I just checked my mail and found a nice pad with a photo and telephone number for a local realtor on it. I like that realtors are typically more marketing-savvy than other types of salespeople, and know better than to waste time cold calling, but how can this possibly work?
Blindly mailing out pads with your name and number on them isn't effective, and I'm guessing it's also very expensive. If I'm looking for a realtor, I'll ask friends for referrals or search online. I would do so even with this realtor's pad sitting on my desk and his smiling face looking at me.
Remember, cold calling may be a waste of time, but ineffective interruption marketing is a waste of money. Salespeople need to stick with self-marketing that works, not a shotgun approach that is just as random as cold calling.