(Bonus points to the first person who tells me why he’s shooting a sling shot….)
You can’t always see it, but good marketing is always working for you.
A broker I’d been emailing with about one of his listings called me a couple days ago.
At first he said he was checking to see if my clients wanted to make an offer on his listing. We still might.
But one of the tough things about working with smart land investors is they know you make your money when you buy, not when you sell.
They’re not going to buy every deal—or even most of them.
They buy one or two at a time. That means they have to be really good deals: priced below today’s market with a story for why the value will climb.
Those aren’t easy to find. And if you’re not careful, you can upset sellers with offers they see as unreasonably low. So you have to go slow.
Turns out that wasn’t the real reason he called.
He wanted to pick my brain about working with developers and builders.
Said he’d been reading my blog and thought I seemed like a straight shooter.
That made my day. Not because it stroked my ego (though it did), but because that’s exactly why I write this stuff.
I didn’t start writing as some long-term diary. I started it as a way to reach more landowners, builders, and even other brokers—people who have decisions to make and don’t always get real information.
It’s marketing, sure.
But good marketing should be useful.
If I can explain something clearly enough that a reader feels a little less overwhelmed, then I’ve done my job.
A lot of real-estate marketing is designed to impress: shiny flyers, fancy videos, slick slogans. Nothing wrong with presentation, but style without substance doesn’t help anyone make a better decision.
Land deals have too many moving parts for that.
It matters to understand access, utilities, comps, timing.
It matters to be honest about when a piece—or a person—isn’t the right fit.
That’s the kind of thing I try to put in the blog.
This broker didn’t call because I had the flashiest site.
He called because, after reading a handful of posts, he decided I might be worth talking to.
That’s the point of putting your knowledge out there. You’re not just chasing the next lead. You’re building credibility.
And credibility doesn’t come from hype—it comes from being consistent and explaining the hard parts as well as the easy ones.
When someone you’ve never met picks up the phone because they believe you’ll give them a straight answer, the marketing has done what it’s supposed to do.
That call was a good reminder for me: keep writing, keep explaining, keep being candid.
The right people are reading—even if you don’t know it until they reach out.
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