This was inspired by my friend Greg Nino's post from yesterday, "What My Seller Had to Say About "Door Knockers". It made me think about some of the sillier marketing ideas I've heard over the years, and it reminded me of a larger marketing principle that I learned years ago.
As a quick aside, I actually tried door knocking back in 1997, before the internet was a "thing" for real estate purposes. Shortly thereafter, I started our website. Needless to say, I didn't enjoy knocking on doors. I know that some agents have experienced a measure of success from this technique, and it brings up a bigger idea that I've been touting for years with my own agents and for myself (even though I am sometimes bad about taking my own advice).
Here's the big idea:
Marketing in almost ANY form will probably work if you do it consistently.
Needless to say, there are exceptions, but this holds true most of the time.
Here's an example: If you were brave enough to stand at the entrance to your local grocery store and just hand out your real estate business card to everyone who entered the store, it would result in business for you, ESPECIALLY if you did this every day from 10am until noon.
You're probably shaking your head by now, but I can pretty much assure you that if you had the time, inclination, and ability to give out 250 business cards per day every day at the same location, you would garner more sales. Please note that I'm not recommending this method in particular, although if you decide to try it, please give me some feedback on your results. The other caveat is that you must do this for several months before assuming it's not working. You may not want to be "that guy" or "that lady" who just gives out cards randomly, and that's okay.
Notice that I didn't say that marketing for one week or even for one month or two months would work. If you want to truly test any marketing idea (internet, direct mail, radio, you name it), you have to give it a few months to work properly, because sometimes the recipients need to see your message repeatedly, and at any given time there will be a certain percentage of your target market who are looking to make a move. If you give up too quickly, you will end up losing out on those folks, along with the future gains you would have had by sticking it out longer.
I know several mediocre agents who chose to farm specific areas by using direct mail many years ago. I can promise you that they are not exactly raising the bar in our profession, but some of them are doing incredible sales numbers as a result now. I'm not knocking them, because I admire what they've managed to achieve. I just want to make the point that they weren't really sales superstars to begin with, but they've been successful by being consistent.
This is just some food for thought as we get into the holiday season and brokers and agents are often making plans and setting goals for the upcoming year.
Thanks for reading!
Image credit: https://www.flickr.com/photos/antoniocasas/