Coaching REALTORS towards learning to be more VISIBLE in their sphere/environment, thereby creating an emergent niche without spending a million $$$$ seems to be one of the "secrets to success" in a tight market. AS the market tightened up, we have noticed a significant decrease in "accidental success" . . . otherwise known as a "Lead Receiving" posture. Lead Receivers mass market and sit back and watch the phone and/or email/website in anticipation of the incoming "Come List me/Sell me" calls. This strategy has never produced a highly productive/sustainable level of business but has certainly kept food on the table for many a REALTOR.
Today's market requires a much more intentional and active pursuit of the almighty lead. I am realizing that many agents have a need for some REAL remedial training on the basics of PROSPECTING because prospecting (DIRECT interaction) with REAL PEOPLE out there in the marketplace seems to be where the leads are. It is now more about your networking abilities and a bit less about your marketing prowess . . . This is the time to focus and sharpen your tools - a surgical strike rather than a shotgun approach.
What does this look like?
This requires an approach with great DEPTH. Generally it looks a bit like this. My advice: The agent begins with their OWN neighborhood. If you don't have one, buy a dog and add to your daily ritual a stroll through the neighborhood wearing some great looking, colorful Keller Williams Realty logo-wear and casually talking with anyone you encounter . . . just to introduce yourself and let them know that you live in the neighborhood and have proclaimed yourself THE neighborhood REALTOR. Morning and afternoons strolls (both) are ideal.
Send a personal note through the mail to everyone you meet.
Next . . . Log onto Quantummail.com and begin sending a postcard EVERY month to the entire neighborhood. Be sure your picture is on EVERY postcard you send . . . DO THIS EVERY MONTH - FOREVER!
If there is one . . . JOIN THE NEIGHBORHOOD ASSOCIATION and wear KW Logo-wear to ALL of the meetings and functions.
Next . . . Start a blog about the neighborhood - Take pictures and post them . . . announce area events . . . open up a community listserve . . . make this blog-site an on-line destination for everyone in the neighborhood.
Next . . . fully integrate this blogsite within your own personal website/
The best news is that this whole thing is VERY low cost (unless you buy a BIG dog and have to feed it a lot) . . . The only money we've spent is the cost of the monthly postcard (@ $45 per hundred houses) and postage for the personal notes.
LEAD WITH REVENUE . . . do NOT increase marketing spending until you see results . . . and then only spend money on enhancing the programs listed above . . .
Begin have neighborhood pot-luck cook-outs at ALL of the holidays . . . You furnish the grill - Everyone that comes brings one dish that'll feed everyone in their family . . . Don't worry about organizing who brings what . . . There'll be more than enough food for everyone who comes . . . These cook-outs will become automatic after about 5 of them.
You're NOW the REAL Neighborhood EXPERT - You created the on-line destination and have provided the environment for the neighbors to get to mingle together . . . No-one would even THINK of using another REALTOR.
Easy as pie . . .
Best,
b
Barry Owen
Principal Broker and Productivity Coach
Keller Williams Realty - Nashville, TN - Green Hills
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