Real estate agents: It’s time to plan to be lucky
With the winter waning and spring springing shortly, happy season for home buyers and sellers will once again be upon us. This year will be different, however.
All the national trends and talking heads are saying that 2013 will be the year that the dam of pent-up housing demand will start to really burst. With rates continuing at historic lows and the Dow at 14,000 again, renters will be feeling the call of home ownership after several years of putting it off.
More importantly, those with $150,000 three-bedroom starter townhomes or tiny brick ranchers from the 1940s will be seriously looking at moving up to a new $250,000 home or simply something with more space. To the real estate profession, this represents a once-in-a-decade opportunity.
But not if the agents don’t have a plan to reconnect with all these people.
You see, too few agents fully grasp the concept that they are going to have to stay in touch with all their contacts – as any business would have to. Somehow, instead, they tend to expect that everyone will always remember them, whether they stood in line at the store together a few months ago or if they even sold them a house five years ago. But in reality, customers don’t remember these things easily and need periodic reminding.
Right now, I’m travelling all over the midstate teaching marketing classes to our offices and agents, and one of my most urgent encouragements is for them to use our customer contact software to organize campaigns to reconnect with past clients, their open-house guests, anyone they’ve worked with in the past few years. In my opinion, this is the most important thing they should be doing.
The smart agents, the ones who get that this is going to be the year to reconnect with their “sphere of influence” (family, friends, past customers, etc.) will be sending out postcards. Watch for them. They will be the ones who are planning to be lucky this year.