Same Industry, Different Marketing Approaches

It’s been a while since I’ve driven around town to attend real estate open house events. That’s what I did Sunday. Not only did I want to see each home’s architecture and explore new ways of designing my office (other people’s houses reveal great ideas), I also wanted to watch how each real estate agent conducted business.

The first home was a well-maintained one-family structure. The agent greeted me and requested that I sign his guest book. I toured the home, and even though another interested party entered almost at the same time, the agent was adept at making sure both of us were accommodated.

The agent was busy with the other party when I exited, but he quickly connected with me once more on the outside walkway. We shook hands as he thanked me for viewing the home and referred to his card (in my hand) for additional listings.

I drove to the second open house, another one-family home. The agent was on the phone when I arrived but quickly ended the call. He greeted me and presented his card. I wasn’t asked to sign a guest book, nor did I see one on the table.

When I finished the tour, the agent asked me if I wanted to make an offer on the house. I told him I’d prefer a different configuration. He quickly ended our conversation and dashed to another couple who had just arrived.

Which of these marketing approaches best describes the way you conduct business? Solo business owners collect as much data as possible about potential buyers so that proper follow-up materials are sent by mail, Email, or other manner.

They begin and end every conversation politely and completely. If the first buying opportunity does not conclude with a sale, the initial communication is meant to put the prospect at ease when receiving additional sales calls. In addition, the prospect will be pleased to recommend you to others ready to buy what you sell.

When I left the last open house, there was no doubt which agents made a positive impression. It’s the same feeling we want our prospects to experience with us each time we make a connection.

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