In spirit of this Christmas season, I thought it would be fitting to reference one of the holiday movie classics as the perfect parallel for today’s lesson on real estate marketing. In fact, since my wife and I just sat down to watch “National Lampoon’s Christmas Vacation” starring Chevy Chase last night, it is still very fresh in my mind. Want more articles like this? Create an account today to get BiggerPocket's best blog articles delivered to your inbox Sign up for free However, for those of you who may be a little rustier, here is a link to a part of the film when Clark Griswold (played by Chevy Chase), finally receives his long anticipated bonus check in the mail: Yes this is a hilarious break from reality, but what exactly does it have to do with your business? Well surprisingly, my intention was not just to waste 5 minutes of your life. Instead, I want to highlight one disastrous mistake that real estate professionals can tend to make with their real estate marketing campaigns and how you can avoid it. We’ll refer to this concept as… Aspiration vs. Desperation Can anyone else relate to the following? When I had initially started my professional career wholesaling houses, I constantly felt the sting of desperation early on. This always came as a result of not having enough leads or potential business in my pipeline to keep me busy. As a result, I would constantly go into “freak out” mode and start massaging my dead beat leads for all they were worth, checking emails and phone messages every hour, dwelling on what I would do to keep paying the bills, or becoming consumed with all the potential “what if’s.” Similar to Clark Griswold, all my eggs were being stashed in one basket. Instead of actively pursuing new opportunities or implementing innovative real estate marketing ideas, I would start playing the victim game and temporarily forget that I alone was in control of my circumstances and future. Yes, I’ve been there and never want to go back…neither do I wish this upon any of you. There is a solution when you’re faced with this dilemma. Don’t let anyone else dictate what your business or income will look like. Instead, you call the shots by taking action and never looking back. Learn how to be a person who aspires to succeed by conducting some of the following: Formulate new ways that you can build up a stronger referral base. Produce real estate marketing videos full of testimonials similar to my man Tim. Reach out to other spheres of influence within your industry. Set up as many systems as possible, such as email follow up campaigns which will get prospects to raise their hands instead of you chasing them. Test new offline and online marketing pieces and measure your results. Pitch that which fails and improve those things that succeed. Invest in courses, books and seminars that will teach you how to become better professionally and individually. In other words, become so singularly focused on those things that only help to improve your bottom line that you naturally sift out those time and money leaches. If you adopt this mentality for your real estate marketing plan and business, your life will be infinitely better because of it! This I can promise you.