PROView - September 2007 - (Page 6) encouraged to follow. And it works! “80% of our business comes from past customers and referrals” said , Whitlatch. Working with a database containing past customers and an extensive referral network, he and partner Lee Ann Lambrecht personally make quarterly phone calls to their contacts. “All our phone calls are topical,” he said. “We select a timely and important subject we feel we should educate our network about” Last quarter, they made personal phone calls . to educate about hurricane preparation and to give an update about property insurance. Right now, they are in the middle of educating customers, especially those who bought a home in the last 2 to 3 years, about the upcoming property tax amendment and changes. In addition to keeping in touch with their network through phone calls and regularly distributed mail campaigns, this year they will also host a large, formal event to recognize their customers. This is also a great time for innovative marketing that not only will make you stand out, but more importantly provide a better service to your customers. Peggy Naruns of Northstar Realty in St. Petersburg told of a strategy she has employed to help her agents more successfully sell homes: staging by renting. As we all know, vacant properties are not as likely to sell as those nicely decorated. Northstar agents grasp the opportunity to live in a multi-million dollar home at the expense of utilities and pool and lawn services. “Our customers like it because it makes a home more attractive,” said Naruns. A recent experience also pointed to a very different advantage: security. A water pipe had burst open at a customer’s home and the live-in Realtor was able to quickly seek help that likely saved the customer a significant amount of money. “We are able to provide a service to our customer while also increasing the likelihood of a sale. It truly is a win-win situation for everyone,” she added. And certainly a great selling point during the listing appointment! Naruns is also tapping into markets far away from Pinellas County. In light of the fact that international currency rates favor foreign investments, Naruns has established relationships in Europe and Canada. “We must realize that our Florida market, and certainly our Pinellas county beachfront, not only is highly desirable to foreign buyers but also quite affordable” . Of course, in today’s market, an article with marketing tips cannot leave out the biggest marketplace of them all – the Internet. “Internet marketing is a tremendously important part of our efforts,” said Ubaldini. With more leads coming from their web listings than from signs, they recognize the need to constantly make sure to have an 6 PINELLAS REALTOR® ORGANIZATION updated and dynamic web presence, instead of the static website. Agreeing with Wazio, everyone I spoke with stressed the importance of using many images for each listing and preferably a virtual tour. All marketing activities really should be integrated, advised Naruns. Her top marketing strategies, she said, include a combination of signs; flyers at each listing, and a toll- free recorded voice tour for each listing – all referring back to their websites. “The core piece of our marketing is truly online. Customers may receive a postcard initially, but almost always visit our websites for more information and to view pictures before we hear from them. “ Many also prefer to make the initial contact per email rather than over the phone. “You would be amazed how many look for properties after midnight,” said Naruns, stressing the importance of always following up on any leads first thing in the morning. “We capture most of our leads through the internet and the way you follow up makes all the difference. You cannot afford to even wait until the end of the day to follow up – the customer has likely found someone else to work with by then,” she added. After speaking with these successful Realtors® it became quite apparent to me that every one of them spoke about being committed to their profession and as Naruns pointed out, “When you think you have worked hard enough, work some more!” Yet what struck me even more was their optimistic mind-set. It became abundantly clear: just remember that a positive attitude will go a long way to your success. According to these hard and smart-working Realtors®, our marketplace is full of opportunities. Hopefully, their insightful tips will inspire you to reach them one by one. r We want to hea are doing to be Tell us what you be a creative successful. It may g ign or a marketin marketing campa h t you do to reac niche. Tell us wha r t you do to bette prospects or wha ers. ting custom service your exis will be published Member stories sue of PROView in the October is Magazine Online. E-mail to om mpabayrealtor.c mbergendahl@ta from you September 2007
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