Lead Generation and Marketing Plans for Real Estate Professionals

By Cheri Alguire

In pervious articles, we focused on targeting a niche, the WHO that benefit most from your services. Now we turn our attention to generating leads from that given niche and creating a marketing plan for success (the HOW.)

Once you have identified the WHO, you must set about a plan to communicate with them in order to capture that business. Don’t neglect a single person within the target. If you have singled out a particular neighborhood, for example, every waiter from every restaurant and every manager/owner of every business in that area should know your name and game. A branded, consistent image is essential, and you should carry—and leave it—wherever you go. The persona you present should be just as consistent: friendly, competent, and willing to help.

Master marketing blogger and author Seth Godin reminds us that marketing is simply a matter of spreading ideas—but that the very action of dispersing those ideas is a powerful force. He suggests that your marketing be a form of storytelling: let the consumer know you and your business through a memorable narrative. The story can be told in print, such as a glossy brochure or easily remembered business motto or slogan, but it also should be told through every visual image you present to the public as well: your website banners, stationery, postcards, etc.

Let’s use for example your target neighborhood again. You have identified the WHO in the niche and now want to reach them. They are a mix of upper-middle class singles and families, mostly professional, who support their neighborhood through school and community events. The neighborhood houses a city park, a few small, locally owned restaurants, and a scattering of businesses. What is your marketing plan to attract them? What story will you tell?

First, be visible. Be present in the neighborhood, supporting it. Live in it! If you are handing out flyers (or sponsoring?) the local half-marathon, everything that represents you and your business should be immediately recognizable: your logo, your colors, every image that tells your story. If you want to connect in this neighborhood, shouldn’t your photo on your website and promotional materials include an image of that park? If you are a runner, the consumer should see you in those shorts. A volunteer? Publish the image of your cause with you in it. To paraphrase the humorist, Nora Ephron, “everything is copy,” so get out there and get your story told with the real—and relevant--details of your life.

Second, be different. Seth Godin also warns us that “people only notice the new.” (ALL MARKETERS ARE LIARS, 2005.) The truth is, there are an awful lot of people who do what you do. So what do you do that is so different? Or how can you change what you do to be different? “Hot pizza, 30 minutes or less” is a differentiating distinction in a business of countless competition. You can’t “provide the best service” and be considered different from all the rest. But define the best service, and perform it, and you will succeed. We know of one real estate team that grew to become the top producers in their market by answering phone calls in five minutes or less, emails and text messages within ten minutes. They advertised this difference and delivered on it, convincing the public that they were interested in providing them immediate attention and service. Listing appointments included “the test:” potential sellers calling anonymously from a coded listing, only to have an agent return the call within five minutes and ask if they needed assistance on a particular home. Slam dunk.

Third, be active. Do not confuse having a “marketing strategy” with having an “action plan.” You must invest your time, effort, and dollars in securing the specific marketing resources which target your clientele and give you the best return on your investment. Big doesn’t always mean better, but then again, sometimes it does. Do your homework. Select media which fit both your budget and your goals. Then put your plan into effect.

Finally, analyze results. Track every lead to its source of origination. In that way, you can determine which marketing resources are working best, and which are most cost effective. You will know when and how (much) to change only if you track and account for your leads.

In the end, it is pretty simple: Tell your story well to as many people as possible.

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Coach Cheri Alguire has helped hundreds of Real Estate Professionals and Super Small Business Owners create a Lead Generation and Marketing Plan to really take their business to the next level of success. Find out more at http://www.CheriAlguire.com

What is your Value Proposition and why do you need one?

By Cheri Alguire

YOU know how special you are. YOU know that you outshine the competition. The question is: does your potential client?

Helping clients understand the value you provide to them is essential in prospecting and keeping business. Let’s face it: consumers have plenty of YOU to choose from, and national research shows that they see very little difference among you. It is therefore up to you to be able to articulate and to demonstrate what it is that makes you their best choice; what it is that makes you unique and valuable.

