If you want the leads to keep on coming (and coming and coming and coming), you’ve got to cultivate top-of-mind awareness. Interestingly, only 2% of sales occur at the first meeting. This means that for every 100 leads you get, only 2% might buy at the very first meeting.
The key—of course—is to be front and center when that individual is ready to buy (or sell). And since you don’t know whether that will occur today or in five years, the key to your home sales success is maintaining a strong top-of-mind awareness strategy. (Did you see my pun?)
I had the privilege of sharing some really successful strategies for maintaining top-of-mind awareness in a live Trulia webinar that aired a few years back. (You can watch it at below. I just came across it recently and it still provides some timely tips.) But, just in case you only want the Cliff Notes version, here are 6 Ways to Cultivate Top-of-Mind Awareness:
- Swing and keep on swinging. Repetition buildings top-of-mind awareness, and it takes of minimum of 20 impressions to make a lasting impact. Make a long-term plan that is repetitive in nature so that you are guaranteed to provide the impressions that will get the job done.
- Nurture and inspire. You want to provide prospective homebuyers and home sellers with unique, entertaining, and insightful information—something that actually interests them.
- Offer benefits not features. When trying to establish, re-establish, or sustain a relationship, you will want to offer items of value: things that interest your target market. Don’t talk about yourself and how awesome you are; this is not the time for that. It is the time to show values that you can provide to them.
- Proactively respond to needs. Sometimes you know that someone is going to sell or buy before they have told you directly. For example, you may see the home search analytics on your website or you may notice that they are looking at home values in their neighborhood. Sending materials before you are asked will put you a cut about the rest.
- Elicit an emotional response. People connect with people, not with signs and brochures. So generate content that makes a human connection. Share some personal information (but not too personal) that provides common ground: favorite sports teams, hobbies, family vacation photos, etc.
- Echo your message across multiple channels. Don’t just send email or connect on Facebook. Do both. When you connect with your prospects, past clients, or referral partners across multiple channels, then your 20+ impressions happen very, very quickly.
For more tips and tools on how to create top-of-mind awareness, feel free watch the recorded webinar below.