What I found fascinating and interesting was the focus on the changing face of the electorate and the key ways politicians now had to engage with them to gain their vote.
Simply being the local politician who represented and
followed the party line on policies wasn’t enough.
The electorate today is more informed, has access to
information or data and they demand a connection with party policies
and the politicians. There are, in fact, more swinging voters than ever before
and the youth coming through question everything.
As I sat and listened to the speakers, I was amused at the
irony of how the issues politicians face are not dis-similar to ours in real
estate.
How do you get people to know you, like you and trust you,
to vote for you or select you as their listing agent?
It was suggested, by one of the speakers, that if
political parties had call centres that employed nurses, teachers or mums to
make calls or even door knock suburbs to share with the constituents the
virtues of a political party and their polices they would obtain far
more engagement then what they currently do. It’s the power of
third party endorsements – sound familiar.
If these political campaigners then used social media to
comment or share their views and experiences, they would obtain even more cut
through with their constituents.
Believe it or not, if political parties did consistent DL
drops with a message that the consumer connected with and then door knocked
they would get buy in.
What I found fascinating was the key issues political
parties’ face is identical to what we face in real estate - having a database
that is up to date and called and marketed to in a consistent manner.
To quote one of the presenters – if a politician had an up
to date data base, that was consistently called, who connected with the
consumers and ensured that people understood his/her key message and the
benefits of voting for him/her; then that politician would be more likely to
win an election!
Database connection was more powerful and engaging than any
TV, newspaper or radio advertising.As agents we do have an advantage over politicians – we are perhaps more trusted!
On a serious note however most agents work in farm areas and
you don’t need to have an entire state on a database; just everyone from your
farm area.
The issue then becomes more about consistently marketing to
your database with a message that people are going to connect with and
consequently, select you as their listing agent.
Time and time again it has been proven that there needs to
be a balance between success and connective marketing. The consumer needs to
know that you understand their needs and you are the right agent to list
with because of your success.
The reasons why people sell or buy homes are upgrade,
downgrade, death, divorce and change in financial situation. Why not create
marketing around these key messages linked in with your success?
Using social media not to market properties you have listed,
sold or leased but more about what you are putting back into the community and
have others endorse your success.
Lastly the concept of a call centre or lead generator
shouldn’t be out of the question. Why not have someone call your database on a
regular basis to constantly keep it updated, connect with your constituents and
find you leads.
The research we conduct at Harcourts consistently shows that
we are selected as the listing agent because the vendor knew the agent; was
referred by family or friend; had used us before or simply contacted the local
Harcourts office. Given these are the reasons it is important you have a mix of
the following as part of your ongoing prospecting plan:
- Consistent calls to your database
- Success marketing
- Connective marketing
- Social media presence
- Boards in your local market
- Advertising in your local press
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