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Marketing tips Realtors can’t afford to ignore

Self-promotion guru discusses how best to lure buyers

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Real estate professionals spend millions of dollars in print and Web marketing. Are you spending your money wisely or are you wasting it needlessly? I recently met Raleigh Pinskey at The Luxury Conclave, a conference that focuses on how to sell high-end homes. Raleigh's past client list includes Sting, Paul McCartney and Wings, David Bowie, KISS, Jack Canfield, Mark Victor Hansen, and A Great Snake Named Jake from the Bronx Zoo. Even though it was written in 1997, Pinskey's "101 Ways to Promote Yourself, Maximize Your Biz-Ability through Viz-Ability" is a primer on how to market your real estate business (or any business) using both traditional and Web marketing techniques. Pinskey recommends that when you write an ad, take the "best, most powerful, most effective thing you can say and move it to the beginning." Many agents begin their ads with either the property address or a description of the property style, such as "Four Bedroom Contemporary with View." This type of ...