Heresies for the Sects of Prospecting: I do not believe my clients need me to be their buddy and I never get hung up on.
This is a response to a comment from Robert Worthington. I’ve turned it into a post because I talk too much.
> On average how many visitors are you getting monthly to your site?
I have no idea. I’ve never been fastidious about analytics, and by now I’m useless. I have no idea which pages are tickling Google (known to my stupid soul as Urchin — that’s how long it’s been since I bothered with any of this) and which are not. Most everything is new, so most pages, presumably, are not even hitting my Analytics account, which I have not visited in years, in any case. I suck at SEO, too. And my CRM-life is CRM-free, still, after years of kvetching about it.
I need a high-C to bring order to my life, clearly, but there’s more:
I don’t do Twitter or Facebook. I don’t write much on my real estate weblog and I never go off topic. I don’t get many comments from normal people, I don’t unmoderate comments from real estate professionals, and I don’t encourage comments in any case. The calls to action are email or phone. I write here and there and nowhere else.
I do not believe my clients need me to be their buddy.
I do believe they need me to be an expert on residential real estate and how to go about buying, selling, renting, leasing, improving and profiting from it.
So: I have written tons of content over the years, and I deliver it all on my real estate blogsite. I have no idea how many people see it, nor how many dig in and read it. But I know that the people I hear from are almost always pre-sold on working with us, and most of those contacts turn into closed transactions — many of them multiple transactions, some with multiple-transaction referral trees.
On top of that, we deliver tons of dynamic content, mostly in the form of MLS listings. Every dipwad in town has search, but we have the best MLS search available from any Phoenix real estate brokerage, and we’ve optimized it in ways that other brokerages can’t. That site SEOs well, so the net result is that we get a lot of very loyal search traffic. Some of that we’ll lose, but we don’t have to keep everything to close a lot of transactions, and that’s an accelerating percolator of new business.
Everything we do on-line is intended to get people into our software universe. However you find us, I want for you to find your way home, back to the main blogsite. If I can get you to read what I have written, I can show you why our way of working is better for you.
I have no idea how many people are landing on our pages and skating away or how many more are reading but rejecting the message. What I do know is that I lose very little time to people who are not already pre-sold on everything we are doing. I get people who read well, obviously, and I hear from a lot of high-Cs and high-Ds. Some of my clients possess wealth that is beyond my ability to comprehend. But everyone we talk to is motivated and qualified, and some of them can tell me what I think better than I know it, so carefully have they read what I’ve written.
But do not attribute any of this to any sort of science. I think a lot about marketing, and I have built some interesting robots that I thought were sound expressions of good marketing principles. But mostly what I have been doing, in the ten years that I have been building real estate sales-seeking web sites, has been satisfying myself. I want something done. I build it my way. If I don’t love it, I’ll keep rebuilding it until I do. But once I do, I may not make it back there for years.
I have never made a secret of this, and it’s a caveat I would hope to impress upon everyone who reads BloodhoundBlog: I am much better at ideas than I am at execution. I am a high-D to the exclusion of everything, and D means d-o-n-e done. When I am done with something, that’s when I need to hand it off to the high-Cs to execute, document and perfect. I like what we’re doing, but I know we could be doing everything better.
> Sounds like your business is firing on all cylinders.
What I want from the web is what I’m getting: Contacts from motivated people who already know they want to work with us.
I said this at BloodhoundBlog Unchained in 2008, and everyone scoffed.
And then everyone went off on the Gary Keller trail. That’s fine by me, but it’s not how I want to live. I don’t want to chase business down, I want it to come to me pre-sold. I’ll still have to sell, that’s a given, but I want to sell to people who already have some commitment in the game — ideally a commitment to working with us, but, at a minimum, a serious investment in the game of completing a real estate transaction itself. I don’t want to have to convince someone to want the product — or worse, to want me — before I can even begin to sell the product.
For all of me, this is what marketing is for, to pre-sell business, so a high-D like me can get down to business. Call it blasphemy to the Bawldguy, but I never get hung up on, and I never want to. I only want to talk to people who already know they want to talk to me.
We’re growing, and we’re growing in ways that will only get better as our market improves. We were here once before, five years ago to the month, but we’ve mostly been rug-surfing since then: Staying on the rug however we could as it was being pulled out from under us. We might-could be doing enough, by now, to be on the cusp of doing a lot. I’m on pace to do 60 houses this year, which is more than I’ve ever done before. And we’re just that close to being able to scale the property management business, which will turn into a lot more volume, if not a lot more gross profit.
[Profit? What’s that?]
What I really want, and we’re not even close to being good at this yet, is to make sure we keep the people who find their way into our software universe — keep them before they raise their hands, yes, but, most especially, to cultivate everyone who likes the way we think as loyal customers and referrers forevermore.
I’m not doing half of what I want done, but if I can get to a place where I can pay staff, we’re going to explode. I think the TwitBoook real estate marketing philosophy is retarded, but I love, love, love the internet. We’ve never done business any other way, and with every passing day I become more convinced that we’re doing it right. I could easily be doing more transactions — by listing short sales or REOs. But I like the business we’re doing, and I like the direction it’s taking us. I think I’m due for some frolicking vindication, if nothing else!
Robert: Bless you. Thanks for asking.9 comments