By Cynthia Montello
Brought to you by the Builder Relations Committee of the Sales and Marketing Council of the Northeast Florida Builders Association and LENNAR
Q: What are some ways sales professionals can market themselves on a small budget?
A: One of the greatest things that has happened as a result of our current economy is the onset of a Back to Basics mentality. I remember a long time ago a young Realtor who was just starting out. He had little money but wanted to get his name out there. He focused on one area of town with an above average household income and every day he walked from house to house, block to block and knocked on doors and introduced himself. If no one was home, he left a plastic bag on the doorknob that contained a business card, a refrigerator calendar magnet with his picture and a pen and note pad with his name on it. He also bought a small banner and hung it in the neighborhood ballpark where hundreds of families spent night after night. He walked around the stands and introduced himself and handed out business cards and little American flags. People were talking about him. They remembered him and he became part of the area. He joined a local networking group and met more people. He put a magnet on his car door with his name and number on it. He never spent much money on advertising in those early years but his reputation grew and he became a very successful Realtor in the Jacksonville market.
If you want success bad enough, you’ll find creative ways to get your name out there and it doesn’t always require a lot of money, just passion and persistence. Get back to the basics, get yourself back out there through networking, serve on a committee, get involved, serve on a Board of Directors, find organizations within your industry to join, join the PTA, get out from behind your desk and meet people - face to face. Pick up the phone and call people or write them a note. Don’t always rely on e-mail. There is no replacement for personal contact.
Every person selling anything in this world has to have the basics: a great website, a brochure or postcard, and business cards. The website doesn’t have to be fancy or expensive, but it does need to reflect who you are and what you are selling. Make it informative, but not boring. Make sure it flows, has no dead ends and utilizes cross-links. Showcase your product simply and give people enough information to get them interested, but not so much that they don’t need you. Use good photography, videos or virtual tours. Use an appropriate domain name and a professional e-mail address. Promote your website in every possible place you can and on every thing you produce. Optimize your website so search engines can find you! Put together an e-marketing plan combining your website, building and using your database, e-newsletters, e-blasts featuring a spectacular home and price, an upcoming seminar or event, helpful homebuying or selling tips, free e-reports and new listing updates, interest rate alerts, etc. Utilize every form of social networking to keep your name in front of friends and acquaintances and use it to let people know what you are offering.
Q: How can a salesperson differentiate themselves from others in the industry?
A: The Realtors that I know that are the most successful in this area are the ones that are driven to succeed. They live, eat and breathe their job. They have pinpointed what sets them apart and they build on that. Find ways to be uniquely you; from your logo, your slogan, your campaign, your photo, your theme, your nickname, your color palette, special skills, etc. What makes you different from everybody else? Why are you better at this? What is the focus of your business? Is it service, relationships, negotiating power, price, attention to detail, a wider database, stronger selling powers? Do you specialize in waterfront, equestrian, river homes, first timers, cottage castles, mansions, condos, etc. Ask yourself all the questions and eventually you will begin to see who you are and how to be unique in your industry. Then package it and promote it. Get professional help if you need it so your materials are of quality and promote a positive image.
Q: How beneficial is involvement with local charities and community service projects?
A: Last, and most important, is serving others and serving your community. Whatever you put out, you will get back one hundredfold. Get involved in a charity, any charity. Don’t get in it for what it will do for you. But give your heart fully to something you believe in and do it solely for the good of the people you are helping. Service to others is the key to a successful and fulfilled life.
Whoever said business is not personal was a fool. Business is completely about building relationships and maintaining them through good service, good pricing and personal care.