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Un-Marketing
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| Jan 26, 2006 2:33 am |
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re: What Could Un-Marketing Do for a Realtor |
Kirk Richardson
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Ken. First off I'm not in real estate, so take what I say with a grain of salt. I sell titanium and write for magazines, websites, and other publications (an unlikely combination).
Some of the suggestions provided here are great. At an even more basic level, I wouldn't stop at copying best practices. Sure, it makes absolute sense to adopt proven techniques for building clientele; but if everyone else is doing the same things, how is it that you set yourself apart?
I would search for ways to make your business into a Purple Cow (a la Seth Godin). In other words, do something remarkably different to set yourself apart from the herd. Find out what the masses of real estate salespeople are doing, and discover a way to get noticed. Godin's books Free Prize, Purple Cow, and The Big Moo may inspire you.
(Note: This isn't a personal pitch for Godin. I have no ties to the guy other than I own several of his books, and they've spawned a few successful ideas.)
For me, it wouldn't take a whole lot to become loyal to a realtor. They are a commodity here in Oregon. I guess every realtor we've worked with, we've selected based on a personal referral or a discounted commission. Something as simple as sending prospects a New Year's card instead of a Christmas card that gets lost in the shuffle can make a difference. Taking a client out to dinner to celebrate a sale or purchase is also a nice touch that few employ. Too many realtors make the sale, then lose touch with a client (out of sight, out of mind). Don't check back from time to time, and you may lose a customer to a realtor who sends a card quarterly or even every six months. Simple, simple stuff that might make a difference for you.
I'm sure that agents have come up with millions of ideas to differentiate themselves. Now it's up to you find a way to stand out from the crowd.
Kirk Richardson
Private Reply to Kirk Richardson (new win) |
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