Incentive Marketing

When it comes to attracting customers, incentive marketing represents a highly valuable tool for every industry. The real estate trade is no different from other sectors trying to boost clientele; because houses are big ticket items that require greater time and attention prior to purchase, agents and their clients alike can benefit from utilizing this particularly valuable approach.



Beyond a price reduction, real estate sales promotions might originate from the lender (percentage of loan fees), other companies (homeowner warranty, etc.), the agent (reduced commission) or even the seller (including appliances for no extra cost). Many first-time home buyers qualify for special discounts and savings, while military buyers also receive certain promotional markdowns for time served. There are myriad types of sales promotions depending upon the buyer's income level, home purchasing status, occupation, etc., and all are meant to improve sale probability.

While it may seem buyers reap the most benefit from incentive marketing, the agent also stands to collect commission for a home that otherwise might not sell. It makes good business sense to invest a few hundred dollars in non-reimbursable discounts to boost buyer interest and earn thousands in exchange. Some agents prefer to give rewards rather than discounts, keeping the original sales price firm for the seller but still allowing the buyer to reap additional incentives. According to Jim Logan, founder of revenue growth company Accelerate Business Group, LLC, "rewards preserve the value of your product or service and don't set a precedent of a lower price for an established offering."

Keep these two points in mind in order to maximize an incentive's benefit:

1) Place time limits so potential buyers feel an urgency to act now

2) Add an additional incentive for those who respond in that time frame

Logan also suggests infusing creativity to make sure all parties benefit from the incentive. For example, use money otherwise tagged for a price reduction as an offer back to the buyer in complimentary home accouterments, such as patio furniture or window treatments. This way, sellers realize a full sales price, agents still receive full commission and buyers spruce up their new home.

Ethical Eating

NOTE: Nothing here will make you squirm with discomfort.

Choosing to become vegan or vegetarian is a highly personal lifestyle decision that's more times than not guided by an ethical epiphany: animals are sentient creatures no different from human beings and are therefore not disposable commodities. This hotly debated topic forces people to consider the entire non-human animal kingdom in an completely different light to both understand and appreciate the inherent value of every living creature; to ignore this fact is to defend an antiquated and groundless argument that animals are placed on this earth for man's benefit.

Denying animals harbor consciousness is a conveniently disprovable stance that allows naysayers to claim humans as the only living being with perception and awareness, a coupling that has somehow excused and even justified the atrocious actions people inflict upon food animals. Factory farming is one of the most valid reasons people choose a vegan or vegetarian lifestyle, with others citing different yet just as compelling reasons as Dick Gregory's nutrient density and spiritual cleansing, Forks Over Knives connection to degenerative disease and Gandhi's peaceful resistance.

No matter the motivational factor, it is clearly a decision based upon our own lifelong efforts to become more aware, connected and evolved. To draw that flexible line where it best fits at this moment, knowing that it can -- and likely will -- fluctuate with our ever-changing mindset.

Somewhere in all of this [information about veganism], something will strike you just right and everything will crystalize around you brilliantly–that's your vegan epiphany...Experiencing [this] can help to make the journey a little easier; suddenly, it doesn’t feel like such a chore or sacrifice or abnormal thing to be choosing veganism. Veganism becomes, simply, the way your world is and the only way you can conceive of living and being. ~ Tess

Man's disquieting ethical egoism has caused significant problems throughout his relatively short reign on this planet; with very few exceptions, everything humanity has done, is doing or will do to progress as a species comes at the cost of other entities. This blatant disregard for living in harmony with flora and fauna -- which existed long before we ever did -- is one of the most reprehensible of all human characteristics, particularly where animal treatment is concerned. Eating their flesh, wearing their skins/fur and gratuitous experimentation on their bodies should be extinct the way so many species have become, yet only a small percentage of the human population has stopped perpetuating these obsolete practices. 

 

In short, mankind has deceived his animal counterparts with a shameful disregard for their basic rights as living beings. While perhaps the most developed of all species, people have no intrinsic entitlement to claim dominion over their nonspeaking neighbors. Whether or not animals have the same rights as humans is not the issue but rather that animals have the same expectation as man to a life free of pain, suffering and exploitation.

A good place to encounter your epiphany is in Hal Herzog's book "Some We Love, Some We Hate, Some We Eat."

Cartoon by Mark Parisi

Bang for the Buck

Satisfying the chewing desire of different dogs is often a lesson in futility.  What Layla the Chihuahua considers a lengthy, enjoyable chew is a one-chomp-and-swallow affair for Bunny, the 90-pound hound mix.  Biscuits and other quickly-eaten treats are great for instant gratification, but they fail to provide the kind of enthusiastic gnawing that sends dogs to another dimension.

