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April 2005
Index of all
past
Affiliate Corner columns
Set your business in bloom:
plant seeds of success today!
By Desiree Banka, Chicago Title
It's hard to believe that the first quarter of 2005 has already come and gone. April has finally arrived with hope of the sunny days of summer just around the corner. But as the old saying goes, "April showers bring May flowers." It's early planting and preparation that will get your business blooming. So the question is...have you effectively set up your business and marketing so that you will reap summertime rewards?
If not, don't worry; it's not too late! Now is as good a time as any to take a look at your current marketing systems and to get everything geared up to carry you through the remainder of the year.
Develop a plan
Your first step should be to put together an effective business plan. Your business plan can be simple or complex, whatever works best for you. There are several great websites that can get you started in the right direction. Check out createaplan.com, realtor.org, and a variety of software programs currently on the market. Your business plan should be your "roadmap to success"; you need to establish where you are now, as well as your final destination. You want to have various goals along the way...but make sure that they are S.M.A.R.T. goals: Specific, Measurable, Achievable, Reasonable, and Timely.
As part of your business plan, you will want to evaluate what has and has not worked for you in the past, and what you realistically are willing to do in the future. Make sure that you prioritize your two most precious commodities, time and money. No matter what kinds of marketing you do, you will have to budget a bit of one or the other...and remember, the only successful kind of marketing is the marketing that YOU WILL DO!
Use your sphere
So what kinds of marketing can be effective, you ask? Well there are the age-old classics like; farming, FSBO's, expireds, homebuyer seminars, open houses and foreclosures. But for many, your main focus should be on your sphere of influence...the people who know and love you best. Take time to create an updated S.O.I. list with correct addresses, e-mails, and phone numbers. Make sure that you include current and past clients as well as the many other people with whom you have positive relationships.
Don't forget Cousin Sally or Neighbor Joe - they too can be a source of referrals. Also, include all of the people who you love to refer such as your manicurist, lawn mower, dry cleaning attendant, insurance agent, dentist, etc. Just like you, they are in the referral business, and if properly trained can be a great referral base. Lastly, include the other important people you interact with, people you go to church with, members of your aerobics class or volunteer group, parents from your child's sporting team, those you play cards with, or the people at your scrapbooking parties. All of these people can be a source of business and referrals. Be proud of what you do and your expertise, because when they are in need of your kind of service, you want them calling YOU!
Prioritize
After you have put your list together, qualify it. We've all heard Motivational Speaker Brian Buffini tell us that our contact lists should be separated into "A, B, C, and D clients."
"A" clients are the ones who would use you no matter what. "B" are the people who would probably use and refer you but need to be reminded. Those in the "C" category are the ones who may interact with others in your profession but still might call you to service their needs or those of their friends. The "D" clients are the ones you DELETE. If your list has a past client or acquaintance that you would prefer not to do business with, keep in mind that "birds of a feather flock together." - you don't want them to rain on the success of your parade.
Put plan into action
Now it's time to take action. Just like planting a garden, you can't just plant a seed and hope that a bountiful harvest will grow. Continuous contact is like watering your garden; you don't want to end up in a business drought. Set up a continuous action plan for phone calling, mailings, referral thank you notes and any other means to stay in contact.
Yes, you will have to continue to weed through your database and occasionally transplant people from your "A" and "B" list to your "C" or "D" list. You may also have to expend a little money to properly cultivate your career, but with hard work and sunny optimism, your business will flourish.
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