I know about the “multi-touch” marketing plan and I believe in the effectiveness of the plan. I just believe that the most effective “touches” are personal and build a relationship.
I get plenty of postcards telling me to turn my clocks back or a new cookie recipe, and they come from a variety of industries, so I never even pay attention to what they are selling, even when I do notice their name. While that may not be a bad marketing strategy at some level, I do not believe it is very effective in generating phone calls that lead to real estate transactions, unless you communicate with them in other ways that you are a productive and professional Realtor.
Make sure your message is clear and consistent. I am a professional real estate agent. This is my business and I am an expert in my business. You know me and you trust me. You can count on me.
Review your marketing strategy and make sure it includes personal, relationship-building communications. Send personal notes, send personal e-mails, invite friends to preview properties with you, Facebook, make personal phone calls, invite them to stop by your open house. Ask about their family, their friends, their occupation, their plans – the old saying “People don’t care how much you know until they know how much you care” is so very true. Then when you have the opportunity, talk about your job in a positive way, not your listings, whenever you get the chance at a meeting, on Facebook, or at a party. This reminds people of your profession, without “selling” them anything.
You can’t sell someone a home who doesn’t want one. The challenge is to be sure they think of you whenever they have a real estate need. Keep your focus on that goal and look forward to building a long-lasting, referral-based business!