Chris' Blog

My post yesterday entitled "The Best Kiss Off Letter to a Client" showed exactly why blogs work and why Active Rain is the best blogging platform for the real estate community.  Seriously, it was a great experiment and study of the dynamics of Web 2.0 and the community here on Active Rain. 

For what it is worth, here's some of the lessons I've learned in my accumulation of 136,839 points and 447 loyal readers who have subscribed in one way or another -

1. If you want your blog to be read, you have to be controversial.  Vanilla posts get regulated to the bottom of the stack very quickly.  If you try and please everyone and write a very nice and cute post about "why can't we all get along" no one reads it, even fewer comment (even to get 25 points) and it is never shared.  Even if it has great information, if it isn't edgy or offensive to someone won't get the readership or Google juice to make it worth writing.  Write something that alienates some and you will start building a following.

2. People like pictures and visuals.  I have gone back and updated the look and feel of some of my first posts and the response rate is 10-1, with the exact same copy, with posts with pictures vs those without.

3. Blogging works.  Every time I put something or someone in my blog, the Google juice is immediate (ok within 45-60 minutes) and so are web traffic and phone calls to both my website and theirs.

4. People like bullet lists.  You can rant in story form and get away with it but information needs to be in bite sized chunks and highlighted.

5. Blogging brings more business than national advertising.  I get 50-1 inquires running the exact same ad in a blog forum as in a national ad to my core audience.  Yes, 50 to 1.  Blogging requires me to be interesting, learn to write, and be consistent.   National ads require me to spend lots of money.  Based on the numbers to get the same level of leads I need to multiply the national ad budget by 50 if I want the same results as my blog.  I'm not saying there is no place for print advertising, just that I don't recommend picking up stock in newspapers or magazines.

6. Give it away.  There are no secrets.  They are all out there; the only unique thing you bring is insight, personality and perspective (with that said, please don't steal someone else's insight, personality and perspective). Quit hording good ideas and share them with the community.  First, it is a good thing to do and second, it will increase your business.  That includes withholding your comment.  If you have something to contribute, contribute, even if it is a word of encouragement.  

Carpe diem,

You can also click on one of the following links to have my daily blog with helpful life and business tidbits geared to real estate's elite delivered to your computer,

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If you would like to know a little more about us, feel free to visit our website at www.mastery-coaching.com

We all struggle with disappointment and frustration from time to time.  Some of us rant and yell, some grow quiet in our depression and some handle themselves with the utmost in professionalism. 

I got this from my friend and premier agent in the Scottsdale area, Dennis Rosvall last night and thought he deserved an award for the best kiss off letter to a client. 

Enjoy!

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Gentlemen,

You guys can appreciate this. I discovered today that a client of mine, who was referred to me by the Owner of our brokerage) had bought a home, likely a FSBO, and never bothered to tell me. We had worked together for several days over two weekends in June and July. I last saw them at a home July 4th weekend, that they were debating to put an offer on. They never returned a call or email after that point. So, for kicks I looked up their name in the tax records and saw they bought a home for $585K that had expired in June. It closed August 8th. The best part is they HAD to have a pool, and of course, the home the bought not only doesn't have a pool, but it looks unlikely that one could be added.

I was going to send them the following letter:

Dear Lee,

I want to thank you for the time we were able to spend looking for a home for you this summer. As I reflect back on our several days together, I know that I have learned volumes from Tammy and yourself. I have many fond memories of the hundreds of miles we spent in the car, driving countless neighborhoods, debating the merits of home features and values until you found the area that you could call home. Those countless hours of research, insights and market familiarization have made me a better person.

As my son and daughter grow to become young adults and move forward into the world, I will be called upon to give them fatherly advice. I will be sure to use you as a shining example as I speak of solid character, honesty, ethics and forthright. I can say with conviction that they will learn as much as I have from the stories that I will share, and for this, I thank you.

Hopefully as you lay back in your new pool enjoying the warmth and beauty of the Sonoran Desert, you too can reflect on the fabulous times we had together.

As you go on through life, just don't forget us little guys that helped make it all happen.

Carpe diem,

Dennis Rosvall

Associate Broker, ABR, CRS, CSCA, GRI

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BTW - if you want a fantastic agent in the Phoenix/Scottsdale area you can call Dennis Rosvall at (800) 364-1011 or email him at DennisRosvall@Realtor.com and, yes he has taken the high road and not sent the letter - yet.

