This is what we all must do when we are to be successful in this business.
What do you do when you’ve been marketing for a year and you’ve received no business from it? Aside from the fact that it cost you money, the most severe result is you made no money!!
Did you not prepare that particular method as you should have? If it is direct mail marketing, and others are using that method with good results, maybe the message on the postcard was not one that triggers a response.
Homeowners today are not as they were decades ago. The message must be focused on the homeowner. It is all about the homeowner today.
What’s in it for them? How will you help them go from point A to point B? How will they bridge the gap between selling and buying with a stress free transaction? Homeowners want a leader to lead them, and there are tasks they expect of the real estate agent.
Not too long ago, listing presentations were based on “who you are; what you do; and how well you do it.” It continues to be those three topics and one more very important one. What will you do specifically for me so I can receive the most money in the shortest period of time?
Do not blame the marketing method for the lack of response. Do not cast that method aside, before you step back and think as the homeowner thinks. If you were the homeowner, profile the agent who would fit well within that demographic, and reflect that in one thought on the postcard.
Use a graphic that reflects that thought. I like subliminal messages, BUT every postcard MUST have a clear message of what is being offered. It is a Free Market Analysis. Don’t change the phrase to eliminate Free. Create a postcard with a common sense theme and one that will trigger that homeowner to call you.
The only purpose of that Free Market Analysis postcard is to make your phone ring. Once it rings and you answer, the ball is in your court for the remainder of the process. The postcard accomplished the job it was designed to do. MAKE THE PHONE RING!!!
If your postcard is not appealing to that homeowner, you’ll never have the opportunity to cross their front threshold. Get your foot in the door and make sure you have a pre-listing presentation that knocks them off their chairs.
Just a quick thought for the moment…..
Barbara Todaro, sales manager of RE/MAX Executive Realty
Marketing Agent for The Todaro Team
308 W. Central St...suite E
Franklin, MA 02038
Exclusive Marketing Agent for The Todaro Team
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