Bestselling author and marketing guru Seth Godin stops by the Weekly Book Scan to answer questions about improving your marketing.

When business slows, there may not be as much money to sink into your marketing. How can real estate professionals figure out what can give them the best return for their marketing dollar? Can you still make your business “remarkable” even on a tight budget?

GODIN: Marketing is not about money, it's about insight and promises and stories and relationships and connections. Use the downtime you have now to put sweat equity into your marketing, by doing something worth talking about.

In real estate, you’re selling a service not a product, per se. So how can you differentiate yourself in real estate?

GODIN:The first step is in realizing it IS a service. Yet most REALTORS® do nothing at all to differentiate. It's about the picture of the house and the boring business card and the empty claims and promises. BE different, really different, and people will treat you that way.

Technology continues to evolve in offering new ways to reach potential customers. What do you see as some of the best ways to use technology for marketing and prospecting?

GODIN: I don't think technology (Zillow, etc.) is the enemy of the outstanding REALTOR®. Instead, I think smart REALTORS® will realize that they can build a long term relationship asset using technology, turning themselves into the one and only.

Check out more of Godin's marketing tips in this Q&A from REALTOR® magazine.