In this week’s episode of DMJ 1 on 1, we’re talking about something every business, brand, and marketer faces eventually—uncertainty.
Whether it’s economic, industry-specific, or just a natural ebb and flow, uncertain times can make even the most confident leaders question their next steps. But here’s the truth: great marketing still works, even during uncertainty. In fact, it’s often the best time to lean into what works.
In this episode, Kirby shares 4 Marketing Tips for Uncertain Times—but the real magic is that these tips aren’t just for rocky moments. They’re timeless principles that will serve you well no matter what the headlines say.
Watch the full video here:
Let’s dive into the four tips that can help you not only survive—but thrive—when the road ahead feels unclear.
When Everyone Is on Defense, Go on Offense
Uncertainty tends to trigger one common reaction in organizations: they pull back. Budgets are slashed. Marketing is paused. Risk-taking is replaced by caution.
But here’s the opportunity: when everyone else retreats, you can advance.
Now is the time to:
Increase your visibility
Share your message more frequently
Show up for your audience when others don’t
Why does this matter? Because when the dust settles (and it always does), your brand will be the one people remember. You didn’t go quiet. You didn’t disappear. You leaned in and provided value when others went silent.
Going on offense doesn’t mean reckless spending—it means being intentional, active, and bold while others play it safe.
Guard Your Customers
It’s easy to get caught up in the pursuit of new business. And let’s be clear—new customers are important. But during uncertain times, it’s more critical than ever to protect and serve the customers you already have.
Why?
They already trust you.
They’ve already chosen to work with you.
It’s significantly more cost-effective to retain a customer than to acquire a new one.
In uncertain times, these relationships can become even more valuable. Stay close to your existing clients. Check in. Ask what they need. Provide value beyond the transaction.
Retention becomes the real win.
Look for Ways to Add Value—Not Cut Price
When uncertainty hits, the knee-jerk reaction for many businesses is to discount. Price cuts feel like a quick fix for sluggish sales. But here’s the problem: it’s a race to the bottom, and it rarely builds loyalty or long-term growth.
Instead of lowering prices, look for ways to increase value.
Can you add a bonus service?
Can you improve the customer experience?
Can you bundle products in a creative way?
People don’t always want the cheapest option—they want the most valuable option. Show your audience that what you offer is worth every penny, and they’ll come back again and again.
Multiply Your Social Media Efforts
In uncertain times, communication matters more than ever—and social media is one of the most powerful tools you have.
Here’s the problem: too many brands use social media as a one-way announcement board. That won’t cut it anymore. If you want to build trust, grow influence, and create real brand equity, you need to:
Create content that helps people
Engage in real conversations
Be consistent and present
Now is not the time to disappear from your audience’s feed. In fact, this is the time to double down.
The beauty of social and content marketing is that the barrier to entry is low—but the return can be high. But like anything else, you have to put in the work.
Final Thoughts: Lean In When Others Lean Out
The instinct to retreat when times are uncertain is natural—but it’s not strategic. The brands that come out stronger are the ones that stay visible, stay valuable, and stay connected.
To recap:
Go on offense while others are on defense
Guard and care for your existing customers
Focus on adding value—not lowering price
Multiply your efforts on social media and content marketing
These aren’t just “uncertain times” tactics—they’re evergreen strategies that can elevate your brand and build momentum no matter what’s going on around you.
And as always, if you need help with branded merch, marketing strategy, or creative ideas to grow your brand, let’s talk. We’d love to help you. Head here to get the book “Hit The TARGET” for FREE! This will help you dial in your marketing for better results.
The real estate space is competitive—which means standing out isn’t just about having the most listings or the biggest advertising budget. It’s about building relationships, creating value, and staying top-of-mind.
In my latest video, I break down four powerful ways realtors can market themselves BETTER and more effectively to grow their brand, connect with their community, and ultimately generate more business. We are all about the Relentless Pursuit of BETTER…learn more here.
🎥 Watch the full video here:
Now, let’s dive into these four strategies!
