Tag Archives: Client Contact

Give a little, with a flourish

Reciprocity is something you don’t have to explain to people. They just get the idea of mutual exchange. According to a blog post from marketing and sales software company HubSpot:

“One study found that when waiters gave customers a complimentary mint, their tip increased 3 percent. Giving two mints saw a 14 percent increase. When the waiter left one mint, then turned around and said, ‘But for you nice people, here’s another mint,’ his tip increased by 23 percent.”

The blog’s conclusion: “Going above and beyond for your prospects — especially with a bit of theater — will make them want to help you if they can.”

As a Realtor, what’s your mint? Small gifts like magnets or calendars are nice, but a gift doesn’t have to be material. One sincere compliment can go a long way, and good information and outstanding service are most always appreciated.

Read more about “18 Tricks to Convince Prospects to Buy”

Leave a comment

Filed under Marketing Minute, Working Tips

What Every Agent Should Know About Marketing

There is an overwhelming amount of information about the “best practices” of marketing. Classes are taught about it, books are written, and coaches pitch their programs. One of the most important tenets of marketing, and often the most forgotten, is that successful marketing requires patience and persistence.

This can be difficult for impatient real estate agents who want to see instant leads from short-term efforts. However, studies show consistent contact turns prospects into clients and generates a second wave of upcoming business. Your goal as an agent is to make sure prospects that are in the researching stage become convinced that you are the agent to contact when they are ready. Win them over through a well thought out marketing plan and determination.

It’s a well-known fact that real estate is a constantly flowing and changing business, as evident by the current market and the ups and downs experienced over the past decade. Successful agents, and anyone who advertises for that matter, grew their business during these cycles by staying in front of potential customers with the following three objectives.

Raise Your Visibility in the Market

Reach your target audience everywhere they might look. To be effective, reach them through multiple avenues: your website or blog, real estate search MM Graphic April 2013sites, social media, print advertising, and don’t forget direct mail. Yes, a combination of online and offline methods is best. Magazines and direct mail put you in front of prospects, eliminating the need for them to search for you. Simply asking for their business can make an impression upon a potential seller and resonate with them down the road.

Your goal is to be so high on the visibility scale that people immediately think of you when they think about real estate. In his book, The Millionaire Real Estate Agent, Gary Keller said, “…buyers and sellers seem to have room in their minds for only one or two real estate agents. In the battle for real estate consumer mind share, you’re either first or second or you’re out of contention… So the big question and challenge is how to win those first two positions of real estate mind share with enough people.”

Earn Your Prospect’s Trust

Advertising when others are not can make you appear more stable than your competitors. How and where you advertise impacts whether or not you receive serious consideration. The real estate market, as an indicator of the overall economy, has been in the news so much lately that people are paying attention. All real estate is local, right? So where is the best place for people to get local market information? It should be you. Use market reports, testimonials and real estate niche magazines to provide information and enhance credibility. Consumers trust magazine advertisements and content over all other sources of media. Add to that word of mouth referrals and you’ve covered both the front end (credible advertising) and the back-end (happy customers) to explain why they should choose you. The more consistently prospects see you and your message, the more likely they are to trust and respond.

Stay Top-Of-Mind

To be effective, implement your plan no matter what the market is doing. That may involve budgeting ahead. When the market is hot, you need that Marketing Minute Sales Contact Graphic-01contact to prevent your competitors from stealing your visibility and therefore market share. When the market cools, the consistency is even more important. If prospects stop seeing you, they stop thinking of you. When others have put their marketing on hold, you’ll have gained attention and remain top-of-mind when things pick up.

This graph of time-honored statistics shows us that the decision to act is made not after 2 or 3 encounters, but after many, repetitive exposures. If you’ve ever engaged in a marketing campaign to promote your business, you probably have seen this to be true. If you haven’t reached your target audience at least 5 times, you may have quit too soon to win them over.

Go the distance. Often we’re tempted to give up without realizing how close we are to reaching our goal. An inspirational scene from the hit movie Facing the Giants  illustrates that we often create our own limitations based on what we see and not on our true potential.

Every step you take toward increasing your visibility, gaining trust, and holding that top-of-mind spot brings you one step closer to increased prosperity. Don’t lose your hard-earned visibility. Elevate your presence and remember patience and persistence will pay off!

Contact your Homes & Land marketing partner today to learn how Homes & Land’s integrated offerings can help you with your marketing strategy.

Leave a comment

Filed under Advertising, Industry Articles and Trends, Interesting Takes, Marketing Minute, setting goals, Working Tips

Are You Influencing Your Sphere?

“But Mother, how could you? I am a Realtor!” 

