You know you need to have a social media presence. But if you’re like most agents I know, you have a million other things to do. Finding the time to create content and manage social media — let alone master the skills — is challenging enough. You’re only human after all.
As the saying goes, failure to plan is planning to fail. That is especially true when it comes to your marketing plan. Too many agents come into the business with visions of getting rich — only to discover that they have no idea how to attract clients. Even a lot of seasoned agents struggle with their marketing because they don’t know what to do, other than what they’ve always done.
Despite what our teachers and parents told us from an early age, appearances do matter. At least they do when trying to land high-end listings. If you want to win those high-value accounts, you need to look the part. That means spending more than normally would or at least appearing to spend more.
If you want to be a successful marketer or salesperson, then “Influence: The Psychology of Persuasion” by Robert B. Cialdini, Ph.D., should be required reading. The book explores six universal principles of persuasion so deeply ingrained in our nature that most of the time we’re unaware we’re even being influenced.
Picture this: You’re driving around one day. The sun is shining, and you’re enjoying life. Then, as you pass by a client’s home, you notice a “for sale” sign — from a competing real estate agent.
Here’s the thing, though. He gets more testimonials than anyone in the group. These people heard him stumble through his prepared pitch and hired him regardless. Why? Because of the relationships he built. Getting to know him, they have complete confidence in him.
But often those referrals come as a result of cumulative efforts over time. How can you determine the return on investment (ROI) long-term effort? It’s tricky, to be sure. There might be no perfect formula, but the following should at least give you a ballpark idea.
We all know that current and past clients are great sources for referrals. After all, they have firsthand knowledge of the value you provide. But if you’re not tapping other sources, you’re missing out on the potential for more referrals. Here are just a few suggestions.