Biking and Marketing

This is an article that first appeared in the Competitive Edge Newsletter....  I've been trying to get a few rides in each week and thought back to my sentiments. There is great potential for a Realtor-driven business in today's market.  Don't miss this opportunity.

 

I have a passion for biking (the kind with shorts, not leather) and marketing; so when I can write an article on marketing that uses a biking analogy, life is good.

Some time ago I hurt my knee while riding.  Twice, I tried to get back into it but pushed myself too hard and was again in pain and frustrated.  It’s now been awhile and today I felt like getting a bit of West Texas dust between my teeth, so I jumped back in the saddle.

As I started my ride, I noticed the computer attached to my bike was not working.  I use this to track MPH, RPM along with a few other acronyms, diligently pushing for better performance.   Today, without the computer, I decided to just enjoy the ride and see what happens.  My expectations of myself changed and I focused on the joy of riding rather than the results.

Your Realtor Marketing attitude should have the same shift.  This doesn’t mean you don’t keep track.  What I mean is that you should enjoy the ride.  Realtor marketing is often frustrating and difficult with minimal results.  Here are a few tips to keep Realtor Marketing something you WANT to do.

1.  Work with Realtors you like.  Your marketing should not be a shotgun approach.  There are enough out there that you can pick the ones who have the same work ethic and values as you.  Ask yourself this question:  Would I go out to dinner and a movie with this person?

2.  Make it fun.  Using the same old, same old marketing is not going to light your fire – or theirs.  Do something that makes them laugh.  Be creative.  You should be laughing as you develop and deliver.  Take some risks this year.  Can’t hurt.  Just might help.

3.  Be a friend.  Relationships sell mortgages.  When a Realtor tells their client that they HAVE to call their lender, it is usually because they trust you, like you and know you.  In the current environment, consumers are going to be placing more and more value on the recommendations of their Realtors.  Your marketing should move relationships to friendships.

4.  Be flexible.  I’ve said it before – even if a Realtor is your best friend, if they aren’t at least trying sending you business, it may be time to cut your losses.  You are spending money and time on Realtors; make sure you are spending wisely.

5.  Remember the benefits.  I often hear loan officers say “I really don’t want to work with Realtors.”  Realtors can be a key part of your business success.  Don’t forget the simple truth that they have the ability to refer clients to you.

6.  Keep the ibuprofen handy.  I felt a few twinges in my knee right after the ride – nothing a few painkillers couldn’t handle.  Realize that marketing to Realtors will have ups and downs. Frustrating times and enjoyable times.  Let the discouragement roll off your back and focus on the good.

Rates are great and it is a fabulous time to purchase a home.  Let your Realtor’s know that you are enthused and ready to help THEM have a great year.

Comments

[Jennifer]

Great ideas! Thank you for always motivating me.

[Kyle Lassen]

Sometimes it takes LOTS of pain meds when dealing with Realtors. But we just keep on trying! I've recently had success with talking about the first time homebuyer credit with Realtors as I see them. I want them to feel motivated to find new buyers. I've seen a few leads and hope it keeps snowballing. Keep up the great blog!

[P.T.]

Great stuff. I really like reading your blog. Thank goodness you aren't trying to pitch us something all the time!!

[J. Carsen]

I've been paying LOTS of attention to Realtors lately (thanks in part to some of your ideas) and I actually feel that they are sending me referrals and being loyal. After 16 years in this business, that is definitely a first. I think Realtors have been as traumatized by this mess as we have and they are willing to be loyal to someone they trust.