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Merry Christmas, Happy New Year and Happy Arbor Day?

By Jim Hirschhorn

Real Estate Agent with Real Living Real Estate Solutions

December 21, 2007 12:44 AM

During this holiday season, Many agents feel the need to give back to their customers. They do this in the form of Christmas Cards, New Year Baby Calendars, Sports Schedules and some even take it a step further with holiday gift cards to Starbucks! Do these items hit their intended marks?

I showed a house a few years ago and saw that the homeowner had 3 magnetic calendars on her refrigerator, all from different Realtors. The funny thing was that 2 of the 3 were from the same company and office!

Giving back is a great way to stay in touch with past customers but does the cost of these items pay for itself? As with almost any advertising you do, it only takes 1 transaction, right?

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Tina Merritt

Nest Realty - Blacksburg, VA

Virginia Real Estate

I think it's very generational. My older clients actually ask when they are getting their calendars. My younger ones have their calendars on their smartphones - they wouldn't use one if I sent it to them!

Dec 21, 2007 12:50 AM

Jim Hirschhorn

Real Living Real Estate Solutions - Orlando, FL

GRI, Real Living - Orlando

Tina, Excellent point. The whole Gen X and Y's rarely use paper calendars. Even wristwatches are becoming extinct as their cell phones have replaced their time pieces.

And think about what those magnets do to your credit cards!

Dec 21, 2007 12:53 AM

Lisa Spalding

Casa Latino Four Corners, REALTOR, CDPE - Longwood, FL

REALTOR, CDPE

Jim-

I believe the same thing--old-school advertising is ineffective. I'm been to several recent listing appointments in which there was another agent's magnetic calendar on the refrigerator and the Seller even signed the listing agreement with another company's pen! In all three of those instances, the Sellers never even considered calling those agents/companies--they just looked at the stuff as nice freebies from people they have never met and didn't ever intend to meet or do business with. People like a personal touch; while a freebie in the mail is nice, it's not the way to build a relationship. I can almost guarantee you that those agents that sent out those freebies in the mail did NOT take the time to do a follow-up phone call to even see if those Sellers received the freebies or if they were looking to move now or in the near future. Sad, but true.

Dec 21, 2007 12:58 AM

Lisa, that made me laugh out loud..the thought of a customer using another companies pen is very funny. I agree that customers don't always focus on the message. Some may argue that subliminal advertising works and that it is the same concept of hearing a song very softly in a store and then you start singing that song...or the rumor that the movie theaters were secretly flashing a frame or two of a "Buy More Popcorn" message on the screen. I am guilty myself. When I first got into the business, I sent out postcards to a neighborhood and told everyone that I was farming! yee haw!

Dec 21, 2007 01:02 AM

James Gordon

Sibcy Cline Realtors® - Cincinnati, OH

REALTOR, PBD SFR SRS

Merry Christmas and a Happy and prosperous New Year to you.

Dec 21, 2007 04:10 AM

Thanks Jim! Same to you.

Dec 21, 2007 04:13 AM

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Jim Hirschhorn

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