Idea of The Day: Who you gonna call?

>The Idea:

Today’s idea is ‘attraction marketing’ (my term for attracting business to you, instead of using old fashioned prospecting and selling to drum up sales). A beautiful example. From Tracey Bosch (Tracey Bosch Personal Real Estate Corporation, with Royal LePage-Wolstencroft Realty, in Langley, BC). Fact: When we need to call a realtor, most of us have a realtor to call – a neighbor, a sister in law, a friend in a group we belong to, etc.) Problem: how can an ‘outside’ realtor break into that well-insulated inside zone? Gary does it by bombarding prospects with facts ‘n stats.

>The Key Point:

Example: The heading on his recent flyer states (stats): “Langley’s #1 Realtor – Based on Fraser Valley Real Estate Board 2009 Medallion Club Standings (out of 3027 realtors).” Okay, that’s pretty convincing. Then the coup de grace. Gary lists the addresses of 96 homes he has sold in the local area. This is a brilliant bit of factsmanship (is that a word), because it compels us to look for “sold” homes in our own neighborhood. And while we may feel a hint of guilt, most prospective sellers must be sorely tempted to pick up that phone and call Gary. Hey, if you really wanna sell, who’re you really gonna call? Nice work Gary.

See you Tuesday!


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