One day Patti Ketcham was visiting her mother in the home where Patti grew up and her Mother said, “Oh, I keep meaning to tell you. I get these cards from this nice neighbor down the street about the value of my house. I have kept them all for years, so if you ever need them, you know where they are.” Patti Ketcham has sold real estate in Florida for more than 30 years. She also teaches and does agent training statewide. Yet, her own mother suggested she seek the advice of a “nice neighbor and Realtor!”

This is an interesting phenomenon that plagues many Realtors — their Sphere of Influence (SOI) does not think of them as a Realtor of choice. They will call on strangers rather than family or close friends to help them with a real estate transaction. How can you make sure your friends, family, and acquaintances remember not only what you do, but know how well you do it?

Keep these 4 steps in mind as you circle back and revisit your inner circles.

147051387

Make sure your sphere of influence knows what you do. Remember to ASK for the business. You cannot garner their trust and support if you fail to ask for the job. Many people have no idea how a Realtor is paid for their time and service. Talk to your SOI about the process and let them know you want referrals.

Secure new leads in your circles outside of real estate. Make a list of everyone you know: lawyers, teachers, dry-cleaners, friends and family. Use that list daily to nurture those relationships. You already have a core group in the places you frequent on a regular basis — the gym, your book club, your volunteer activities. Make sure this group knows you want and need their referrals.

In “How to Win Friends and Influence People”, Dale Carnegie said, “You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” Get to know those in your sphere of influence a little deeper. Ask questions that could help you help them later on. People will feel good about the conversation (and therefore you) because you listened.

Family and friends also should be viewed this way – you can train them to think of you beyond the normal role they see you in, as relative, team parent, committee member, etc. Look for opportunity to educate them on the topic of real estate.

Remember to network and SHARE, SHARE, SHARE your knowledge.  Give freely of good information. Publish your expertise so your SOI can follow and share. Talk with your sphere about the current market. For instance: reduced interest rates, first time homebuyer incentives, and new homeowner’s insurance discounts.

DON’T FORGET your network outside your area. Share the referral or relocation process with them.

Network and share, but don’t over-use your personal social media with your business posts. A great attention getter every now and then announcing a special closing or a new listing is fine for reminding them of what you do; but, use a separate account for daily marketing of your business.

THANK YOU! Thank you can never be said too much. Gratitude is a powerful tool and should be used constantly. Write a note to thank friends and family for referrals – especially them. This reinforces your professional image in their mind over the casual relationship that is so familiar.

Fountain Pen with Thank You NoteA closing thank you gift to your clients is not only an appropriate gesture; it also reinforces a positive lasting impression with them. They will remember you for future business or refer you to their sphere of influence.

Above all, enjoy the process. It can take time, but when you make an effort to contact even a small portion of your SOI every day and ask for their referrals, you will begin to see new leads generated. Maybe your mother will even remember to refer you!

Leave a comment

Filed under Interesting Takes, Marketing Minute

Share Your Listings on Your Facebook Business Page – Instantly

You may already know that Homes & Land makes it easy to market listings using social media. With a few clicks advertisers can share listings on Facebook and Twitter that automatically include the property photo and description, or post EZ Tours on YouTube.

We also give you a choice as to where and how to display your listings within your Facebook account. You can post listings individually on your Profile page, or include all your inventory on a dedicated “My Listings” tab on your Business Page.

Now you have a third option. From the same “Social Syndication” section of the Homes & Land Control Panel, advertisers can choose to post select listings on their Business Page wall. This way your new listings are shared with everyone who “likes” your page – instantly.

Here’s How

Leave a comment

Filed under Advertising, Products & Services

How to Achieve Your Goals

by Rob Wicker

Most of us, at one time or another, set goals. We want to lose weight or improve in a sport or make more money. So we establish a goal, such as losing weight, and we post a photo of our slimmer self on the refrigerator as motivation. Then what happens?

Usually not much. We get distracted or discouraged and our goal goes by the wayside. In fact, according to the New York Times, 80% of New Year’s resolutions go up in flames by Valentine’s Day!

The problem is that most people don’t take the proper approach to achieving goals. They fail to think through and implement the day by day steps that are necessary to be successful.

I heard an interview with Bill Gates, who has achieved so much as an entrepreneur and philanthropist. Gates said that he focused on the small steps that eventually led to huge acheivements: Microsoft and the Bill and Melinda Gates Foundation.

A useful guide to help you achieve your goals is the Pick Four manual. The ideas in the manual were originally published by the legendary Zig Ziglar. The manual has recently been updated by the equally legendary Seth Godin.

The manual outlines a 12-week program with a track for identifying and achieving four goals. You can find the Pick Four manual here. One of the nice things about the manual is that it helps you hold yourself accountable. If there are specific goals you want to achieve, Pick Four is definitely worth a look.

Leave a comment

Filed under setting goals