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Technology in Real Estate – a Blessing and a Curse

Happy August! If you are receiving this, it’s because after a year of working on it off and on, we’ve finally resolved the technology issue keeping me from being able to send the newsletter. Here’s what I learned.

1) Even if the list is public, do not include it in your campaign (my bad, but I was trying to

reach a specific group of people about something relevant to them).

2) Don’t share a few people on your list with a business partner because these systems

are intuitive and think you are selling data (which I wasn’t).

3) Don’t give someone too much authority/access/freedom with your outbound email

campaigns just in case they don’t stay with you for the long haul. It could leave you

in a mess trying to figure out what they did.

I know this sounds like some pretty obvious mistakes, but I have a marketing background and I have a very structured marketing plan AND it is all technology driven. The problem is when you break one (or more) of the spokes on the marketing wheel, the wheels can easily fall off the bus. This is what I experienced.

If you’ve heard less from me, it’s because I’ve been working on fixing the marketing bus. I’m hopeful that things have been resolved and the system will once again operate like a well-oiled machine, but I do also know that over time, there will be other issues that will occur, and we’ll have to pivot once again. We’ll have to adapt and change to keep things moving.

Experience is a great teacher. I won’t make the same mistakes again, but likely will make a different one (or ten).

It’s clear how technology can be a curse if it isn’t used right or doesn’t work as planned, but the blessing part .... that comes with the ability to reach an unlimited number of people to share with them thoughts and ideas about commercial real estate in a market of interest. Sharing information with people is what it’s all about.

I look forward to hearing from you all soon and providing you with relevant content to help you with your commercial real estate decisions. Just let me know how I can help you.

Have a great month!

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