What do you think of when you listen to the marketing time period “Referral Letter Marketing?” I will bet you $twenty you consider I am conversing about receiving letters of recommendation and testimonies from your past customers, right? Which is a good advertising and marketing concept for Realtors also but I am speaking about getting a constant stream of customer referrals from professionals like CPA’s, mortgage brokers, economic planners, lawyers and contractors all with just a individual letter written by you, the world’s best Realtor.
Here is the referral letter marketing idea for Realtors or brokers in a nutshell: Generate a listing of professionals that are very likely to have clientele that could probably be your consumers way too. Put with each other a quite individualized letter to mail to these experts (standard mail, not e-mail). Get inventive on the envelope or deal you send out it in as properly at some type of extra marketing and advertising piece, like a DVD you make making use of Animoto. Follow up with each skilled by cellphone, if attainable, and carry on to mail/get in touch with them after for every thirty day period.
Many savvy Realtors and agents use this one marketing and advertising technique to gasoline their real estate companies for their complete careers! There is certainly nothing incorrect with pursuing the chief.
1st, let’s start a checklist of specialists that truly have the customers you could function with…
Accredited General public Accountants
Mortgage loan Broker and Creditors (naturally)
Fiscal Planners and Advisors
True Estate Appraisers
Title and Escrow Officers
Tree Support Firms
You get the idea…
That checklist ought to get you off and operating but there is certainly numerous much more you can insert in the future.
So how do you create this checklist of certain experts to industry to? Excellent concern. You have a few of alternatives, based on how a lot funds you have in your marketing and advertising funds.
1 choice is to search the yellow webpages on the web. You need to previously have a geographic area you stick to so you may want to keep inside of that location, for the most part. The time consuming portion about this alternative is the manual labor. You have to go by means of every person shown and locate their name, cellphone variety and mailing deal with. It could consider you a while but if you have more time than advertising dollars, this is the way to go.
One more selection for constructing this advertising list of pros is to just get a record. In the same way you’re probably on one or far more Realtor or agent lists being offered out there, just about each occupation has their personal record for sale as well.
This is not some type of “black market” or unlawful listing, will not fret. These types of professional lists are out there because specialists (like us Realtors or agents) will sign up for different publications, businesses, functions, etc. and their details will get compiled and marketed. Shocked? Properly, now you know where all that junk mail and spam arrives from.
There are very a number of listing companies out there but 1 of the biggest that I might advise would be InfoUSA. You should be ready to go to them for just about every single occupation out there, fairly than heading 1 business for a CPA record, one more firm for an lawyer checklist, and so on. It’s going to cost you a number of bucks but it will conserve you a pant load of time!
So when you have this marketing and advertising listing of professionals (even so you selected to get it), it is time to publish your Very personalized “referral letter”. I am not likely to get into how to publish sales copy below though. That’s a subject all by by itself. For now, you want to know that this letter can’t be a standard “income” letter that you would mass mail to a farm area to create listing sales opportunities, Okay?
When 1 of these pros receives this referral advertising and marketing letter, they need to have to truly feel like they are the only one who obtained it, even however you may possibly duplicate most of it and deliver it to other experts.
It is all about producing the letter as if you were talking to the individual face-to-experience. Never use a bunch of “salsey” clichés and regular “skilled jargon” you go through in the letters you get from your financial institution. Discuss to them like a real particular person and seize their interest. (by the way, this “personalization” goes for just about all your marketing and advertising items: postcards, flyers, ads, e-mail, and many others.).
The “meat and potatoes” of the letter wants to make clear that you want to build a professional romantic relationship with them in which you can refer organization to 1 yet another. You want to be their “go to” Real estate agent or agent for the relaxation of their career. Emphasize how they are going to gain without trying to “promote” them on it, you know?
If you know anything private about their business or the spot they work in, toss it in the letter. If you know of a customer who’s labored with them, throw that in there as well. Until you start conversing about their mom, there’s no way you can get Way too personalized.
I would very recommend you to write this letter your self, in your possess phrases. But if you just loathe composing this type of advertising and marketing materials, you can consider a look at http://www.elance.com. At Elance, you can sift by way of freelance writers from all in excess of the place and entire world. You can check out evaluations on them, see what they are charging for prices, contact them to inquire concerns, and many others. You can even publish the task you’re hunting to fill and have writers occur to you. It truly is wonderful.
Alright, so now that you have your marketing record and referral letter composed, it is time to mail it out. But remember to don’t just send it in a plain white envelope like every person else……please.
Find one more exclusive mailing bundle or envelope with some coloration or measurement to it. You want that letter to stand out from all the other mail this dude or gall is obtaining that working day. I would also hand-create the handle and return tackle, as it’s going to appear more individualized to the receiver. Think about how to prioritize your mail? Hand-created addresses go to the top of the pile, each time.
Next, you want to contain a advertising and marketing piece, other than just the letter. One particular marketing idea would be to place jointly a movie with Animoto, burn up it on a DVD and send it with the letter.
One of my close friends, a lifestyle insurance policy salesman, despatched out a equivalent mailing and included poker chips with his contact data on them. His topic was “Will not gamble with your life”. Genius! That’s the variety of innovative juice you require to have flowing if you want to be the top canine Real estate agent or agent.
By the way, in this referral letter, I would direct them toward your website and phone variety. Give them the choice but make confident you give them both. You by no means know who hates conversing on the cellphone or who hates searching at websites.
This very last phase is possibly the most crucial. Repetition is king when it will come to marketing. Marketing business stats present a customer demands to see or listen to from you at minimum 7 instances prior to they turn into common enough with you to act.
So preserve subsequent up with these pros on your advertising listing. I would say shoot for after for each month, both by mobile phone or yet another letter, following you make the initial adhere to up telephone get in touch with right after your first mailing. If you have their e mail tackle, you can start off making use of that for the stick to ups as well.
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Just please be cautious about not smothering them. Be courteous and give them space but at the very same time, never let them forget which Realtor or agent they ought to be sending customers to.
As a aspect note, if you have the cash but don’t have the time, think about employing a teenager or school child to things these mailers. You can create the referral letters yourself (or have somebody from Elance do it), but have your employed-hand handle the envelope, things it with the letter and advertising and marketing piece and have them mail it out. It’s inexpensive labor, just like US companies do when they employ abroad employees for their client service contact centers. (did I just throw in a inexpensive shot?)
Bottom line, I just feel this is a single of the very best advertising ideas for Realtors or brokers out there. At some point it can give you a free of charge stream of prospects and prospective customers that can make you a best making Realtor or agent, as extended as you stick with it and develop these referral interactions appropriate. Focus on helping them as considerably as you want them to aid you and the cash will circulation in.