Appreciation Marketing: Stand Out by Spreading Positivity
One of the most underrated ways to market yourself in real estate is simply showing appreciation.
📢 Why it matters:
89% of what we see in the world is negative. That means taking the time to show gratitude immediately makes you stand out.
People remember kindness. A well-timed thank-you note, birthday card, or thoughtful gift keeps you top-of-mind long after the transaction is complete.
How to do it: Send handwritten thank-you notes – Simple, personal, and effective. Recognize important milestones – Birthdays, anniversaries, and home-buying anniversaries. Give thoughtful closing gifts – Something useful and memorable, not just a generic gift card. Reward referrals – A small token of appreciation encourages more recommendations.
💡 Bottom line: Real estate is a relationship business. Show people they matter, and they won’t forget you.
Become the Digital Mayor of Your Community
If you want to be the go-to real estate professional in your area, don’t just sell homes—promote your community.
📢 Why it matters:
People don’t just buy homes—they buy into communities.
If you consistently highlight local businesses, events, and people, you become the trusted face of your market.
You’re not just another agent—you’re the local expert.
📌 How to do it: Use social media to highlight local events – Be the hype person for your town! Interview local business owners – Showcase what makes your community great. Celebrate local wins – Recognize people doing great things in your area. Create engaging content – “Hidden gems in [Your City]” or “Best coffee shops for a morning meeting.”
💡 Bottom line: When people associate you with your community’s success, they’ll also think of you first when they need a realtor.
Build Your Value…Build Your List
Social media is powerful, but it’s rented real estate—you don’t own it. That’s why it’s crucial to start building an email list so you can communicate with your audience whenever you want.
📢 Why it matters:
Social platforms can change algorithms at any time—your reach isn’t guaranteed.
With an email list, you control the conversation and can connect directly with potential clients.
By providing valuable insights, you establish yourself as an authority.
📌 How to do it: Offer lead magnets – A free home-buying checklist, local market report, or “Top 5 Mistakes to Avoid When Selling.” Send valuable emails – Tips, success stories, and market updates (not just “I have a new listing!”). Engage consistently – Don’t just sell—provide value, insights, and local knowledge.
💡 Bottom line: The more value you provide, the more trust you build—and that trust turns into business.
Own the Kitchen. Own the Office.
Where are people when they realize they need a realtor? Most of the time, it’s in the kitchen (discussing their next move) or in the office (planning for the future).
📢 Why it matters:
Branded merch keeps you top-of-mind in the spaces where decisions are made.
People may not need an agent today—but when they do, you want to be the first name they think of.
📌 How to do it: Branded kitchen items – Cutting boards, coffee mugs, or high-quality drinkware that stays in their home. Office essentials – Notebooks, planners, or desk accessories with your branding. Make it useful – The more functional the merch, the more often people see your name.
💡 Bottom line: Be strategic about where your brand appears, and you’ll always be in the right place at the right time.
Final Thoughts: Real Estate Marketing That Works
Marketing yourself as a real estate professional isn’t just about ads and cold calls—it’s about relationships, visibility, and providing real value.
📢 Here’s the game plan: Show appreciation. Gratitude makes you unforgettable. Be the digital mayor of your town. When you promote the community, people trust you more. Build your value and your list. Create content that keeps people engaged and informed. Own the spaces where decisions are made. Strategic branding puts you in front of the right people at the right time.
What’s your favorite way to market your real estate business? Drop a comment—we’d love to hear from you! And as always, if you need help with branded merch, marketing, or creative ideas for your brand, let’s chat! We’d love to help you. Head here to get the book “Hit The TARGET” for FREE! This will help you dial in your marketing for better results.
Like so many of us, I have been blessed to be surrounded by wise and patient mentors. These folks had faith in me long before I had earned it. And some of my best (and earliest) business lessons came from my parents. They were my OG mentors! So, while there were many more, here are 5 business lessons I learned from my parents.
