Without This, You Could be Losing 10 or more Sales Every Year!
Statistically, you have a far greater likelihood of doing business with people you know. Research shows that 53% of buyers and 66% of sellers select their agent based on a direct relationship like past customer, friend or a referral from a past customer or friend.
Marketing experts say that it costs five to seven times more to get a new customer, someone you don’t know, than it does to keep an existing one. If it’s easier and less expensive to do business with people you know, where’s the challenge?
The average homeowner knows 8 to 10 REALTORS.
When they are ready to buy or sell, how will they decide which one to call? Knowing, liking and even trusting an agent won’t ensure that they will call you if they think of one of the other agents first.
88% of past customers say they’ll use their real estate agent again and send business to them, but less than 15% actually do. The reason? Agents don’t consistently maintain contact with them. If you don’t continue to let your people know that you care about them and want their business, they’ll find someone else who does.
The median NAR member has twelve years’ experience with twelve sales a year and 144 past customers. Using the mentioned statistics, 127 say they’ll use their agent again but less than 19 actually do which equates to 108 lost sales or over ten sales lost per year.
This should be the primary source of business for most agents, and effort should be devoted to establish and protect it.
The dilemma that most agents face is not knowing what to say in a consistent, ongoing communication program. They’re skilled at knowing what to do to help a person buy or sell, but tend to go blank when mapping out topics for the “quiet period” between moves.
The solution? Establish a communication style that interests them while branding you as a real estate professional in their mind. Agents have a wealth of information about all aspects of homeownership like maintenance, service providers, remodeling, financing, debt management, security tips, insurance, tax, rentals and lots of other related topics. The key is to blend a mixture of these things into your communication: direct email, social media, blogs and conversations. By showing them you care about them more than just making a sale, they’ll remember you when they’re ready or hear of one of their friends wanting to move.
This type of communication is something not to be missed in your business; without it you could be losing sales every month, every year.
The good news about making a decision to commit to a strategy like this is that you don’t have to do it yourself. It’s not that you can’t do it, but it probably isn’t the highest and best use of your time. You cannot earn a six-figure income doing $10 an hour activities.
InTouch is a “set it and forget it” marketing system that transcends the purchase and sale. InTouch emails your contacts an article, links it along with four other timely messages to your Facebook and Twitter accounts and posts the same article to your blog each and every week AUTOMATICALLY! Think of InTouch as “continuing education for homeowners.”
As any retailer knows, you have to have the “lights on” so people will know you’re open for business. For a little more than a dollar a day, InTouch keeps the “lights on” with an automatic, blended approach to keep your name in front of your contacts in a way that brands you as their real estate professional.
Go to www.PatZaby.com to see how InTouch works. To try InTouch free for 30 days, use the promo code mclean30.
Pat Zaby, national instructor and trainer, has been working with professionals for decades to build their business.
To learn more join us on August 25, 2016 at 10:00am Pacific Time, where Pat Zaby, our guest speaker, will present Content Marketing for Trust, Confidence and Top-of-Mind Awareness.
Go to Real Estate Agent Content Marketing Training and register for this FREE online training.