Real Estate Marketing Blogger

A husband and wife drive by a house you have listed and see your name on the sign. They like what they see and call for more information and, possibly, set up a time to look at the inside. They aren’t working with an agent but have called a few with inquires about ads they’ve seen. They are serious buyers and have already started working with a lender. This is exactly what you were hoping for when you pounded that sign into the ground.

As they sit in front of the house calling your office number they are pointing out what they like about the house and the neighborhood. The person that answers says you’re not in but can take a message. There’s another number on the sign so they don’t leave a message and try the other one. This number is your cell phone but it only rings and rings and then goes to your voicemail.

You have these potential buyers exactly where you want them, focusing on one of your listings. Now what? Will they leave a message and hope you call back? They may have already gotten the impression you’re too busy to help them. Will they decide to call one of the other agents they”ve already spoken with to find out more information on your listing? If they do, you’ve just helped convince them to work with the other agent instead of you. Congratulations on your helping a fellow agent.

You may read this scenario and think, even if it’s true, it still turns out all right; it’s your listing so at least you’ll still get half the deal. Right? Probably not. How many times have you had a client who liked a house from the outside but was totally turned off after they went through the front door? If you had been available when they called, they still wouldn’t have liked the house, but you would be there, with a list of other houses they could continue their search with.

So what does all of this have to do with marketing? The short answer is everything. Every time you interact with anyone, you are marketing. You are selling yourself, your services, your skills, your profession, your company, and your reputation each and every time you open your mouth, write a letter, print an ad, or answer the phone. In your profession, what people think of you and your performance directly affects your bottom line. People, who can’t find you, don’t know you, don’t agree with you, or don’t like you, will not waste their time on you.

You have almost certainly spent time on the design of your ads and flyers to maximize their effectiveness. But, how much time have you spent thinking about the other items in your marketing arsenal? If someone calls your office and gets passed around or is treated rudely in any way, what is to stop them from just hanging up the phone and dialing the next agent on their list? What about the people who call and get voice mail and do the same? I’ve known an agent that only returned calls during a certain time of the day and she actually said this on her voicemail announcement. To me, this is the height of arrogance making someone conform to your schedule, instead of the other way around. If you really are that busy, what would make me think you will have time enough for me? I better find another agent.

From now on, remember everything you do is part of your marketing effort, not just the printed material, everything. Imagine yourself as the person looking for a house. Go through as many scenarios in your mind as you can. Try to design the problems out with your response. Make yourself available and be accommodating. The most successful agents are the ones who have learned to give the best service to all of their clients, no matter how many clients the have. Never forget that finding another agent is as easy as picking up the phone.