“Learn to delegate. To make it in this business, you have to do things that are dollar-productive.”
What makes him special: Kinder has driven his brand awareness through the roof with a regular radio ad campaign, “Real Estate Update With Jay Kinder.”
A drive-time opportunity: Every morning at 7:50, announcers at KLAW, a local country music station, call Kinder and ask him a prearranged real estate question. He responds in a low-key, informative manner that “sets me up as a helpful guy with useful information about buying or selling a house,” he says. He also gets in a plug for his Web site, www.jaykinder.net. Kinder estimates a third of his listings now come from the radio spots.
Multimedia kind of guy: As important as radio is, it’s only part of Kinder’s marketing strategy, which also includes weekly newspaper ads and three billboards. One of his most popular ads is for his guaranteed sale program. “I promise to sell their home in 120 days or buy it myself,” he says. People are listening: Kinder did 231 transactions last year for a total volume of $17.5 million.