Boots on the Bricks or Pay to Play
I have to say that I am very surprised how many times in a week I am asked from agents all over North America “how can I generate more leads and how can I brand myself”? I think the reason that this surprises me so much is because of the myriad of products, services and training available to us all.
So it led me to believe that we as an industry have forgotten some of the most basic branding opportunities that could literally cost you very little to nothing. The first thing that I ask a Realtor when I coach them is “what is your advertising and branding budget”? A plan cannot be executed unless you have a clear picture on how many resources are available to create an impact. Unfortunately, it is very prevalent in the industry today that most agents have very little to spend on marketing, advertising and creating a personal brand impression.
I tell my agents that they have two choices. They can “Pay to Play” or put their “Boots on the Bricks”. What I mean by this is if you want to create an impact in your market, the only two ways are to buy your way in through print advertising, billboards, bus benches, expensive mailings, flyers and farm campaigns, or, if you have little to no available resources you must hit the streets and put in some sweat equity. Again, the unfortunate thing is that most agents find themselves in this position with very little available cash to brand themselves.
Well I am writing to tell you that it does not have to be that difficult! The first and most effective way to put your “Boots on the Bricks” is to have your pockets filled with business cards at all times. Now it saddens me to say that I could write an entire article on creating a great business card but here are the very basics:
-You need a LARGE, clear, current photo.
-You need your email and web addresses clearly indicated.
-You should always have a toll free phone number and of course you need to incorporate your state licensing requirements.
-Always use the back of your card for additional information, slogans or marketing opportunities.
Once you are equipped with your wonderful business card, DON’T BE AFRAID TO USE IT! I ask agents on a regular basis how many times a day or week does money, a credit card or their debit card come out of their purse or wallet and I always hear 10, 20, 30 times! Well, if that is not your number one and cheapest way to engage with someone and create a brand impression then what is
If you are at the grocery store and thank the grocery clerk with sincerity and hand them your business card and say “if I can ever help you I would love to be of service, here is my card”, you will undoubtedly impress them. Also, you have already differentiated yourself from the masses. We can also leave that little extra tip when dining out and thank the server for their wonderful service and give them a card! Even when you stop at Starbucks for your morning coffee, give them a card! Remember where those cards will sit their entire shift. They will probably remain right on top of the cash drawer for every other employee and customer to see all day long. Not only that, you become known as “the real estate agent” that leaves that great tip, always says thank you, and who is always polite. I honestly cannot tell you how many deals I have accumulated from this one simple exercise. You have created a lasting impression that is far better than any bus bench or billboard could create.
We must never be too “chicken” or too embarrassed to do this. A lot of you may think it will look silly, some of you (believe it or not) may even be embarrassed of your profession, and some just think it’s tacky or annoying. I am writing to help you stop being “goobers” and start handing out cards to everyone every time some form of money comes out of your wallet. It will pay you your best ROI of all your advertising or marketing strategies.
So bottom line: if you can’t pay to play, you sure as heck better be prepared to put those boots on the bricks!