5 Business Lessons I Learned From My Parents
Lift The Heavy Stuff First
This simple lesson came from my Dad when I was young. I was probably 8 or 9 years old and my parents decided it was time to re-arrange the furniture. My dad asked me to help him and I was excited. I was young and felt like it was my chance to prove what “a big boy” I was. My dad went straight to the big couch in the room. He said “Always lift the heavy stuff first. After that, everything else will seem lighter.” This is great advice for moving furniture. And it turns out it is true in almost every area of our lives!
Control Your Responses
There are so many things that come at us on a daily basis…and much of it is out of our control. We just can’t control everything that happens to us or around us. We can, however, control how we respond to it. And in that space between the action and the reaction lies our power. The people I find to be most successful (and most thoughtful) seem to be the ones who can control their emotions and gain power over the space between the action and their own reaction.
What Do You Win By Winning?
When I was a very young salesperson I had a client that made a mistake on their own order. It was their fault. And I did not want to be responsible or take the blame for their mistake. But my mom pointed out that, while the mistake was their fault, I needed to maintain the relationship…and that was more important than being right. So I need to ask myself “What do I win by winning this argument?” Most of the time, the answer is “a broken relationship.”
When In Doubt, See the People
Yes…technology is great. We have the ability to reach out to clients via text, email, Snapchat, messenger, etc. There are so many ways to connect with customers and prospects. And yet, most of us feel less connected to each other. An old adage that I find to not only still be true, but more true, is we need to get in front of people. That is how real relationships are formed. Most communication is non-verbal. Now I will say that zoom (and those other video platforms) are great. They bridge some of that gap. But I find that the best meetings I have are still in person. When in doubt, see the people.
Be The Bright Spot
And when you are out and about working to “see the people,” make sure you bring some joy with you. Most of what we see in the world today is negative. Studies will tell you that 89% of what we see is a negative message. And with this year being an election year, I think that is probably low. So if you want to stand out in this crowded space, be the bright spot in people’s day. Push out positivity and joy. Make people smile. Give kindness. It’s free. This is a simple piece of advice that I find I am never upset that I follow.
So there you have it! Those are 5 Business Lessons I learned from my parents. I hope they provided you with some value as well. As always, we want to provide you with value. So if you want to create marketing campaigns (and appreciation gifts) that hit the TARGET, check out our TARGET marketing playbook here.
At a recent SHRM event in Ohio, we had the opportunity to talk with HR professionals and leaders from all around the region. While I always enjoyed these conversations, one interaction stuck in my mind. The HR leader was one that wanted to do more to show appreciation to her team. However, the owner of the company generally did not want to spend any money.
“How can I convince my owner that we NEED to spend more money on appreciation and recognition?”
In other words, let’s make the business case for appreciation in business.
The Business Case For Appreciation
Employee retention is particularly important in the manufacturing industry, especially for frontline positions, because it helps with business costs in several ways:
Reduced Hiring and Onboarding Costs
High turnover means the organization needs to repeatedly spend on recruiting, interviewing, and hiring new staff. For frontline manufacturing roles, the costs include advertising, recruitment fees, and staff time dedicated to the hiring process. Retaining employees lowers these direct costs.
Lower Training and Development Expenses
In manufacturing, onboarding and training for frontline roles can be intensive. If employees leave before the 18-month mark, the business must reinvest in training new hires. Keeping employees in place reduces the need for frequent training sessions and allows resources to be focused on more strategic skill development.
Increased Productivity and Efficiency
Employees in frontline roles become more efficient over time as they gain experience and familiarity with processes. Retaining workers beyond the 18-month period means they can operate at higher productivity levels, make fewer errors, and contribute more effectively to meeting production goals. Replacing these experienced employees can cause temporary slowdowns and a dip in productivity.
Productivity improvements come from employees gaining experience and efficiency over time. Let’s examine the potential productivity gains and cost savings:
A. Increased Efficiency
Retained employees typically get better at their jobs over time, producing more units per hour compared to new hires.
