We spend a lot of time talking about our Lead Generating plans. For any new business, it is critical to generate leads (new clients); but we often forget to build a systematic Lead Receiving plan that will continuously fill our pipeline with future business. Without this system, you are doomed to live out the up and down, typical business cycle of: generate new business, serve the customer, close the deal, generate new business. It’s the “feast or famine” cycle, and it’s stressful and draining. Gary Keller describes this cycle in his book, SHIFT (see image below). Today’s powerpoint is HERE.
Using Systems To Beat The Cycle
Two systems that have been time-tested by today’s most highly successful Realtors are the 12 Direct and 33 Touch. These were discussed in our last class and we dug into best practices today.
Below are some of the Brainstorming ideas we came up with for your 12 Direct Plan:
- Sports Schedule Magnets (www.magnetstreet.com, www.magnetsusa.com)
- Public School Calendars (www.sendsations.com)
- Just Listed/Just Sold Cards (think about sending these when you represent the Buyer too, or in your Farm Area as an update of all Listings and Sales) (www.mlsmailings.com)
- Local sports tema sponsorship – t-shirts, field banners, etc.
- Church/School/Organization sponsorships
- Community Guidebooks
- Dumpster Days” – community event with yard sale, non-profit pick-up, and dumpster
- Food Drives
- American Lifestyle Magazine (http://www.remindermedia.com/)
- Gooder Group publications (http://www.gooder.com/ggsite/reproducts.htm)
- My Personal Marketing Company (http://www.tpmco.com)
Don’t forget the myriad of Social Networking tools available to expand your network/database which could also be included. Well written Tweets, blog posts and Facebook posts will attract “Have Not Mets” to you as well as get shared by your current network to others you may not already know.
For the 33 Touch, the class came up with:
- Birthday/Anniversary Cards (www.sendoutcards.com)
- Move-in/New Home Anniversary Cards
- Lottery Tickets
- Postage Add-ons for postal increases
- Time Change Reminders
- Mother’s Day/Father’s Day cards (www.sendoutcards.com)
- Thinking of You Cards
- Obscure Holiday Cards (when no one else is sending out cards)
- Themed Touch System (common interest, etc)
- Calendars, Newsletters, Magnets, Pop-bys (www.abgraphics.com, www.realtyreport.org, www.teldon.com, www.goodergroup.com)
- Service Provider Directories
- Tax Abatement Parties
- Client Appreciation Parties
- Blogs: Real Estate, Common Interest, Special Topics (www.blogger.com, www.wordpress.com, http://realestatetomato.com)
- Facebook, LinkedIn
Don’t forget your out of town family and friends, Allied Resources (industry connections) and other Realtors as sources for referrals. You should use these tools as a touch system for them as well!
Utilizing Social Media, and Getting Results!
You know the old saying about a tree falling in the woods with no one around to hear it? The same concept applies for your Social Media attempts in a community of one.
Are you on Twitter because someone told you you should be? What’s your strategy to increase your Buyer and Seller leads by tweeting? Have you been strategic about who you are following?
Did you get on Facebook as a networking and business tool . . . only to trade silly comments with the same people you talk with on a regular basis already?
Are you spending any time writing a blog on real estate? Who is reading your posts, do you have an audience? Is there a community there, where the participants are plugged in and getting involved?
The reason I’m asking is that I frequently talk to Realtors who are “doing” these things, or “have an account” but aren’t sure how it could lead to more business. Part of that comes from not knowing your target audience, and using a “shotgun” approach to spewing information out into the black hole of cyberspace.
Experts far beyond my Social Media knowledge and experience constantly tell us that “Content is King.” Having something to say that is important to your audience is critical. To know what that is, you have to understand your audience. If you are blogging to your BMW Fan Club buddies, you have no way of knowing if they are interested in real estate . . . but you know they like Bimmers! So blog on BMW – build the relationship and attract others who share a common passion. When it comes time to buy or sell real estate, they will want to work with their knowledgeable friend who happens to also be a Realtor. The point is: stick with what you know and aim your content towards the audience you are looking to connect with.
Last thing . . . I highly recommend reaching out to some key friends in the target group to help you spread the word of your new blog, tweets or fan page. That third-party endorsement is priceless and it helps you get plugged into a broader audience.
Unleash the Power of the Mastermind
Okay, let’s hear it . . . what do YOU use to stay connected with your network??? If everybody leaves a comment, we’ll have hundreds of new ideas to choose from! Information on specific companies helps too! What’s your best tool?