A word from our founder. Okay, a lot of words.
Here are three things to know about me:
- I love helping people succeed. I believe that everyone has the chutzpah, expertise and insight necessary to thrive.
- I love making great ideas actionable, real and if at all possible, fun.
- I love listening. I want to hear people’s stories, ideas, plans and then use my knowledge to help them refine, build and execute them. I believe the best marketers are great listeners first, because they help people achieve their objectives by laying out a plan based on what they really need.
Now that you know that, here’s what I hope you’ll get out of the site — and Eight11, should you choose to work with us:
- Actionable ideas and strategies you can use to propel your business to the next level
- Killer creative laced with a generous helping of hard work, tenacity, honesty and tact
- Valuable and insightful reviews of products and technologies you can use to make smart decisions
- Ideas that make you say “I’ve got to do that!”
I’ve been in marketing for a really long time — pushing three decades. And I’ve seen marketing change from mass broadcasts to one-to-one, personalized content. It’s changed so fast and so profoundly that I think people have gotten lost in the doing — and there is so much technology these days that it’s easy to get distracted.I believe that everyone needs a master plan. Seriously. Flying by the seat of your pants is only as good as your willingness to make a skid landing.
In fact, most of what you see on the web these days about marketing has to do with tactical implementation of various technologies. Which email provider should I use? What contact manager? Should I try variable direct marketing? What about SEO? Should I invest thousands of dollars in a PPC campaign? Do I really have to spend hours every week on Facebook?
One look at a Facebook group like Tech Support for Real Estate Agents yields all sorts of questions. But as I look through all of the advice from one agent or broker to another, I see lots of tactics — but next to no strategy. It’s almost as if each decision whether to use or not use a particular tool is made in isolation. And there’s precious little objective information available about the tools themselves.
It’s a fractured approach to marketing and technology, and ultimately, I believe that it’s one of the many reasons that real estate agents, and many businesses in general, end up wasting money on marketing ideas and technologies that don’t work.
Nine times out of 10, when I hear about someone calling off a marketing campaign or tossing out a technology because it’s not working, you can almost always trace the flop to one of five reasons:
- It was off-brand — even if no one really knew or cared about what the brand was.
- It was out of, or over, or never planned to be in, the budget.
- It relied on a bad/unproven tool or inappropriate/hard to use technology.
- It was developed and executed without regard to the master plan.
- There was no master plan.
I believe that everyone needs a master plan. Seriously. Flying by the seat of your pants is only as good as your willingness to make a skid landing.
Eight11′s mission is to provide you with honest information about real estate technology, and top-flight marketing services that will help your business grow. It’s my hope that if you read our reviews and take our advice you’ll be able to avoid tactical mistakes, spend money wisely and have a brand you can be proud of.
What’s with the name?
I was born on August 11. And since that’s when I got started, I thought, why not?
Give me some feedback, please.
What’s important to you is really important to me. So please, give me your feedback. Comment here, or on Facebook. Let me know if I’m full of s***. Tell me what I’ve missed. And by all means, let’s make this an awesome resource for winners.
So who am I?
I’m a jack of all trades when it comes to marketing. I’ve worked my way through every discipline, from public relations to advertising to corporate events to video production to web development.
I had my own marketing company for 12 years working for clients like Oracle, Nuance, Bay Partners, Sling Media, Barclays and West Marine, but then I decided that I needed some corporate experience and became the vice president of marketing at California Closets. Then I moved on to Inman News, where I was the chief marketing and sales officer.
All of this experience has taught me that having a good plan, as well as a budget, makes all the difference in running a successful marketing program. And by the way, when I say budget, I’ve run multi-million dollar budgets and budgets of $10,000 or less. In the end, it’s not the size of the budget so much as your creativity in allocating your resources that makes the difference. The point: make every penny count, and measure your success.
Personally, I live in San Francisco with my partner of 18 years. We have a lovely spotted English Pointer/Setter mix named Baci. I can see the Bay Bridge every morning from my dining room window (well, if it’s not foggy). My favorite wine is actually a tie between an Echezeaux (Pinot Noir) and a Cote Rotie (Syrah and sometimes, a bit of Viognier), for different reasons. Let’s be sure to have a glass (or two) when we meet.
I count myself lucky to have found a career I love working with people who I respect. Helping people build businesses is just plain fun. My clients tell me that I’m inquisitive, organized and fun to work with — in case you’d like to hire me. And you can hire me and my team if you like: I’m on the look out for clients who want to upset the apple cart, do new and imaginative projects, and generally thrive over the long term.
Connect with me on Google+ at +Tracy Weir.
Baci is the office fitness instructor, drill sergeant and yoga master. He is fully equipped with an internal alarm that goes off every day at 3 p.m., when he insists on a brisk walk. This portrait was taken as he announced it was time for his outing. He likes to sleep through conference calls, stretch frequently, yawn loudly and solicit belly rubs. He positively hates the UPS man.