Definition of Proactive:
Controlling a situation by causing something to happen rather than waiting to respond to it after it happens.
Reactive marketing is waiting for the sale or client to "walk through the door". Being reactive also involves putting your message in places where you think large numbers of people have a good chance of seeing it. This would include farming - sending postcards and flyers regularly to keep your name in front of potential sellers or advertising in local newspapers or maybe drip email campaigns to your sphere of influence. It involves sending YOUR message to many people who at the given time, may or may not have a need or interest in what you are offering them. The hope is that when they do have that need, they will think of you.
Being proactive is the art of creating new client interest. Accomplishing a proactive sale is only limited by the confines of creative thought. A proactive opportunity means looking around to see how an opportunity can be created. The key is in the creation.
Historically, I think I was more reactive. I planted lots of seeds and when they sprouted I was here to answer the phone call of opportunity. Great! But I have no control on when that consumer will need my service. There is a definite place for reactive selling in our business, but there has to be a balance.
Today, I want to build my business NOW! I want to work on identifying and connecting with potential clients who need what I’m offering. Similar to using the yellow pages, when a consumer needs to fix their car, they look up auto mechanics and hire someone to get the job done.
When a homeowner wants to sell, I want to be who they find when they search for a Realtor. Whether they ask their friends, Google “Manalapan NJ Realtor”, see my advertising that I’ve strategically placed on home search sites or go to one of the many real estate agent directories you can find on the internet, or heck, even if they find me when they open the yellow pages!
I’m also going to shoot for more of a proactive vs. reactive dialog:
In the past, reactive… “I don’t want to bother you but I’m calling to see if maybe you have an interest in possibly selling your home some time?” “No? Ok, but can you pretty please, with sugar on top, promise to call me if you change your mind”
Today, proactive… “I’m calling to tell you that there has NEVER been a better time to upsize.” “You don’t believe me? Do you have a calculator?”
In Stephan Covey’s 7 Habits of Highly Effective People, Covey suggests that Proactive language, embraces responsibility and takes charge of the situation. Nothing is left to chance. If something is being done, it’s not because we are forced to it, but because we choose to do it. Remember, we are response-able, free to choose our response. So we are not victims, but we are the masters. And proactive language exuberates this.
How Active a Pro are you going to be this year?
Go out there and figure out how to make something good happen today!
Jo
JoAnna Siminerio
Weichert Realtors - Manalapan - Marlboro
New Jersey
www.JoTheRealtor.com
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These are some great thoughts for all of us as we are planning our business for the new year.