A Sticky Problem: Making Your Message “Stick”
If you’ve noticed your audience leaving your website within seconds…If you find potential clients choosing another agent after a listing appointment…If your marketing seems to get lost in the noise; chances are, you have a sticky problem. Your brand and your business may be failing to stick in the minds of your clients. This quick refresher explores 3 tips that can help keep you at the forefront of your customers’ minds.
Truly, Deeply Care
We all know the surest way to get lost in the noise is to not care about the client; to do the bare minimum and move on. When you go beyond the call of duty to do the little things that might not “matter” to your commission but you know will matter to your clients, it leaves a strong impression.
Try this: when you’re meeting with a potential client, take copious notes on everything they say (Yes, even how they have 3 dogs now, but want to get a few more and can’t decide between Chihuahuas or Boxers…and every other vital story they feel like sharing). Then, periodically repeat your notes back to them to show that you’ve been paying attention. There’s a good chance their ramblings have never been taken seriously and this will make a lasting (sticky) impression.
Engage Your Clients Regularly
Don’t let your customers forget about you. Online: use newsletters, frequently updated webpages and articles, etc. Offline: Send mailers, make phone calls, invite your past clients out to coffee, whatever. When you’re active in maintaining relationships, you’re much more likely to stick in the minds of your past, present and potential clients.
Try this: Too often, our customers are “talked at” rather than talked with. Give your client a call and ask their opinion of the new home they’re in. Send a newsletter survey to get their ideas on a topic. Setup a system where you call each client on their birthday. Do everything you can stay in regular contact throughout your entire relationship.
DON’T Be Different – Be You
Every marketing guide stresses one point: you have to be different. But here’s the problem, since everyone is trying to be different, everyone ends up being the same! Thinking about how you can be different is a recipe for disaster. Thinking about how you can be true to whoever you are will ensure that you’re happier and you’re authentic. Authentic people stick in the minds of their customers for much longer than “different” people.
Try this: Are you passionate about the Red Sox? It would be a mistake to hide this from your clients. It might not make any logical sense to incorporate baseball with your real estate business, but it would be much more deadly to ignore your personality. Sliding in comments about Red Sox baseball–if that’s your personality–is a great strategy to make you unique and memorable in your clients’ minds. Talking about your brilliant marketing strategy (that they’ve heard from 4 other agents today already) probably isn’t going to make your memorable or likable.
I believe one of the most important areas in any business is to leave a lasting, positive message with your customers. From there, it’s so much easier to get valuable referrals and repeat clients. Spend some time thinking about what you can do to make your business memorable with your clients.
Question: What about in your life, not just in real estate, what memorable experiences have you had as a customer?
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