Free and now are two of the most powerful words in the English language. Marketers have used them forever. BOGO advertisements are everywhere, and they are usually linked to a call to action that says it is a limited opportunity, so the buyer must respond now.
Give-to-get marketing uses a similar approach. Give-to-get marketing is more subtle and more sophisticated. It really does deliver something of value that costs the responder nothing, and while it may use deadlines they are not mandatory. Fewer people are currently in the market to buy or sell real estate compared to those who will be, so deadlines are less valuable to the real estate marketer.
The Value of Give-to-Get Marketing
Buying and selling real estate can be lengthy, complex and costly. Clients want to work with a Realtor who meets one or more criteria. They choose a Realtor whom they know, like, trust or respect. Those qualities are about human relationships. Relationships take time to grow. When a Realtor gives useful information to potential clients, they get to be liked, trusted and respected in return. The relationship grows, and when the person is ready to buy or sell, the choice of Realtor is obvious.
Developing the Plan
2. Set Performance Goals: These define the type and quality of what you will give. Will you offer free reports, white papers, newsletters, blog articles, or webinars? Will you offer all of them? How will you make those things valuable to each market segment?
3. Set Process Goals: These give you your actions. They also establish how often you will perform each action. In this article we will only discuss one action; the Keller Williams business cards you will design and hand out.
4. List Actions: When you have your goals clear, you must do what you set out to do. Perform your pre-determined actions to the pre-determined quality and with the pre-determined frequency.
Marketing with Keller Williams Business Cards
Your Keller Williams business card plan will also begin with goals.
1. End Goal: The number of relationships you are going to start.
2. Performance Goals: The design quality you will use to appeal to each market segment using the most appropriate Keller Williams business card templates. You will also set performance goals for your elevator pitch to maximize the number of positive responses.
3.Process Goals: The number of each type of card you will give out, and how many you will give out in your chosen time frame.