Our canine children have been very willing participants in the quest to locate this ever-elusive dog chew, happily consuming the vast majority in less than ten minutes and with minimal chew value.  That is, however, until we stumbled upon (not literally) elk antlers and the dogs' entire world changed.

In fact, it's to the point where we humans are feeling a bit slighted by the constant attention lavished on this tasty newcomer.  I've even had to resort to the bait-and-switch tactic with Jake the Jack Russell Terrier in order to coerce the antler out of his little mouth in exchange for his dinner bowl.

And talk about a cost-effective option: We're just now ready to replace the first batch purchased nearly a year ago. Elk antlers, by comparison, are much sturdier and longer lasting than the smaller, more brittle deer rack. Our bigger kids do best with the thicker center cuts that are 6-10" long and about 2" in diameter, while little squirts enjoy the shorter, thinner part near the point.

After researching how elk antlers are obtained, we're resolved to purchasing these wonderful stain- and odor-free alternatives only from sellers whose inventory is humanely gathered from the elk's natural tendency to shed his rack. If you can find a seller who doesn't strip the natural velvet, your dog will reap additional health benefits. Amazon and eBay are good places to start, but also consider buying from a nearby dog specialty shop/bakery to help support your local economy or an online seller who contributes proceeds to animal rescue organizations.

Caution: Objects on Dating Sites May Not Appear as They are in Real Life

A recently single friend braved the stigma of online dating and joined a couple of the more popular sites. Now, several months later and armed with a wealth of hard-earned experience, she has a better understanding why it takes a psychology degree to figure out what a person's profile is -- or isn't -- saying.

As much as people profess they want to meet someone with the potential for a long-term relationship, many of the actions they take (both men & women) illustrate just the opposite. The very function of online dating is to facilitate bringing people together, but as Dr. Ali Binazir so aptly notes in The Tao of Dating, it has instead made it difficult for the masses to connect due to inaccurate self-representation or overly high expectations. This tendency to bend the truth leads people to present themselves as they would like to be, not how they really are.

Another barrier comes from those who have nothing at all to say about themselves and resort to using negativity or such timeworn phrases as "no drama," "love to laugh," and "just a simple person." You have to take pity on someone who sees nothing wrong with saying "hate" anywhere in the profile, much less the very first sentence. It typically goes like this: I hate talking about myself; I hate having to summarize my whole life in 500 words; I hate being pigeon-holed; I hate tooting my own horn. Well, here's the thing: Introducing yourself involves none of that. The masses simply want to learn a bit about who you are, not what defines you. Sadly, many people don't know there is a difference.

The pics you choose to represent yourself are directly related to the type of people you will attract. And let's just say right up front there is no shame in clicking past a profile that doesn't have at least one clear, recent photo. Showcasing yourself in any arena requires putting forth 100% of who you are; physical appeal - while indeed in the eye of the beholder - is as much a critical component on dating sites as it is in real life. Would an actor send out his portfolio without any images and still expect to be cast in the right role?

Photo albums full of 6-pack abs, overflowing cleavage or 15 shots of your dog/cat/garden/most recent Hawaiian vacation (all without *you* in them) miss the point and give complete strangers visual TMI. That also goes for "trophy" pics: dead animals, vehicles/farm equipment, beer/alcohol in every shot. Consider who your audience is; you're not submitting for acceptance in Cabela's catalog, after all. It's the rare woman who will be impressed by seeing your truck filled to the brim with deer carcasses.

And then there are the "no photo" folks who are full of excuses: They don't have any current images, don't photograph well, don't want to be judged on looks, etc. My friend found a guy who said "I'm a well-known professional and don't want to jeopardize my reputation," which may be legit or may actually translate to "I'm married and don't want to get caught."

 

And since people are unforgivingly sized up in a matter of 7.5 seconds or less, nailing that all-important initial contact has become more important than brushing your teeth after every meal. The first no-no is counting on a nonverbal option to replace a thoughtful introduction. Winks/flowers/flirts and the like are equivalent to a 12-year-old boy showing his interest by punching the girl's arm. Show that person you've moved beyond the playground by saying hello in a message.

So, after sifting through the muck and mire, my friend found someone who looked worthwhile enough to spark a conversation. Little did she know she had embarked upon a fascinating study of human behavior; like being unable to turn away from a train wreck, she couldn't stop herself from exploring this specimen of dysfunction. The guy was pure gold for anthropological research.

