Agents must stop bombarding prospects and clients with marketing material and should instead look to build relationships that position them as the area specialist, a real estate trainer and author of a new book has said.
“People are getting sick and tired of spam in this day and age," said Peter Hutton, author of Prospecting Breakthrough for Real Estate: The 3 Reasons Why Your Prospecting Isn't Working & 7 Hot Tips To Fix It.
"Being constantly phoned by a stranger is considered spam, as is constant unsolicited email or letters."
“The secret is actually about quality not quantity. Develop a deep empathy for your prospects, discover what they really want and receive permission first before trying to sell them something.”
Principal at Elders Real Estate Darwin, Chris Deutrom, agreed that 'spam' flyers don’t work.
“Instead of sending out 'just listed' or 'just sold' flyers, we like to offer our clients a free full suburb report," he told Real Estate Business.
“It gives us a degree of separation from our competition and allows us to both inform and create awareness in the community.
“Nearly 90 per cent of people who request a suburb report are either on the market or about to sell.”
Mr Hutton said successful real estate agents build relationships, and ultimately a tribe of loyal followers, giving them the confidence that will build trust.
“Stop trying to be all things to all people – that never works," he continued.
"A specialist will always be regarded as the higher authority in their field of expertise when compared to a general practitioner… By becoming the specialist within your target market, you will become more in demand than your competition.”