If asked, many agents will say they have had little or no results from many of their marketing campaigns. The most common cause of this may be that the agent did not stick with the effort long enough for it to work. It is a well-known fact that it takes multiple impressions on a person before your marketing message gets through, so when you design your plan, make sure you give it the time it needs to work.
It is a well-known fact that using postcards as a part of your overall marketing strategy can be a great money-saving and effective way to bring in more clients. One major problem with a sales letter is that it may be considered junk mail and, consequently, thrown away unopened. Postcards have the advantages that they are often read, especially if designed well, and can cost less than a letter.
Try setting the tone and agenda for a meeting with potential clients by outlining what you will be discussing right at the beginning. For example, you might tell them what topics and documents you intend to cover and then finish by saying that if everything looks okay, they can then sign the contract, offer, or other form. By talking about this right from the start, you are conditioning the persons you are meeting to anticipate these documents and, therefore, be prepared to sign when they appear.
As much as you may not want to admit it, there are people who are only out there to waste your time. These are the people who have no intention of buying or selling. Some are just killing time (yours as well as theirs), and others who are supposedly gathering information for some anticipated move in the future. Do not let them waste your time, but be careful, since these same people might want to do some real business in the future and you will want them to call you when they do.
In today’s society, it seems people are more sensitive to the use of language than ever before and the last thing you want to do is offend someone with anything you write or say. Be mindful of racial and cultural stereotypes and avoid using slang that can be easily misunderstood. Check over all of your marketing materials and make sure they give off a look and feel of inclusion to all persons. In the competitive world of today’s real estate market, you need all the clients you can get.
One area of concentration in your farm that might be overlooked are the out-of-town owners who are currently renting out their property. Make sure you put them on your mailing list, especially if you send out newsletters or flyers that update events, recent sales, or new listings in the area. Also, send them a personal sales letter a couple times a year to let them know you are available if they need any local real estate services. You also might want to include some type of refrigerator magnet or calendar so that they have your name and number available when they need it.
One objective you should have for your marketing effort is to set yourself apart from all the other agents in your area. Think of, and then implement, various ways to show the unique advantage your clients will have letting you handle their real estate needs. For example, you might offer to pay for a home warranty for every seller who lists with you, or you might offer a free moving truck to use once your clients close successfully. Be creative and show everyone you stand above the rest.
You have probably heard the expression that you shouldn’t reinvent the wheel, meaning most things have been done before by someone else. Why not learn what other agents around the country are doing and then apply it to your own career. For example, if you are trying to improve the look and function of your website, spend a couple hours online looking at what other agents have done. This does not mean you should just copy what you see. Instead, think of it more as a brainstorming session to give you new ideas to improve what you are already doing.
Whenever you write a sales letter, always write a postscript at the end. The P.S. at the end gives you one more opportunity to tell the recipient about the benefits they will enjoy by letting you help them with their real estate needs. You could also use the P.S. to sum up the benefits you have told them about in the letter. Including the postscript is so important because it is one of the few parts of a sales letter that is almost always read.
Learn to recognize what tasks you should do yourself and which ones would be better left for a professional. For example, if you don’t have the necessary experience with designing effective ads, taking professional looking photographs, or writing great sales letters, you should consider turning to someone who does. If you take a minute to consider the money you will lose from lost business and a less than stellar reputation, the fees these experts charge will not seem so bad.
