I've been in the real estate business for over two years now. I'm used to bankers, inspectors, contractors, attorneys, and other vendors wanting to introduce themselves and show me the value they can provide. As a matter of fact, I welcome it. I'm always looking for new vendors that can offer my clients the best service.
This past spring, I referred a client to a particular attorney for the first time. I had never even met him, but his office had sent me a brochure. My client was simply looking for the lowest priced attorney I knew of, and that was him. The closing went smoothly, but nothing about the attorney's service stood out to me, so I went back to giving clients my usual list of attorneys who I knew were excellent at communication (my pet peeve!).
Today, I went into the office and there was a gift basket on my desk from that attorney's office. It was the biggest, most elaborate gift basket I've ever received! There was sparkling cider, coffees, hot cocoas, cookies, chocolates, snacks, and more, and it was all presented wonderfully. It must have cost them around $50. For referring one client, that's not bad!
Would I ever refer a client to this attorney again? If they're looking for a discount attorney, sure I would. He did a good job keeping himself and his office at the top of my mind. But here's the big question... could he have accomplished the same thing with a signed, self-addressed holiday card? It would have showed his appreciation. Did he really need to shell out mucho bucks for gigantic baskets? Personally, it didn't make me any more likely to send clients his way.
This is a question that affects my own marketing, too. I try to be as economical as possible with my purchases, especially in the current economy. I make sure I show my clients my appreciation, but I certainly don't send anything this grand. I tend to get small items that fit their personalities, or write notes I think would make them smile. Is that any less memorable? I hope not.
In the end, I hope it's the thought that makes the difference. It's great to be schmoozed, but there are more important things in life. Let's be remembered for the things we do, not the things we buy.
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