Last week I got into a small "discussion" with someone on LinkedIn about using photos on business cards.
He said that since his doctor, attorney, accountant, and insurance man didn't use them, he saw no reason why he should have to do so.
And of course he's right. He doesn't HAVE to. There's no rule. But in a business like real estate, it's still a smart thing to do.
We need to face the facts of human nature. And one of those facts is that we forget more than we remember. Some of us are especially good at forgetting names, especially if we've only heard them once.
So when you meet someone at a networking event and hand them your card, there's a good chance that by tomorrow, or even by later in the day, they won't remember your name. This is especially true when they're meeting many people at the same event. What they will remember is your face.
So if you've made a good impression, when they see your card again, they'll get a good feeling.
From there, your card might go into a desk drawer with dozens of other cards, until one day that person either needs your services or has a friend who needs them. Then, when they dig through that drawer they'll find you - not from your name, but from your face.
But it doesn't stop there. Think about past customers - people you helped a year ago, or even two or three or four years ago.
I advocate staying in touch with them regularly - at least with a quarterly newsletter. But even then, they might forget your name. It's tough to face, but once their transaction is finished, remembering you simply isn't a high priority for them. At least, not until later when they need you again, or when a friend or family member needs the same kind of superior service you provided.
People who have moved out of the community are especially likely to forget - because they won't be seeing your ads or your name on sign riders.
Your card in that desk drawer will lead them to you, as long as they see your smiling face looking back at them.
The third reason for using your photo is to get business, and referral business, from people who barely know you. I think it's strange, but it is true that the waitress or the gas station attendant who has never done business with you would tell someone else to call. But if you've been pleasant as a customer, they will.
I don't think they do that with doctors or lawyers or stock brokers. But they do it with real estate agents. If you remember to give them your card often enough so they have one handy when someone mentions real estate, they're very likely to hand over the card. And it won't be your name that reminds them that they like you - it will be your face on that card.
So - no, you don't HAVE to put your photo on your business card. But doing so can help you get more clients.
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