Fueling Exponential Growth with the 10/10/20 Technique
By Ralph R. Roberts
activerain, July 10, 2007-One of the not-so-secret secrets to sales success is to build on past success. That is what the 10/10/20 technique is all about, and here is how it works:
When you list or sell a house, knock on the 10 doors to the left and right of the house you just sold and the 20 doors across the street and distribute your postcard with a handwritten note letting the neighbors know that you have listed or sold their neighbor's home.
That is it. That is all it takes to start generating new clients. It should take you less than an hour. Most of the neighbors are not going to want to talk with you at length. In less than an hour you have the potential of reaching 10,000 people.
Whoa! Where did that 10,000 number come from? According to my estimates, from attending weddings and anniversaries, every person knows at least 250 other people. By contacting 40 people in the area, you indirectly contact nearly 10,000 more, and everyone in sales, particularly in real estate, know that selling is all about meeting people and building relationships.
The 10/10/20 technique is just another way of networking, but this form of networking is much less formal than most and creates a grass-roots marketing campaign that spreads like a virus. As the neighbors begin to talk about that agent who had the courtesy to knock on their doors and let them know what was going on with that house that was for sale down the street, word will begin to spread far and wide, and prospective clients will begin calling.
I recently shared the 10/10/20 technique with a coaching client of mine, Domenic Manchisi. An excellent student, Manchisi actually practices what I teach. He even decided to add a little of his own flair to the technique. After he helps clients find and purchase the home of their dreams, he takes a photograph of them in front of their new home and places the photo on the postcard that he hands out to the neighbors. This nice touch helps introduce the new family to the neighborhood.
Manchisi reports that the response has been overwhelming. As soon has he sells one house, he has two more listing appointments waiting for him.
According to Manchisi: "The people who are home when I go to the door are very impressed, as no other realtor in my community does this. The sellers love it and see first-hand how hard I work for my clients.
"Recently in my home town of Milton, Ontario we had a home show a three-day event held in the local sports arena showcasing local businesses. My office, Prudential Town Centre Realty, had a booth, and my team had a majority of the floor time. We handed out my personal brochure along with a copy of our Marketwatch newsletter and spoke to everyone who walked by.
"At the time of the home show, I had been doing the 10/10/20 for about a month and I was surprised at the recognition I got for just that. Many people commented on me coming to their door. My marketing campaign to my farm of 10,000 has been going on for four months. Between that and knocking on doors, everyone seems to know my name. I am really starting to see how all this comes together. Not only am I enjoying the experience of getting out in the community and meeting my neighbors, but my profile in the business community is also growing."
Although you can adjust the technique by handing out business cards, instead, the postcards are something a little different and less business-oriented and they give you more flexibility do add a personal touch like Domenic did.
Try this new guerilla marketing maneuver, and then write to me to let me know how it is working for you.
Ralph R. Roberts, official spokesperson for Guthy-Renker Home and author of "Flipping Houses For Dummies" and "Foreclosure Investing For Dummies" (John Wiley & Sons), can be contacted at 586.751.0000, or by e-mail at RalphRoberts@RalphRoberts.com.
For more information, visit http://www.aboutralph.com/.
Ralph R. Roberts GRI CRS
The Ambassador of Enthusiasm
"Official Spokesperson of Guthy-Renker Home"
Author of Walk Like a Giant, Sell Like a Madman
Author of 52 Weeks of Sales Success
Author of Flipping Houses FOR DUMMIES
Author of Foreclosure Investing FOR DUMMIES
Author of Advanced Selling FOR DUMMIES
Author of Protect Yourself from Real Estate and Mortgage Fraud
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