Chris

You've done it.  You've written an article that has been printed in a newspaper or magazine.  Congratulations!  You did well.  But now what?

That's right; now what?  Today's newspaper or magazine is tomorrow's recycling, but that doesn't mean that the life of your article is over -- far from it, as a matter of fact.

That piece you've written and gotten published, whether it is a top 10 list, book review, article, or "think" piece (like an editorial or letter to the editor), still has lots of promotional juice left in it if you know how to squeeze it out.

Here are just a few things you can do with your published works, once the rest of the world has moved on to the next edition of whatever periodical has published your piece:

Tell the world about your published status by posting your piece on your web site.  You can either post a PDF of the article, or a link to the publisher's web site (assuming it is on their web site), or you can post the original copy you submitted along with a mention of when and where it was published.

Frame it.  That's right, make a nice clean copy on archival paper, lay it out nicely to fit on a single page, and frame it like a photo.  Hang it proudly in your office or reception area, so that your visitors who missed your piece when it was published can see what it looked like, and be just as impressed (if not more so) than the readers who stumbled over your article in the first place.

Copy it.  You can use the layout you created to frame your article or the PDF you made for your web site to make copies.  Include the banner of the paper or magazine, along with the date, so that it is obvious when and where your piece originally appeared in print.  Be sure to add your contact information as well, because you never know who might end up with a copy (and they might want to contact you).  Use both sides of an 8.5x11" sheet of paper if you have to, but make it look nice. 

Use the copies in your press kit (which is now growing with the addition of your published pieces), so that you have proof that your expertise is recognized by some third party (such as the publisher).

Mail copies of your article to your clients with a short note. 

Copies will come in handy for getting business, too.  You can include a copy with your proposal, bid, or sales information to demonstrate your expertise. 

You might also use it to get back in touch with prospects who haven't committed to working with you yet.  Just send the copy with a business card and a short note that says something like: Hi Prospect, Did you happen to see this article in the Business section of the Times on Saturday?  I know you are interested in [whatever you wrote about], and thought you might like to see this.  I'll be in touch soon!  Best regards, Your Name.

Submit the article for publication in other media.  Yep, once you've published it in one publication, others might be interested in reprinting it.  Distribute your piece to online article banks, EZines, and information sites for reprinting.  Or submit it to the newsletters of your trade associations or networking organizations.  Very often, they are looking for content, and since your article has the endorsement of the publication that published the first time, it might look mighty good to others.

Send it out as a press release.  At the very worst, nothing will happen, but other media could pick it up to use as a filler piece.   And there is always the possibility that an editor might be looking for an expert with your background, and may call you for an interview.

So whatever you do, don't just let your published article fade away.  Use it again and again to get the most from your work.  You'll raise your credibility in the eyes of your clients, prospects, and the world.  And you'll have something to remind yourself of how good you can be when you put your mind to it.

Carpe diem,

You can also click on one of the following links to have my daily blog with helpful life and business tidbits geared to real estate's elite delivered to your computer,

To subscribe via email

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If you would like to know a little more about us, feel free to visit our website at www.mastery-coaching.com

This month's Best Practices Module is now uploaded and available for download and will be posted for the next 7 days.

Session Title -How to Ensure Buyer Loyalty - Ken Dixon

Session Description - Ken Dixon is an amazing agent with RE/MAX Real Estate Services in Huntington Beach, California who has been able to thrive while the rest of the industry is struggling and working 14 hours a day just to stay afloat. He has developed a fantastic, growing team that gets buyer broker agreements signed on each buyer they work with. He joins us to talk about his story, his secrets, how he has been able to grow his business and the lessons learned along the way.

Click Here to Download the Interview

Visit Ken's Website

Management is basically about control - to get things done that the manager or company needs to get done. The client or employee comes second. Management works, but is fundamentally flawed by its power-oriented approach.

Coaching, on the other hand, can be a strength-oriented approach, since it brings out the best in people instead of pushing them harder to do the prescribed job. In fact, coaching can help redesign your job, career, and life so that it works better for you, instead of working better for others. Coaching often pulls clients forward because they get in touch with what THEY want to do. Managing may also do some of this, but only within the confines of the corporation' s overriding needs, culture and objectives. Coaching is a pull structure. Managing is a push structure.

Carpe diem,

You can also click on one of the following links to have my daily blog with helpful life and business tidbits geared to real estate's elite delivered to your computer,

To subscribe via email

To subscribe via RSS reader

If you would like to know a little more about us, feel free to visit our website at www.mastery-coaching.com