Open Letter from the Marketing Team at RossKay.com,

We were given instructions, by the man himself, to be sure any new marketing idea and concept our team presented to Mr. Kay was tested to be family safe first and foremost.  Understanding the realities of internet marketing today, Mr. Kay instructed us to ensure his own family would be protected while using his services.  

In our first meeting we presented ideas we thought were really innovative and representative of what the leaders in the internet marketing sectors were professing to be the most cost effective.  We focused on many FREE opportunities and generally our ideas were in agreement to what most of the real estate community was doing.  Advertise everywhere and anywhere.

Our enthusiasm quickly evaporated as Ross (that's what we call him) clicked on the mls website.  He then proceeded to walk us through the first 3 listings that appeared at the top of the page.  It became clear we had to create a new approach because this is what he showed us in under 2 minutes:

1) "Look, a nice pink bedroom.  Little Girl must be around 10 because my daughter had the same color scheme until, Pink became uncool."
2) " Wow look at that.  I can zoom right in on this virtual tour.  Oh, there you can see they have an ADT security system but the lights are out.  Must not be working."
3) "Got lucky today.....this one has no one living here.  They must have moved out but left the furniture to show the home. Nice big screen though."
4) "Interesting....closet has only women's clothes.  I wonder if it's a divorce and she is alone."

To say we were shocked was an understatement.  We asked why he was so paranoid?  The answer came back as the name of a T.V. show, Law and Order.  I guess a couple of years ago Ross was watching the show and the plot was a kidnapping scam that used realty photos to identify targets.  Ross has always had a set of "Kids Rules" and "Her Rules" that had to be followed when he listed homes, so this reality was something always on his mind.

Today the marketing system we have designed for any home listed on RossKay.com has taken these concerns very seriously.  After 4 months of work we finally were able to present a plan to Ross that was innovative, effective and responsible to his clients.

We hope people appreciate the care and concern Mr. Kay has put into this effort.  We have totally redesigned our own corporate philosophy to follow what he taught us in this process.  Mr. Kay has authorized us to share only the security features he implemented with other realtors we are dealing with.  Our hope is he will allow us to reproduce his marketing system as well but we have heard something about " a snowball and some place warm " as being our chances.

Thanks Ross from the whole Team
Tashia 

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Ross Kay is a sales representative under contract with RE/MAX garden city realty Inc., Brokerage, Burlington. 
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