The KLT Principles: People Buy from Those They Know, Like and Trust, and
The More People Who Know You, Like You and Trust You, the More Real Estate You Will Sell
Last week I wrote about the importance of ensuring that more of the world's people KNOW you if you want to enjoy a con
sistent stream of real estate business in your pipeline.
Today I'm gonna ramble about the second factor of the KLT Principle - that bit about whether or not those people LIKE you! Because, if a whole bunch of people KNOW you, but most of them don't LIKE you, all that "knowing you" isn't likely to help your business much, is it?
What does "like" mean, though? Does it mean that everyone in your database wants to hear from you every week and would include you on the invitation list to their next dinner party? Not really. Does it mean that they're so passionate about your real estate business that they're constantly singing your praises to anyone who will listen? Probably not (although that would be fantastic!).
No, it's simpler and less high-maintenance than that. To have a database full of people who "like" you simply means that the people who know you smile when they hear from you. Whether they've heard from you personally (as in a phone call, personal email, birthday card or Facebook comment) or by receiving your latest mass-marketing piece, they see your name or hear your voice and think to themselves "Wow, my day is a little brighter now!"
Inspiring that reaction really isn't hard. It doesn't take a bunch of money or a bunch of time or a bunch of energy. In fact, we might say that it's as much about what you DON'T do in your relationship-building/staying-in-touch efforts as it is about what you DO do!
If you're a generally likeable person (which I'm sure you are!), just be yourself when communicating with the people you know and strive to do it (that is, communicate) on a reasonably-regular basis. Don't put on your real estate SALESperson hat when you reach out; put on your OWN hat and be YOU. Don't do things in the name of self-promotion that would inspire any reaction from you other than that "Wow, my day is a little brighter now!"
So, for example, if it would irritate you to be called once a month by a friend or acquaintance and reminded of their passion for referrals, don't do that to your SOI. If you would roll your eyes at suddenly being on the receiving end of a barrage of marketing postcards or pitchy emailed newsletters, don't do that to your SOI. If you dislike being asked to sponsor or donate or contribute to causes you've never heard of, don't do that to your SOI. If you're tired of receiving mass-forwarded jokes and videos and slideshows, don't do that to your SOI.
I could go on all day, but I think you get the point. Just don't do anything that, if done to you, would make you roll your eyes and be even a little irritated with the person doing it. Because when people are rolling their eyes when they hear from you, they probably aren't thinking how much they LIKE you!
Next up: The third factor of KLT - TRUST!
I think that when you are touching your data base it depends on how well you know your clients. I seperate mine from friends, referrals, aquaintances.
Jennifer~ Great Post! I have always tried to treat people they way I want to be treated. Hopefully, the rest will take care of itself.
Like many good ideas...mostly common sense. I like it, and thanks for the pointer.
Jennifer, I always remind myself not to talk like a sales person when it comes to touch base with people. Creating conversation can sometimes lead to good business, a thin line to walk on being too pushy.
Being liked and respected is important in every sales profession. As always, I enjoy your common sense approach to this business.
There is a reason you see so many people wandering car dealership lots on Sundays, when they are typically closed. They don't want to be sold! I'm one of THOSE people - and I treat my clients the same way.
I agree with Raiza, it all depends on who you have in your SOI... and each can be "touched" differently.
Happy Valentines day!
The Kalifornia Kid aka "Vegas Bob" would like to wish you and your loved ones a wonderful happy (Valentines Day) ... ;o)
Jennifer - after reading this,I can say "Wow, my day is a little brighter now!"
Jennifer because this was posted on Valentines day I had to add this relevant comment that I received from a friend on Facebook "The best Vitamin for making friends is ...........B1"
LOVE IT...LOVE IT...LOVE IT! And it's funny, because I can always tell when I'm being "sold to". And I don't appreciate it. I never, EVER want anyone in my SOI to dread hearing from me. One of the best compliments I ever received (no, it wasn't a referral) was from a past client who said, "I love getting your emails. You always find a way to make me smile." :-D
Hi J!
Great stuff... if now it were not so hard for people to be themselves and to be happy to be themselves! Peace G
Jennifer, once again, wonderful advice. Sometimes we all forget how we are supposed to work when dealing with others. This just reinforces how we need to remember what others may see us as. I guess it goes back to the "stop, think and listen" phrase.
I've changed my marketing materials to be a little more light hearted, friendlier and less agent focused ie more LIKEABLE. It is a lot more fun and I don't feel I am annoying people with my message. I've just sent out "sorry I didn't send you a holiday/Christmas card" cards and I really believe that 2 of the people I am working with were referred to me because of this gentle reminder.