The logical first step is to tell the world that you are now an available, licensed real estate agent and ready to help them with all their real estate needs through a polite letter. Do you think that approach will capture the interest of a potential client? Probably not.
When you are new to the business, your credibility as a “newbie” can be a barrier for even your friends and acquaintances to hire or refer you. To overcome that barrier, consider jazzing up that announcement letter by adding specific value options that may interest the reader.
Here are a few ideas to help bridge that gap and fast-track you as a sales professional:
1. Show how you can provide value to the recipient. Include information in your announcement letter about your new “team” if you are joining an existing team, or are being mentored or shadowing a seasoned agent, manager, or company team leader to get you on the fast track.
2. Expand your letter to include specifics that are not about YOU but what you (your company, team leader) are working on that has ultimate value to the recipient by including specific information. Include your plans to focus on first time buyers, the senior market, expertise on specific property types, or working with our military, for example.
3. Describe what you do and how you do it for a specific vertical. For example, if you are wanting to specialize in working with military homebuyers, inform your readers that you are currently studying to get your military certification (MRP). The National Association offers multiple certifications in additional verticals, like Seniors (SRES), Accredited Buyer’s Representative (ABR) or SRS, Seller Representative Specialist.
Although designations are not relevant at the time of the correspondence, the fact that you are on your way to specializing offers a more relevant need to the people you inform about your new career and opens the door to specific referrals to their sphere of influence.
4. Don’t stop at one letter announcing your new career. Plan consistent follow-up messaging and activities with your contacts. Include them in monthly touches that include invitations to meet and greets, client events and community initiatives you may be involved with supporting. Don’t assume they will “remember” you are in the business! You have to help them to be top of mind for their future or current real estate needs.
5. After sending that first announcement, make sure you track your touches with a good CRM (Client Relationship Management) platform to record personal information. When you do your touch calls, confirm and update email addresses, mailing information, birthdays, anniversaries, pet, and kid’s names. This will prove to be valuable in the years ahead to bridge the gap to position you as a valuable resource and trusted advisor.
6. Design your touches with the personal touch. Use handwritten notes to connect with your prospects by scanning the local news channels for announcements on births, job changes, promotions, awards, and recognitions.
The highest return on your investment is to target people that already know, like, and trust you and are most likely to promote you and your services. Keep in touch with this VIP group to get more referrals quicker and faster!
