Post: #1

After promising testing and research, I created a information product targetted at a specific subset of real estate professionals.
The majority of the content consists of interviews that fit on 2 DVDs, although there are a couple of books/supplemental materials that I am working on, but it depends on my initial price point.

One point I am sticking on though, is whether or not to use a pseudonym or if it even matters.

I do not have a background in real estate apart from what I learned second hand from my father, I have an MA in economics from a top university, and some interesting international work experience.

So, I was thinking of 4 possible approaches:

1. Use my real name and give little or no information.

2. Use my real name and spin my background as that of an international economist with extensive experience in consulting/analysis/sales.

3. Use a false name, perhaps something like "David Trump," which would draw attention, and provide no information.

4. Create a false name, and a vague or impressive sounding background to go along with it.

/thoughts?

Post: #2

Where did you get this content if you claim you have little no background in real estate? Are these your own interviews? Im confused.

As for your question, if anyone gives me quality content I could care less about their background. And providing quality content is how you build your reputation.

Post: #3

(04-25-2012 09:44 AM)AntiTrace Wrote:  Where did you get this content if you claim you have little no background in real estate? Are these your own interviews? Im confused.

As for your question, if anyone gives me quality content I could care less about their background. And providing quality content is how you build your reputation.

My father is a successful real estate broker and has tried to get me to join the business for years even though I have no interest. At various times in the past decade, I have done research for him, done professional photography of listings, spent time in the office talking to agents and brokers, and also done a lot of research myself on the process of becoming an agent.

All of that gave me a fairly solid understanding of the business and the process of becoming successful in it.

So, after deciding it wasn't for me, I thought I could provide some value. I though about what kind of information resource would I want if I was entering real estate.

So much of the stuff out there targetting real estate agents or sales seems to be low quality carpe diem crap that is boring to read.

My solution was to let normal people who made it as an agent, from a variety of backgrounds, tell their stories concisely. To me, that is much more useful, because all people are different, and the reader/listener can thus choose what is best for them.

I selected 30 different real estate agents from around the country who had entered the market in the last two years, and interviewed them about how they started and how they got to their first commission. Rather than something like the Forbes "30 under 30 in real estate" which features 28 year olds making a million bucks a year in Miami, I sought out average people in average places who had done well. Since real estate agents love publicity, it was rather simple to call up or email an office and find suitable people.

Now I am testing different names, pricing, and webpage ideas.

I am also thinking of how to put this all together into a final packet.

My basic idea now is to have the interviews available on a couple of DVDs, a booklet that transcribes them, perhaps an additional booklet that gives some sort of summary of the top ten lessons to be learned, and then a progress journal to keep notes and motivation (a cornerstone of my offering is to design everything to get people to their first commission in 90 days or less. I recorded the interviews in both audio and video on Skype, and have not decided whether to use just audio, or video as well.

If this is successful, future versions (I have daydreamed about calling this a 2012 edition, and then finding new people every year, and putting out an edition every year) might be a bit more involved and make use of HD.

Post: #4

(04-23-2012 03:57 PM)Keyser Söze Wrote:  After promising testing and research, I created a information product targetted at a specific subset of real estate professionals.

I do not have a background in real estate apart from what I learned second hand from my father, I have an MA in economics from a top university, and some interesting international work experience.

/thoughts?

Ever heard of a book called Rich Dad, Poor Dad?

It's a ficitional tale about how some rich Hawaiian real estate investor schools the author on how rich people get rich and why poor people.

The difference here is that *you* are the real deal. You aren't fake.

You've learned the business from a master (your father) from the INSIDE.
Not from some head broker that doesn't give a fuck about you, or from a book or from a school..but from being their in the office as a kid, hearing the stories over the kitchen table, helping out on weekends.

You've gotten an education that most real estate professionals *wish* they could get. Most agents/brokers never get to see all sides of the biz.

The skills you've learned from when you were a kid now come together like Voltron *and* you've gotten insight from other successful brokers in all different markets...

You've got serious credibility and authority.
Put your name on it! Your story is awesome.

You could do a DVD, a real book, and audio book, an e-book...

Sitting on a gold mine if you can market it to the right people. And you, your name, your story, is a selling point.

WIA

Post: #5

How do you plan to market this product?

Post: #6

(04-26-2012 03:38 PM)torontokid Wrote:  How do you plan to market this product?

I've got a few ideas going: SEO/PPC, personal network, advertising in related trade magazines (and perhaps some out of the box ideas like college alumni magazines, because if I can sell to people who are thinking about various careers, it will increase potential market size), etc.
There are also some low cost ways of doing this, like setting up twitter or facebook accounts of hot women in major cities and then building up hundreds or thousands of friends, etc.

Post: #7

(04-26-2012 03:46 PM)Keyser Söze Wrote:  

(04-26-2012 03:38 PM)torontokid Wrote:  How do you plan to market this product?

I've got a few ideas going: SEO/PPC, personal network, advertising in related trade magazines (and perhaps some out of the box ideas like college alumni magazines, because if I can sell to people who are thinking about various careers, it will increase potential market size), etc.
There are also some low cost ways of doing this, like setting up twitter or facebook accounts of hot women in major cities and then building up hundreds or thousands of friends, etc.

I wouldn't go with fake twitter and facebook accounts of hot women. They're pretty useless in terms of driving qualified traffic.

It seems like you have an unique product and idea.

I think the best way for you to build a solid buyers list before you even release your product is by becoming a regular poster at real estate online forums and creating a blog which offers value before the product comes out. Put an opt-in forum in your blog and offer them a free ebook or chapter. Establish yourself as an expert before the product comes out and you'll be able to sell well when you do release it.

Check out ViperChill's blog, one of the best blogs out there on online marketing.

http://www.viperchill.com/

Focus on building a presence in your niche first, then worry about releasing the product. Once you have a captive audience who loves you you'll be able to sell to them. This is easier said than done but considering you're an expert at this niche it can be done.