The More People Who Know You... and LIKE YOU... and Trust You, the More Real Estate You Will Sell (Part 2)

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Education & Training with Sell with Soul
http://actvra.in/5vz

The KLT Principles: People Buy from Those They Know, Like and Trust, and
The More People Who Know You, Like You and Trust You, the More Real Estate You Will Sell

Last week I wrote about the importance of ensuring that more of the world's people KNOW you if you want to enjoy a conFriendssistent stream of real estate business in your pipeline.

Today I'm gonna ramble about the second factor of the KLT Principle - that bit about whether or not those people LIKE you! Because, if a whole bunch of people KNOW you, but most of them don't LIKE you, all that "knowing you" isn't likely to help your business much, is it?

What does "like" mean, though? Does it mean that everyone in your database wants to hear from you every week and would include you on the invitation list to their next dinner party? Not really. Does it mean that they're so passionate about your real estate business that they're constantly singing your praises to anyone who will listen? Probably not (although that would be fantastic!).

No, it's simpler and less high-maintenance than that. To have a database full of people who "like" you simply means that the people who know you smile when they hear from you.  Whether they've heard from you personally (as in a phone call, personal email, birthday card or Facebook comment) or by receiving your latest mass-marketing piece, they see your name or hear your voice and think to themselves "Wow, my day is a little brighter now!"

Inspiring that reaction really isn't hard. It doesn't take a bunch of money or a bunch of time or a bunch of energy. In fact, we might say that it's as much about what you DON'T do in your relationship-building/staying-in-touch efforts as it is about what you DO do!

If you're a generally likeable person (which I'm sure you are!), just be yourself when communicating with the people you know and strive to do it (that is, communicate) on a reasonably-regular basis. Don't put on your real estate SALESperson hat when you reach out; put on your OWN hat and be YOU. Don't do things in the name of self-promotion that would inspire any reaction from you other than that "Wow, my day is a little brighter now!"

So, for example, if it would irritate you to be called once a month by a friend or acquaintance and reminded of their passion for referrals, don't do that to your SOI. If you would roll your eyes at suddenly being on the receiving end of a barrage of marketing postcards or pitchy emailed newsletters, don't do that to your SOI. If you dislike being asked to sponsor or donate or contribute to causes you've never heard of, don't do that to your SOI. If you're tired of receiving mass-forwarded jokes and videos and slideshows, don't do that to your SOI.

I could go on all day, but I think you get the point. Just don't do anything that, if done to you, would make you roll your eyes and be even a little irritated with the person doing it. Because when people are rolling their eyes when they hear from you, they probably aren't thinking how much they LIKE you!

Next up: The third factor of KLT - TRUST!

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Rainer
31,264
Raiza Schwartz
West USA Realty - Ahwatukee, AZ
CDPE

I think that when you are touching your data base it depends on how well you know your clients.  I seperate mine from friends, referrals, aquaintances. 

Feb 14, 2011 11:47 AM #1
Rainer
84,814
Kim McMahon
Executive Realty Group - Skokie, IL

Jennifer~ Great Post!  I have always tried to treat people they way I want to be treated.  Hopefully, the rest will take care of itself.

Feb 14, 2011 11:51 AM #2
Rainmaker
257,524
Tim Bradley
Contour Investment Properties - Jackson Hole, WY
Commercial Real Estate Expert in Jackson Hole, WY

Like many good ideas...mostly common sense. I like it, and thanks for the pointer.

Feb 14, 2011 11:54 AM #3
Rainmaker
331,341
Rita Fong
RE/MAX REAL ESTATE TODAY, Executive Broker 901-488-9590 - Marion, AR
Realtor - Marion Arkansas Homes for Sale

Jennifer, I always remind myself not to talk like a sales person when it comes to touch base with people.  Creating conversation can sometimes lead to good business, a thin line to walk on being too pushy.

Feb 14, 2011 12:59 PM #4
Rainmaker
933,453
Rick Obst
Eugene, OR
Regional Marketing Mgr in Eugene, OR

Being liked and respected is important in every sales profession.  As always, I enjoy your common sense approach to this business.

Feb 14, 2011 01:00 PM #5
Rainmaker
589,726
Susan Haughton
Long & Foster REALTORS (703) 470-4545 - Alexandria, VA
Your Client-centric Alexandria VA REALTOR

There is a reason you see so many people wandering car dealership lots on Sundays, when they are typically closed.  They don't want to be sold!  I'm one of THOSE people - and I treat my clients the same way.

Feb 14, 2011 01:20 PM #6
Rainmaker
588,759
Robert Rauf
HomeBridge Financial Services (NJ) - Toms River, NJ

I agree with Raiza, it all depends on who you have in your SOI... and each can be "touched" differently.

Happy Valentines day!

Feb 14, 2011 04:05 PM #7
Ambassador
1,366,551
Robert (Vegas Bob) Swetz
REALTY ONE GROUP - LAS VEGAS, NEVADA 702.443.7156 - Las Vegas, NV
Commercial & Residential Real Estate Agent

The Kalifornia Kid aka "Vegas Bob" would like to wish you and your loved ones a wonderful happy (Valentines Day) ... ;o)

"Happy Valentines Day"

Feb 14, 2011 04:48 PM #8
Rainmaker
563,876
Mike Saunders
Lanier Partners - Athens, GA

Jennifer - after reading this,I can say "Wow, my day is a little brighter now!"

Feb 15, 2011 10:30 AM #9
Rainmaker
327,559
John Marshall - FORE!
John Marshall - Cherry Hills Village, CO
Specializing in Golf Course Properties

Jennifer because this was posted on Valentines day I had to add this relevant comment that I received from a friend on Facebook "The best Vitamin for making friends is ...........B1"

Feb 15, 2011 03:56 PM #10
Rainmaker
89,245
Sue Gabriel
North Olmsted, OH

LOVE IT...LOVE IT...LOVE IT! And it's funny, because I can always tell when I'm being "sold to". And I don't appreciate it. I never, EVER want anyone in my SOI to dread hearing from me. One of the best compliments I ever received (no, it wasn't a referral) was from a past client who said, "I love getting your emails. You always find a way to make me smile."  :-D

Feb 15, 2011 05:57 PM #11
Rainmaker
111,312
Glenn S. Phillips
Lake Homes Realty - Birmingham, AL
CEO, Lake Homes Realty

Hi J!

Great stuff... if now it were not so hard for people to be themselves and to be happy to be themselves!  Peace G

Feb 16, 2011 02:19 PM #12
Rainer
80,700
Karen L. Pietsch
Cary Property Pros - 4 Sale Realty, Inc. - Crystal Lake, IL
Cary Property Pros. Cary Property Pros Premier Real Estate

Jennifer, once again, wonderful advice.  Sometimes we all forget how we are supposed to work when dealing with others.  This just reinforces how we need to remember what others may see us as.  I guess it goes back to the "stop, think and listen" phrase. 

Feb 19, 2011 10:19 AM #13
Rainer
97,446
Karen Salmon
Royal LePage Benchmark - Okotoks, AB
Okotoks Real Estate Agent

I've changed my marketing materials to be a little more light hearted, friendlier and less agent focused ie more LIKEABLE. It is a lot more fun and I don't feel I am annoying people with my message. I've just sent out "sorry I didn't send you a holiday/Christmas card" cards and I really believe that 2 of the people I am working with were referred to me because of this gentle reminder. 

Feb 26, 2011 10:28 AM #14
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Rainmaker
435,665

Jennifer Allan-Hagedorn

Author of Sell with Soul
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