Over the years, In Touch Today has interviewed dozens of top producers in the real estate industry. While every one has been unique in his or her way, a review of their responses shows one very distinct commonality… they are ALL savvy marketers.
Whether their marketing is primarily done through phone calls and emails, advertisements, direct mail, or a combination of approaches, they STAY IN TOUCH with their client base, prospects and referral sources. And they do it CONSISTENTLY.
All of our past interviews can be perused, at your convenience, on our archives page. However, we know you are a busy professional, and we want to make your success simple! So we’ve compiled key quotes from these top producing real estate agents regarding their marketing strategies for current and past clients, prospects and referral sources. We hope you enjoy reviewing them or reading them for the very first time.
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What is your marketing strategy for staying in touch with your past and current clients?
“We try to send something to (our past clients), be it a letter, postcard, or personal brochure, four to six times a year. Unfortunately people will only remember what is in front of them, and they forget you quickly. If you're not in front of their face, they are going to do business with somebody else.” Mark Spain
“I email a newsletter to my people on my email list. They click on it and get a copy. It is as cost effective as it comes!” Mark Eibner
“Our past clients get a newspaper which is 14 pages full color. Every person in the family gets a birthday card, which also has a coupon for a birthday cake at the bakery. They get anniversary cards and phone calls from me at least once or twice a year. They get their settlement sheet on the 10th of January for their tax preparation. We probably contact them 12-15 times a year.” Craig Lerch Jr.
“We try very hard to maintain a personal touch, so consequently we send a lot of handwritten notes and like to personally call our clients. We don't use email a lot to communicate with clients, however we do send out a mailing once a month. Our quarterly newsletter generates a great deal of interest because we share information on recently sold and just listed properties, which is always of interest to homeowners.” Tricia Fox
“I do a mailing once a month to my database. I get a lot of referrals from my database because I spend personal time and attention with my clients. It's very important to me that they are happy.” Carroll Peel
“I call my clients to make sure their closing went smoothly. I also call them 7 days later to see how they are doing getting moved in. I call back in a month, three months, and six months to check in. And I always send cards on their birthdays.” Diana Kokoszka
“I can send MLS information to my clients automatically as properties become available. I email articles of interest to clients who have not yet decided to relocate to keep them up to date with the island.” Susan Farrar
“I have a database, and I mail out a news blurb about interest rates at least four times a year to my past client base. Every now and then I’ll look through the database and make calls on their birthdays, anniversaries or if they’re having a baby. I get to know these families pretty well, and I mark these kinds of things in my client database and try to give them a personal phone call.” Pat Fortin
“I send out a newsletter on a monthly basis. In my newsletter, I recognize the people who have given me referrals. I’ve had several people tell me that they’re still trying to get me a referral because they want to see their name in that newsletter. I also include the homes that we have listed and the homes that we’ve sold since the last newsletter to show that we’re active and we’re working. I also send my past clients a greeting card at Thanksgiving and, of course, a card and a magnetic calendar at Christmas.” Sandra Wortham
What is your marketing strategy for converting prospective clients?
“We have tried farm marketing (to prospects) in the past and our biggest mistake was not being patient enough. We would send out 15-20,000 postcards and expect the phone to ring off the hook. It just doesn't work that way. Right now we send out 20,000 postcards or pieces of mail a month. It is working, it has been about 6 months, and our response is great! But it is just a patience game.” Mark Spain
“Our farm area is about 6,000 - 6,500 units. We direct mail every one of them once a month - what is available for sale and what has sold. We keep them abreast of the market. And we are hopefully always top of mind.” Allan Domb
“We publish the only area newspaper devoted entirely to real estate, called “Mountain Homes.” It has 12 pages in the winter and 16 pages in the summer, and contains articles about real estate such as how to fix homes, how to fix things within homes, how to finance, get insurance, and anything that affects values or the economy. I’m an armchair economist and I often author articles about where the real estate market is going; I get plenty of comments from people who agree or disagree with my prognosis, so I know it’s getting read. It keeps a dialogue going with the community and it is fun.” Tupper Briggs
“I keep my name in front of my market with newsletters from In Touch Today. Those are sent to neighborhoods that I’ve been successful in. I probably get at least three listings a month from this.” George Wilkinson
What is your strategy for marketing to referral partners (or forming referral partnerships)?
