The digital side of marketing is as important as ever, but nothing beats a referral or live introduction. Make yourself known in your community, build a reputation, and you’ll start earning new business the old fashioned way.
Door KnockingDoor knocking isn’t dead, although it may feel that way. The important thing is to establish trust with the person at the door. You need to look professional, wear your nametag, and know what you want to say. The hardest part is not coming across as the “typical” salesperson. John Gualtieri shared a process with Inman that helped a real estate close 83 sales: Build their trust. Pull up around dinner time. Leave your car running so that it’s obvious you’re not staying. When someone answers the door, immediately apologize for the intrusion. Once you see they’re receptive, go into your 90 second elevator pitch. The point is to build enough rapport to be invited back at a better time. Practice it enough times so sound natural. Sounding rehearsed is the easiest way to lose someone.
PostcardsPostcards can be a great tool for gaining name recognition in a neighborhood or community. Someone has to be “touched” by you at least six times in order to make contact. These multiple touches shouldn’t all be the same and instead should work in conjunction together. Your ad on Facebook, your blog, your face on the side of a bus or bench, and a radio commercial all count. Postcards shouldn’t be your only marketing tactic but they have a place in an overall strategy. When you want to make your marketing really local and hit people where they live, postcards can be an inexpensive option (per piece). You’ll see more success – and make your budget stretch further – if you focus on a small area. Pick a neighborhood where you just sold a listing and send out “Just Sold” postcards. Farm a single community with multiple expired listings, especially if you’ve done business in the area. Send out a “Just Listed” card to the neighborhood. A few things to remember:
- Include a call-to-action on your postcards that points to your website, social media, or other place where they can register for information, download a report, or simply contact you.
- Don’t send out the same postcard every time. After the first one or two, people will tune you out. Make it different each time.
- Include market data for the neighborhood where appropriate. Are prices up in the neighborhood? Are homes selling faster than average? If it works with your postcard, include good info.