Previously I spoke about connecting with your contacts (centre of influence) and the need for communication that is consistent and valuable.
Larry Kendall of Ninja Selling fame refers to this as “flow” and discusses setting up a system of auto-flow. While most Realtors will have signed up for one of many newsletter programs out there or are using their office or corporate e-newsletter program to send to their list, too many Realtors simply subscribe to these programs without consideration for the content and quality and personal contact.
Larry quotes a study that he commissioned to research this precise issue and the results indicated that consumers appreciate “valuable” information and are not at all troubled by the frequency of these items. The key here is “valuable”. At his brokerage in Ft. Collins, Colorado (The Group Real Estate Inc.), they have positioned themselves as the go to place for real estate research and information. Their monthly newsletter contains excellent reports on the market, new developments, economic data and other information pertinent to real estate. It is not a showpiece for who is #1 or the “recipe of the month.” The second form of flow or marketing that they produce is actually coordinated by an outside agency and is something their sales people can subscribe to. This is in the form of a post card and is usually an offering from a local business for a discount off a product or service. Reports from their sales people suggest that this regular monthly marketing piece is always well received and anticipated.
The real key to the program is regular personal contact that is centered around having a F.O.R.D.conversation as previously discussed. What seems to be missing is the establishment of a real relationship built around getting to know the family, occupation, recreation and dream aspirations of the clients. Realtors seem to suffer from a lack of patience and want to get right to the nitty gritty (diagnostic questions) before getting to know anything about who their prospective clients are. The key to a consistent, long-term successful business is “a consistent, long-term, successful relationship” with your database.