As a Marketer (which you are) and a Real Estate Professional your target client should be close to home!
One of the greatest reasons a sales person does not succeed (especially in todays market) is that they try to market to the WORLD. You do not have the resources to effectively market the world and therefore you must pick the targets that are the most effective. There is no target more effective than your close personal contacts.
Why are personal contacts so effective? Selling is a relationship business. This category of contacts is comprised of those with whom you have the closest relationship. Many new to sales are reluctant to call upon those who are close to them. This form of call reluctance negates the time you have spent building up what Steven Covey refers to as "emotional bank accounts." Is this how you see your relationships? Think about it. If those who are closest to you will not help you get your business off the ground, who else will?
The personal category of your sphere of influence is comprised of neighbors, relatives, and other friends. For those who are native to the community and very social.... you may have a hundred or more contacts within this category. Those new to the community, and not as social... may be have less then twenty.
Either way, this is the place to start your marketing efforts. Make sure everyone you know well knows what you do for a living and how he or she can help. Do not ASSUME they will help .... ask specifically for what you would like them to do. Personal referrals come from asking.
Of course, having contacts here on Activerain helps. This is another avenue where your personal contacts will send you referrals... but only after they get to know you. Once that happens, they learn to trust the person you are and will trust their referrals to you in your specific market.
Good luck and see you around the rain!
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John R Cannata P#214.728.0449
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The views expressed on this site are mine alone and do not reflect the views of my employer.
John, You are right on target with this one, my friend. Just good basic business strategies...
John, "Personal referrals come from asking" so true and it's was the hardest hurdle for me to overcome. Well written and thanks for the reminders!
Glad you enjoyed it Michael and Cynthia.
Hi John ~ Super advice. I remember seeing dollar figures attached to people in your sphere vs. solicting business from strangers via the mail, etc. Of course with my sieve of a head I can't remember the numbers but I do remember it costs *way* more to get a new customer than it does to get more business from somebody you already know.
Liz
Liz - Just the time and effort you need to put into someone 'new'... that alone is a good reason to go to your friends. They know you and trust you. I think the only people with a disadvantage to this theory are the ones that a slackers... and their friends know it. :-) Chances are pretty good they are not going to get business.