Six Steps to Building
Solid Customer Relationships
Stretching Your Marketing Muscle
By Julie Escobar, Director of Corporate Marketing

Today’s market savvy consumer is constantly inundated with sales promotions via their “Inbox,” mailbox, telephone or front door.  Effective architects of business relationships know that to make it beyond the “ten second toss” from sight to circular file means understanding the psychographics and demographics of their prospect.  In other words, truly understand your client base; what they want, need, like or dislike by pinpointing targeted markets.  Knowing how to “speak” to every segment of your prospect list from doctor to accountant, renters to investors proves your ability to provide both excellent and individualized service.   In this respect, you find your marketing muscle or foothold, and it is firmly entrenched in your ability to build relationships.

1. People Care About Those Who Care About Them.  In order to win the hearts, minds and business of your customers you have to first know what they need and then communicate your mutual care and like-mindedness.  Take a walk in your client’s shoes before you plot your marketing campaigns.  What conveys both your business and their needs? For example, FSBO’s many times are looking for “inside information” without commitment.  Try utilizing the ProspectsPLUS! FSBO Conference Call strategy.  This system allows you to market yourself through a series of monthly conference calls which have FSBO’s calling you for advice.  According to NAR statistics the typical FSBO home sold for $198,200 compared with $230,000 for agent-assisted home sales.   NAR also tells us that 14% need help setting the right price, 17% need assistance with the paperwork, 16% require advice for preparing their home and 9% would like help attracting potential buyers.  Applying this knowledge to your marketing with this FSBO-friendly indirect approach makes you the person to call when they are ready to list their home and maximize their sales experience.  Another strategy is to appeal to renters by sharing financing options that will make homeownership a possibility and help them save money in the process.  Try offering your professional service to local CPA’s and attorneys who have clients looking to either invest in or sell their properties.  Being there when prospects need you not only will you set you apart as the “neighborhood expert” but also as someone who has proven themselves caring, reliable and ready to serve.
   
   
2. Always do what you say you will do; sometimes more but never less! Building trust is essential for customer relations and is no small feat in a competitive market.  Many sellers are skeptical of sales agents because of a bad experience in the past.  Over-promising and under-delivering is a common trap for sales associates and a fast track for a bad reputation.  Establish your credibility by honoring your promises and avoid the “I’ll do anything to get the listing” minefield.  Keep your marketing plan simple, straightforward and on track and you have reliable keys for keeping your word.
   
   
3. Follow Up, and Follow Through With Integrity.  Countless clients are truly “LOST” when you allow them to get “lost in the shuffle.”  How many times have you heard a customer desperately trying to get a “call back?”  Sometimes ignoring a problem not only makes the problem go away…but the customer as well.  Set aside specific segments of your day to return calls and emails.  Be sure to validate your professionalism and tenacity by establishing a consistent plan to contact your sphere-of-influence database at least every 30 days.  We suggest a send-call-see approach which successfully marries direct mail marketing such as postcards, newsletters or flyers with personal contact.  Our free Master Marketing Schedule is a tremendous resource for campaign ideas covering every spectrum of the industry.  It runs the gamut from FSBO’s to First-Time Homeowners, Investors to Corporate clients and provides creative ideas for your sphere-of-influence and farm area prospects.  Request your free copy today by visiting our site and clicking on Master Marketing Schedule.
   
   
4. Be Their Source for Industry Answers.  According to the National Association of Realtors 2005 Profile of Buyers and Sellers, 60% of repeat homebuyers look to their real estate professional to find them the right house to purchase.  10% wanted help with price negotiations, 10% needed help with paperwork and another 10% looked to their Realtor to know what comparable homes were selling for.  Rounding out the survey, 4% wanted assistance in determining how much home a buyer could afford and 2% needed advice on financing options.  Doing your homework ahead of time, and continuously updating your knowledge base with current market information will put you ahead in the competition for that vital 60%.
   
   
5. Spotlight Your Customer Testimonials.  Word of mouth a powerful tool when marketing your business.  Referral marketing is essential to building your long-term customer base and is the least expensive and most effective way to grow.  Don’t be afraid to ask your clients for their opinion or their referrals.  Provide an easy avenue for them to let you know what kind of job you are doing.  It is a great “reason” for contact.  Call or send a letter with an easy answer survey.  Let your customers know you are constantly striving to improve the quality and consistency of your service.  Include your customer testimonials in your marketing!  You may try offering incentives to entice a quick reply such as a service or prize.  “Real people results” helps break down trust barriers for many potential clients.  Put a spotlight on those testimonials and let your customers and your service SHINE.
   
   
6. Forge a Friendship.  Successfully establishing and maintaining solid business relationships should be rooted in the philosophy that you make a friend first and a sale later.  Adopt the Floyd Wickman motto of “We Get by Giving.”  Building trust, via honoring your word, caring about customer concerns, continuous follow up, humor and integrity cements the foundation for your business “family.”  Remember to thank valued customers, check in to see if they need anything and constantly fine tune the ways in which you can best service these VIP’s.  Download our BusinessBASE™ for a simple, effective means of getting in touch, staying in touch and building your book of business.  It is complete with fresh marketing ideas and reasons to call.  Using this time-tested system for consistent follow up every 4-6 weeks will give you the tools you need to succeed in today’s competitive market.  We even guarantee that you will earn an EXTRA 6 transactions in the next 12 months using this system!

Strive to be the best relationship architect you can be.  Apply a system of value-driven contact coupled with character and exceptional service and you can and will capture the mindshare of your target market, every step
of the way!

Julia Escobar, Director of Corporate and Convention Marketing for ProspectsPLUS!  has over 20 years experience in real estate sales and marketing.  To register for a monthly newsletter filled with prospecting strategies, schedule a Master Marketing Meeting to help your associates play at the next level, or get your free copy of our 24 Month Strategic Marketing Calendar, the Master Marketing Schedule, call 1.800.287.5710 today.

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