As Realtors, you know one of the main ways you keep your business alive is from referrals. But do you know exactly how important those referrals are? Not surprisingly, over 60 percent of business comes from referrals and repeat clients.
You are in a relationship business, although you negotiate and market homes, you are in the business of helping people through transitions in their lives; getting married, having babies, empty nesting, etc. This process of buying or selling a home can be emotional, and for someone to invite you into that process requires trust that you will be able to effectively get the job done.
To maintain top of mind awareness, you must market your relationships. Top of mind brand awareness nurtures your relationship with your existing clients, and makes it easier to be remembered when a referral opportunity arises.
A large majority of real estate agents are chasing leads instead of creating and maintaining relationships. Prospecting strategies are great, but should come secondary to setting up a marketing system that generates referrals and repeat business.
So, what should you be doing instead of door knocking, cold calling, or prospecting strangers?
Simple ways to achieve consistent referrals
Be referable. To make referral marketing a proactive part of your lead generation activities, you need to actually be referable. Ensure that you deliver what you promise, when you promise. Be trustworthy, hard-working, kind, and put the client first. Your clients need to be able to speak to the value you provide.
Be easy to find and contact. Have business cards handy for customers, engage in social media, and put your e-mail and phone number all over your website. Make it as simple as possible for customers to get in touch with you.
Don't rely on accidental referrals. It's important to get clear on who you want to attract as clients and how your network can help you get referrals to those clients.
Be an approachable expert. Stay on top of industry trends, but spend just as much effort talking with potential clients, and gaining new insights from others. Real estate marketing, technology, and trends are constantly changing, make it a point to attend a training events throughout the year.
Build relationships with industry colleagues. Make sure it is part of your marketing plan to attend networking events consistently. Mixing that in with a strong social media presence is a great way to build your brand.
Authenticity, passion, professionalism on social media will easily attract and maintain clients. By showing your drive to get things done, outgoing and relationship building lifestyle, and love for your city, you are able to build trust.
- Provide content that is of interest to your audience and you'll find people looking to you for Realtor and neighborhood advice.
- Your followers are potential clients. By sharing tips and tricks it will show them that you are here to help.
- Know that on social media platforms such as Facebook and Instagram, just because people are not commenting or 'liking' does not mean they are not watching or reading what you post.
- Keep your content fresh and exciting. Be intentional about your posts; don’t just show the basic listing post. Share your thoughts, passions, volunteer work, things going on in your community, client photos, great restaurants in your city, etc.
- Video- Re-post videos that are inspiring and interest you, or, more importantly, create your own content!
By implementing these tips into your everyday Realtor marketing life, you will see the benefit of continuous referrals.
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