Improve Your Rainmaking
Do you have the exceptional ability to attract loads of clients? In such a highly competitive business compounded with a slumping housing market, there are lots of Realtors competing for the same clients. What separates top producers from average ones is the ability to generate clients with less time & effort and less money.
There are plenty of good marketing strategies that can help you produce clients. What's important though is you find ways to differentiate from competitors and get prospects to trust you quicker. For a prospect, selling or buying a home is their most important decision. You have to convince them you are the one who can make it all happen before your competitor does.
Education, Not Solicitation
Too often Realtors are in a hurry to make a sale. The opportunity being missed is education. Education is a commonly known, but seldomly used, marketing strategy.
Today's consumers do not want to be sold, they want to be educated. If you offered a free report about the five top mistakes when selling or buying a house they would listen. This is something that could benefit them and you would be using education to establish a dialogue. It builds trust and accelerates the relationship process.
Make Education Special
Being able to offer your client accurate information is proof that you are doing your job. Most clients shy away from setting up meetings in order to give a Realtor an opportunity to advertise. To be honest, most clients find it offensive because they feel manipulated. On the other hand if you used education as your initial approach, you would find clients happy to meet because they perceive you as an expert not a salesman.
You can package education in the form of special reports. A special report is a well crafted message that educates clients and shapes their perception of your expertise. Once they perceive you as an expert, it's much easier to generate quality leads.
Instant & Affordable Leads
Using email is a preferred method for offering special reports. You eliminate graphic design and printing expenses and postage keeping your marketing costs minimized - combined with the right software you can see which clients you can convert into leads. You can promote special reports in different ways:
- Send an email message with an invitation to download the report.
- Promote as an advertisement inside your electronic newsletter.
- Offer to guests at open houses to secure more registrations
Like the idea of using special reports to generate leads, but don't have any reports on hand? Don't worry, you can typically get some good reports through your broker, NAR, Realty Times, and some other helpful groups/sites. Personally, I keep about 5-7 reports available at any time. Remember, you will need to update your reports periodically to coincide with today's environment.
I can't do this though....
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