Marketing Secrets of Mitch Meyerson
May 14th, 2015 | top of page

I met Mitch Meyerson last night (5/13/15) at the Arizona Marketing Association’s monthly meeting that’s organized by Chuck Trautman. Chuck always does a great job bringing relevant and informative speakers who deliver real, actionable content in their presentations. Last night was no exception with Mitch Meyerson’s presentation on marketing. The presentation got off to a good start for me as I was able to answer Mitch’s first marketing question (“When was Jay Continue Reading

Victor’s Insider Scoop on Why Your “WHY” Trumps Your “HOW” and Your “WHAT” Everytime.
December 17th, 2012 | top of page

How do you get what you want? Your answer to this question is independent of whether you’re trying to get a customer to sign a contract or your kid to take out the trash. That’s because there are only two ways to get someone to do what you want them to do: you can manipulate them or you can inspire them. 
Most of us get it wrong! Most people try to manipulate. And for good reason: it Continue Reading

Victor’s Insider Scoop #1 on No B.S. Trust Based Marketing
September 13th, 2012 | top of page

I finished reading Dan Kennedy’s No B.S. Trust-Based Marketing in my bookclub today. This book instructs the reader how to develop strategies to answer this question: “What are the few, key factors for you, that will make you such a trusted and relied upon presence in your customers’ lives that they stay with you—and spend with you—for life?”           Here’s some of my most salient excerpts from the first four chapters: Developing Continue Reading

Victor’s Insider Scoop on Applying Apple’s Design Aesthetic to Real Estate ..
November 3rd, 2011 | top of page

In the October issue of Phoenix Apartment Real Estate News I introduced you to Apple’s design aesthetic by way of a quote from Steve Jobs: “Design is not just what it looks like and feels like. Design is how it works.” I’m going to follow up here with a discussion on how Steve Jobs designed his presentations to enamor his audiences for Apple products. Whether your presentation is geared to selling .mp3 players or apartments always remember Continue Reading

Victor’s Insider Scoop on The Antagonist and The Conquering Hero …
November 1st, 2011 | top of page

In the October edition of Phoenix Apartment Real Estate Deals I showed you some of the key features of a Steve Job’s presentation: • Getting your audience to care, • The Twitter–like headline, • Specificity, • A personal benefit, • Why 3 is a magic number, and • Simplified slide design I also argued why you should consider adopting these ideas whether you’re marketing an apartment for sale or instructing your leasing staff on how to close Continue Reading

Victor’s Insider Scoop on Steve Job’s Design Aesthetic …
October 1st, 2011 | top of page

“Design is not just what it looks like and feels like. Design is how it works.” —Steve Jobs 2003 In this month’s Insider Scoop I’m going to focus on why Apple products and services look and work the way they do and what we can do to make our products and services more appealing. Even if you aren’t (yet) a convert to Apple computers I’d wager the odds are next to zero that you or your children Continue Reading

Victor’s Insider Scoop on Marketing Tips from Ali Brown – “The eZine Queen” …
September 15th, 2011 | top of page

Ali Brown was the keynote speaker at the September Phoenix Chapter meeting of the Glazer-Kennedy Insider Circle. If you are unfamiliar with Ali check her out at I took a lot of notes during her presentation. Here’s a summary of some of my key take-aways: Always Be Marketing. You never know when a customer is going to need your product or service. If you are regularly in front of them you Continue Reading

Victor’s Insider Scoop on Social Media and Commercial Real Estate …
August 1st, 2011 | top of page

Odds are you or someone in your family uses Facebook. But are you buying in to the conjecture that social media can facilitate or initiate a commercial real estate deal? Sure it works for some businesses. But are you of the opinion that it only works for retail or non-service type of businesses? It can’t work for professional businesses can it? If this is your position, I think you are falling into the trap laid by marketing Continue Reading

Victor’s Insider Scoop on INFLUENCE The Psychology of Persuasion …
December 15th, 2010 | top of page

My book club is currently reading the book of that title by Robert Cialdini. Here’s the Reader’s Digest version of the techniques promulgated by Cialdini: 1. Reciprocation says that we should try to repay, in kind, what another person has provided us. Reciprocation is innate to humans and much stronger than you might imagine as we tend to feel obligated to repay favors, gifts, etc. 2. Commitment and Consistency. Once we have made a choice or taken Continue Reading

Victor’s Insider Scoop How Fear Sabotages Success (Often Unconsciously) …
July 15th, 2010 | top of page

As the time approaches for me to publish a new blog post it invariably happens. Writer’s Block sets in and I stare at the proverbial blank sheet of paper unable to write (actually blank screen and unable to type). More often than not it is fear that stops me from writing. Fear that you might think what I am writing about is lame. Fear that you’ll never consider using me for a real estate transaction because of Continue Reading