Building and Maintaining Relationships
Life is about relationships rather than products, places or
things.
The value and benefits derived from Real Estate is first
thought to be established on the bases of location, location and location.
When it comes to relationships it is communication,
communication and communication. The quality of your communications will have
a direct affect on the quality of your relationships whether it be spoken,
written or unspoken such as body language or silence.
No communication at all will eventually result in no
relationship of any value or benefit at all.
Relationships are given birth to by communication, are built on
communication and most importantly maintained with communication.
I communicate with you because I care about you and our relationship let me
encourage you to do the same with those that you care about, so that you might
stay connected!
It's great to be connected with you!
Chris Simonian
Patience in Marketing
Take a reality check to determine how clearly you understand
what your prospects are thinking each time they look at your advertisement.
The owner of a small business takes a leap of faith and
contracts to run a weekly ad in the local newspaper with a frequency of once a
week for a full year.
After five weeks, the results displease him so much that he
cancels his contract.
Five ads in five weeks seems like a lot of frequency in
marketing. Five exposures do, indeed, establish some momentum. But they don't
even come close to create enough desire to motivate a sale.
To truly comprehend how much frequency is enough to spark that
sale, you've got to know just what your prospects think from each exposure.
Here is exactly what each one thinks as he or she looks at the ad you've run:
- The first time a man looks at an advertisement, he does not
see it.
- The second time, he does not notice it.
- The third time, he is conscious of its existence.
- The fourth time, he faintly remembers having seen it
before.
- The fifth time, he reads it.
- The sixth time, he turns up his nose at it.
- The seventh time, he reads it through and says, "Oh
brother!"
- The eighth time, he says, "Here's that confounded thing
again!"
- The ninth time, he wonders if it amounts to anything.
- The tenth time, he asks his neighbor if he has tried it.
- The eleventh time, he wonders how the advertiser makes it
pay.
- The twelfth time, he thinks it must be a good thing.
- The thirteenth time, he thinks perhaps it might be worth
something.
- The fourteenth time, he remembers wanting such a thing a
long time.
- The fifteenth time, he is tantalized because he cannot
afford to buy it.
- The sixteenth time, he thinks he will buy it some day.
- The seventeenth time, he makes a memorandum to buy it.
- The eighteenth time, he swears at his poverty.
- The nineteenth time, he counts his money carefully.
- The twentieth time he sees the ad, he buys what it is
offering.
The list you've just read was written by Thomas Smith of
London in l885.
So how much of that list is valid right now, today?
The answer is all of it.
The single most important element of superb marketing is
commitment to a focused plan.
Do you think commitment is easy to maintain after an ad has run
nineteen times and nobody is buying? It's not easy.
But marketing guerrillas have the coolness to hang in there
because they know how to get into a prospect's unconsciousness, where most
purchase decisions are made. They know it takes repetition.
This knowledge fuels their commitment. Anyhow, they never
thought it was going to be easy.
As real estate is location location location, marketing is frequency
frequency frequency.