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What Seasoned Realtors Know About Referrals

Overheard in conversations with a few of our real estate clients this week:

I tell new realtors – if you’re spending a lot of time chasing blind leads from the Internet, stop and take a step back! What’s the one asset you have that you can reliably build on? Relationships! Start reaching out to the people you know.

Smart direct mail is one of the fastest, easiest and most cost-effective ways to connect with current clients and prospects. Why? Because regular contact sparks top-of-mind awareness, and when people remember who you are and what you do, they are more likely to call or refer you.

The National Association of Realtors measures referral statistics yearly. Consider their 2017 findings:

  • 64% of sellers found their agent through a referral from a friend, neighbor, or relative or used an agent they had worked with before to buy or sell a home.

  • 42% of buyers used an agent that was referred to them by a friend, neighbor, or relative and 12 percent used an agent that they had worked with in the past to buy or sell a home.

Now ask yourself, what percentage of my business comes from repeat clients or referrals?

Your service is great, and customers enjoy working with you. But are they telling their friends, family, neighbors and co-workers about you? You might be looking at a HUGE opportunity.

Because if you can begin to build word-of-mouth momentum, you are essentially building a network of people who sell on your behalf. Think about that. Encouraging happy customers to refer you is without a doubt the most cost-effective way to market yourself.

But people are forgetful. If you vanish into the shadows after a deal, they will not remember you. They will overlook you. They will blank out when someone asks them if they know a good realtor.

Don’t let that happen. There are many to keep in touch – and we talk about those in our post Recipe for Referrals. Smart postcard direct mail is a powerful part of the mix - arriving regularly, landing in your clients’ hands, and making a positive impression.

Here’s what transpires in just a few seconds,

  • You look good. High quality print and graphics convey a high-quality brand.

  • You engage meaningfully. Your postcard contains information about the market, interest rates, the neighborhood, or other keeper content. You’re not selling – you’re educating and engaging!

  • You remind people that you’re here to help with any and every real estate need.

When that kind of interaction transpires consistently (say once or twice a month), over time the momentum for referrals builds. AND OF COURSE, you need to contact clients in other ways too. But with smart postcard marketing, you can create a steady stream of good information that solidifies your name.

The effort required is virtually passive. With referrals as the end game, the cost-benefit ratio of smart direct mail offers the ultimate value proposition.

Contact us to learn more about creating a cruise control sphere outreach program that drives referrals.

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