successHere is an “out there” idea for you this week.  What if….you could just ditch all of that marketing you’re spending so much money on…no more ads, no more websites, nada…would that be cool or what?

Let’s assume you need 20 sales this year (change the # to whatever your goal is…same theory applies).  Pick out 20 people you like, and make it your mission to get 1 closed referral from each of them this year.  That’s it.  Really.  It doesn’t even sound that hard, does it?!  Let’s think this through…

First, you need to pick out the right 20 people.  People that know people.  People that recognize that you’re good at what you do.  People that would enjoy helping you.  Stop, right now, and make that list.  Frame it and put it on your desk.

Next, you need to make sure that they KNOW you want their referrals.  That’s not quite as obvious as it may seem.  Look at your list and ask yourself when the last time was that you actually specifically asked any of those people for a real estate referral?  Be honest.  Call them all {today works} and ask them for their help…can you count on them to send you a referral this year?  Don’t beat around the bush – you’re in sales, remember??

Lastly, market to them.  Create a system to touch them at least every 30 days and ask for a referral.  The company sends them a postcard or newsletter every 6 weeks or so.  They should be getting your just listed cards.  Hopefully they’re on our VIP mailing list, so they get something of value from us every other month.  Those things happen without you even thinking about it.  But, what I’m talking about is what are you pro-actively doing to market to them?  If you’re following the To Do list in the Contact Manager, you’ll be calling and e-mailing them consistently, and popping by to visit quarterly.  How about an annual client appreciation party?  Endorsing their businesses to others?  Helping them network?  What is your plan?  What is your marketing budget for the very best source of business you have?

This isn’t rocket science.  It’s recognizing who butters our bread, and running our business as though we value those referrals.  You can spend $350 on an ad, or you can invest $30 in taking a past client to lunch, and asking for referrals.  Which one do you think is more likely to generate results?

I’m not suggesting that you stop advertising (well, maybe I am).  I’m just suggesting that we put our marketing priorities in place.

Have an AWESOME week!  Liz