we believe what others say about us, not what WE say about us.

Are you sending out your surveys regularly, at least at closing? At the end of this blog, I’ll give you a link to get a format for a survey, if you need one.

According to Stefan Swanepoel, in his 2010 Trends Report,

Consumers are looking much harder at ‘proof of experience’ in the form of comments from past clients.

If you are sending surveys at closing–congratulations. But, what are you doing with them? Are you reading them, then putting them in the drawer? Not so fast. You need to publicize them. You need to let others know that clients believe you are competent.

Watch Those Websites

Take a look at 10 agents’ websites–at random. How many of the ten have posted testimonials or evaluations? I’ll bet not more than one or two of them. So, you can see how easy it is for you to stand out. Just start by posting 5-10 of your testimonials on your website. By the way, always have a place on your evaluations where your clients can check that they will let you use that evaluation publicly.

Take Advantage of LinkedIn and Facebook Endorsements

It’s getting to be a really big deal–evaluations and endorsements. So, get in the habit of asking for endorsements on these sites. There’s just too much information today available for the potential client to know who to choose. Help them.

Check Out Evaluation Webites

These websites offer clients an opportunity to provide feedback on their agents. Take a look at this feedback:

After the Sale Survey

Does Social Media Work?

One of the biggest questions agents ask is, “Does social media work?” Well, that depends on what you expect it to do for you. To make any of your marketing effective, you must first decide what your objectives are for that marketing. Then, you can set up appropriate measurement tools.

The Two Types and Objectives of Marketing

Merchandise: That means advertising a product or a service to ‘get the phone to ring’, or to get a specific, immediate response. An example of merchandise advertising would be placing a home ad in the newspaper—or placing a home ad on Facebook.

Institutional: That means advertising that increases your image, cements your uniqueness in the mind of the consumer, and/or establishes you as the agent of choice. These are not placements that make the phone ring, or get an immediate response. Instead, this kind of marketing  is more subtle. It is also more difficult to measure, but, it can be measured. How? By establishing a baseline of consumer perceptions about the product or service, and then measuring the consumer perception after the campaign. (Best to hire a professional marketing service to do this, because it requires expertise).

What do You Expect from your Social Media Efforts?

If you’re placing homes on Facebook, you probably expect to get inquiries on those homes. Are you getting  them? Do you have a method to measure results? Or, if you’re not expecting an immediate response, why are you putting the home there? To show your Facebook friends you are successful? You decide.

If you’re blogging, what to you expect to get from blogging? If you’re establishing yourself as a neighborhood expert or expert in certain types of homes, you should be able to see more acceptance and trust from the consumer after you consistently and frequently add to your blog.

Don’t Give Up!

Frequency and consistency are the by-words of marketers. Yet, advertising executives always complain that their clients expect results too quickly and change their campaigns way too soon. Just think. How many times did you have to hear that pop tune until you started recognizing it? How long until you could hum it? Probably anywhere from 8-20 times!

In my business planning system, I show you how to create a marketing plan. Put your social media into that plan, be clear about your objectives, and set up consistent and frequent efforts to your best target markets. Now, you’re using social media as part of your overall marketing strategy.

Social Media. There are more classes on it, more talk about it, and more agents are worrying about it than any topic in real estate. You may think that it’s the most important ingredient to an agent’s success. But, not so fast. Who is telling you that? Are they people who have been successful real estate agents? Or, are they technology gurus—or, worse yet, people who want to sell you their services?

Industry Leaders Don’t Agree with Social Media Gurus

Whenever I write an article about where social media fits into an agent’s business life, I get emails from respected industry leaders who are very concerned that social media is prioritized wrongly as a critical ingredient for an agent’s success. Why would leaders think this? Because they see agents avoiding the big priorities the leadership thinks will make them successful. They also see them looking for the easier ‘magic bullet’.

What are those big priorities for success?

Business producing activities: proactive lead generation, working with buyers and sellers, listing properties, selling properties, and listings that sell.

But, mom, isn’t there another way? Isn’t there an answer that didn’t require me to put up with all that rejection?  I wish there were. However, all the successful real estate agents I know spend lots of time in those business producing activities. They aren’t looking for the ‘magic bullet’. (Well, they already know what that magic bullet is: Meeting and working with people to form long-term professional relationships).

I Love Houses and Technology; I Just Hate People

Are you one of those agents who spends a majority of time at your computer? Do you spend little time pro-actively lead generating? Do you just love those new ‘apps’? Are you always looking for a way to spend less time with potential clients and more time away from ‘contact’? Are you thinking maybe social media will allow you more ‘arms length’ from that scary consumer? Here’s what to be aware of:

Behavior that’s rewarded is repeated.

By being the ‘go to guy’ about technology and/or social media, you may be working yourself into a different job. You may be in the wrong business. Successful real estate agents look for opportunities to meet and work with people. They don’t put technology a priority instead of people.

What’s Social Media For?

In my next blog, I’ll help you prioritize social media in your business plan, and show you a neat way to think about marketing in context of social media.

Did I say social media wasn’t important to your business? Not exactly. But, to make it pay off correctly, you must use it correctly. See that next blog to find out what I mean.

Today, I’m introducing a guest blogger, Valari Jackson, a gifted coach and friend of mine. Since she teaches how to use social media, I’ve asked her to share her insights on the good, the bad, and the ugly. Here’s her first of three rules.

I’ve all been there. The room is filled with the sounds of several intriguing conversations and the scent of freshly baked hors d’oeuvres and yummy desserts. Everything from the latest stock quotes to the most effective way to keep a lawn green is being debated. What a wonderful way to unwind from the grueling day of under- valued offers, overly picky buyers, and the 6 month long short sale transaction. Will we ever get a response from the bank? Oh well, you decide to relax into a decently aromatic glass of wine and then the door opens.

Woops… It’s him again. Who invited him this time? You try to make a quick exit and notice that the doorway is filled with the people who, like you, don’t care that he sells insurance. You don’t need a policy review, flood insurance or long term care. How can you avoid that same impression?

Perception is Reality

The story above illustrates how we can be perceived on social media sites when our sole purpose is to get business. Sure, that is the ultimate prize but let’s not forget that social networks are designed for just that-socializing. Although the characteristics of the many different sites are as vastly contrasted as the people who use them, the main goal should be clear-allowing people to get to know who you are and what you value. No one really cares that you have a new listing that is $40,000 under assessed value, if they don’t first know who you and that you are someone they can trust.

Find Opportunities for a Genuine Exchange

The best use of any networking setting business or otherwise is to find opportunities to have a genuine exchange. Sharing the whole you and not just the real estate you will foster trust. Be discreet however. If you are having relationship and financial concerns this is certainly not the place to unburden yourself. On the other hand, a friendly sports team rivalry or light hearted debate is always fulfilling. That said- Go Lakers!

You can contact Valari at valari@valari.com.