Module 2: Foundation Welcome to Part 2 of Guerrilla Property Marketing. This is the foundation section. In this section, we will talk about what preparation you need to make before you get moving with your guerrilla marketing plan. We will talk about some background of the Guerrilla Property Marketing. We will look at why it works as opposed to other types of marketing and we will also talk about how you can use this training.
A quick disclaimer before we get moving. I want to just make sure that everyone s putting all marketing in legal and lawful places, check with your local council or local authorities on what those places are and obviously we are not going to be paying your fine if you do put it in the wrong place. That s Johnny Cash by the way in the picture. I don t know what he has been arrested for but I am pretty sure that it wasn t for the Guerrilla Property Marketing, so you don t need to worry. So a quick note about phone numbers. Now obviously if you are putting up adverts, then your number is going to be public. So you need to be thinking about whether your personal mobile or your home phone do you want that to be known in the public. So what I would recommend is
that you buy a secondary pay as you go type phone. That s certainly what I have done. You can get these pretty cheap. You can either get a second hand one on ebay or one of these phone shops. You may also want to get an unregistered SIM card to put in the phone. You can get them from places like petrol stations or general stores. You may also want to get a different phone for sellers and for buyers. That can be handy if you have got a lot of properties on. In that way, you can answer each phone when it rings. A note on free phone numbers These days free phone numbers are not really free to call, if you are phoning in from a mobile phone which most people will tend to do especially if they are out in the open and they see your ad. If they see an 0800 number or an equivalent number then they know that they have to pay for it, so it s not really free. I think these days you can get numbers that are free from mobile phones, so you may want to check that out but people are usually fine just calling a mobile phone number. So what is Guerrilla Property Marketing? As you probably already know, it s high impact low cost types of marketing.
Where did Guerrilla Property Marketing come from? Well, It s been about a fairly long time, Jay Conrad Levinson wrote his book Guerrilla Marketing in the early 80s and this was first published in 1983. It basically talked about methods that small business owners can use to publicise their businesses. These methods are very inexpensive strategies that you can use to publicise your business in contrast to the methods that big companies use that have high budgets for television and radio and so on. So it just looked at ways that you can market your business for a lot less budget and still get really good results. Now I first started using Guerrilla Marketing without really realising what I was doing and it was 10 years ago but then when I attended Rick Otton s course in 2008 perhaps it was No it was a bit later, it was in May 2011 and I realised that Rick had really taken the whole Guerrilla Marketing thing to a whole new level. So I learned a bunch of new tricks from him and if you are interested in learning more about what Rick was up to then there s a link below this video if you are interested. Find out what Rick Otton is up to
So why does Guerrilla Property Marketing work so well? The main reason is that, psychologically speaking it s a pattern break. So people as you appreciate are bombarded with marketing, may I suggest slick ad agency type messages all day, every day from billboards, from television, from radio, from magazines and all the rest of it. So people almost have started blocking out to these types of messages and subconsciously there brain goes, Another ad there, Another ad there. So in order to break through that sort of barrier you need to do something a bit different. You know, high paid advertising executives will do that by doing something shocking or something creatively and artistically away from the norm and they are also very good at that. But we obviously don t have those budgets. So how we can pattern break and break through this barrier of "cognisant dissonance", I think some people call it. We can do that by using something that doesn t really look like advertising. It looks shoddy, it looks home made. Basically if you see something that s professionally done, then your brain will generally tell that it s going to be expensive. If you see a slick advert for a home, when you see it on with a state agent, you immediately think that I am going to be paying full market value or at least close to full market value for this property. If you see a property that is being marketed by its owner, sale by owner type property and if they have done that by writing a sign in felt tip and putting it outside their house, so you really are going to think that I may be able to bargain here. It s not on with an estate agent, the person selling it might not have so much of an idea of how to negotiate and maybe they just want a quick sale, so they are obviously looking to save money by not putting it on with an agent. So you might be able to get a deal there.
So looking at these two properties, which of these look like that you might be able to get a bargain? The one on the left, you have got a normal professional estate agent s board outside. It s on with an agent. You probably are going to be paying full market value for that. That s what that this sign tells people. That s how it speaks to their subconscious. The one on the right It s written in shoddy, black marker pen and your subconscious is going to be telling you, I may get a bargain with this. This person maybe doesn t know what they are doing and as it happens, that is the sign outside a house that I am selling and they are actually going to be paying more than market value for it. But that is not what the sign says. So, what pre planning do we need to do before we get out there and start advertising? You do
need to get some ducks in a row here, so that when you get some properties and some leads coming in, you want to be able to act quickly and make your instructions to various professionals that you are going to use in what we call, Your Power Team. So make sure you have got your mortgage advisor set up, if you are planning to buy with a mortgage. That may or may not be the case if you are looking to maybe just source properties and sell them on to other investors. You may not need a mortgage advisor or some of the other people but just think about who you are going to need in relation to what strategy you are going to be using. So you may also need an accountant. I would suggest that you definitely need an accountant because if you are running a business here then involving an accountant at an early stage in any business is very important, at least for tax planning purposes. Also a solicitor. You will normally need a solicitor depending upon what strategy you are going to be using and you may also want to line up joint venture partner or partners to work with you on whatever leads you find. If you are not sure about where to find your power team then speak to friends who are in business or property, they may have a referral. It s always better to get a referral from somebody who can vouch for somebody s professionalism or reliability, rather than just finding somebody cold. It s also good to get professionals those are used to working in property. So for example, an accountant who has his own buy to lets is almost certainly going to be better than the accountant that doesn t because they will know all the tricks to save themselves tax and they will be able to apply that to your business as well. Also check out property networking groups, both online and in your local area. People at those are almost certainly going to able to pass you on to the relevant professionals and professionals may also be hanging around these groups also. So it should not be so hard to find those people. So a final note This course is not just about marketing. It s mostly about marketing but we touch upon systems that will start to make your business more efficient, systems that will save
you time, and also ultimately allow you to scale your business and if you are running this as a real business your property business is a real business then that s what you ultimately want to do and it just removes whole amount of headaches if you got some good systems in place. Just makes everything run more smoothly and at the end of the day you are probably in this for different lifestyle reasons and to make your life easier, so you don t want to make things more difficult for yourself. So this was the foundation part of the course. We looked a bit at preparation, a bit about background of Guerrilla Property Marketing and why it works. Next up, we will be looking at Marketing for Sellers, so see you in the next video.