In this blog post we’ll talk about what ubiquity is and how you can use it to grow your business. If you want more exposure for your deals or more sellers and buyers in your pipeline, then you need to adopt the ubiquity concept.
If you want to have an established and recognizable brand, then the concept of ubiquity is the way to go.
If becoming a respected expert and authority in your marketplace is an important goal of yours, then again…it’s all about ubiquity!
What is Ubiquity?
I first heard about the word “ubiquity” when I attended a Glazer Kennedy Inner Circle (GKIC) marketing workshop in Alexandria, VA. The speaker, Frazier O’Leary, talked about what we needed to do in order to grow our business at a level where we could reach more clients than we could handle. Out of all the different strategies that he gave us, ubiquity stuck out to me the most.
So, what is ubiquity?
It’s simply the state of being everywhere at once (or seeming to be everywhere at once).
Now as I embark down this path of explaining how this is possible, I’m not here to tell you that you’ll become the omnipresent God of your market. Although the definition might give that impression, it all boils down to simple marketing methods that can allow you to get more exposure and increase your awareness.
Let me explain…
The First Piece of the Ubiquity Concept
Pick a store brand that most likely everyone knows about. For example sake, we’ll go with Best Buy. Now I’m sure that initial things come to mind when you hear the word “Best Buy” things like computers, TVs, the Geek Squad, etc. They have products and services that appeal to what people want in need.
So the first thing you need to have in your business is something that people want or need. Whether you have a product or a service, when it comes to real estate, we know that primarily we have the specialized knowledge and capability to help someone buy, sell, or invest in a home fast.
The Second Piece of the Ubiquity Concept
I can’t really picture myself saying, “I’d like to get a new computer over at Sound of Music”. That used to be the name of Best Buy before its owners decided to change it. They developed a brand that people could easily remember while even strategically choosing a benefit rich brand that can grab people’s attention. Who wouldn’t want to buy the “Best”?
Therefore, the second piece of this concept is a Brand. Using your own name is common and a good method because people will wonder who you are. Curiosity will definitely awaken the attention factor. If you decide to go with a business brand, then you need to choose something that is unique and can stand on its own based on the products and services that you have to offer.
I think Josh Dorkin did an incredible job with the name, “Bigger Pockets” because who the heck wouldn’t want Bigger Pockets and the value that the overall website brings to the table makes it nearly impossible for other real estate social networks to even compare. (Just my honest opinion)
The Third and Most Important Piece of the Ubiquity Concept
Best Buy is a recognizable brand for two reasons. They have products and services that people need/want and they’re brand is literally everywhere.
Think about it…
- When you check your mail, you may get some direct mail from Best Buy offering special deals and coupons that you can take advantage of.
- As you drive in your car, you might hear a radio spot for a hot deal offered by Best Buy.
- When you purchase the newspaper and go to the classified section, you may notice a big section within the paper for an exclusive offer by the Geek Squad (Which is the technical repair/assistance staff for Best Buy, but I’m sure you already knew that)
- Even when you go home to relax and watch some TV, they have the “customer satisfaction” style Best Buy commercials.
Politicians understand this concept perfectly. If you think back to the 2008 Presidential Election, you probably saw signs, posters, TV ads President Obama, John McCain, and other presidential candidates everywhere you went. On top of that, you’re phone might have been ringing off the hook with people trying to get you to support or not support whomever. Like it or not, it gets the job done.
Why the Ubiquity Concept works so well
Whether you get annoyed by seeing the same politicians everywhere you go or seeing Best Buy (or any other recognizable brand) everywhere you go, the concept is very powerful.
It gets people talking. Whether the buzz is negative or positive, your brand can be psychologically planted into the minds of everyday people who can be potential clients for your business. If you deliver on the benefits and promises your business has to offer, then there won’t be any negative buzz to worry about.
What Ubiquity is vs. what it is not
The key to ubiquity in your real estate marketing is to use multiple marketing media platforms at once.
- Posting hundreds of ads on craigslist alone is not ubiquity.
- Posting thousands of signs in your city alone is not ubiquity.
- Running the same Facebook Pay Per Click (PPC) Ad over and over again is not ubiquity.
If you’re using these different advertising medias all at once and you’re giving people what they want and need, then you’ll be well on your way to becoming famous.
Social Networks are great for building a big presence because we know that people commonly go back and forth between sites like Facebook, Twitter, YouTube, etc… So if you want to start anywhere, then it should be there. Create a profile for each of these networks and start connecting with people.
Just understand that you can’t go around pitching your business. That’s a quick way to piss some people off or cause them to completely ignore you. With Social Media, it’s all about building relationships first. Of course, if they have advertising options like Facebook PPC or YouTube PPC (Google Adwords, then again you can use the brand you’ve been using in other marketing media platforms, so people can get used to it and start flocking to your business if they need you.
When you fully understand the ubiquity concept and don’t overdo it, you may grow fond of the Visa Card slogan that says, “It’s everywhere you want to be!”
To Your Success,
J. Lamar Ferren
New Breed Investor