Kathryn Royster | Wednesday, August 10, 2016
5 lessons from ‘Moneyball’ to up your real estate game

5 lessons from ‘Moneyball’ to up your real estate game

I recently heard Oakland A's general manager Billy Beane (subject of the book and movie "Moneyball") speak at an industry conference. I don’t normally read business or sports books, but Beane’s talk was so fascinating that, by the time I left the...
By Kathryn Royster | Tuesday, May 10, 2016
My first sale: A seller’s perspective

My first sale: A seller’s perspective

Let me tell you the story of my first sale -- from a seller's perspective -- and the agent who made it all happen. I have a confession to make: I'm an MLS lurker. It's not that I don't love my current home -- it's just that you never know what opport...
By Kathryn Royster | Friday, April 1, 2016
What’s your unique value proposition?

What’s your unique value proposition?

For many years -- nearly a century, in fact -- real estate agents based their unique value proposition on being gatekeepers to listing data. Without an agent, sellers could not get their homes in front of a wide audience, and buyers could not efficie...
By Kathryn Royster | Thursday, February 4, 2016
My top 5 favorite quotes from Inman Connect New York and why they matter

My top 5 favorite quotes from Inman Connect New York and why they matter

Before I started attending Inman Connect, I was a bit skeptical when I heard people gush about how every conference was better than the last. Last week marked my third at Inman Connect New York, and I have to admit: it's true. ......
By Kathryn Royster | Tuesday, February 2, 2016
12 ways not to do listing photos

12 ways not to do listing photos

When it comes to marketing a property, quality listing photos are what I like to call table stakes. You just can't get in the game without them. ......
By Kathryn Royster | Tuesday, December 22, 2015
3 ways to market listings to your most active buyers

3 ways to market listings to your most active buyers

Know your audience -- it's the cardinal rule of marketing. That holds true whether you're marketing cars, clothes –- or listings. These days, a lot of marketing chatter is focused on millennials. But there's another buyer group that's just as impor...
By Kathryn Royster | Monday, December 14, 2015
Video vs. 3-D: Which should you use to market your listings?

Video vs. 3-D: Which should you use to market your listings?

Not sure whether video or 3-D is better for marketing your listings? It all depends on your buyer audience ......
By Kathryn Royster | Wednesday, July 22, 2015
The Ten Commandments of email marketing: Part 2

The Ten Commandments of email marketing: Part 2

This is the second part of a two-part series on how to be smart with your email marketing. In my role as an email marketing manager, I follow 10 key principles that I've learned from mentors, through research and, yes, by trial and error. ......
By Kathryn Royster | Tuesday, April 28, 2015
The Ten Commandments of real estate email marketing: Part 1

The Ten Commandments of real estate email marketing: Part 1

So many agents complain about colleagues who send marketing emails indiscriminately, or whose emails are just variations on the tired theme of "I'm the best agent in my area! Pick me!" Successful email marketing is about much more -- here's how to do...
By Kathryn Royster | Tuesday, April 21, 2015
Find and implement the right mobile solutions for your business

Find and implement the right mobile solutions for your business

You probably don’t need me to tell you that mobile is important. According to the National Association of Realtors, 93 percent of Realtors use their smartphones to conduct business -- and they spend a median 44 percent of their time working on the ...
By Kathryn Royster | Friday, September 12, 2014
How to get the biggest bang for your video marketing buck

How to get the biggest bang for your video marketing buck

What do you do if your video marketing budget is limited? Statistics show that community and listing videos, coupled with syndication, will give you the biggest ......
By Kathryn Royster | Monday, July 7, 2014
The numbers are in: Video helps you corner the online real estate market

The numbers are in: Video helps you corner the online real estate market

Statistics show that home buyers are turning to the Internet before they turn to real estate agents, so you need to have an online presence if you want them to find you and your listings. But just putting up a website and feeding your listings to the...
By Kathryn Royster | Monday, June 30, 2014
4 video strategies to promote yourself and your business

4 video strategies to promote yourself and your business

Video is an obvious choice for marketing your listings, but did you know it's also an effective tool for promoting yourself and your business? If you'd like to boost your visibility and draw more clients, try adding community profiles, educational se...
By Kathryn Royster | Thursday, May 22, 2014
4 ways to create real estate listing videos that sell

4 ways to create real estate listing videos that sell

Let's be honest: Video listings are a great real estate marketing tool, but sometimes you need more than a basic walk-through. Value-added features can be the key to making a standout video and boosting the selling power of a property ......
By Kathryn Royster | Wednesday, April 16, 2014
Why hire a professional videographer? 4 reasons

Why hire a professional videographer? 4 reasons

I'll admit that hiring a professional videographer costs money. And with high-resolution video cameras and editing software widely available, you may think that nothing could be simpler than throwing together a listing video. But there are several re...
By Kathryn Royster | Wednesday, March 12, 2014
6 questions to ask before hiring a real estate videographer

6 questions to ask before hiring a real estate videographer

If you're interested in hiring a professional videographer to shoot your listings, how do you know which person or company is the right fit for you? Just six questions can help you narrow the list ......
By Kathryn Royster | Friday, February 14, 2014