Wednesday, August 02, 2006

REALTOR® marketing continued

Okay, so to continue with the topic of prospecting engines and real estate marketing. As stated below, it is a system or tool that leverages technology to maintain continual contact with prospective clients so that you are the first person that they call when the need a real estate agent. The difference between using this type of system and the activities of most agents is that most agents do not have a system to expose the same prospect to the same message using different mediums.

If we go back to our example of 100 random people and the seventy one prospective clients; most real estate agents will use individual marketing tools to touch all of those clients only once. Thirty out of the 100 will receive a piece of direct mail, another 15 will receive an email. Twenty will most likely receive a door hanger and six will receive a magnet or pad of paper. My point is simply that most real estate agents approach each marketing endeavor as a separate and isolated event. They touch a prospect very few times and almost never using different mediums. As a result, the typical real estate agent’s return on marketing investment is miserable. Obviously, if a real estate agent takes this approach to attracting clients, they will spend a lot of money, waste a lot of time, and end up leaving this great industry poor and frustrated.

So what’s the point? Well, the point is to create a system so that all 100 of those prospects receive a periodic and consistent message from the real estate agent through a variety of mediums. As their exposure grows, so does their familiarity with the agent and the value proposition that the agent puts forth. After a time, they will be able to recall the agent’s name, and the niche that the real estate agent serves by wrote. Now it’s only a matter of time before the prospect becomes a client.

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