Successful luxury real estate marketing or in any branch of real estate marketing is not about buying the latest tech hocus pocus in order to maket more successfully. Recently, one of our clients was offered the latest and greatest in technology.
Of course this system would pay for itself in more clients and more money, We all individually researched this as it applies to luxury real estate, and came to the same conclusion. This felt "creepy" to all of us.
When we work with a company or an agent, we take the time to focus upon the source of the bona fide leads. We define leads as someone who is willing and able to buy and or list. Those are the leads that we pay attention to, because they are most likely to turn into sales.
We ask, what percentage of the overall sales volume came from knocking on doors (cold calling), referrals, open houses, website leads, sign calls, the blog, networking (online or offline) or from some other source? We focus on every action that led to a listing or a sale. We analyze what led the seller or buyer sign with the individual or company.
We also focus on the competition. What are those agents or companies doing to attract listings, and buyers. How does their visibility in the community compare to our client's visibility. Where and how are they getting their leads? And why would someone chose them over our clients?
By focusing in this manner, we can advise our clients to strengthen what is working, and also spend less time and resources on those things that do not produce strong results. Focusing empowers a luxury or any other real estate practice, and that makes the future more predictable.
Being focused prompts you to ask better questions, leading to better answers. The need to know literally draws out answers from your environment and from people who have the answers or know where to find them.
Sometimes it seems that the answers to the most pressing questions are elusive. But, once you are crystal clear on what you need to know, the answers are sure to come your way. That is, unless you spend your time doubting yourself or the power of focus.
If you get frustrated because your answers are not showing up as fast as you want them to you might want to consider just relaxing, taking a walk, or working out for a while. It takes a mental state of relaxed focus and openness for the best answers to show up.
Focusing can also lead to discovering new ways to attract more business by finding alternative approaches that can yield more desirable results. Staying focused means having access to more solutions. Focus actually attracts answers that may not have been visible.
So next time, someone offers that shiny new thing, take a moment to focus on your practice, and follow our guidelines. You may find the new solutions you come up with and spending less money can turn into three qualified leads, referrals, and a couple listing prospects with a new marketing strategy. That was our client's results this week. And it was face to face, fun and not creepy at all.
Magic (hocus pocus) happens once in a while. Focus assures success and makes a luxury real estate, or any other niche in real estate more predictable and viable when it comes to success!
Happy Valentine's Day To All!