Brian Copeland

By Brian Copeland

Thousands of REALTORS® are making the choice, consciously and unconsciously, to add Lady Gaga, Earth, Wind & Fire, and Jimmy Buffett to their business plans.  In fact, Americans as a whole are consuming ringback tones as a personal and business medium to the tune of over $235 million in 2009 (BMI).

I don’t want to assume that everyone knows the term “ringback;” so, quickly, it’s what you hear when you are calling someone’s phone.  Usually it’s a popular song and shouldn’t be confused with a “ringtone” which is what you hear when your phone rings.

Ringbacks can either be a great connection point with a consumer/another agent or a kiss of death for your business.  If you want to personalize your phone this way in your business, move forth with caution.  I personally love ringbacks; so, please don’t hear me be all “yuck, yuck, unprofessional.”

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Pros:

1.     You can really connect well with a demographic with the correct choice.  If you have a specific niche market, ringbacks can screen the correct demographic you want to reach.

2.     Ringbacks can place the caller in a better mood or relax them prior to your conversation.  When I’ve used ringbacks, DAILY I answered the phone and the caller was literally singing along.  After brief laughter, they always complimented my song choice, and we had a good 30 second chat about that commonality.

3.     They set a fun tone.  REALTORS® often get bum wraps as overly serious, negotiating freaks.  As you’re getting that call from your cooperating agent on a deal, it may just put them in the mood you need them to be in.

Cons:

1.     You may isolate a clientele.  I was calling a service provider recently, and he had “Margaritaville” on his ringback.  I immediately thought, “Me and this guy are not going to gel.”  I hung up and chose another service provider. Continue reading »