Permission Marketing

Education & Training with Keller Williams Realty

What if I told you that advertising was a waste and that direct mail has a 2% effectiveness rate?  What if I also told you that there is a sure-fire method for turning strangers into friends and friends into customers?

Traditional methods of marketing (like unwanted telephone calls, junk mail and SPAM) also known as INTERRUPTION MARKETING is the enemy of anyone who is trying to save time.  And the marketer who interrupts us not only tends to fail at selling his or her product, but they waste our most valuable commodity - TIME.

To be more effective in your business development, perhaps you should consider permission based marketing instead of interruption marketing.  How do you do that?  It is really simple, and a lot less expensive! 

Step1:  Offer your prospects an incentive to volunteer to communicate with you.

Step 2:  Using the attention and permission given by the prospect, over time, teach the consumer about your services.

Step 3:  Reinforce the incentive to guarantee that the prospect continually gives you permission to contact them.

Step 4:  Offer additional incentives to get even more permission from the customer.

Step 5:  Leverage the permission to change your consumer's behavior and get them to use your services instead of someone else's.

Permission marketing cuts through the clutter and allows a marketer to speak to prospects as friends - not as strangers.  Permission marketing is anticipated (they look forward to hearing from you), personal (the messages are directly related to the individual), and relevant (the marketing is about something the prospect is interested in).

Permission marketing lets you turn strangers (folks who might otherwise ignore your unsolicited offer) into people willing to pay attention when your message arrives in an expected, appreciated way.  And refer you to their family and friends.

For more information on permission based marketing for Realtors, or for a complimentary consultation on how to become a permission based marketer - email me at

Happy selling!

Comments (3)

The Dave Ruwe Homes Team
Re/Max Lakeshore - Grand Haven, MI

Hi Paula, what type of incentives do you offer? I do some different stuff through my I'm curious if I'm on the right track or not?


May 14, 2008 10:22 AM
Kirk Westervelt
Van West Realty - Greenville, SC Realtor -Short Sale Expert! - Greenville, SC
Kirk Westervelt, Broker In Charge, Van West Realty - CDPE - Short Sale Agent - Home for Sale - Greenville, Simpsonvil...

Hey Paula,

Great post!

Thanks for sharing this!

Hello from Keller Williams Greenville, SC

Welcome to Active Rain!

May 14, 2008 02:23 PM
Peg Gilliland
Charlottesville Solutions - Charlottesville, VA
Broker, GRI, CDPE


I see that you are new to Active Rain and I just wanted to welcome you.
















I hope that you enjoy it as much as I do and that you find it a great resource

May 16, 2008 07:03 AM