Realty Times April 15, 1999

The Web is No Substitute for Shoe Leather
by Bill Koelzer

Frequently, new Realtors contact me for tips on how to market over the Web. I always tell them to first focus on learning the basics that bring an agent more presence in the community before attempting to gain presence on the Web. Why? The very services and listings that an agent would want to promote is obtained at the community level. Getting on the Web with nothing in your basket is like putting the cart before the horse.

The Web is attractive to new agents - it appears low in cost compared to other forms of media. But it isn't a substitute for the agent's community. Agents who have listings appear at an advantage - their listings are posted all over the Internet. But, they get those listings at the community level, then they post them on the Internet. If you are a new agent, and wondering what you can do to enhance your presence on the Web, without spending a lot of money, I would tell you to begin where all agents begin - by walking your neighborhood.

Here are some tips to help you get started:

  • Knock on doors. Introduce yourself to homeowners. Chat with them. Leave your card and an offer to give them 110% of yourself when they are ready to sell. Be sure to tell them that! Above all, smile, smile, smile. Then they will better remember you. And like you. Too many Realtors today are too sour.

  • Put your business cards on every free bulletin board (with push pins or straight pins) in town; laundries, Chamber, visitor center, church lobbies, senior centers, kiosks, etc. Even at airports, car rental places, etc. Ask receptionists of local large employers if you (or they) can put your cards on employee bulletin boards.

  • Leave flyers in "Free" flyer sections of groceries. Replenish often. Write up "Ten Tips for Selling Your House" on one side; make the other side about you and how to reach you.

  • Knock on doors only in the neighborhoods where you'd feel most comfortable working with a seller. Introduce yourself, hand out cards, flyers, calendars, etc.

  • Join every club that you possibly have time for. Be a volunteer in as many non-profit groups as you can. Get visible in your community. Start by going to board of directors meetings of such groups; volunteer. The more people who know you the more chance you have to get their listings or be their buyer’s agent.

  • Use your Realty firm's letterhead for letters that you address, stuff and post. Do a just a few dozen addresses each night so you don’t fade. Get the names of homeowners for a given "farming list" of addresses from your favorite title company rep. Put all your extramoney into this. Be sure to put "something" into each envelope that you mail. Something that is obviously "extra." People usually open envelopes that have something "extra." Even a penny, or a toothpick---the kind that come sealed in cellophane. A mil lion likely costs only a few dollars. Then make your letter relate directly somehow to the enclosure. Say it’s a toothpick---how about:

    You'll Want to "Pick" A Realtor Who's Active In The Community

    Perhaps you thread the toothpick through the top of the letter. Then, in the body, even though you lack a long list of real estate-related successes to cite, just list all the clubs you belong to and the many things you volunteer for. Or your other sales experience.

    This is an inexpensive way to gain visibility and presence in your marketing area.

  • Concentrate on the above tasks. Make a schedule for each activity. Make yourself do these tasks. Do as much as you can as often as you can. Hand out business cards to everyone you meet and leave two or three cards behind on every table that you leave in every restaurant, lounge, restroom or anyplace.

    And the next time we talk, you'll be ready for the Internet.


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