Never be a Secret Agent

If you said everyone, that’s good. You can start working on making sure they don’t forget it. But if you said hardly anyone, then you need to get to work.

I understand why it might be difficult for you.

When I first started it was extremely difficult. I had to first get over my early up-bringing. You, too, may have been raised with all those admonitions about not bragging, not calling attention to yourself, and on and on.

If so, there’s only one thing I can say: “Get over it!”

You may also be bashful about admitting that you’re in sales. Get over that too. Remember that you provide a valuable service to both buyers and sellers. Take pride in what you’re doing!

I know, real estate people rank right up there at the top of the list of “least trusted” professionals.  Actually, you do rank higher than you used to. A December Gallup Poll showed that only 8% of the population trusts car salesmen and members of Congress, while a whopping 20% trust real estate agents.

Still, it’s a stigma you have to recognize. You can only overcome it one person at a time, and only by showing YOUR customers and clients that you are honest, reliable, and trustworthy.

You can do that, but first you have to stop being a “Secret Agent” to people in your market.

Step One: Put your photo on your business card.

Then, hand out at least 10 cards every single day. Give one to the checker in the grocery store, the man who fills your gas tank, the dry cleaner, the waitress who serves you lunch (but only if you leave a decent tip), the clerk at the hardware store, and of course every potential customer or client who walks into your office.

Give your cards to everyone, even if you’ve given them one in the past. People lose things, you know.

Next, any time you go to a meeting of any kind, take and hand out your cards. You may assume that everyone there knows what you do, but you may be wrong. If you hand them a card, they’ll know for sure.

You don’t have to be pushy about it. Just mention that you’re willing to help with some project or would like to know more about something they said. Invite people to call you for a good reason, and hand them your card.

Finally, put your picture on all your print advertising. That includes newspapers, homes magazines, and farming letters. Put it on your web site too!

Why is your picture so important?

Because people will stick the card in their pocket and then possibly toss it in a desk drawer. They won’t memorize your name, but if you’ve been especially pleasant to them, the next time they come across that card they’ll see your face and get a good feeling. And the next time they or a friend needs an agent they’ll remember that card in the drawer with the name of that nice person they met six months ago.

I’m no expert on psychology, but there seems to be some benefit to a familiar face. When people feel like they “know” you because they’ve seen your picture often, they are pre-disposed to like you. That’s why having your picture on print advertising is important.

When I was still selling – and using this practice – people would stop me in the grocery store to say hello. They didn’t know me personally, but felt like they did, so they’d ask a question about real estate or comment on the market. I met a lot of new people that way.

Get Involved

I highly recommend getting involved in the community. Volunteer for something visible. It gets your name and face in front of people in a positive light, so it’s good for business. It’s also good for the community that gives you your living, and best of all – it makes you feel good!