Your Prospects Don’t Care How Many Houses You’ve Sold

10/28/09

Let’s get this out of the way first…you don’t get instant respect with the title of “Realtor” anymore.

Sad, but true.

Your prospects don’t care how many houses you’ve sold.   In their world, that doesn’t matter.    They only care about how you can help them, so as you begin preparing your business plan for 2010 make sure you take time to assess your contact methods and your results.

Are you focusing on your credentials when you’re trying to gain rapport…or are you focusing on your prospects’ needs?   I cite car dealership commercials for an example of impersonal marketing that makes less and less sense in an economy like this.   You know those “Sales Event” car commercials?  The ones that say things like “We’re trying to set a sales record” or “Help make us the #1 dealership in (enter your state here).”

I’ve always had a big steaming plate of “Who Cares?” for those commercials.  They offer nothing for me as a consumer.  They’re asking me to go into debt so they can break some sales record…?!

We have been programmed for many, many years to focus on credentials…the impersonal part of our professional lives…when we market ourselves.   At some point, your true intent and the extent to which you really care for people dictates your long-term success.

I recently had a call with an agent who gave me a perfect example…

She told me about two 4-year full time agents in the same market who are in two totally different places career-wise after 4 years.   One works mostly off referrals while the other still has to add 15 prospects a day to her database.  One still has to hustle like a brand new agent, while the other…well, you can figure that out.

Which one do you think is taking better care of his/her people?

How are you taking care of your people?  Do you have a manageable database that allows you to maintain monthly email contact to augment your normal day-to-day and other marketing you do?

It is more imperitive than ever that you keep your name in front of your database on a monthly basis.  As the winter approaches, make plans to scrutinize your database and your methods in your preparation for 2010.

Well written monthly email drip campaigns can do wonders for your long-term business in tandem with a strong day-to-day work ethic.