Part III: I am hearing more and more about social media alternatives to bring in business. I am older and really have not participated in things like Facebook. Should I be making this a focus?
--Al from Georgia
Last week we indicated that LinkedIn is a great place to start because LinkedIn is business-based and your referral sources are on LinkedIn. The question we will address this week is: should you invite several real estate agents to connect and then try to contact them? With any marketing, you must be targeted in your approach. In this case you should do some research on each person before you invite them. This means not only reviewing their LinkedIn profile, but their website and "Googling" them as well. What if they have several complaints levied against them? Or they don't really do any business? Obviously this is not your target.
You should also look for things and contacts you have in common. Did they attend your college? Are they connected to people you know, perhaps a title company/settlement agent? You can actually ask for an introduction which will increase the chances of getting attention. Let's assume you are from Georgia and you invite a real estate agent who graduated from the University of Texas and you are an alumni as well. Does that situation represent a much better chance of making a connection? You can lead with a question such as, “What do you think of that new quarterback we have this year?” Or, “Did you go to this restaurant/hangout?” Many sales training gurus tell you to speak to people and find out what you have in common. I say that you start with people with which you have something in common.
Dave Hershman has been the leading author and a top speaker for the industry for decades with six books authored and hundreds of articles published. His website is www.originationpro.com. If you have a reaction to this commentary or another question you would like answered in this column? Email Dave directly at email@example.com.