First, know what clients want and know that those wants may change. You must identify what consumers expect and need.
NAR data from 2008 states that today’s buyers and sellers are selecting agents for a number of select reasons:

• They want a quick response.
• They want expert advice and guidance.
• They want a skilled negotiator.
• They want accurate market knowledge.
• They want a “track record.” (Reputation matters.)
• They want someone they can trust.

If you are able to show clients that you have expertise and skill in all of these areas, you have begun to prove your value.

In addition, a good buyer’s interview will help you determine your clients’ individual wants and needs. Listening is a key component in this step. If you can then paraphrase back to the clients what they have described, they become convinced that you know and understand them, and what’s more: that you are willing to accept their “requirements” and work accordingly on their behalf. (Also, be prepared to be flexible because those “must haves” might suddenly shift to “would be nice to haves,” while entirely new criteria surface as primary.)

Second, remember: it’s not about you. It’s about them.

A useful motto here for the real estate professional is: “check your values at the door.” You may take their criteria and show the clients the best of the best in that price range, only to find out that they are solely comfortable with homes more modest or unassuming. You may be appalled to discover that their top choice is across from an apartment complex or major highway, but if you remain non-judgmental and validate their reasons, you have proven your value as a listener to their needs. On the other hand, if you try to argue them out of their first choice or convince them they are wrong, (because obviously you are the expert!) then you risk alienating the clients you are supposed to serve, if not lose them all together.

Finally, know and verbalize exactly why clients should work with you.
And P.S. the answer isn’t “because I give good service.” You’d better give good service: that’s a bottom-line expectation of all consumers! What do you do above-and-beyond service?

Jeffrey J. Fox, in HOW TO BECOME A RAINMAKER, reminds us that we should always be able to answer the question, “Why should this customer do business with us?” Make it your mission to be able to answer that question for your business--the same way every time. And make the answer true.

That is a value proposition that sells.

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Coach Cheri Alguire has helped hundreds of Super Small Business Owners, Realtors, Coaches, and moms figure out their Value Proposition. If you would like help with your Value Proposition check out part 10 of the 17-Part eCourse at http://RealEstateBusinessPlanningGuide.com or contact us today at http://www.CheriAlguire.com

Discovering Your Niche Market

By Cheri Alguire

How many times in your business have you heard, “You need to choose a niche”? While nearly everyone talks about the benefits of a niche and that they need to find theirs:

• How do you really choose a niche?
• How do you know the right one?
• Will you really like it?
• Will it prove profitable?
  

For me, in the beginning it seemed to boil down to one critical question: How was I going to attract clients?

I understood finding my target audience from the marketing I had done in my previous businesses. After hearing the speakers, taking the classes, and reading the books about the importance of choosing a niche, I began to understand that to really have effective advertising, my business and marketing plans must start with a clear idea of what my niche market would be.

I am a business and life coach for Real Estate Professionals. Okay, there are still a million Realtors in the United States, but to be honest, when I first began coaching I thought that niche was too narrow. I knew there were other Real Estate Coaches out there. All I could focus on was the overwhelming feeling that came to me in trying to figure out how was I suppose to compete with the other coaches with that same niche. So, I decided I wasn't going to limit myself. I decided I was also going to work with small business owners. They were kind of like real estate professionals since they both had small business and I had owned several small businesses in the past. I knew there were a lot of small business owners out there.

I also told myself I didn’t want to get “bored” working with just Real Estate Agents. Now, several years later, after working with hundreds of real estate agents, brokers and managers, I have found a couple groups of ideal clients that excite me: real estate moms looking to balance their business and their life, busy real estate professionals looking to efficiently manage their time and brokers or agents looking to build an effective team.

Sometimes you chose your niche and it works out from the beginning. Other times, your niches evolve as you and your business change and grow.

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Coach Cheri Alguire is a Business Coach who works with Real Estate Professionals, Small Business Owners, Moms, and New Coaches. To find out more about her new book: A Guide to Getting It: Branding & Marketing Mastery please visit http://books.cherialguire.com