• We know from NAR surveys that relationships/referrals are the channel 70% of all buyers and sellers use to connect with their agents.
• We know from top agents that marketing to "Mets" out produces marketing to "UnMets" by a ratio of 8:1.
• We also know from NAR surveys that real estate agents' knowledge, skill at applying that knowledge, and high performance levels are the most important agent selection criteria.

So there's absolutely no question that substantive, high-touch, relationship marketing is by far the most productive way for real estate agents to go.

It is also clear that Web sites and drip emails are the most cost effective marketing technologies; provided that you aren't just sending out "crapola", but rather are sending valuable and personable information that can effectively mirror whatever it is that you do to people when you meet them face-to-face.

So, let me ask again. What is it that draws people to you, and makes them like and trust you enough to become your clients?

When I began my marketing and systems consulting business over 16 years ago I joined my local Chamber of Commerce.  They had done me the great favor of building a network of 1,200 business owner members who were likely prospects for my services.

To meet as many members as possible I attended committee meetings, gave free seminars, wrote newspaper articles, and generally participated and helped out wherever I could.

As time went by I observed that whenever I shared valuable and useful marketing and systems knowledge, more business owners were drawn to me.  The more significant and valuable the knowledge shared, the bigger and more intense the draw. 

I concluded that my willing and intelligent application of valuable knowledge on behalf of others was what drew and made my clients want to work with me.  It turned out that this correct assessment, and consistent application, generated huge amounts of business over the years.

When I decided to take my business entirely online I knew I'd need to find the online equivalent of "Chambers" and new communication channels to replace committee meetings, seminars, and newspaper articles.  I also knew I'd need to keep on doing the things that drew clients' to me; i.e. continue to share significant and valuable marketing and systems knowledge via these new online communication channels.

It turns out that the core strategy still works very well online.  Web sites, blog sites, social networking sites, and search engines combine to provide both excellent contact opportunities and communication channels.  The big difference is that contact volumes and frequency must be substantially increased to compensate for the lack of face-to-face contact.  There is also an even greater need for more personalized, substantive content.

So how do these insights apply to real estate agent marketing; that is increasingly becoming an online affair? 

The overwhelming problems I see with real estate agent marketing are:

1. Agents' contact volume is insufficient to build enough relationships to achieve income goals.  Making contact in large volumes used to be a huge expense, but with online economics there is no longer any excuse.
2. The frequency is insufficient to build and maintain relationships. Frequency used to be a huge administrative chore, but with fully automated online systems, this also is no longer an excuse.
3. The marketing content is far too generic, weak and impersonal to communicate whatever it is that makes people like and trust the agents enough to become clients; consequently far too little relationship starting, building and maintaining takes place as a result of online marketing communications.

Are you doing online whatever it is you do in person that makes people like and trust you enough to become your clients?

The most important question to ask is not what system to use, or how to set it up.  The very most important question to ask and answer is:   What is it that draws people to you, and makes them like and trust you enough to become your clients? 

Whatever your answer to that question is, that is the kind content you need in your Web site, blog and automated drip marketing systems.  That is the content that will be more effective in helping you start, build and maintain a lot more relationships.  That is exactly what you must incorporate into your marketing, not only to survive this turbulent market, but to achieve your fondest dreams.

One of my specialties is listening to agent stories and identifying the essence of their strongest relationship marketing appeals.  Let me know if you'd like a complimentary Relationship Marketing Strategy Assessment.