| d="body"> | | | | differently to your uncle than you would to your |
| "Talk to your friends, family and co-workers and | | | | dentist, right? Be intentional and think about how it |
| tell them you can help them buy or sell their | | | | all sounds to the recipient. |
| home" is the very first new Realtor marketing | | | | The gist of the letter should be that you're writing |
| idea your broker told you to do when you got | | | | to tell them about your services and you'd |
| your license, right? Your "Sphere of Influence" can | | | | appreciate them telling their acquaintances about |
| be powerful but don't lose relationships because | | | | you. Don't write a letter trying to sell them |
| you're trying to sell your uncle on listing with you. | | | | directly. That makes things awkward for the |
| I'm hesitant about going into detail on this | | | | future of your relationship. You can even say |
| marketing weapon that's so commonly taught for | | | | something to that effect that you aren't writing |
| new Realtor marketing methods. Not because you | | | | to sell them or push them but that you'd |
| don't know about it but because of how so many | | | | appreciate their help spreading the word. |
| Realtors and agents feel about it. | | | | The great thing about this approach is that you'll |
| I refer to your sphere of influence as a "new | | | | probably get some of these folks using your |
| Realtor marketing method" but of course, it can | | | | services anyway but it's them choosing to use |
| be done no matter how long you've been in the | | | | you rather than you pushy them to use you. |
| business. You just need to use it properly, which | | | | Your relationship stays in tact and you accomplish |
| I'll explain. | | | | your goal of wanting them to use you as well as |
| Trying to generate leads and business from your | | | | their friends, family, etc. |
| sphere of influence can burn a lot of bridges and | | | | Instead of writing a letter or email to this list of |
| relationships so you need to approach this new | | | | yours, you could choose to call each one |
| Realtor marketing weapon with some caution. Be | | | | individually. Personally, I think that would be |
| tactful and tasteful without being the guy or gal | | | | awkward and uncomfortable for the other person. |
| everyone avoids when they see you coming | | | | Maybe not but that's just me. Use the method of |
| down the hall. | | | | communication you feel most comfortable with |
| My advice is to be straight up and honest with | | | | and use your judgment. |
| your friends, family, co-workers, etc. Your goal is | | | | Another cool thing you could do (and there are a |
| to have these people spread the word about | | | | million of these, you just need to get creative) is |
| your services. This is great because word of | | | | make a short video with about yourself, |
| mouth is just about the best form of new | | | | promoting your services. Burn it to a CD, make a |
| Realtor marketing out there (or for any Realtor | | | | bunch of copies and give them to this list of |
| or business in general), but you don't want to "sell" | | | | yours to hand out to their friends, family, etc. It |
| THEM. It's fine if they buy through you or list with | | | | sets you up as a pro, makes you look very |
| you but don't approach them with the intention of | | | | unique and gives them something to physically |
| selling to them directly. | | | | hand to people rather than just telling them about |
| One approach is to make a list of all your friends, | | | | you. |
| family, relatives, co-workers, professional | | | | The point is that you want to leverage your |
| contacts, your doctor, dentist, etc. and write a | | | | "Sphere of Influence" without busting those |
| nice, personal letter (you can also spice up your | | | | relationships. |
| package by including a video you produce from | | | | Have you ever had a friend of yours bug you |
| Animoto.com). | | | | about Amway or some other multi-level |
| You need to be very careful with this new | | | | marketing company? How much do you talk with |
| Realtor marketing letter and really dumb down | | | | that friend now? The relationship's a little different |
| any sales pitches you might normally write. Keep | | | | now, isn't it? |
| it very personable and social. | | | | Don't be that friend. Be the one who is |
| Write in a style based on the person you're | | | | professional, personable and honest and you'll be |
| sending it to. For example, you'll probably write | | | | rewarded in the long run (and short run too)! |