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Referral and Repeat Marketing July 14, 2007

Posted by Darin Persinger in Books, Coaching, Contacting Your Sphere, Education, Info, Marketing, Real Estate, Sales.
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This week I attended a training course by Phil Hollander of Morris Real Estate Marketing Group. Phil wrote a book called Referral & Repeat Marketing.

Phil had sent me a this book a few months ago and it blew my mind. Many of the systems that I have implemented at EDYN Real Estate are based from this book. Even though the book covers many topics and sources of business, Phil’s talk was focused on just your A List people. Here some of my notes from the class

Phil Hollander defined A List people into 3 groups:

  1. Past clients
  2. Referral Sources a)Business Circle ex.lenders, lawyers, inspectors          b)Personal Circle ex. friends, relatives, past co-workers
  3. Hot prospect-buying or selling in 3-6 months

Who goes into your A-list Database? Ask yourself this question,

Does this person have the ability and desire to A) refer me business and/or B) repeat business with me

Past Clients are your number one source of business

Two reasons why people will use you or refer you,

  1. They like you.
  2. They think you have knowledge and expertise.

In my blog post Contacting Your Sphere Part 4, I wrote about how agents market and present themselves,

Have you ever received a postcard from a chef in the mail on how to sell a home?
I’m not a  betting man, but I bet not.

Have you ever received a postcard from Peyton Manning on when the next neighborhood open house will be?
Probably not. That’s just silly.

But I have received recipe postcards from real estate agents. What do real estate agents know about a Salsa Chicken Black Bean Casserole? Why would you want the consumer to even think you do?

I have received football schedules from real estate agents also. Why do we do this?

Do sending football schedules and recipes make us look like a real estate expert and knowledgeable professional to our A-list people?

Related Posts:

Contacting Your Sphere Of Influence Part 1

Contacting Your Sphere Part 2

Contacting Your Sphere Part 3

Contacting Your Sphere Part 4

Contacting Your Sphere Part 5

What Can Efficiency and Systems Do For You?

11 Things New Real Estate Agents Do Wrong

What I Would Do If I Ran A Book Store June 18, 2007

Posted by Darin Persinger in Books, Business Models, idea, Sales.
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BookstoreHave you ever been to a bookstore and they didn’t have the book you were looking for?

What do they always ask you then?

“Would you like us to order that for you?”

NO. I would have liked you to have it here. I’m here because I want immediate gratifaction. If I wanted to wait for a book order, I would have order from Amazon and saved money.

I am fairly confident that I’m not the only one that thinks this way.

Chris Anderson, author of book and blog of the same name, The Long Tail, discusses how Online Aggregators like Amazon and Netflix have a sizeable advantage over bricks and mortar businesses. Holding inventory in retail stores cost money. Retail space costs money. Shelf space costs money. Bricks and mortar stores have to focus on the BIG HITS, while Amazon can supply books at the end of the long tail.

So what would I do if I ran a  bricks and mortar bookstore? Instead of asking, “Would you like us to order that for you?”. I would respond,

“Our apologies for not having that book in our current inventory. We would be most happy to oder that for you, have it shipped to the address of your choice and in the mean time, we would like to offer you 50% of any book of your choice from your current inventory for the inconvience.”

Even if the 50% off is a wash. No profit, no loss. The book store should be able to make a profit off the ordered book, but more importantly, they are making a customer happy through immediate gratifaction, the customer walking out of the store with something in hand, to read.