So what’s the solution?
If you’d have asked me this question a year ago I’d have probably suggested that you would be better off investing all your “leaflet money” in a Google Adword Campaign or hiring an SEO specialist to help you get your website to page 1 on Google. however I have spent the last year studying with the best Internet Marketing Gurus simply because these guys know how to generate an audience and how to sell to them. It has since occurred to me that there is another way which combines the old canvassing methods with new age business generation. More on that later…
For now, lets go back a step. To find a solution first you need to establish the goal. The mistake most estate agents are making with their leaflets is to make the goal a valuation/market appraisal call. This generates a hit and hope approach which simply does not work.
Send out 10,000 leaflets offering free valuations and see how many serious sellers respond. You don’t even need to do that to know the answer, you’ve already been down that road. The goal is far simpler than that, it has been mentioned in this article a few times already and is always discussed in the debates I mentioned right at the beginning.
The goal is to generate a RESPONSE and ENGAGEMENT. If they are not responding to your requests for property, why do you keep asking? It’s like walking up to someone you’ve seen for the first time and asking them to go on a date with you. Sure it will work on the odd occasion but more often than not they will simply walk off.
The new age combo I promised
Rather than asking them to trust you with the sale of their house on the first date, try starting with something smaller. Remember, right now all you want is a response, you want the receiver to take action. So how about offering them a free gift for simply visiting your website?
This simple change of tactic will help you generate a stream of traffic from people in your local area to your website. You can’t even pay Google to do this, it’s invaluable! Once at your website they simply leave their email address to receive their free gift (this is called a lead magnet). How easy is that, they don’t even need to speak to anybody!
There it is you now have a database of people in your local area who have shown an interest in the local property market. Best of all it’s measurable without the need for special phone numbers and extra cost. Now all you need to do is to keep them engaged. You can do this with newsletters and blog posts which position you as the local expert. Share community news and send them the odd gift here and there to keep them subscribed.
No need to tell them how great and cheap you are, when they are ready to sell they will have no choice but to contact you as they will feel that they already know you.
Every single person you deliver your leaflet to is a potential vendor, wether it be today, tomorrow or in ten years time. Your job is to create a lasting, trusting relationship that positions you and your brand as the authority in selling property in your area. What you need is long term engagement with your market place and a leaflet can work as a great first step in creating this engagement.
Not sure how to build a landing page for your website or how to build a gift to give away, sign up to our mailing list on the front page. We’ve got some fantastic training courses coming soon and we might even give you a free gift!
Alternatively you can see it in action right Here.