“I always tell young people entering this business to find 10 people in similar situations, but in different industries, and start a monthly group. They should get together and share business ideas, business failures, and business positives and support each other in their respective businesses with referrals.” Jim Wanzeck
“I have three builders (as referral partners) and I advertise with all of them. I support them in sales and marketing council. We do a special black tie event in January and I’ve taken them in limousines to the black tie event. We have specialty dinners and I submit them for all the awards. Every year my builders have won awards. I become very active in the marketing of these builders’ properties, which gets me involved with other builders because they want the same kind of marketing expertise on their houses.” Carolyn Wheeler
What has been your most successful marketing campaign (targeting any audience, past or prospective clients)?
“Targeting neighborhoods that we have done business in before (has been our best marketing campaign). Once we go into a neighborhood and start farming (mass mailing), will get a listing here, and then another listing there, and it just kind of snowballs. I call it "picking off the neighborhood." Once we pick off a neighborhood, we typically sell about 93-95 percent of every single thing that we list, which is a high percentage!” Mark Spain
“Every time I take a listing, I will send out about 500 to 1,000 cards. You have to use the cards in combination with some type of "selling proposition." You know, 'Top Pizza' delivered to your door in 30 minutes or less or it is free. My big idea right now is that I will "sell your home 39 days or less" or I will do it for free.” Mark Eibner
“We send (postcards detailing just sold properties) to 200 people around the area of the house that was sold. They are seeing the numbers that we are doing in their neighborhood. That is our number one thing, with the least amount of money that we have spent.” Craig Lerch Jr
“Picking up the phone every single day and talking to someone (is my most successful marketing campaign). Even when I'm talking to my referral base, and I know that I just sold them a home six months ago, I'll still mention it. I'll ask if they know anyone who has a real estate need - a co-worker, relative or friend. Quite often, they will know someone. Maybe that person is only thinking about buying or selling, but now your name is on their mind, you've got their email address and they're in your database. Then they'll call you when they're ready.” Carroll Peel
“I always ask my clients for referrals. One of the last things I do at closing is to make sure my client knows that I build my business through their referrals. I give them some cards and ask them to have anyone they know in need of a Realtor give me a call. They are always more than happy to do so. If you make the home buying experience memorable and good and enjoyable for them, they will remember and they’ll tell the world.” Pat Fortin
“A bulk mail campaign is an important tool, whether using a newsletter or just dropping postcards to give a market update. The more people see your name, the more they’ll remember it when it comes time for their real estate needs.” George Wilkinson
“My coach encouraged me to call all my past clients. She gave me 30 days to complete all the calls. I called every single one of my past clients and ended up with four listings. So about once a year I try to sit down and call all my past clients.” Sandra Wortham
“My website (has been my most successful marketing campaign). I've depended on it so much. I've tweaked it, and I've worked with it, and I've spent the money to get my website out there in front of clients. My website has been my number one ally.” Rick Jorgensen
“Our website, koehlerbortnick.com, and online advertising is a large part of our advertising budget because more than 80% of buyers are using the web as their main tool. The Koehler Bortnick Team has a Blackberry that fields all inquiries generated from our website, the Reece & Nichols website and Realtor.com regarding our listings. And an agent carries this regularly to give immediate response to any inquiries.” Kathy Koehler
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In Touch Today is a marketing company based in Denver Colorado that assists professionals in increasing their repeat and referral business as well as building professional referral sources and prospecting new clients. www.intouchtoday.com. |
