Is personal marketing ignored, or worse, DEAD?

I know that's a rhetorical question, however...

So much time, effort and money is spent on
traditional methods of personal marketing,
(direct mail, yellow pages, Sunday ads, etc.)
it begs the question:

--> Do people really pay attention to this
when it comes decision making time?

(Defined as: I need a realtor, today).

Or are people more apt to select those people
in their minds that have inherited the perception
(implied or endorsed) as being a "real estate
expert?" (Ex: Realtor who is always quoted in
your local newspaper on RE stories.)

I would argue that personal marketing is indeed, dead.
And that the consumer today wants a person who is truly
an expert, or has gained expert notoriety via third
party endorsements and testimonial (including even the local media.)

That decision may not come overnight to a person.

But in the end, it is a considerable factor in making
the selection of whom they want to represent them.

I can't remember how much of this explanation is mine and how much I "learned" from a web site, but I thought this was a valid starting point for discussion.

"If a consumer knows an agent who stands out in their mind in some significant way and they feel comfortable with them, they will call that agent and ask them to come list their home. If there is no single agent who stands out in their mind, they may ask a friend they know for a referral.

Another option is that they might call two or three agents that they perceive as successful and whom they have a good feeling about, and ask them to come over for an interview. If they don't know or recognize any agents in the area, they will probably pick up the paper, homes magazines or phone book and look for a Real Estate company whose name they are familiar with and call them. If they don't make a connection with the agent they talk to, they keep calling or going to open houses until they meet an agent with whom they do feel a connection."

If this is valid then personal marketing is critical to a Realtors' success.

I think everyone is different and will make their decision based on different factors.

Some sellers will do FSBO with nothing but a sign from Home Depot and a newspaper ad.
Some will do FSBO with a well-known local website.
Some will do FSBO with a well-known national website.
Some will sell to a cash investor.
Some will sell to a take-over-payments investor.
Some will list with a realtor they know.
Some will list with a realtor their friend's know.
Some will list with a realtor who appears to be the neighborhood expert.
Some will list with the realtor who seems to have the most listings.
Some will list with the realtor they think is the most physically appealing.
Some will list with the realtor who's the friendliest.
Some will list with the realtor who makes them laugh.
And on and on and on.

The most important thing I've learned is that there are some people who will do business with me and there are some who won't. No matter what I do the people who won't, just won't. But the people who will, will keep me busy enough not to care about those who won't.

i like the seller who picks an agent who has no listings because they think they will get more attention than if they go with a pro who sells many houses at once.

Ben Franklin said..."If you want something done ask a busy person."

I think the DISC profile really helps explain alot as well, especially if you've had it explained to you by someone who has it mastered.

Reggie,

I think it would be informative if you expounded on what a DISC profile is and how it can be applied to real estate.