Make Clients feel Special - Key to Gaining Business

We're all so inundated with sales pitches and marketing campaigns that we barely notice them as we toss them in the trash or delete them from our inbox. If you want to grab the attention of the recipient (and why would you be spending your hard earned dollars or precious time if that wasn't your goal?) you had better have a personal message.

I was working with one of my REALTOR clients today to create a mailing campaign. Her very natural inclination was to include verbiage to try to motivate her past clients to refer business her way. We've been trained to ask for the business. Popular "By Referral Only" seminars tell you to close every communication with "by the way, if you or someone you know is looking to buy or sell real estate, please contact me."

I'm not saying this is a bad approach, but if you're like this client of mine, who hasn't mailed anything to her database in years, I think there is a better approach.

Reach out to your past clients and SOI (sphere of influence) with a personal message. Now is a perfect time to reach out by sending a Happy Thanksgiving card. Inside the card include a handwritten note saying how you've been thinking about them and their family and would love to hear from them. Include your email and phone number. Believe me, if you make them FEEL special, they will indeed call you if they know of anyone who could use your services.