The firm primarily promotes its own brand in the media, but it also will promote top-producing agents in small ways by featuring their homes in display ads, or entering stories about them into the feature section of the local newspaper. Seldom do new agents or agents with lower sales momentum get the marketing help they need to promote themselves as individuals from their brokers, and they are arguably the ones who need the most help. They may go to advertising companies or books for advice, but most marketing tools are targeted toward big budget companies, with little help for small businesses or individuals. That's where Guerrilla Marketing comes in. Look at profits, not sales.
Successful marketing is measured by sales or responses.
On the Internet, marketing is measured by email responses. Take it one step further. Track where your sales come from and compare the cost of your marketing efforts with the profit from the closing. If so, you can concentrate more of your marketing dollars there next year. Aim at individuals, not groups.