5 Ways to get personal with your prospects

By
Real Estate Technology with SmartZip

We recently got together with five of our top agents spanning the country who actively market to their prospects. In full disclosure, they use SmartTargeting's platform including automated mailers and digital ads. But, knowing the industry as we do, even the best marketing will fall short if we don't go out and get the business.

 

Bev Blume: Help Your Prospects See You As Their Neighbour

 

For Portland, Oregon, agent Bev Blume getting face to face is all about systematizing her outreach and focusing on visibility. Bev makes her first impression through automated marketing campaigns, including mailers, so that her community becomes familiar with her name, face, and brand.
 
When members of her farm respond to her mailers or ads, she follows up with them personally. She then sends a handwritten note to them to ensure that they remember her.

 
In every note she writes to members of her farm, Bev mentions that the homeowner may see her and her dog out on their daily walks. In offering this connection point, Bev is giving prospects an invitation and opportunity to see her, say hello and meet face to face.

 

Maddy Mattson: Face to Face Starts on The Phone

 

In the luxury vacation market of Old Lyme, Connecticut, agent Maddy Mattson knows that she has to hustle to win the business of the tiny town’s 2,400 residents. Doorknocking has never been an option for Maddy but over time, she’s come up with the perfect workaround that helps her make that face to face possible with Old Lyme’s high-end homeowners.

First, Maddy targets the homeowners with an automated CMA offer. After they respond to get the value of their home, Maddy follows up personally with a phone call, explaining that an automated CMA may not be perfectly accurate because it doesn’t take into account the upgrades, condition or specific location of their listing.

On the initial phone call, Maddy talks personally with the prospects and asks them what kind of improvements they’ve made to their home and what they love about living there. She uses this as an inroad to ask for an in-person tour, where she can personally assess the home while making a connection with the homeowner.

Mark Baserap: Get noticed in a crowd by standing out

 

If you have heard the term “personal brand” but wondered how it could possibly relate to winning more listings, Mark Baserap is here to prove that a strong persona can be all the branding you need.

Mark dresses to impress in casual St. Petersburg Beach, Florida, wearing a suit and bowtie at all times. And if that isn’t enough to stand out from the beach-going locals, Mark also drives a 1969 Lemans convertible. As a result, he’s known around town as “the bowtie guy” or the “yellow car guy.”

Mark leverages monthly mailers to help get his name out to his local market’s homeowners. But it's the bowtie and yellow convertible that make him memorable among locals.

 

Scott Kabel: Narrow down your prospects and show them

that their special

 

Agent Scott Kabel of RiverNorth, in Chicago, has the benefit of being a high-turnover area, which can help him to earn more listings — if he can identify them in time. Because RiverNorth is a highly transitional neighborhood, it can have less of a community feel and meeting sellers can be difficult for the area’s 13,000 agents.

 

The secret, says Scott, is to make sure you’re in front of the right people at the right time. Scott leverages predictive analytics, which helps him to narrow down the owners who may be thinking of selling soon. Once he knows his likely prospects, he follows up with them persistently but respectfully until he wins their business.

 

By narrowing down his prospects before he begins his outreach, Scott can set the tone that each potential seller is special. His high-end boutique brokerage aims to offer “white glove service” to each prospect and client, from start to finish. Scott knows that he wouldn’t be able to perform with this level of service if he were trying to determine the potential movers from high-rise buildings all on his own.

 

“I get to know each client and I treat them like family. I keep up with their family and make sure to stay in personal contact from start to finish.”

 

Colleen Pye: Offer up wine and wisdom

Colleen hosts events for top prospects at the local wine bar, where she and her co-sponsor lender talk casually about home buying, selling and the community in general. It’s a low-pressure way to get to know prospects she believes are close to needing an agent but who aren’t yet ready to hire her. She’s always amazed by the number of attendees who show up; it’s clear that she is meeting a local need by offering these events.

By hosting an event, Colleen stands out from other agents in the community, provides relevant and personal content and gets face to face with at least one and usually more of her top prospects.  She does this all while supporting local businesses who can't help but think of Colleen anytime a customer asks, "hey, do you know a good agent?".

 

What are you waiting for?

Go on, get face to face with your prospects and win more business! If you have some great ways of getting face to face, we'd love to hear about them.

Comments (8)

Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

We all know making personal contact makes such a difference, and can set us apart from the pack.

Jul 26, 2018 08:13 AM
Debbie Reynolds, C21 Platinum Properties
Platinum Properties- (931)771-9070 - Clarksville, TN
The Dedicated Clarksville TN Realtor-(931)320-6730

Thanks for sharing the secrets that these successful agents have mastered. Being personal does work and there are many ways to get that done.

Jul 31, 2018 11:45 AM
John Henry, Florida Architect
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

Excellent ideas that can be used across a spectrum of businesses.  Thank you!

Jul 31, 2018 12:17 PM
Margaret Goss
Baird & Warner Real Estate - Winnetka, IL
Chicago's North Shore & Winnetka Real Estate

Love some of these ideas - particularly the "bow-tie" guy. Such a simple concept but people won't forget it!

Jul 31, 2018 05:06 PM
Bruce Kunz
C21 Solid Gold Realty, Brick, NJ, 732-920-2100 - Howell, NJ
REALTOR®, Brick & Howell NJ Homes for Sale

Thanks to these successful agents for sharing some of their tips. Being recognized in your area seems to be the theme and is every agents goal.
Bruce.

 

Jul 31, 2018 07:51 PM
Dan Jasmer
Fine Properties - Sarasota, FL
Changing the way you look at real estate

I've been following the farming/prospect marketing feed on AR (greatly appreciate all the agents who have shared) to make sure I'm not missing out on a secret.  Simply keep in touch in whatever manner works for you.   Thanks AR community!

Aug 01, 2018 06:14 AM
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

All of these ideas are great suggestions--and proven t o work! It's important you pick something you feel comfortable with then follow through

Aug 02, 2018 03:18 PM
Debe Maxwell, CRS
www.iCharlotteHomes.com | The Maxwell House Group | RE/MAX Executive | (704) 491-3310 - Charlotte, NC
The right Charlotte REALTOR!

Another great post for focusing on being better prospectors. I agree wholeheartedly that making it personal is important in growing our businesses.

Thanks for sharing!

Aug 18, 2018 11:04 PM