Dave Robison
By Dave Robison
The Average Marketing Scenario
A couple years ago a loan officer asked me a brilliant question that they should have asked themselves before they spent $30,000 on a failed marketing campaign. “Dave, I have had a billboard for the past year on I-15 and I don’t get any calls off of it. What is going on?” I sat there for awhile trying to think of his billboard and I couldn’t remember it. Later that day it hit me. It took me all day to remember it. The loan officer had a prime location with his name and phone number and his company name on it. It said something like “your loan officer” or “call me for a mortgage.”
His marketing wasn’t working. He wasn’t getting any calls. I had that same marketing plan before. I had that same marketing on a moving van for three years. It was typical agent marketing that consists of: name, phone number, and how cool you are — it doesn’t work. I rarely got any calls, and nobody knew who I was. Then, I changed it and my business started to change.
There are two keys to smart marketing:
1. Can people remember you or your marketing?
Have you ever heard that famous statistic that the average home buyer/seller forgets their agent’s name within six months? I tested it out once. I met someone who said they just bought their home four months ago with the president of the Salt Lake Board of REALTORS®. I said, “Ohhh, awesome! What is their name?” Of course I knew their name, but I was wondering if the statistic really worked. They couldn’t remember. They said she is the president and surely I must know who they were talking about. Of course I knew, but how was this person going to recommend her to any of their friends and family?
Now lets talk about the loan officer’s billboard. After I drove by the sign, I couldn’t remember his phone number, name, or website. What a waste of money. His only chance of being remembered would have been if I wrote down his phone number the next time I saw the billboard, and kept it for when I had a need. Fat chance at that.
So what did I do to change my marketing after unsuccessfully advertising on a moving van for three years? it came down to branding. First, I created a scene of a desert in the background with my picture on it, and a Web address: UtahDave.com. Why in the world is there a desert when I’m trying to sell a home? Because every agent has a home on their marketing materials. I wanted it to be different, and the desert scene goes with Utah.
I don’t think the desert is key to your success, it just happened to work for mine. Maybe if I was “AlaskaDave” I might have an igloo instead of a desert. Geico has a Gecko, and the last time I checked they don’t sell geckos. The main thing is finding a special branding or memorable image…just don’t be like everyone else and have a home be your background.
The proof is in the pudding. I just got a listing appointment…and where did the listing come from? Continue reading »
Scott Newman
By Scott Newman
With new communication and social media technology emerging everyday, it seems all you can do is try and stay on top of it all so you’re not left in the dust and viewed as “out of touch.”
However, as we enter this new, super-connected world as real estate professionals, I think we need to make sure we are on the forefront of establishing good policies and rules for how we use all this technology to connect with our clients and the general public.
Below, I’ve outlined 3 “Golden Rules” to consider when choosing how to use technology to engage your network.
Rule #1: Just because it’s a text, email, or blog comment, doesn’t mean that grammar and spelling should become afterthoughts. Anytime you’re communicating with anyone, it is imperative that you put your best foot forward — and that means taking the time to spell-check and make sure what you have written is grammatically correct.
Rule #2: Do not use your phone to do your dirty work. Yes, we have all been running late to meet a client and thought that it would be easier to just shoot them a text, but I personally feel that is the wrong way to handle it. Your character is defined by how you react to adversity. So when something goes wrong, pick up the phone immediately and call so they can hear the sincerity in your voice. That way whether it’s a giant issue or a tiny one (like you running a few minutes behind), they know they are still your top priority and that you are making the necessary time for them.
Rule #3: Do not use your technology while you are with your clients. Continue reading »
Randy Pereira
By Randy Pereira
Regardless of what we call ourselves; REALTOR®, Agent, Consultant, salesperson… the bottom-line is, we are in a “Customer Service” business. Our service is what sets us apart in this field.
You can impress customers with the latest and greatest toys, perhaps even with the remarkable gift of gab. However, at the end of the day, it is how well you serve your customer that leads to repeat business and/or referrals.
So what does all this “Customer Service: C.R.A.P.” mean…
C is for Communication: Lack of communication is always cited as a problem, especially in our industry. Discuss what is to be expected communication-wise from you and your customers. *Is your definition of a timely response really the same as your customers?
R is for Respect: Treat your customers with the same level of respect you would give your boss… let’s face it, they are! If you need to quit, don’t burn your bridge in the process.
A is for Attention: Never be too busy to pay attention to the little details. It is the little things we do in this business that add value.
P is for Pride: If you are going to do the job, take pride in your work. Always look for ways to improve on a process, not just go through the motions. Your customer is watching what you’re doing, and your next customer probably is, too!
We’ve all had terrible customer service experiences in our own lives. Are you being that terrible experience for your customers? Hopefully these basic principles will help you, as they have for me.
Randy Pereira, ABR, is a real estate agent in the San Antonio, Texas area. Connect with him at his blog www.trust2move.com, and/or Facebook at www.facebook.com/trust2move.homes.
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