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A Motivational Touch-point Piece for your Realtors |
I wrote an article titled, “Not a Peep from a Realtor” back in February on my Wanna Network blog, “Coaching Cliff Notes.” I still, two months later, have yet to see even one marketing piece from a single solitary Realtor, hit my doorstep, door knob or mail box! Absolutely amazing to me. No! My point is NOT that I, personally, want to be inundated in this manner. The point of my article was to say, “Hey, Realtors!!! How do you expect to survive if you’re not marketing?” It has now been over 10 months and still nada!
This point was also echoed by Brian Tracy when he wrote earlier today…
In business, marketing is the fuel that keeps sales coming in. Cut back on your advertising, your mailings, and you’re going to see sales slow even further.
Study after study shows that companies that maintain or increase their marketing efforts during a recession experience higher sales during the recession and for at least two years following the recession. On average, companies that avoided cutting their marketing had sales at least 50% greater than their competitors.
So to help out your Realtors and YOU, take the quote above and my article link: Not a Peep from a Realtor and send them in an email to your Realtors as a motivational touch-point piece. Believe me, they will thank you for it.
BONUS: You might want to kill two birds with one stone by following up with them to schedule a coffee date to discuss marketing strategies together.
For your Realtors who are actively marketing, your email will give them that extra assurance that they are indeed spending their money and energy where they should be. Essentially you’re sending “authoritative proof,” which your Realtors will appreciate.
A side note here: Robert Cialdini, author of “Influence: The Psychology of Persuasion,” talks about the 6 principles of persuasion, the principle of “Authority” being one of them. His book is a must read for ANYONE in sales!
Principle #5: Authority
People respect authority. They want to follow the lead of real experts. Business titles, impressive clothing, and even driving an expensive, high-performing automobile are proven factors in lending credibility to any individual.
Giving the appearance of authority actually increases the likelihood that others will comply with requests – even if their authority is illegitimate.
For your Realtors who are NOT actively marketing, this may give them the motivation they need to step-up their marketing game plan.
Either way, your Realtor good deed for the day, has been accomplished, as well as your goal to continue cultivating your Realtor relationships.
Written by:
Victoria Del FrateTuesday, May 5th, 2009
May 6th, 2009 at 10:49 am
Hi Victoria, in my opinion, this is your best article to date. It can be scary allocating marketing dollars without a guaranteed return on investment, especially in a down market. Fortunately, we’ve seen time and time again the net result of those who remain committed to execution of their marketing plan.
Most everyone in the RE or mortgage business has seen tough times. But we all know what goes up comes down, and vice versa. This is when we have the opportunity to strengthen our foundation for the recovery ahead.
Very well done Victoria. I’m proud to have you contributing here. Love your perspective.