Congratulations! The official license with your name on it is now proudly hanging on your office wall. You’ve passed all the tests and requirements, ordered your business cards, and are now ready for business.
The predictable first step is to put together a letter to announce to the world that you’re now a fully available, licensed real estate agent, ready to help with any and all real estate needs.
Why not kick that announcement letter up a notch by adding specific value options that may interest the reader? When you’re new to the business, you probably don’t have any listings, and you most likely lack experience, so your credibility as a “newbie” can be a barrier for even your friends and acquaintances to hire or refer you.
Here are a few ideas to help bridge that gap and fast-track your way to being a sales professional:
- Design your announcement letter to show how you can provide value to the recipient. Include information about your new “team,” if you’re joining an existing team or are being mentored by or shadowing a seasoned agent, manager or company team leader to get you on the fast track.
- Expand your letter to include specifics that aren’t about you, but rather, what you (your company/team) are working on that has value to the recipient by including specific information. For example, share your plans regarding your commitment to focus on the senior market, first-time buyers or military buyers and sellers, in addition to highlighting your expertise on specific property types.
- Describe what you do and how you do it for that specific vertical. If you plan to help military families, for example, inform your audience that you’re currently working on getting your Military Relocation Professional (MRP) Certification. The National Association of REALTORS® offers multiple certifications in additional verticals, such as the Seniors Real Estate Specialist® (SRES®) designation, the Accredited Buyer’s Representative (ABR®) designation and the Seller Representative Specialist (SRS) designation. Although your designations may not be locked in at the time of your letter, the fact that you’re on your way to specializing in niche areas informs people about your new career, opening the door to specific referrals.
- Don’t stop at one letter announcing your new venture. Plan consistent follow-up messaging and activities with these contacts, such as monthly touches that include invitations to meet-and-greets, client events and community initiatives you support. Don’t assume that people will “remember” that you’re in the business. Instead, help them keep you top of mind for their current or future real estate needs.
- After sending that first announcement, track your touches with a good CRM (client relationship management) platform to record personal information. When you do your touch calls, confirm and update email addresses, mailing information, birthdays, anniversaries and the names of children and pets. This will prove valuable in the years ahead to help bridge the gap and position you as a valuable resource and trusted advisor.
- Design your outreach with the personal touch. Use handwritten notes to connect by scanning the local news channels for announcements on births, job changes, promotions, awards and recognitions.
The highest return on your investment is to target people that already know, like and trust you, as these individuals are most likely to promote you and your services. Keep in touch with this VIP group to get more referrals faster.
Terri Murphy is a communication engagement specialist, author, speaker, consultant and coach with Workman Success Systems. She is the author of five books and radio host for KWAMtheVoice.com. For more information, please visit TerriMurphy.com or email Terri@TerriMurphy.com.
