Have you ever heard that “you can’t be everything to
everyone?” Do you understand what this little saying really means? Well by the
end of today’s post you’ll understand exactly what it means and how you can use
what they mean to increase the amount of business you are currently doing.
Lots of Real Estate Agents, Realtors, Brokers and just about
every one else that falls into the RE professional category uses what is
commonly know as the shotgun approach. The shotgun approach is an analogy for a
wide spread approach to business. The large majority of RE pros take this
approach with their businesses, not the wisest choice in my opinion.
Ok let me play devils advocate for a moment. We all know
that if you throw enough shit at a wall something is bound to stick right? So
when a Agent goes out and uses the shotgun technique they may call, flyer, door
knock ect an area regardless of the types of property found in this area. Of
course if you spend enough time in an area and get in front of enough people
you are bound to come up with something.
Lets switch gears here and look at things from a different
prospective. Now lets say you are targeting a certain style property in a
specific area of your town. This can be a certain property type in a certain
zip code or community. Now that you know who you are going after you can craft
your marketing message accordingly to maximize your chances of getting business
from these people. This is called target marketing.
Target marketing is nothing new but it is not used as much
as it should be especially in RE. Traditionally RE offices and some brokers
teach the numbers game, you’ve heard of this right? Knock on X amount of doors
and you will get X amount of business or call X amount of people and you will
get X amount of to work with you, sound familiar now? This is one way of
getting business and in my opinion it is a very labor-intensive way of getting
business.
Personally I would rather have a clearly defined target
market I am going after that I can then solicit with specific material designed
and crafted for their needs. This technique of target marketing allows you to
contact less people while being able to get more business with less work. So
lets say the area and property type you are going after has 25 people who fit
your target market. Now instead of randomly contacting 200 people in hopes of
drumming up business you only have to contact 25.
The beauty of this approach is when you are contacting the
people in your target market your not saying “hello I am the local Realtor Come
do Business with me.” With target marketing you already know what your markets challenge is and have the
solution waiting for them. With this strategy your conversation goes something
like this. “Hello Mr/Mrs Smith I understand that blank right now and I can help
you out big time by doing blank”.
Give this strategy a shot and see what types of results you
are able to achieve. My guess is once you use this strategy in your business
you won’t want to go back to your old ways. Make sure you subscribe comment and rate my blog post and be
sure to leave me a Google voice message telling me about your experience with
target marketing.
