An excerpt from my coaching...
6 Criteria needed to become a Local Resource or a Local Expert
- Be visible frequently
- Be consistent by being committed - don't start something you'll stop in 4 months...commit to at least 12 to 15 contacts per year (6 to 8 by mail)
- Become recognizable - your marketing should have "a look" that your audience can recognize instantly (personal branding)
- Find out what your audience wants to know - establish a "help line" on your website or use the voice mail system at your office not as a direct line but as a help line or "Got a Question?" This can help you provide your target market with exactly what they want.
- Become knowledgeable about your Audience (Target Market)
- Neighborhoods: Know that stats for their neighborhood
- Current Active and sold listings
- What is the price trend - up or down - what % etc.
- Businesses
- Who is their customer
- How can you work together to increase awareness of your businesses?
- What impacts their business? Is their business expanding or contracting?
- Neighborhoods: Know that stats for their neighborhood
- Become a Community Activist
- Neighborhood Block Party
- Multi-family Garage Sale Day - provide the directional signs and help promote it via your website, blog, attach a flyer to your property flyers, get the neighbors to promote it as well...maybe even the local businesses.
- Organize a 2 hour park clean-up
- Neighbors Helping Neighbors - 3 or 4 times a year organize a short Neighbors Helping Neighbors party - this could be promoted in your newsletter, on your website, etc. Get local businesses involved and maybe a church or two. Keep the work time simple and short to get more involvement.
- Write an article for local newspapers...or use ad space to post a short article.
- Send out a Press Release to the local papers about a news worthy topic, and that you have expertise in that area and would welcome an interview.
- Is there a small weekly paper that could use a "Local Expert" to write and answer readers questions about real estate
- Create a fund raiser for a cause that is close to your heart.
In the last year I have used both the Press Release and contacted smaller weekly papers to increase my business...both have worked for me and they can help you too.
Last November (2007) I was in charge of a fundraiser our church does each year - The Maui Relay - it was our fourth year and we exceeded the previous years fundraising. It was a lot of work...and for a great cause - Christmas gifts for kids who otherwise would not have had any - such a reward to impact kids and families in this way.
The motivation was striclty for the kids. There was a side benefit though, I was out talking to business owners about becoming a sponsor...it gave me a purpose to contact them that wasn't business related...it was empowering and very gratifying. I can't say that I received any business from it...but that was not my intent. But I do have relationships now that I didn't before...and that is priceless.
Become the Local Expert and you will develop trust with your audience.
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