Despite whether the market is hot or lukewarm, there’s always creative ways in which to attract buyers. Some work better than others according to what’s going on in a particular market, but I thought I’d share some of the ways in which we’re being proactive in seeking out potential clients.
ONE: FIRST POINT OF CONTACT
Oh, that all-important first impression! When I meet with a prospective buyer for the first time, I have a sit-down, relaxed meeting and listen to what they’re looking for. I may have an idea from a phone call or email, but nothing beats a face-to-face meeting. That may be at our office, a lunch meeting or an after-hours meet-up, but I can glean most of the information I need from my first point of contact. Whatever the outcome, I ask him/her for a business card or how I may contact them again. I give them my business card and once a week, I follow up--for eight consecutive weeks. Each contact is stored in a database and we implement an aggressive marketing-based system, “33 Touch,” a Keller Williams’ concept that involves keeping in touch with those prospective clients, in some way, 33 times a year. (More on this in a future blog!)
Keller Williams’ eEdge is the most advanced technological tool we use in order to track our leads and contacts and ensure we followup.
TWO: PERSONAL NOTES
We have Facebook, email and Twitter at our disposal and we use those tools frequently. But, nothing beats a personal note, thanking a client for their time and including information about a new listing. Sometimes, I’ll include information about something going on in the city that they’re interested in and provide info about that as well. From that first point of contact, I’ve gleaned information about some of their personal interests and a prospective client will always be flattered for an agent going the extra mile.
THREE: MARKET OVERVIEW
We have great resources for what’s going on in areas throughout Manhattan. When I see trends that may affect the area in which a client is interested in, I’ll email them information about it. Whether the news is positive or negative, I believe the more information a buyer has the better. Working with educated buyers ensures both parties are clear on all the specifics!
FOUR: VIDEOS, BLOGS, PICTURES
Last year, CNBC interviewed me about buying versus renting.
I, of course, was on the side of buying, but this video was a great tool for me to show clients. I was confident and had the information to back up the reasons why I thought buying was better than renting. We’ve used videos posted on YouTube to show our listings and post high-res pictures and descriptions on our blog and website. I also “pay it forward,” sending interesting blogs from colleagues here in the city to clients. Whether that’s a listing I’ve found from another agent or market information from other reputable sources, I keep clients informed.
FIVE: BLOG/FACEBOOK/TWITTER CONSISTENTLY
Buyers don’t just want to know about what you’re selling; they want to know what’s around the neighborhood. This is an ongoing process and a daunting one at times, but it’s absolutely necessary. We post information about neighborhoods, restaurants and what’s going on in the city. And, of course, leaving comments on other agents blogs! I love receiving feedback from other real estate experts and taking the time to do the same for them is a surefire way to get traffic (or a least a look!) at your blog. The ideal situation is to post blogs daily and post updates to your Facebook at least three times a week with a link back to a post. On Keller Williams New York City Twitter, we update throughout the day--about everything--from what’s in the morning’s paper to interesting and/or unusual happenings.
Nothing beats face-to-face time with clients. I’ll have breakfast, lunch and dinner with potential clients and investors. Building relationships is, always has been and always will be the Number One way in which to generate leads!
These are just a few of the ways in which we work to attract buyers. What are yours? Leave a comment and let me know what you’re doing!