When prospecting, it’s important to create an air of familiarity around yourself; You want potential clients to have an idea of who you are, what your brand represents and what services you offer. If you are “familiar” with a viable consumer, they are more likely to feel comfortable hiring you. But how does one create this sense of being familiar? You can do it by making yourself familiar to them in several different ways…
Market yourself online.
What’s one of the best ways to have your name and/or service remembered? By getting yourself out there! With social media and online presence becoming more prevalent and accessible, there’s no reason your name can’t become more commonly muttered amongst the real estate circle. Share yourself, and your services offered, through social media and/or a personalized website. You can also work on SEO strategies (aka “search engine optimization”) that will help you gain more traction through online searches (Google Ad Words, use alt tags in your site, etc.). You may also consider advertising your services on widely known real estate websites (For example, Zillow.com, Trulia.com, Realtor.com, etc.) for exposure to meaningful prospects.
Referrals are important.
When a friend, family member or past client is willing to refer you to someone there’s already an element of trust built into the budding realtor/client relationship; This is due to the nature of the acquisition- it’s more intimate in that it comes from a personal source. With that being said, there’s also not too much you have to execute in terms of finesse since the introduction has already been made; allowing you to go into the situation with more confidence. This is also one of the best referral sources especially if your performance is above standard because the referral ripple effect will continue to spread; awarding you more clients.
In-person networking is effective.
Meeting prospective clients in-person is a great way to land a customer. The trick is figuring out the best ways to meet them. Believe it or not, one of the least effective ways to find clients is at “events for realtors”. Why? Because everyone there is either your competition or a mortgage professional (Although, if you meet the right MLO they can possibly refer you, however, it’s not guaranteed.) instead of meeting directly with prospects.
One of the best ways to prospect is by attending social events (For example, mixers are a good start.). To read more on the subject, Click Here.
After an in-person meeting, you will be more familiar to them when you follow-up on your conversation; Making it more likely that they’ll want to work with you.
Reconnect with past prospects.
One of the rules of remaining familiar with clients is to go back into your pipeline of past potential clients and possibly revisit some prospects; Although they were not interested in your services in the past, they may now need your help (For example, they may not have been ready to buy or sell at the time but now they are, or they went with a different realtor and found their solutions unsatisfactory.).
Whatever path you decide to take, making yourself familiar to anyone adds a sense of security and makes them a viable prospect. The rule of familiarity suggests that you be extroverted in your tactics when it comes to getting your name and services out there. If this is something you struggle with, feel free to read our blog about getting beyond sales fears here.
Thanks for reading!
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