An excerpt from Lee Woodward’s renowned book on scripts and dialogues
At the heart of your prospecting program is a winning, professionally presented document containing information that is of genuine interest to the local community. Such a document can be referred to as your ‘marketing sticky’ (a reason people stick with you).
This document is about connecting to the adjacent space of real estate; for example, it may contain details about new services or developments that are expected to boost property values in the area. Your document may also contain special features on things like local sporting teams, the highest sale price achieved in recent times, the types of people wanting to buy in the area, even a historical account of the first home built in each street. This well-presented document is welcomed by residents and out of area investors as it is viewed as factual, honest, objective information that adds value without trying to sell something. One of the best examples I have seen is by Brisbane agency, Johnson Dixon Quality Property, who produce everything I have just mentioned in a brilliant publication called ‘Move Magazine’ together with their much talked about River Report. These great documents have become the ‘marketing stickies’ for this progressive company and form a major part of their premeditated prospecting program.
Order Lee Woodward’s book “What to say, what to send” at www.realestateacademy.com.au
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