The KLT Principles: People Buy from Those They Know, Like and Trust, and
The More People Who Know You, Like You and Trust You, the More Real Estate You Will Sell
Last week I wrote about the importance of ensuring that more of the world's people KNOW you if you want to enjoy a consistent stream of real estate business in your pipeline.
Today I'm gonna ramble about the second factor of the KLT Principle - that bit about whether or not those people LIKE you! Because, if a whole bunch of people KNOW you, but most of them don't LIKE you, all that "knowing you" isn't likely to help your business much, is it?
What does "like" mean, though? Does it mean that everyone in your database wants to hear from you every week and would include you on the invitation list to their next dinner party? Not really. Does it mean that they're so passionate about your real estate business that they're constantly singing your praises to anyone who will listen? Probably not (although that would be fantastic!).
No, it's simpler and less high-maintenance than that. To have a database full of people who "like" you simply means that the people who know you smile when they hear from you. Whether they've heard from you personally (as in a phone call, personal email, birthday card or Facebook comment) or by receiving your latest mass-marketing piece, they see your name or hear your voice and think to themselves "Wow, my day is a little brighter now!"
Inspiring that reaction really isn't hard. It doesn't take a bunch of money or a bunch of time or a bunch of energy. In fact, we might say that it's as much about what you DON'T do in your relationship-building/staying-in-touch efforts as it is about what you DO do!
If you're a generally likeable person (which I'm sure you are!), just be yourself when communicating with the people you know and strive to do it (that is, communicate) on a reasonably-regular basis. Don't put on your real estate SALESperson hat when you reach out; put on your OWN hat and be YOU. Don't do things in the name of self-promotion that would inspire any reaction from you other than that "Wow, my day is a little brighter now!"
So, for example, if it would irritate you to be called once a month by a friend or acquaintance and reminded of their passion for referrals, don't do that to your SOI. If you would roll your eyes at suddenly being on the receiving end of a barrage of marketing postcards or pitchy emailed newsletters, don't do that to your SOI. If you dislike being asked to sponsor or donate or contribute to causes you've never heard of, don't do that to your SOI. If you're tired of receiving mass-forwarded jokes and videos and slideshows, don't do that to your SOI.
I could go on all day, but I think you get the point. Just don't do anything that, if done to you, would make you roll your eyes and be even a little irritated with the person doing it. Because when people are rolling their eyes when they hear from you, they probably aren't thinking how much they LIKE you!
Next up: The third factor of KLT - TRUST!