Buffini & Company Blog

Are You Ready to Kick Your Marketing Up a Notch?

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If you’re sick of cold calling, door knocking, sticking your face on bus benches and other traditional lead generation methods, it’s time to rethink your approach to sales and marketing. This transactional approach is impersonal by its very nature. Instead of targeting your marketing to people that you like and already have an established relationship with, you’re marketing to everyone, which leads to unreliable results.

When you work by referral, your clients are the focus of your marketing. Not only do you want them to keep coming back to you for their real estate needs, you want them to refer you to their family and friends. That way, you’ll continue to build a database of people that you enjoy working with and helping to achieve their real estate goals.

Reinforce your skills and expertise while increasing your database

Your marketing materials should not only advertise your brand, they should also provide value to your clients. Consumers today are sales savvy—they can spot a pitch from a mile away. Many of them, especially younger ones, hate feeling like they’re being sold to.

According to the National Association of REALTORS® most recent survey of home buyers and sellers, the top factors they look for in an agent are reputation and honesty/trustworthiness.* By providing value and consistently sending your marketing materials each month, you’re reinforcing your knowledge and expertise in the field as well as your trustworthiness as a businessperson. Your clients know that they can rely on you to help them navigate the buying and selling processes, and that you see them as more than a commission check.

Know who to connect with

As your database grows, it becomes more and more difficult to spend time with everyone in it. While you want to be sure you “touch” each person periodically to stay on their minds, you also want to focus most of your attention on the right clients; that is, the clients who’ve sent you the most referrals.

A marketing system allows you to provide value to everyone in your database, while focusing your attention on your top referring clients. According to NAR, the majority of buyers and sellers would use their real estate agent again or recommend them to others. In fact, the average buyer and seller has referred their agent at least once since the transaction closed.* Sending a monthly marketing flyer in the mail, emailing an eReport and sending a follow-up personal note all serve to help you stay on the minds of your clients so that they remember to refer you.


Keep in touch with clients

One of the biggest complaints of buyers and sellers is that they never hear from their agents again after the transaction has closed. A relationally-based marketing system makes keeping in touch with them almost automatic. Monthly marketing flyers, followed-up with eReports, personal notes, phone calls and Pop-Bys make it easy to stay in touch, no matter how busy you are.

Want to make it even easier to market to your clients? The Referral Maker PRO™ marketing system is designed specifically for working by referral. Each month, you’ll receive a kit with professionally-written and designed marketing flyers, personal notes and access to cover letters and eReports. Print your cover letters on your letterhead and send them with your marketing flyers. Better yet, for a little extra each month, we’ll send them for you! Click here to learn more.

*Source: NAR 2014 Profile of Home Buyers & Sellers

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