A local real estate agent sent me a card for Thanksgiving. It says, “Thanksgiving is the perfect time to remember special clients and friends like you. . .” It closes by saying, “Wishing you and your family a blessed Thanksgiving!”
I don’t know this agent and I assume she sent this card to many of my neighbors. If she’s like most real estate agents, she has a “farm” of 300 or 500 contiguous homes she targets. She advertises to us, mails cards and note pads or calendars and such, and otherwise keeps her name in front of us so that when we’re ready to sell, we’ll think of her.
Anyway, what made this card different is the offer. It says, “Email to order your complimentary FRESH APPLE or PUMPKIN PIE by Monday November 17, 2014” followed by her email address. It continues, “Delivery is Wednesday, November 26, 2014, 2:00 to 6:00 PM”.
Now, what does this accomplish? Well, I assume she will drop off the pies herself and get to meet the homeowners, give them her card, and possibly offer a free home evaluation. If they’re not home, she’ll drop off the pie with her card or note attached, and follow up with a call to make sure they got the pie.
But it’s not about the pies, or meeting homeowners. It’s about creating an impression. It’s about standing out amongst all of the other agents in the area. It’s about anchoring her name with the pie promotion and being remembered for it.
That’s why you create a farm, and that’s why you build a list. So that when the client is ready, your name will be in their “minds and mailboxes”.
My guess is that no more than 25 out of 500 homeowners will request a pie. She’ll pay perhaps $3 per pie, plus the cost of the mailing, so maybe $300. She may get a couple of homeowners who want the free home evaluation, and that may turn into a listing. Or not. But more than a few homeowners who aren’t ready to sell will remember her when they are.
In addition, some of the people who got her offer but didn’t request a pie might be interested in a home evaluation. They may also know people who aren’t on the agent’s list but who are looking for an agent, so she could also get some referrals.
Anyway, could you use an idea like this in your practice? Next month for Christmas or next year? Or any other time?
What could you offer? Who would you mail to?
If you do something like this, I have a suggestion. Instead of asking people to send you an email to accept your offer, tell them to go to a page on your website with a form to fill in their name and email address. This way, they will subscribe themselves to your email list, allowing you to send them more information, offers, and invitations.
The other things this will do is get them to your website, where they can read your articles, offers (i.e., free consultation, download your report, etc.) and begin the process of getting to “know, like, and trust” you.
Okay, gotta go. All this talk about pie is making me hungry.
