How many calendar magnets from local realtors do you find in your mailbox during the December holidays? I could cover my entire refrigerator with the ones I’ve received in just recent years. Do you ever wonder why realtors send you a calendar magnet for Christmas?
It’s because they want you to think of them every day, or nearly every day.
If you are a realtor, or a small business owner or entrepreneur, you are no doubt always concerned with acquiring new and more clients.
Having lots of social media followers can make you feel great. But once you’ve got them how do you convert them to clients?
You become indispensible to them. This can be accomplished by making yourself the go-to authority in your area of expertise and the best way to do this is to stay in front of potential clients as frequently as possible supplying helpful information and tools to make their lives easier.
And that takes us back to all of those refrigerator magnet calendars. Every time you look at one, the realtor’s name appearing on it lodges into your brain—which is excellent subliminal advertising for those who are still looking at paper or magnet-based calendars. Unfortunately for the magnet manufacturers, and the realtors giving them out, more and more of us default to electronic calendars in our phones and computers because that is also where we store our schedules.
A more powerful way to stay in front of potential clients is to find a useful tool that stores in their smart devices, which they will consult almost daily. This leaves calendars out because they are standard features on smartphones and computers.
A real estate colleague decided to test my theory last year and used one of my touchscreen cookbooks to do it. She gifted my ebook to 75 of her best clients. They downloaded it into their phones or computers. Since she sells single-family dwellings, and research shows that most purchasers of such dwellings are families, and since it also shows that families are very busy these days, she reasoned that my book would be the perfect device to keep her name in her clients’ minds. She gave them a tool that they would want to access every day that would make their lives easier.
Here’s what happened. From the 75 clients who she gifted with books she got 17 referrals. After her first meeting with those referrals she gifted my book to each of them, and she converted 11 of those referrals to sales. The cost of the books was covered by just a small portion of the commission she earned from her first converted referral. Now she gives my book to potential clients as sweeteners and to others as closing gifts. She has found a useful tool to help her build a referral-based business.
Find a calendar-like tool that you can use to build your client base through referrals. They are the goose that lays the golden egg, and the gift that keeps on giving.
For more details on why this particular solution works for acquiring clients through referrals download my white paper, Gaining More Referrals and Closings With Less Expense In a Family-Based Market, in the side panel to your right! (Just below our Cookbook Icons)