Compliments of:
K Ainsworth
AFMC
Loan Specialist
Your Partner For Success
ARE YOU CHASING


PROSPECTS?
MAYBE IT’S TIME YOU STOPPED CHASING
AND LET LOYAL CLIENTS CATCH UP
There’s an outdated theory in the real
estate business that suggests that if
you want to be successful you have to
chase as many prospects as you can.
According to this theory, if you saturate the market with mailings,
postcards, and other marketing attempts, sooner or later you’ll
produce a solid lead from your efforts.
It’s a lot like real estate lottery. Keep investing your time and money
and maybe, just maybe, you’ll hit the jackpot.
The lottery has never been a solid investment strategy. The odds of
winning are too astronomical to be considered a good payout. Yet
we continue to use the same strategy to attract business.
Is it possible we are overlooking a better
investment plan? You bet; a far better
option, one that actually pays off, is to
convert loyal clients into active
prospects -- to invest in your proven
success.
Why We Keep Playing the Lottery
If we know our chances of winning the
lottery are terrible, why do we keep
playing? Why do we keep spending
money trying to attract new clients in
hopes that one of the hundreds or
thousands of prospects will become the
producer?
It’s far easier to hope that the lottery
pays off than it is to work hard to make a
million dollars. The same is true for real
estate. You have to invest time and
energy into your real estate business.
You have to develop a strategic
marketing plan and you have to build
relationships with families from your
farm community.
Here’s an example: One of the most
common real estate lottery attempts is to
send out sold/just listed post cards as
their farming effort. And just like the
lottery, it pays off about as consistently.
Experience has shown that this is one of
the most ineffective methods of
marketing because there is simply too
much competition. There is nothing that
distinguishes you from the hundreds of
other agents that are sending the same
kind of card, just a different property
address.
Changing Your Payoff Strategy
Wouldn’t it be great if you could count
on a return on investment for your
marketing time and money? The good
news is that you can, you simply need to
change the way you think about your
strategy.
The strategy is simple. Focus on staying
in touch with clients, family, friends and
acquaintances. Keep constant contact
with these “prospects”, because even if
they don’t need the assistance of a
realtor, they can become a powerful
force in your advertising. They become
“evangelists” of your service and draw
prospects to you.
Does this sound familiar? Sure, it’s the
basic premise of working your database.
But to make this strategy really pay off
you begin by delivering an exceptional
level of service.
This isn’t the kind of service other
agents are offering; instead, it’s the kind
of service that starts with the first
contact and continues long after the sale
of the property. You show how much
you really care by staying in touch. You
treat the transaction as a true
relationship, not just a one time sale.
How Do You Keep in Touch?
If you fall back into the traditional
marketing process of sending out
postcards, newsletters and mailings, you
aren’t nurturing your relationship. You
need to step outside of the box and
develop some new strategies to build
upon your past success and keep the
relationship alive.
Think about a farming strategy. Instead
of picking a neighborhood and trying
impersonal marketing efforts, find ways
to get involved in that neighborhood.
Find ways to become a part of the
neighborhood
–
to
build
new
relationships with friends and family
within the neighborhood.
UNIQUE FARMING METHODS
Plan a Block Garage Sale
Organize a Neighborhood Crime Watch
Create and Deliver a Coupon Book Door to Door.
Draw Families by Renting a “Bouncy House” for Kids
Make the Holidays a Time of Free Public Relations:
Submit a Story to the Local Newspaper Beat Writers
Help Promote the Boy Scouts Christmas Tree Service
Support Local School Auctions by Donating Gifts
Hold Educational Seminars at the Community Center
Kederio Ainsworth
AFMC
3175-E Sedona Ct
Ontario, CA 91764
(877) 267-4685
(877) 299-8216
www.afmc1.com