A lot has been written about personal marketing and the list of suggestions are endless. Postcards, anniversary gifts, post closing follow-up, drip systems, email systems, newsletters, and the list goes on and on. Is there validity to all these marketing tips or do we need to get back to basics?
In the mid nineties Realtor Magazine spent a year interviewing top producers and had those top producers talk about everything they did from technology (which was limited in the mid nineties), mailing programs, personal marketing, home marketing plans, etc. Many of the interviews were 3-4 pages long.
I will never forget this Seattle, Washington Realtor that was interviewed one month. I don't recall her name but I will never forget her story. She went on to say that her story was going to be short and sweet and would only take one page.
She said that she had no business plan, monthly mailer, personal marketing plan or technology systems. She said she hated post cards with recipes or reminding her to change her clock when the time changed and vowed to never send a post card or newsletter out.
What this lady did do is go through 5,000+ business cards per year. When she stood at the concession line at the Mariners, Seahawks and Super Sonics games she would hand out business cards. When she filled her car with gas at the local gas station every attendant and customer would be given a card. When she paid her monthly bills she always included a business card. When she closed a sale her clients would receive a packet of her cards to hand out to their family and friends.
She went on to say that she had more business than she could handle and at that time was doing over 200 closings per year. She tells the story that one of her buyers that moved to Seattle from back east was a credit card employee that always saw her business card when she opened this agents payment envelope. This buyer moved from back east to Seattle and chose this lady Realtor because she loved her aggressiveness and consistency in enclosing her business cards. She said many buyers and sellers called her because they loved her agressive and simple style.
I don't do 200 closings per year but I did have my best year ever in 2006 and my business has grown each year I have been in business. I don't do any monthly mailings, post cards, or newsletters.
Those that have read my posts know that I am big into calling current and past clients A LOT on the phone. I have even had clients tell me they love my phone calls and are so happy I don't send them post cards or newsletters. They simply love it when I call them. Think about it, one of the biggest complaints customers have is that they don't hear from their Realtor enough.
This article of this Seattle Realtor impacted me so much that I have gone through 3-4,000 cards per year since the mid nineties. Business cards are a very cheap form of advertising and a large percentage the residents of my county have seen my card at one time or another.
I have what I call "Cheerleaders" that are my sphere of influence that love sending me referrals. I send them packets of business cards every 6 months and they love receiving them.
Is there something to the KISS (keep it simple stupid) system when it comes to real estate marketing and have we gone overboard with this system and that system?
I told a new agent in my office about this business card idea and my belief in making a lot of calls to current and past clients. He closed 32 transactions his first year and earned a 6 figure income as a result of implementing this great idea.
Something to think about.
Posted By: George Tallabas - Boise Idaho Real Estate Agent - Associate Broker
with RE/MAX Advantage, Canyon Counties #1 Brokerage in sales and listings
specializing in Boise Idaho Real Estate and Southwest Idaho Real Estate.