Formula: Productivity Gain=(Experienced Worker Output−New Worker Output)×Work Hours per Day\text{Productivity Gain} = (\text{Experienced Worker Output} – \text{New Worker Output}) \times \text{Work Hours per Day}Productivity Gain=(Experienced Worker Output−New Worker Output)×Work Hours per Day
If an experienced worker produces 12 units per hour compared to a new hire’s 9 units per hour, over an 8-hour shift, the experienced worker produces 24 more units per day.
B. Revenue Impact
Formula: Increased Revenue=Productivity Gain×Price Per Unit\text{Increased Revenue} = \text{Productivity Gain} \times \text{Price Per Unit}Increased Revenue=Productivity Gain×Price Per Unit
With a $50 price per unit, this productivity improvement translates to an additional $1,200 in revenue per day from each retained worker.
C. Cost of Errors and Waste
New hires may make more errors, leading to rework or wasted materials. Retained, experienced workers make fewer mistakes.
Formula: Cost Savings from Fewer Errors=(Error Rate for New Hires−Error Rate for Experienced Workers)×Cost of Rework or Waste\text{Cost Savings from Fewer Errors} = (\text{Error Rate for New Hires} – \text{Error Rate for Experienced Workers}) \times \text{Cost of Rework or Waste}Cost Savings from Fewer Errors=(Error Rate for New Hires−Error Rate for Experienced Workers)×Cost of Rework or Waste
If new hires have a 5% error rate, but experienced employees have only a 2% error rate, and the average rework costs $100 per unit, retaining employees saves significant money over time.
How Retention Helps:
By keeping employees past the 18-month mark, their productivity increases, they make fewer errors, and overall output improves—driving higher revenues and lowering costs from mistakes or inefficiencies.
Improved Morale and Team Cohesion
Frequent turnover disrupts team dynamics and can lower the morale of remaining staff, making them less engaged and increasing the risk of further turnover. Stable teams work more efficiently and are more motivated, reducing absenteeism and avoiding the indirect costs of low engagement.
Opportunity for Internal Advancement
Since your frontline roles have a clear pathway for advancement after 18 months, retaining employees allows you to promote internally, which is often less costly than hiring external talent for more senior roles. This internal movement creates a culture of growth and motivates new hires to stay longer.
Reduced Risk of Downtime
Manufacturing lines depend heavily on consistent staffing. High turnover can lead to skill gaps, which increase the risk of costly downtime or quality issues. Retaining employees ensures that production lines continue running smoothly.
When employees leave, you may face temporary gaps in staffing, leading to production slowdowns or complete stoppages. Here’s a step-by-step way to estimate the costs associated with turnover and downtime:
A. Lost Production Output
Formula: Lost Output=Daily Production Output (Units)×Days of Downtime\text{Lost Output} = \text{Daily Production Output (Units)} \times \text{Days of Downtime}Lost Output=Daily Production Output (Units)×Days of Downtime
For example, if a manufacturing line produces 500 units per day and turnover leads to 2 days of downtime, the lost production would be 1,000 units.
B. Revenue Impact
Formula: Lost Revenue=Lost Output×Price Per Unit\text{Lost Revenue} = \text{Lost Output} \times \text{Price Per Unit}Lost Revenue=Lost Output×Price Per Unit
If each unit generates $50 in revenue, losing 1,000 units would result in $50,000 of lost revenue.
C. Downtime Costs
Downtime costs include both the opportunity cost of lost production and the fixed operational costs (e.g., utilities, and equipment leases) that continue even if the line isn’t producing.
Formula: Downtime Costs=(Fixed Daily Operating Costs+Lost Revenue)×Number of Downtime Days\text{Downtime Costs} = \left( \text{Fixed Daily Operating Costs} + \text{Lost Revenue} \right) \times \text{Number of Downtime Days}Downtime Costs=(Fixed Daily Operating Costs+Lost Revenue)×Number of Downtime Days
For instance, if daily operating costs are $10,000, and you have 2 days of downtime, total downtime costs could exceed $70,000 ($50,000 in lost revenue + $20,000 in operating costs).
