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Un-Marketing
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| May 28, 2006 4:32 pm |
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re: re: What Could Un-Marketing Do for a Realtor |
| Althea Garner
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Oh, wow... I am REALLY late in finding this article!
CK, I am a Realtor in Huntington Beach, CA and hang my license with the #1 independently owned Real Estate Group in Southern California.
Here are my tips for a quick launch:
1) Join a brokerage that is well branded - you will need to carry their flag until you become a household name (about 2 years).
2) RE professionals get paid 'the big bucks' because ours is a high cost industry. There is NOTHING that you can do that doesn't cost money in some way, shape or form (even door knocking costs money, because your time is money!)
Create a marketing strategy that makes the most of your budget - and yes, please DO budget! I see new agents throwing a TON of money at their advertising and marketing by buying into every scheme that comes their way. Remember this, RE Preofessionals are prime targets for MANY industries and there are many people who will separate you from your hard earned commissions.
LEARN TO SAY "NO"!
3) Learn to use the money of those who make money from your sales!
Title, Escrow, Insurance, Mortgage, termite, roofing etc companies all make money when you sell a home. Why not have them bear some of your costs? I alliance myself with only one mortgage company. It is their job to be at my Open House for two hours each day, in order for me to pass the business to them. In addition, they must provide the payment breakdown (printed), the coffee (or bottled water) and the muffins! If they don't meet these requirements, I pass the business elsewhere.
4) There are a couple of things that you really need:
a) a laptop that has broadband access so that you can do research duirng the prospects intitial visit,
b) a portable printer, so that you can print out information for them, that will be the reason for your next contact with them, and
c) GPS, so that you can take the prospect to preview properties that same day (without having to scramble for directions or get lost).
5) PREVIEW, PREVIEW, PREVIEW!
When a prospect tells you what they are looking for, you need to have an active property that jumps right off the top of your head. If this property is your 'Best Buy' for the week, then all the better. (I currently preview about 50 newly listed homes every week).
6) There is no better way to meet your ideal client than to hold an Open House. Teh more signs you put out, the more guests you will receive. Ensure that you have the contact information of every single guest - I place a my guest book right at the front door, so it is obvious to them then they won't gain access, unless they sign in!
7) The point of holding Open House is NOT to sell that property, but to gain appointments for the following week, so choose your questions well:
i) How long have you been looking?
ii) Why are you moving?
iii) How soon do you want to be in your new home?
iv) Do you currently own or rent?
v) HOW DOES THIS HOME MATCH YOUR CRITERIA? (This is important because, most people preview homes that are out of their price range and you will get a good idea of what to show them if you use the present home as a yard stick).
vi) Have you been pre-qualified for a loan?
vii) Are you currently working with a Realtor?
viii) Would you like to preview another property today?
ix) Do you know of anyone else who is thinking of buying or selling?
These questions should not come out as a fact-finding mission but should be woven into conversation as you walk them through the house.
8) Create a monthly on-line newsletter that offers useful articles and information about their most valuable asset. Include promotions and contests, that will be the reason for recipients to get back to you. (I use Constant Contact).
9) When door knocking, have something of value to give to them. For example, just before the time change, I glued 9v batteries to door hangers with a reminder for residents to change their smoke alarm batteries - this was very well appreciated and caused residents to remember me.
10) Remember the three P's of Real estate:
** Preview as many new listing as you can
** Presentation ... yours should be fluid and professional
** Phollow-up ... even if you believe that a prospect is NOT a buyer or seller, follow-up with a call or greeting card - they might not be ready to buy now, but their circumstances can change at any moment! The person that you DON'T follow-up on might well become your competitions 'A' buyer tomorrow!
FINALLY, remember that it's all about THEM! You are not interviewing for a job - you are THE BEST REALTOR (and that should be a given) to find their new home!
Welcome to the RE industry, CK - I wish you every $UCCE$$. Feel free to call or Skype me (Skype: B2Bnetworking).
:)
ALTHEA GARNER ... (First Team Real Estate)
www.altheagarner.com
Remember... I am never too busy for your referrals!Private Reply to Althea Garner (new win) |
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