Consistency vs. the Infinite Options

When marketing your business, which road would you rather take…one with dependable results, that could really pay off big, or the one that’s a lot less dependable, but could pay off big? In his post today, Seth Godin talks about how people are faced with more and more “infinite” choices. Could we really visit every website, or read every book on Amazon, or network with every member on Facebook? We can’t. So more and more frequently, we go by “best-seller” lists, and reviews by trusted authorites. And recommendations by friends.

And the same goes for our clients. They know how many listings they’ll get from a search of Realtor® on Google or Yahoo. Where would they even start?

This is where consistency comes in. Establishing quality relationships with past clients, prospects, neighbors, even friends on social networking sites gives them a reason to know and trust you. And refer you on to anyone they know.

Search engine listings have their place, don’t get me wrong. But I believe that consistent referrals beat out possibly un-qualified search engine results any day.