PROView - March 2008 - (Page 18)

(Back to Basics continued) cards, a calendar and an annual newsletter I make sure each individual in my sphere of influence is communicated with 33 times a year.” “I pick a timely subject and select those for whom any specific information will be essential and spend 3 hours daily to call them. So what exactly does she convey to her contacts? ” Recent subjects, she says, have included property tax reform and insurance updates and reminders of homestead exemption deadline. Other times she simply sends video emails to congratulate on birthdays and anniversaries. It also helps to keep things personal: “I’m always sharing news about my family – it helps create a personal connection between those I serve and me as their Realtor®. Busse mentioned that all his listings have separate web domain names, each translated into different languages. In the end, Busse says, prospecting comes down to a numbers game. Only a few typically come to fruition a larger amount of leads each month and possibly not within a shorter timeframe. Still, he says, it’s a highly effective marketing technique. Networking by Association In addition to bringing his prospecting efforts to the virtual marketplace, Busse shared with me that he’s once again recognizing the importance of networking with other professionals. “For several years it appeared we stopped networking with local Realtors®,” he said. In this challenging market, they are your best resource. After speaking with Stange about the importance of staying in touch, I was curious Sharon Simms of Re/ to see if I could find any Max Metro in downtown related statistics. Here’s what I St. Petersburg couldn’t “The return to basics now looks found through the Association agree more. “Virtually of Professional Salesmen and slightly different from a few years all new business comes the National Sales Executive from our professional ago: the marketplace is now online Association: 2% of sales are referral sources and made on the 1st contact, 3% and prospective clients often in farblogging,” she says. of sales are made on the 2nd Simms and her team away countries ” contact, 5% of sales are made focus all lead generation on the 3rd contact, 10% of — Steve Busse efforts almost solely sales are made on the 4th on carefully selected contact and as many as 80% national conferences. of sales are made on the 5th “We generally attend through 12th contact. Clearly, perseverance pays off. one national conference each month.“ According to Steve Busse, Realtor® with Keller Williams Gulf Coast Realty in North Redington Beach, the current marketplace demands returning to what he refers to as “Back to Basics” prospecting. He points out, however, that the return to basics now looks slightly different from a few years ago: the marketplace is now online and prospective clients often in far-away countries. While Busse discussed the importance of staying in touch with past customers, he also stresses the importance of reaching out to those outside of our local marketplace. Also, he says he is bringing his lead generation efforts almost exclusively online. “I find that internet lead generation is far more effective than local prospecting and I have virtually stopped advertising in printed media.” Knowing that he specializes in luxury beachfront, I asked what he does to make each listing stand out online. “In order to maintain our very specific niche, we need to go beyond our own marketplace to find those qualified for the kind of homes we provide. Catering to international buyers, PINELLAS REALTOR® ORGANIZATION Recently back from a CRS celebration in Honolulu, HI, she points out the value of learning from others from around the world. “We network with essentially the same people, forming strong professional relationships. Leads do come as a result of our commitment to attending conferences.” Blogging for Leads Are you sharing your vast knowledge with others? Sharon Simms is! She is a frequent blogger on sites such as Active Rain (www.activerain.com), an agent to agent network. She also maintains her own blogs. “Blogging is an excellent way to reach a global network of real estate agents, buyers and sellers, and often the biggest cost is your time commitment. Simms credits her professional affiliations for attaining the knowledge needed to constantly finding new things to share. “While maintaining a strong focus on the niche market we serve, we are very passionate about sharing with others, and our knowledge and experience are March 2008 18

Table of Contents Feed for the Digital Edition of PROView - March 2008

PROView - March 2008 Contents Chairman's Notes - A Strong Force, Working on Your Behalf Feature - Going Back to Basics: Are You Generating Leads ProActive - Amendment 1 Passes: What Now? What's Next? Finance - How Your Customers Can Find Home Loans Brokerage Design - Reject the Blindfold; Enlightenment is the Way to Go Marketplace Analysis - The Opportunity Market Home Sales Report MLS Update - Changes to Rules & Regulations Now in Effect MLS Mind Your Manners Education - Don't Let Time Run Out: Complete Mandatory Code of Ethics Training Now Calendar of Events & Programs PROBiz - FREE Real Estate Websites! New PRO Members

PROView - March 2008

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