Kicking, coercing, cajoling, nudging, pushing, pleading… For years now I’ve been attempting to get struggling Realtors and lenders to understand this simple, yet profound, truth:
People will not refer you until they know you, like you and trust you. Period.
But I send them a postcard every month! The post office thanks you!
But I sponsor their son’s little league team! You are a wonderful philanthropist.
But my average days on the market is 80 days less than X Realtor! Your marketing plan must be excellent.
Do your prospects KNOW YOU – the REAL you? Not that you work for Re/Max and drive a Cadillac. Not that you have bus huts out by the mall. Not that you won black diamond producer of the century. Do they know YOU – the YOU that is a mother, a father, a church volunteer? The YOU that has insecurities about your bald spot and your bushy eyebrows? The YOU that is mentoring the kid across the street. The YOU that is into hair bands and gardening. People cannot connect with us until they know us, not some facade of a person who we think we SHOULD be, but a transparent human being packed with good and bad, hopes and dreams, fears, etc. In other words… A person just like all of us!
Now, if they do know you… and you’re a real jerk, that’s probably not going to help! As my Realtor friend Jared Chistiansen said, “If you’re a jerk in real life, you’re probably going to be a jerk on Facebook!” Here’s a guy that’s crushing it bigtime, not through some fancy marketing campaign but by being who is to the core! He’s got a bit of a potty mouth (okay, a LOT). He doesn’t like crowds. He is addicted to Facebook. And you know what, because he doesn’t try to hide all that and be someone he’s not, people LOVE him and want to do business with him and send their friends his way. Why? Authenticity. Transparency! You go, Jared!
Now that people KNOW you, AND they LIKE YOU, do they actually TRUST you? Don’t you know LOTS of Realtors and even more lenders? God knows I do! Many of them I LIKE a lot. They make me laugh. They’re super-friendly when I see them down at Club Soda or the gym. Some of them are doing a lot of business. But guess what, a few of them I don’t TRUST… So, no bid-ness for you! Question: Why in the world would I risk my hard-earned reputation by sending a friend to someone I don’t trust 100%? Answer: I wouldn’t!
Eric Qualman, in Social Media Revolution 2, makes this staggering claim:
“78% of consumers trust peer recommendations. Only 14% trust advertisements.”
Friends, that is BEYOND staggering. What it means is this: The highly marketed, well-positionned, glossy Realtor or lender of the past who relied on marketing and advertising is going the way of the dinosaur. In fact, let’s call them Realtorsauruses and Loan Offisauruses! Bye, bye.
The age of transparency is upon us, here and now! If you lack character and have been relying on sales “tactics” rather than character - You know, the ABCs “Always be closing,” alternative of choice close, etc, your days are numbered. If you’ve been able to keep your funnel full based on advertising and Bus Huts the sun is setting on you.
Go to the mirror right now, look directly into your own eyes, and ask yourself, “Am I the type of Realtor that I would be excited to do business with? Does my true character alone attract the people to me that will allow me to live the life I’ve imagined?” If so, congratulations! Success may have eluded you to this point, but it will soon come to rest gently upon your shoulder.
Now go confidently into the marketplace and let your true self shine through, knowing that success is close at hand. People will soon know you, like you, and trust you.
If you are looking for a mortgage lender that you can know, like and trust, and who will make you shine for your customers like no other, I’m your guy! Tech Savvy Lender Chris Sanderson. You can find me at Ruoff Mortgage in Fort Wayne, IN 260.414.3511 or firstname.lastname@example.org or on the web as Tech Savvy Lender on Facebook, YouTube, Twitter and LinkedIn. Let’s connect authentically.