What is the Mat and why should I follow it?
If the real estate mantra is location, location, location, then while each house is special and unique, it is ultimately the location that determines the price. With this in mind, I initiated the "Follow the Mat" campaign. I created special doormats that are placed in front of each of my listings. My car liscense plate reads "The Mat", thus when buyers are following me to the next property, they are literally following the mat. All my promotioonal materials include the dictum to "Follow the Mat!" The idea is that if you are looking for a great home, just look for one of my doormats. It is a little someting extra to get realtors and buyers talking and excited. This is my trademark. It distinguishes my listings from the rest of the real estate market. Name recognition is an important component of any marketing plan.