Create Clients Not Leads
One of my favorite things about blogging is that it makes the phone ring. Personally, I am not big on talking on the phone:
- I am easily distracted and loose focus in the middle of a conversation.
- I often forget who I’m calling right as they answer.
- I don’t understand why some people call, never introduce themselves and then pause as if I am supposed to know magically who they are and tell them why THEY called ME.
- I often worry that the person on the other end is making the same goofy faces at me, as I am making at them.
- I hate small talk -2/3 of an average phone conversation is taken up with useless words.
- I am SO not a sales person, and the act of “converting leads” on the phone makes me … well, I would rather shave my head and travel across country on a Greyhound Bus with a pet rat in a shoebox (again).
So, I guess my first sentence doesn’t make much sense then, does it? I guess it should read:
One of my favorite things about blogging is that it makes the phone ring the right way.
When we get a phone call from a potential client that has been reading our blog, it usually goes something like this:
“Hi Mariana (or Derek). My name is … I found you online and have been reading what you write on your site. When can you come list my house?”
The act of blogging creates a person who wants to work specifically with YOU.
These folks have been interviewing me behind my back – without me even knowing. They have been reading my resume-in-the-form-of-a-blog for days/weeks/months. They have been finding out how much I know about the current market through my market reports, understanding all the little ins and outs of the business through my home buyer and seller posts and understanding how Derek and I work through our stories.
When a consumer reads your blog, they feel like they already KNOW you. Once they KNOW you, they grow to LIKE you. Once they LIKEÂ you, they become CONFIDENT in who you are and the services that you provide and DECIDE to WORK with you. And all this happens before they ever CONTACT you.
(Even if they do not contact you first, our experience has proven that these potential home buyer and seller clients are more than happy to talk with you when you call them.)
Your blog is like a “behind-the-scenes” look at the world of real estate.
… and that kind of “transparency” is a welcome change for consumers, and is what helps create CLIENTS, not leads.
The best way to help create CLIENTS, and not leads, is to:
- Show your market knowledge through comprehensive market and neighborhood reports
- Give insight to who you are as an agent by sharing the your real estate (and even some non-real estate) stories
- Prove that you are the expert with examples of situations where you solved problems for your clients
*Note: When sharing stories about clients, do not mention names or specific details. In fact, it is probably better to share vague stories that happened awhile ago. Basically, don’t compromise agent-client confidentiality agreements. Der.*
So, blogging has really been a great opportunity to LIKE talking on the phone.
When people who have been reading my blog call, the conversations are relatively short ( I don’t lose focus), they care calling ME (I don’t have to remember who I’m calling), they tell me who they are and what they want right up front (whew), the only face being made is a smile, the conversation is short, sweet, and to the point (When can you list my house? Tomorrow? Great. Bye.)…
… and I don’t have to shave my head.
