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Have you ever heard that “you can’t be everything toeveryone?” Do you understand what this little saying really means? Well by theend of today’s post you’ll understand exactly what it means and how you can usewhat they mean to increase the amount of business you are currently doing.
Lots of Real Estate Agents, Realtors, Brokers and just aboutevery one else that falls into the RE professional category uses what iscommonly know as the shotgun approach. The shotgun approach is an analogy for awide spread approach to business. The large majority of RE pros take thisapproach with their businesses, not the wisest choice in my opinion.
Ok let me play devils advocate for a moment. We all knowthat if you throw enough shit at a wall something is bound to stick right? Sowhen a Agent goes out and uses the shotgun technique they may call, flyer, doorknock ect an area regardless of the types of property found in this area. Ofcourse if you spend enough time in an area and get in front of enough peopleyou are bound to come up with something.
Lets switch gears here and look at things from a differentprospective. Now lets say you are targeting a certain style property in aspecific area of your town. This can be a certain property type in a certainzip code or community. Now that you know who you are going after you can craftyour marketing message accordingly to maximize your chances of getting businessfrom these people. This is called target marketing.
Target marketing is nothing new but it is not used as muchas it should be especially in RE. Traditionally RE offices and some brokersteach the numbers game, you’ve heard of this right? Knock on X amount of doorsand you will get X amount of business or call X amount of people and you willget X amount of to work with you, sound familiar now? This is one way ofgetting business and in my opinion it is a very labor-intensive way of gettingbusiness.
Personally I would rather have a clearly defined targetmarket I am going after that I can then solicit with specific material designedand crafted for their needs. This technique of target marketing allows you tocontact less people while being able to get more business with less work. Solets say the area and property type you are going after has 25 people who fityour target market. Now instead of randomly contacting 200 people in hopes ofdrumming up business you only have to contact 25.
The beauty of this approach is when you are contacting thepeople in your target market your not saying “hello I am the local Realtor Comedo Business with me.” With target marketing you already know what your markets challenge is and have thesolution waiting for them. With this strategy your conversation goes somethinglike this. “Hello Mr/Mrs Smith I understand that blank right now and I can helpyou out big time by doing blank”.
Give this strategy a shot and see what types of results youare able to achieve. My guess is once you use this strategy in your businessyou won’t want to go back to your old ways. Make sure you subscribe comment and rate my blog post and besure to leave me a Google voice message telling me about your experience withtarget marketing.
