Taking Control, a marketing approach

[Rich Rifkin]

I cannot emphasise enough how important this subject is. Effective marketing brings customers to you - when you get them to come to you the result is a home field advantage.

Customers are the key to success. You can have the best location, lowest commission/closing costs, management, financial backing, reputation, etc., but without customers you're not going to do very well.

I do not recommend lowering your commission. The common misconception is that it will bring you referral business. Aside from the fact that you will make less on the transaction, the customer will likely step on you a bit more than if you had taken control of the situation from the start - and the foundation of this relationship is being paid for a service.

Perhaps subconsciously, a customer feels that if you are willing to take less from them then you are willing to promote them taking less from the buyer. For example, do you expect more from an attorney charging you $400/hr versus and attorney who's charging only $175/hr? Not only do you expect more but you also delegate more control to the more expensive attorney.

The home field advantage is extremely important - ie. take control. You are the professional and they are the customer - defining these roles from the beginning sets you apart and chances are you'll get more customers using this approach.

#1: Spend a great amount of money on a website. Do it right!
#2: Business cards: They should be high gloss and double sided. Your title is not important but you should have logo for affiliation, award or designation.
#3: Folders, fliers, brochures: If they are well-done and consistent in quality, look and feel with your website and business card, it will demonstrate to your client how you will market them. If you market yourself impressively you will send the right message to the customer.
#4: Confidence NOT arrogance. Truth be told, I rarely listen to what my customer has to say. Rather, I tell them what I can and will do for them IF they become my customer. Your resume is important and get it out of the way early, but don't impose yourself too much.

I have been listed in the Nation's to 200 closers for 4 consecutive years, have created more than $4B in yearly mtg and RE sales, held seminars (not any longer) for effective salesmanship, and been a personal as well as corporate business coach. Advice is only as good as the person who gives it. In today's market you have to have an edge, and even if you do not have #1 through #4 above ...

Your best marketing tool is yourself. State your goals to your clients and be aggressive.