“Imitation is the Sincerest Form of Flattery,”
Real Estate Version

“I know I’m wasting half my advertising budget . . . I just don’t know which half. “

–Corporate marketing director

Want to know if a particular marketing piece is effective?

Certainly, if the postcard, email, or bus bench caused someone to contact you — you know that it is.

But usually, the cause-and-effect isn’t nearly so direct or obvious.

Way to tell #2?

A colleague (or competitor) takes notice.

Contractor “Who Dunnit?”

I’ve now had that happen twice recently.

The first time, someone contacted U.S. Bench about renting my bus bench at the end of Cedar Lake Road in St. Louis Park.

That would be the bench I’m currently renting.

No go — I had it placed there, and it’s leased indefinitely to me.

Referral Karma

The second time was following an especially arresting blast email I did promoting a wine & cheese for my listing near Lake Calhoun.

An Edina Realty colleague wanted to know who put that together for me, so they could do something similar.

The designer’s name is Regina Wamba (“MaeIDesign”), and she does terrific work, including my new email logo (below), my bus bench design, and numerous other projects:

P.S.:  Guess who initially referred me to Regina?

A colleague at . . . Edina Realty.

About the author

Ross Kaplan has 19+ years experience selling real estate all over the Twin Cities. He is also a 12-time consecutive "Super Real Estate Agent," as determined by Mpls. - St. Paul Magazine and Twin Cities Business Magazine. Prior to becoming a Realtor, Ross was an attorney (corporate law), CPA, and entrepreneur. He holds an economics degree from Stanford.

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