SELLING: Sales Shorts


Putting info at people's fingertips

Two years ago, Michael Richgels, GRI, broker-owner of RE/MAX First Choice in Onalaska, Wis., was looking for a way to interact with more potential buyers. His assistant, Terri Stagman, came up with the idea of placing a freestanding, touch-screen kiosk at the local mall. Now the two have gone into business selling the units.

The kiosk, which resembles an ATM machine, links to a server that connects consumers with Richgels’ listings, as well as other properties in the local MLS. Ads for real estate–related companies, such as lenders, appraisers, and title companies, help defray the cost of the kiosk.

People using the kiosk can contact Richgels via e-mail or send the information they found to themselves or someone they know. He recently moved the kiosk to the La Crosse Municipal Airport, near the baggage carousel, because the rent was cheaper than at the mall—$100 per month vs. $800 per month. The move hasn’t hurt the kiosk’s effectiveness. Richgels estimates he gets about 30 leads from it each month, though it’s difficult to track because sometimes people call him from home after they’ve reviewed information obtained through the kiosk. Stagman adds that the kiosk had 500 hits in September.

Riding the digital wave

About four years ago, Burns & Co. Inc., REALTORS®, in Baton Rouge, La., decided to switch to a digital production process for its local 30-minute TV show to save time and money. What the company didn’t realize, however, was that the decision would open up a whole new marketing avenue for their listings: podcasts.

Burns produces two programs a month, showcasing about 36 properties each, and has them recorded as podcasts. To build awareness of the podcasts, Mary D. (Winkie) Berlin, ABR®, CRB, vice president and manager of Burns’ Highland Road office, says the company ran a three-month promotion in which people who went from the Burns Web site to the iTunes site to register for the podcasts during that period were entered into a drawing for a video iPod. The promotion led to about 800 registrations.

Sporting her brand

Charlene Schellenberg, a relocation sales associate for Coldwell Banker Gundaker in Chesterfield, Mo., knows how to work a brand. Known as “Superfan Char” for her allegiance to St. Louis’ professional teams—the Rams, Cardinals, and Blues—Schellenberg deploys an arsenal of sports-related marketing.

One of her most visible tactics is a mobile billboard that is driven through the streets near the stadium on Rams game days. Another popular program involves sending out branded calendars, including recipes. “I find the calendars with recipes are the ones people keep. Even people who don’t cook keep them,” Schellenberg says.

Do you have an innovative, business-boosting selling or marketing tip that you’d like to share? Please e-mail us at greatideas@realtors.org.

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