By retaining trained employees, you reduce the risk of understaffing and avoid these costly interruptions. So there you have it! This is the business case for showing your team appreciation. Not only will it make your organization a better place to work, it will save/make you money in the process!
Want to improve your hiring and retention? Check out our HR Hiring Playbook! Get that here for FREE.
At Hasseman Marketing, we believe that building a great team isn’t just about posting job openings and hoping for the best. Just as marketing plays a critical role in attracting customers, it should also be central to attracting the right talent. If you’re struggling to hire and retain employees, these four creative strategies will help you stand out, find better candidates, and keep your workforce engaged. And if you want to dive into our Hiring Playbook, you can get it here for free now. Watch the video or read more below.
1. Improve Your Company Branding Authentically
Today’s candidates, especially Millennials and Gen Z, care deeply about a company’s culture, values, and purpose. To attract the right people, businesses must develop an authentic brand that resonates with job seekers. This means more than a polished website or social media presence; it’s about living your values internally and showing the world what it’s like to work with you.
Tip:
Use storytelling on platforms like LinkedIn and your career page to showcase your culture. Highlight community involvement, employee stories, or team celebrations to show candidates what makes your company unique.
Authenticity isn’t about being perfect; it’s about being real. When employees experience alignment between the company’s external brand and its internal culture, they become your biggest advocates.
2. Build a Hiring Funnel That Works Like a Sales Funnel
Think about your hiring process the way you’d think about a marketing funnel. Just as you nurture leads through the sales funnel, you need to engage and guide candidates through the hiring funnel—from the moment they first see your job posting to their onboarding experience.
Your hiring funnel could look like this:
Awareness: Job postings and ads introduce candidates to your company.
Interest: Use employee testimonials, videos, and blog posts to spark curiosity.
Consideration: Create opportunities for candidates to learn more (virtual tours, Q&A sessions).
Application: Simplify the process to reduce drop-off.
Onboarding: Treat onboarding as a key part of your retention strategy by offering a great first impression.
Just like in sales, each step in the funnel must be smooth and engaging to reduce friction. A clunky or complicated hiring process will cause talented candidates to drop out.
3. Engage Your Team to Tell Your Company Story (With Branded Merch!)
The best marketers for your company are your current employees. Empower them to share their experiences and love for your business. A great way to get them involved is by offering branded merchandise they’ll be proud to wear and share.
When employees wear your branded apparel or post photos with company swag on social media, they become ambassadors for your business. This organic promotion builds trust with candidates who view your employees’ stories as more genuine than formal marketing efforts.
Ideas for Engaging Employees with Branded Merch:
Offer exclusive branded items as rewards for employee referrals.
Host events or contests that encourage employees to share photos of their work experiences on social media.
Provide onboarding kits with high-quality branded gear to new hires, so they feel part of the team from day one.
Not only does this create excitement, but it also strengthens team morale and attracts candidates who resonate with your culture.
4. Train and Elevate Your Team
Retention isn’t just about finding the right people—it’s about keeping them engaged and helping them grow. Employees who see opportunities for learning and advancement are more likely to stay and thrive in their roles.
Create development programs that focus on both professional and personal growth. Consider leadership training, skill-building workshops, and mentoring programs to support career development. It’s important that employees see a clear path for advancement.
Pro Tip:
Invest in regular feedback loops to help employees feel heard. Performance reviews should go beyond metrics to include discussions about career goals, challenges, and growth opportunities.
When employees know that your company values their development, they become more engaged, productive, and loyal.
Conclusion
Improving hiring and retention isn’t just an HR responsibility—it’s a strategic initiative that requires intentional branding, employee engagement, and thoughtful processes. At Hasseman Marketing, we know that marketing principles don’t just attract customers—they attract great talent too.
By authentically building your brand, creating a sales-like hiring funnel, engaging your employees to tell your story (with branded merch!), and investing in team development, you’ll be well-positioned to create a thriving workforce. These strategies will not only help you attract the right candidates but will also inspire them to stay and grow with your company.
After all, the best businesses don’t just hire employees—they build lasting teams.
