This morning I started looking back through quotes I’ve collected, and I found this bit of wisdom:
"90% of marketing doesn’t work because it doesn’t get done."
It reminded me of someone I worked with once upon a time. He came into the office and found me typing prospecting letters. (Yes, this was years ago, and I typed them one by one.) He asked if that’s what I was doing and when I said yes, he said “I’ve tried it. It doesn’t work.”
I went on with my typing, and later learned why it hadn’t worked for him. He wrote one letter and sent it to one homeowner.
There are other reasons why marketing doesn’t work, of course. Some of them are:
- The marketing message could be wrong – perhaps it’s “all about you” instead of “all about the prospect.”
- Your list could be wrong.
- The method of delivery could be wrong – perhaps you’re relying exclusively on social media when you should be mailing prospecting letters and using email to follow up with Internet leads. Perhaps you’re placing ads in publications your target audience doesn’t read.
- Perhaps you're blogging about the wrong topics.
- Continuity could be missing. I think the message in the words “it doesn’t get done” includes “it doesn’t get done with regularity.” Marketing must be consistent, or people forget about you between messages.
You may be busy – I hope you are! But… failing to market in busy times means enduring weeks without income.
Failing to market consistently is the primary reason why so many real estate agents have a roller coaster income. When they’re busy, they run from one appointment to the next and finally (Yay!) from one closing to the next. And then… they wake up one morning unemployed.
With no buyers eager to look at homes and no sellers eager to list, they get to start all over again.
That said, what have you done so far this month to keep your pipeline full?
- Have you mailed prospecting letters?
- Have you followed up via email with buyers or sellers who filled out a capture form on your website?
- Have you written and distributed a market report?
- Have you written a thank you note to anyone?
- Have you made contact with past clients and those in your sphere?
So – you know it's a good idea, but where will you find the time?
If you’re prospecting by postal mail or email, you can automate your systems. This page will give you ideas on how to do that.
If you need to make phone calls or write thank you notes, make use of those little bits of time between appointments.
Calling someone when you don’t have much time is actually a good idea, because you can say “Hi George, I have to run out to an appointment in ten minutes, but was thinking about you this morning so decided to use the time to check in.” Then add something that shows you know George. For instance, “Are the kids home for Spring vacation?” Or “How’s that new puppy?” Or “Is Jane enjoying her new job?”
Then watch the clock and when it’s close to your ten minutes say something like “I wish I could visit for an hour, but better run. There’s a couple just like you two who is counting on me to find them a new home.” Then, with a reminder to “Call if you need me,” sign off.
Remember, I've got more than 40 sets of pre-written prospecting letters than can save you time - and I'm always happy to write custom letters.
Roller coaster Image courtesy of foto76 at FreeDigitalPhotos.net
Marketing signpost courtesy of Stuart Miles at freedigitalphotos.net