Back in the late ’80s I started a publishing company that worked with Realtors to help sell its properties. My goal was to get my publication into prospects’ hands before they bought a home from another real estate firm who wasn’t one of my advertisers. To accomplish this, I came up with a ridiculously high-tech method of reaching potential buyers: I “bulk-dropped” my publication in every supermarket, restaurant and bank that would let me.
And it worked. My company prospered. My clients sold houses. I spent a lot of time teaching my clients how to track their responses on such technological devices as “tick