He didn't use the word 'woman' but instead identified the fairer sex as either 'females' or 'pedestrians.' Always defensive and afraid of being judged no matter how innocent the question but chastised her if she didn't answer something in line with what he thought was correct. So proudly into porn that he freely referenced it in their conversations from the get-go (not to diss porn but to further illustrate his disconnect from what he claimed he wanted: someone with emotional and intellectual intelligence). Here are a couple of gems from this smug and angry misogynist:

Instead of simply saying he wasn't into it, this is how he replied to her inquiry about Scrabble:

Scrabble, crosswords and jigsaws are too far down on the ladder of intellectual stimulation for me. It would be a bleak day when I sit back and have nothing better to do than play Scrabble.

On why men seem to respond based only on photos while ignoring core value incompatibilities in the profile:

Men ignore what women say on their profiles [because] what [women] specify is more often negotiable than not. And men know that and exploit it. So there's probably a whole range of women out there who want me, but I won't contact them if they want someone with dark hair, or 6 ft tall, or blue eyes, etc. See how you kill it for yourselves?

Huh?

But by far the most intriguing element of their exchange was the rule book he required her to follow if she wanted to continue conversing with him. This all came about when she suggested they meet in real life; what ensued was both puzzling and scary in a world that has become far too socially inept.

Step 1: A minimum 3 months of emailing
Step 2: If they were still interested in learning more, they could take it to voice calls for another couple of months
Step 3: If they were still talking, they could move to video chats to round out the mandatory 6-month cyber discovery period
Step 4: Entertain the idea of meeting in person

She lasted just over a month in Step 1 before realizing this guy really was clueless about his hostile, antisocial tendencies. I've begged her to turn this whole experience into an online picture book similar to the brilliance of Hyperbole and a Half, but she just rolls her eyes and swats me away.

Surely you have a tale or two to tell from your online dating excursions, right? And :::gasp::: maybe even a positive experience! C'mon, enlighten us by posting a comment below. :)

Clicking the "Unfriend" Button in Real Life

If you're familiar with the phrase "energy vampires," you likely strive to keep these people at arm's length - if not entirely avoid them - because surrounding yourself with those who suck the life force out of you is the quickest way to "catch" the disorder. As we saw in a previous blog post (Are You Eeyore or Pooh?), there's absolutely no effort needed to be a Debbie Downer, but we nearly kill ourselves tripping over mental road signs that remind us to emit only positive vibes. So what possible benefit is there in willingly sucking the discharge from other people's emotional exhaust pipe?

Relationships are fluid; many of the people who cross your path are not meant to stay there. There's no unspoken rule that says you must accommodate every acquaintance, friend, spouse or business associate for the rest of your life, yet so many of us feel a gnawing obligation to put up with baggage for fear of being less than a good friend/partner/family member. Instead your integrity suffers when you fail to be a friend to yourself first.

And yes, you are absolutely allowed to emotionally emancipate yourself from parents, siblings, aunts, uncles or anyone else in your clan who drags you through the gutter. Why should they receive special treatment simply because you share a genetic disposition? In fact, sometimes that's actually the best reason *to* break away.

It matters not if they're family, friends or coworkers; if you're a magnet for drama queens, boors, martyrs, attention seekers, criticizers and hypochondriacs, it's time to make some changes. But how do you expunge someone from your life without feelings getting hurt in the process? Well, you can't. But you can take steps that help the individual save face and you escape guilt. Therese Borchard's You Deplete Me: 10 Steps to End a Toxic Relationship is a snappy, somewhat snarky but completely engaging summation of who, what, when, why and how to purge an unhealthy relationship.

Have you had to remove someone from your life because of how the relationship drained you? How did you handle it and, just as importantly, how did the other person respond?

Are You Eeyore or Pooh?

How many of us are card-carrying members of this club? If you think it's more than a chance encounter to catch clocks, signs and sales receipts with some form of 11:11, and it happens just often enough for you to wonder if there's something more to it than coincidence, then you're in good company.

But that's not really what this post is about. I did want to acknowledge a pretty significant occurrence most of us will never again experience, and now we'll take it in a slightly different direction.

Who you are and what you believe will determine how you'll celebrate -- or ignore -- this much-anticipated day. It's either synchronicity or hooey. The end of the world or just the beginning. Chaos or clarity. And for some just another reason to party. Even the Ku Klux Klan rally in Alabama qualifies as a bona fide celebration that day because, after all, "K" is the 11th letter of the alphabet. But really, it seems to be just a mystical approach to the law of attraction philosophy rather than anything evil or virtuous. Personal development blogger Steve Pavlina says:

11:11 is a doorway (one of many) to a new level of existence. It is the introductory chapter to a greater understanding of reality. Instead of going through life as a hapless victim, 11:11 shows you how to begin creating your reality.

