Who is my ideal client?
Start out by thinking about the fact that everyone wants to work with people they like, right? And you want others to be happy with you when the job is done so they will refer their friends, family and neighbors to you, right? If you don’t know already, having those kinds of clients are what a dream business is made of.
It makes life less stressful and full of joy when your completed transaction has been seamless, everyone felt happy about the outcome and you know these folks will never forget you and be referring others to you as the years go by.
Another added benefit to getting and keeping your perfect client is that you will spend less money in the long haul trying to find and market to new leads. You can bank on the fact that your ideal client will bring people back to you year after year. That is why defining an ideal client is the first step to building a fabulous and profitable career in real estate. So how do you get those kinds of clients?
Ever heard of the law of attraction? It really does exist and it really does work if you know how to apply its principals to yourself and your business.
The law of attraction works like this. YOU first need to be the person you want to attract and work with. So if you are cranky, hateful, have a negative attitude and are in this business just for the money, guess what, you probably won’t attract very many people, but the ones you do will most likely be just like you. On the other hand, if your personality is pleasing, you are loving, giving, helpful and have a service oriented mindset, those types of individuals will be attracted to you! Like attracts like.
Next, think about how you would describe the person you want to work with. It could be individuals certainly, but maybe it could be a group of someone’s that you can relate to. What kind of people do you currently do business with now? For instance, do you work with or affiliate with professionals through organizations like the Rotary, your local Chamber of Commerce, hospitals, charitable organizations or church and study groups? You could target these individuals through volunteering and getting involved, allowing you to get to know people personally. Or, you could target groups of buyers and seller that have specific needs to specialize in.
Think about a particular group you would be attracted that you would enjoy working with. Some examples would be first time buyers, short sales, divorcees, millennial, veterans, teachers, fireman or baby boomers. The list is really endless.
Once you have come out of the think tank and determined what groups or individuals you want to attract, it is time to start researching how you can help these special group of people. So say you have chosen first time buyers that you want to work with. Maybe that is a set of buyers that you have enjoyed helping in the past since they are neophytes at the home buying game and they could really use an expert on their side. Immerse yourself in learning about as many loan programs that you can that serve these types of buyers. That could be state bond programs and city programs that offer assistance with down payment for first time buyers.
You don’t have to know every aspect of the how the loan works but it is important to know what is available and when since many of these programs are time sensitive. Align yourself with a great lender that offers these types of loan programs so that you can refer business to him and make sure he is very open and willing to reciprocate back to you. NAR has some great stats on first time buyers wants and needs. These buyers will typically be millennial and so study up on those stats so you are very aware of how they feel about the buying process and what their concerns are. You can design a marketing program based on that knowledge.
So how will you attract these particular buyers or sellers based on the groups you have chosen? You will systematically market to them by creating a lead generation campaign especially designed for them in mind. The research that you so diligently did will pay off here. If a first time buyer is concerned about closing costs as an example, do a blog or a video that you post on Facebook. Make it very informative and incite them with a catchy headline to call you. Tout that you are an expert because by now you are. Also include the video and the blog on your web-page or website.
Make sure to use keywords specific to your blog that pertain to closing costs so that Google picks up your information and shoots it out to the world. That way when buyers are searching for information on closing costs your post will show up. You can also post on Instagram and Linked in if you are familiar with using these types of social media. Make sure all your marketing for this group is cohesive and presents to your new clients that you are the one and only best agent to work with if you are a first time buyer. Let them know the benefit of working with you and how you can help them buy their first home.
Once you have procured your clients, set the appointment to present an outstanding Buyer Consultation informing them of all the details of the home buying process. This way you will build trust further attracting them to you because of your sincerity to do a fine job for them. Telling people beforehand what they can expect with regards to how a real estate transaction works put their minds at ease.
Most people do not like surprises, especially if it includes money they did not know they would have to spend. Let them know you will hold their hand and protect their interests throughout the entire process.