"Which came first the chicken or the egg?"
This is an age old question applicable to lead generation.
To rephrase in the real estate and marketing vernacular: Which came first the phone call or the mailing? Both are arguably incredibly important and one can procrastinate indefinitely trying to figure out which to do first. I have successfully trained telemarketers and designed direct mail pieces for non profits and businesses other than my own for over 30 years and I have heard close to every argument in the book for either side. This is my take on it.
JUST START CALLING!
Call your "mets" first. Ask them who they know that needs your help, your valuable marketing input and professional reports. Share with them your stories of triumph in a market they perceive as horrifying. Admit it, by now all of us have had at least one friend who says "are you insane, get a real job you can't possible make any money in this market!" to which I reply, and I know it sounds cold, however we are talking friends here; "I am my own boss no chance I will get a pink slip tomorrowJ"... Your stories of success will amaze them. They will share these stories with others about how they have a friend who sold several luxury homes despite, the negatively slanted news claiming home sales are almost all foreclosures or short sales. Whatever your success is it will impress. Spread the word, it is not bragging _it is marketing. Meanwhile you are designing that perfect branding piece to send to your cold contacts. This way you are moving forward with your lead generation while you are planning your marketing blitz. There is no way around it calling is key, it is the lynch pin to all marketing plans.
Be sure your marketing is consistent and repetitive. You want the recipient to get a clear call to action. Tricks of the trade: mention the call to action at least three times, offer something for free, use first class postage and envelopes(yes it costs more do a test, your percentage of response should be greater). You should also get a greater percentage of response from cold contacts when you have mailed to them first and the more you mail, the greater your name recognition will become, thus the greater the response.
Bottom line, call those you know, call those you don't know call, call, call!
Send your mailing out and then call, mail again, then call...
Perhaps I should have called this blog lather, rinse, repeat
Karen Paris REALTOR®, ASP®
Licensed in Virginia
571-220-7503
Keller Williams Capital Properties Fairfax
10300 Eaton Place #120, FFX VA 22030
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