The struggle between positive and negative forces has plagued man since he first started wondering "why." Some consider this dichotomy outside the realm of our control, since it really does seem humans are naturally hard-wired for negativity. Think about the conscious effort it takes to push aside doubt and pessimism in order to find courage and hope. When was the last time you had to remind yourself to be unhappy?

One of many uses for today's social media is as a global billboard for sharing mantras, affirmations and feel-good posts meant to inspire the masses; all are enjoyed and some are tucked away as reminders. Yet it's the rare individual who doesn't soon get pulled back into the endless loop of uncooperative thoughts despite such positive influences.

Berkeley and Plato believed man has complete jurisdiction over how he perceives - and thereby responds to - negative stimulus; the more spiritually evolved a person is, the greater tendency he or she has toward positive thinking and the opportunities it draws. Yes, it involves a lot of effort and yes, we will always be susceptible to drifting backward into negativity, but just remember there is an unlimited number of "do overs" for you to stay on track.

There's also no need to go it alone. Fortify your validity through those who have already laid down the groundwork. Borrow freely of their examples and experiences. Embrace what resonates. Build upon them so you can inspire others and continue the momentum. The Tao of Pooh is a great place to start because of its childhood familiarity. In it you'll understand why Eeyore frets, Piglet hesitates, Rabbit calculates, Owl pontificates while Pooh just is.

But just in case, it won't hurt to make a wish when the clock lights up with all those identical numerals. For right now, however, you'll find 4 minutes & 11 seconds of pure, fearless inspiration to embrace and share below.

What inspires you and keeps your path clear of negativity? Please share your insights here - we'd all love to learn from them.

Anatomy of a Viral Video

Ricky Ricardo would have a field day with social media.

Who'd ever imagine his adorable (if not redundant) home videos of little Ricky waving would actually earn him the adulation he so craved. But did Ricky Jr's baby antics truly have what it takes to go viral in today's unpredictable market?

A Special Recipe
Like a classically trained chef who can coax the most amazing flavors from a turnip, marketing executives are eager to discover the elusive viral recipe to extract greatness from an otherwise ordinary idea. Even the most prestigious advertising companies fail to replicate that ambiguous formula as they feverishly try to anticipate what will lead to the domino effect just a few "share" clicks can create.

Clearly, it's an organic phenomenon that follows no set guidelines, and the more marketers try to force their hand, it seems the more they fail. While Old Spice stumbled upon viral gold by keeping audiences transfixed with an alluring mystery man who effortlessly moved from one venue to another, rolling dice still seems more of a sure bet these days. Digital consultant Chris Smith duly notes:

The fundamental thing to remember about viral marketing that everyone seems to constantly forget is that it doesn't revolve around brands. It revolves around content.

Human Emotion
Tell me something. Have you ever been so enthralled with a commercial that once it was over, you had absolutely no clue what product was being advertised? That's an example of what Andrew Burnett, a successful Scottish social media marketer, identifies as the one common denominator of this viral trend: human emotion. Animals and babies are shoo-ins with the "awww" factor. Always have been, always will be. But unlike Ricky Ricardo's uninspired clips, these particular viral videos are infused with a bit of magic that captures viewers' imagination.

E*Trade built itself a little empire of viral videos with a talking baby who gave viewers investment advice. But it's really the animals who have cornered this particular market with voiceovers that tread pretty heavily on our need to anthropomorphize critters. Patty-Cake Cats and Ultimate Dog Tease are just about the best examples of how humanizing animals is both endearing and viral-worthy (and these are just regular home videos). You'll definitely want to watch the dog several times to catch every subtle nuance of such low-tech genius.

Other people's misfortune and dangerous close calls are high on the ingredient list for viral videos. Take Jonathan Mak Long, for example. What began as a heartfelt tribute to a recently passed technological icon quickly spiraled out of control in a bad way. Viewers who appreciated how Long incorporated Steve Jobs' silhouette in the Apple logo began sharing it; for a brief moment, he happily embraced the accolades. But they soon turned into angry shouts as his design traversed the globe and was spotted by those who knew of a very similar piece created just months earlier by British graphic designer Chris Thornley. The 19-year-old Hong Kong graphic design student was soon forced to apologize and prove his innocence not just to the man he was accused of plagiarizing, but to the entire world as well.

As you may have already figured, there is definitely money to be had for some of those who literally and figuratively trip into their 15 minutes of fame. The shock value of viral videos has spawned a new trend where teens purposely risk life and limb for fast cash. Even morality is sidestepped when people continue filming an accident rather than offering help with the hopes one of many viral sites or exploitive TV programs showcases their gruesome captures.

And last but certainly not least, there is sex, but that's a topic for another day. :)

Where do you see viral trends heading? Have you personally been involved with a successful viral video? Feel free to post a comment and let me know your thoughts.