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Numbers Game
When it comes to sales and marketing, there's one thing that's certain - it's a numbers game. You can't speak with a couple agents and expect instant referrals. You have to market your services to dozens, if not hundreds of agents, before you achieve the volume you desire. That's right...I said dozens, maybe hundreds.
Too often loan officers underrate the number of agents needed to market their services. Especially if you have less experience, you make up for it in numbers. For your marketing to be effective, you'll need a whole lot more agents.
But don't be discouraged, and here's why. Everything has a starting point, so the sooner you begin, the quicker you'll get to where you're going, and in this case, that means building a list of agents. Think of your list as a database, it's your most precious resource. The more you add agents to your list and the more you market messages to it, the more your productivity grows.
So when is the best time to begin a list? Today! The great news about building a list is that it begins the moment you've added the first agent. Chances are you already know a half dozen or more agents. And if you made it a goal to add one agent to your list daily, you would have over 250 in one year.
Be Conversational, Not Confrontational
If you're excited about the notion of building a list, you might be thinking just how to do it. How do you go about building a list? Well, this is where it gets to be fun. If you're tired of being rejected by agents, you're about to enjoy a whole new experience. In fact, there's a smarter way for approaching agents altogether. If you're soliciting agents, you're asking for rejection. Instead learn a different approach, one that gets a friendlier response.
Many loan officers approach agents with promises of closing loans - a.k.a. A Sales Pitch. Aren't you tired of sales pitches? Don't you instantly get cold feet the moment you feel someone soliciting you? If so, why do the same thing to agents? Instead demonstrate how you're different by offering help. You'll find agents more receptive when you offer to help them.
So the next agent you meet, don't solicit, ask questions to uncover problems; problems that prevent the agent from achieving his or her goals. Then do some research to find some answers and now you have valuable information to communicate in a manner they'll find receptive.
This small piece of advice could entirely change how you approach agents. It's easier to initiate and sustain conversation, and permits future opportunities to interact - your stepping stones for building worthwhile relationships that yield positive results.
Not an Agent Magnet?
Stop being frustrated with real estate agents. Learn how to position your service uniquely and distinct. It's easier than you think and you'll produce the results you desire. It's helped hundreds of loan officers learn how to plan and execute a marketing strategy that separates you from competitors and attracts agents to your doorstep.
Each week I try to give as much information as I can, given the space available. But if you're serious about taking your marketing to the next level, you need to take the next step. If you want to...
- develop a powerful marketing message,
- create a perception of expertise that agents clamor for,
- use campaigns that keep your pipeline overflowing,
- build relationships that are loyal for a lifetime,
- establish yourself as a guru in your community,
- get more referrals consistently,
- make marketing less of a struggle and burden...
Then the Become an Agent Magnet Program has what you're looking for - detailed, how-to action plans on growing your business with successful relationships with agents.
Learn more about both here:
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Helpful Resources
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