Market yourself

Your success is in your hands.

by Mary Frances Burleson   Do all your family, friends, and neighbors know you own a real estate business? If you list property, sell property, lease property, then you own a business. So, you must do what every business owner does: advertise and market your business.

There are dozens of ways to market yourself. Your choices should come from a combination of your style, the areas you plan to work, your budget, the types of clients you want to attract, and, especially, your ability to handle the contacts you will receive by e-mail, fax, mail, voice message, and telephone. Just how many calls and appointments can you handle and still maintain great service?

You should start with a mail-out to your sphere of influence followed up with personal contact. Otherwise, your mailing may be quickly forgotten. A telephone call can be a brief reminder to ask if that person has any real estate needs or knows anyone who does. Then, continue to send materials and call your contacts on a regular basis.

What will you send? By all means, think about the recipients. What do they want to know? You can create your own materials, purchase template newsletters and card programs, or "personalize" newsletters to your sphere. In fact, TAR and NAR have partnerships with several providers to help you with your marketing efforts. You also might advertise in newspapers, homes magazines, school and church programs, and chamber of commerce directories. These ads must reflect you and be very professional.

Search out successful real estate professionals and look at what works for them. Many rely on the "tried and true," like giveaways at open houses, magnets with photos and phone numbers, calendars, key chains.

All of the above can be part of your marketing plan. However, you must also watch the trends. Read the business pages in your local papers. Read REALTOR® magazine and Texas REALTOR® magazine. Surf the real estate Web sites—especially, Realtor.org and TexasRealtors.com. Your clients expect and deserve to have the latest and best information. Keeping current will also save you time and marketing money.

Of course, you must also give the best service and follow up with contacts and clients. You should add every client to your contact database and include them in future marketing. They may move out of town then get transferred back, or they may refer friends and family to you. Stay in touch. Cards noting the anniversary of their purchase, birthday wishes, and holiday greetings all take a bit of time, but your efforts tell them how important they are to you.

It all comes full circle. Our business is a lot of work—filled with people who need "tender loving care." Not only are you a REALTOR® marketing your business, but you are a concerned human being. Happy Days!

Photo by Jim Reisch.

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