In early 2007, I held my first teleseminar entitled "The Seduction of Your SOI."
Notice I didn't call the seminar "Successfully Marketing to Your SOI"or "Mastering the Art of SOI‑Marketing." In fact, I refuse to even use the term "marketing" in conjunction with the concept of pursuing business from the people who know you and know that you sell real estate.
Why? Because no one wants to be marketed to. I mean, c'mon, when was the last time you heard someone say "boy, I sure do like my accountant, he markets to me all the time"? When you "market" to someone, do they feel special? Do they feel loved? Do they have warm fuzzy feelings about you? No, in fact, they might feel irritated or even used. Best case, they feel nothing toward you and toss your "marketing" into the trash.
I think most agents know this, deep inside. That's why they have a hard time committing to and implementing their own SOI business plan. They DON'T want to market to their friends. They DON'T want to pester people they know and risk their friendships. Besides, when they've reluctantly put these tactics into play, they haven't worked real well anyway.
And that's because they think that pursuing business from their SOI is essentially the same thing as pursuing business from strangers. They think they are supposed to cold call their friends, to remind them that they sell real estate. That they're supposed to send out newsletters screaming their own praises and bragging about their listings and closings. And it doesn't work. So they abandon the whole notion of SOI business and return to their cold‑calling and open‑housing.
But there is a big difference between ASKING PEOPLE YOU KNOW for business and GETTING BUSINESS FROM PEOPLE YOU KNOW.
So, how do you GET business from people you know? With Seduction? Read more here!