Some are happiest when losing money.
In this post from Seth Godin's blog, he talks about how most marketers ignore the marketplace and make decisions that they think will best please their employers. I am placing the blame in this situation on the employer. The marketer doesn't get paid unless they please their employer. Are you one of these employers? Do you encourage the people that are creating your marketing materials to do ineffective work? Working as a graphic designer I have run into this several times. I would get a job and I would know that the only way to please my employer was to produce a product that would not perform well in the marketplace. Many realtors simply don't know a lot about marketing. When they create marketing pieces, they hire someone to do the work that can create something that looks good. Something that they, personally will like. And not what will perform well. This is one of the best ways to spend money foolishly. There are two ways to get around this. 1) learn how to effectively market yourself and meticulously control the process of every marketing piece or 2) hire someone with a proven track record in actual business growth and trust them. This solves your problem, because the ultimate decision maker in both of these cases is someone that understands marketing. That is what is ultimately important.