The National Association of Realtors conducted an interesting study in 2002 which profiled buyers and sellers of property. They found that 76% of sellers contacted only one real estate agent and just 16% contacted two agents before listing their home. Of those looking to purchase property, 59% contacted only one real estate agent and 22% contacted just two agents before choosing the agent they would use to purchase their home.

In both cases, over 83% of all real estate agent prospects contacted two or fewer people to assist them with their home sale or purchase. Why is this? The answer is simpler than one might think. People want to do business with someone they feel they know and can trust. In the situations where a buyer or seller did not receive a referral to a specific agent, they selected their agent based upon the marketing materials the agent put out for them to see.

As you can see from this example, there is a significant value to being the first person people think of when they're seeking someone in your profession. The best way to accomplish this is through marketing. Since competition is fiercer than ever these days, how can you make sure that your message is heard and remembered?

Communication is Key
Whether it's a company brochure, a newsletter, or a flyer, the idea is the same. You are trying to attract the reader's attention!

When you create a company brochure, produce something that's compelling. Remember, your brochure will be competing with a mountain of magazines in the waiting room. Don't hand out a standard overview of your company, with a look and feel that mirrors everything else in your industry. Create something that will "wow" the reader and help you stand out from the crowd.

Newsletters are a popular marketing tool, but their effectiveness depends upon their content. Rather than producing a lengthy piece that prattles on about your business, try to provide brief bits of interesting information. Give the reader general news and tips they can use, or at least share with co-workers around the water cooler. Success stories are an especially useful communication device. Select a difficult transaction you've completed which had a great outcome, and use it to indirectly illustrate your talents to your customers.

Utilize Your Database
Your client database is the most valuable resource you have. Do you use it to its full potential or is it merely a repository for data from past transactions?

Each contact within your database should be classified as either an active or passive lead.

• Active leads are those who are about to make a decision, and they should be contacted frequently. Rather than calling a client to ask if they're ready to commit, try calling to provide them with information instead. Tell them about an additional feature of the item you've discussed, or bring up a different product for their consideration. Perhaps you have a special offer that might interest them. By contributing something of value to the conversation, you're able to touch base and further establish your worth as a resource.
  
  
• Passive leads include past clients and prospects who wriggled off the hook and wound up working with someone else. These individuals should be contacted at least every thirty days. Your perseverance will impress former prospects and even assist you in winning some back! Regular communication will also ensure that past clients remember you the next time they, or their associates, need the services you provide.
  

Marketing has never been more challenging than it is today. Make the most of the communication opportunities you have, and you'll reap the benefits for years to come.