Realtor Marketing Tools - Why Landscapers Want to Refer You a Pant Load of Clients

What's the initial thought that pops in your head when someone talks to you about a referral letter marketing method for Realtors? I'll give you a clue; it's not about solicting testimonials from all your former clients.

That's a good Realtor marketing thought too. Although, I'm talking about getting a constant stream of client referrals from professionals like CPA's, mortgage brokers, financial planners, atto
eys and contractors. And all you'll need is a "down-to-earth" letter that you compose yourself.

This is how I'd sum up referral letter marketing for real estate agents: Grab a list of respected professionals in your region that may have the same type of clients you do. Then, sending it by regular mail, write a personal letter to your list of respected professionals.

When it comes to the envelope you send your letter in, make sure it stands out and isn't the uniform white envelope we find everyday. Be consistent about following up with each professional by telephone, regular mail or e-mail at least 1 time each month.

You'd be surprised how lots of successful Realtors use this marketing technique for their entire careers, almost eliminating marketing expenses to get clients. There's nothing wrong with following the leader.

First off, how about we make a list of professionals who are most likely to have real estate buyers and/or sellers for you...

• CPA's

• Home Loan Consultants (I'm sure you know this one)

• Financial Planners (certified)

- Real Estate Atto
eys

• Remodeling Companies

• Certified Appraisers

• Title and Escrow Officers

• Electricians (residential or maybe commercial, depending on your business)

• Plumbers

• Residential Landscapers

• Roofing Contractors

• Tree Service Companies

• Residential Handymen

• That should get you started...

Of course, there are countless more professionals to add to the list but that'll get you going for now.

Are you questioning how to get the information for these professionals so you may send them your letter? Excellent question. You have a duo of options, depending on how much cash you hold in your marketing budget.

You can sift through the online yellow pages, which is an inexpensive option. As a Realtor, you already have a "farm area" you operate in so you'll want to keep within those borders. If you don't mind the manual labor, this can be a perfect choice for you.

You need to compile each professional's phone number, name and mailing address. It might take you a while but if you have more time than marketing dollars, this is the way to go.

Another choice for building this marketing list of professionals is to merely purchase a list. Just like you're probably on a Realtor list for sale to people, nearly every other profession has their own list for sale also.

These types of lists aren't dishonest at all (unfortunately for a few of us). These kinds of compiled, professional lists are commonly for sale because professionals (like us real estate agents) willingly sign up for random subscriptions, associations, events, etc.

Surprised? See why all that Realtor junk mail and email somehow gets sent to you?

You have more than decent choices when it comes to picking a list company to purchase your list from. Whichever list company you select, ideally, they should provide you with each profession you'll need for your list, rather than going to a separate company for each profession. I assure you, it'll cost you a few dollars for this list but it's going to salvage you hours of valued time!

So once you get this marketing list of professionals (however you choose to obtain it), it's time to write your very personalized "referral letter". I don't have space here to inform you about copywriting, sorry to say. Copywriting and penning sales copy are topics all on their own.

All you need to grasp right now is that this letter can't be "salesy" like a letter you'd mail to your farm list of homeowners.

When one of the professionals on your list gets your letter, you want them to feel as if they're the only human being who received it, even if you might copy it and mail it to the remainder of your list.

It's all about writing the letter as if you were talking to the individual face-to-face. I'd advise that you don't practice the boring, "professional" language style that you read in the letters you get from your bank. Speak to them like a real individual and catch their curiosity.

Also, since we're on the topic, this style of "personalized" marketing goes for all your emails, newspapers ads, postcards and every additional marketing piece of yours.

The "meat and potatoes" of the letter needs to demonstrate that you want to create a professional relationship with them where you can refer business to one another. Your aim is to be their "pocket Realtor" who gets all their referrals, for free! Specify for these professionals how they will gain without "selling" them, make sense?

One method to personalize your letter is to throw in something you know about their company, if you happen to know an interesting tid bit. If you know of a client who's worked with them, drop that in there too. It's tough to get "too" personal in these letters unless you decide to babble about their momma, which I wouldn't recommend.

I would highly tell you to compose this letter yourself, in your own words. But, if there's no chance you'll even ponder about writing your own referral letter, then go ahead and employ a independent copywriter to take charge of it for you.

Perform a Google search for "self-employed writers" and you'll get a variety of companies to select from. On some of them you can sift through free-lance writers from all across the country and world. The great thing is a few of these companies let you check reviews on each writer, how much they charge and even reach them with "consultation questions". On various sites, you can place an opening for the project you need written and have independent writers apply to you. It's actually pretty convenient.

Now that you have your referral marketing letter completed and your list of professionals to send it to, let's get them mailed out. Here's the thing though, don't send your referral letter in one of those common, plain, white envelopes... pretty please!

Instead, grab a distinctive looking envelope that has some unique size or color to it. Your aim is to stick out like a sore thumb, in a beneficial way, from all the mail your list will be getting. I would also hand-pen the address and return address, as it'll seem more personalized to the recipient.

Ponder about how you prioritize your mail. Hand-scripted addresses move to the top of the pile, every time.

In addition to the referral letter you wrote, the next item you'll need is to throw in a special marketing piece. A creative marketing suggestion might be a DVD that you create through Animoto, showcasing yourself (not as daunting as it sounds).

An unbelievable plan my insurance salesman friend had was to mail out poker chips to prospects, which had his contact information on each one. His subject was "Don't gamble with your life".

Brilliance! That's the type of creative thought you need in order to stick out from your competition, or at least you want to know where to get the ideas!

By the way, and this is critical, you'll want to guide these professionals to both your website and your telephone number, within your marketing letter. Give them the choice but make sure you give them both. You simply don't know which professionals prefer the phone or to suss you out on your site first.

Your final step is definitely the most crucial of them all. The number one principle in marketing is "repetition". Statistics from the marketing industry show that a potential customer needs to be exposed to your message at least 7 times, on average, before they are comfy enough to answer back.

So the clear "take-away" is that you have to continue to market to these professionals on your list, more than once. After your initial mailing, I'd urge you to follow up with them by telephone or another letter about 1 time a month. Emailing them would be an option as well, if you have it.

But please be careful about not suffocating them, however you decide to follow-up. Be courteous and give them space but at the same time, don't let them forget which Realtor or agent they have to be sending clients to.

One last tip, if you need to save yourself a pant load of time, pay your teenager to stuff these envelopes and mailers. I'd still tell you to jot down your referral letter yourself but feel free to pay somebody else to address the envelopes and stick the letters inside.

This sort of hired-hand will be about as inexpensive as you can get and you'll save so much time that you won't understand what to do with yourself.

Bottom line, I just think this is one of the most amazing marketing ideas for Realtors or agents out there. As long as you are consistent about building these relationships, you can garner yourself a career-long stream of free client referrals.