What do you think of when you hear the marketing term “Referral Letter Marketing?” I’ll bet you $20 you think I’m talking about getting letters of recommendation and testimonials from your past clients, right? That’s a good marketing idea for Realtors too but I’m talking about getting a constant stream of client referrals from professionals like CPA’s, mortgage brokers, financial planners, attorneys and contractors; all with just a personal letter written by you, the world’s best Realtor.
Here’s the referral letter marketing idea for Realtors or agents in a nutshell: Generate a list of professionals that are likely to have clients that could potentially be your clients too. Put together a very personalized letter to mail to these professionals (regular mail, not email). Get creative on the envelope or package you send it in as well at some type of additional marketing piece, like a DVD you make using Animoto. Follow up with each professional by phone, if possible, and continue to mail/contact them once per month.
Many savvy Realtors and agents use this single marketing method to fuel their real estate businesses for their entire careers! There’s nothing wrong with following the leader.
First, let’s start a list of professionals that actually have the clients you could work with…
- Certified Public Accountants
- Mortgage Broker and Lenders (obviously)
- Financial Planners and Advisors
- General Contractors
- Interior Designers
- Real Estate Appraisers
- Title and Escrow Officers
- Tree Service Companies
- You get the idea…
That list should get you off and running but there’s many more you can add in the future.
So how do you generate this list of specific professionals to market to? Great question. You have a couple of options, depending on how much money you have in your marketing budget.
One option is to search the yellow pages online. You should already have a geographic area you stick to so you’ll want to stay within that region, for the most part. The time consuming part about this option is the manual labor. You have to go through each person listed and find their name, phone number and mailing address. It could take you a while but if you have more time than marketing dollars, this is the way to go.
Another option for building this marketing list of professionals is to simply buy a list. In the same way you’re probably on one or more Realtor or agent lists being sold out there, just about every profession has their own list for sale too.
This isn’t some kind of “black market” or illegal list, don’t worry. These types of professional lists are out there because professionals (like us Realtors or agents) will sign up for various publications, organizations, events, etc. and their information gets compiled and sold. Surprised? Well, now you know where all that junk mail and spam comes from.
There are quite a few list companies out there but one of the largest that I’d recommend would be InfoUSA. You should be …