Marketing to Realtors...Top Ten Do's and Dont's

[Robert M. Delre]

I would like to everyones insight on this matter. Thanks again guys! Bob

[James H. Bushart]

Number One.....Don't.

[Joseph Burkeson, CMI]

#1 Do - Bring food.

[ldapkus]

#2-Bring knee pads and muzzle

[Robert M. Delre]

Someone must have a succeeded in this area. Anyone strong in this arena?

[Blaine Wiley]

Remember the rule of repetition. You must get your name out there, over and over and over again.

Realtors are a valuable source of referrals, perhaps the most valuable. You simply can not let them, or any person or company that refers you, dictate how you do your job. If they refer you conditionally (I want you to not find much on this inspection or I'll never refer you again) do your job the way your supposed to, or refuse the inspection.

Anyway, here are some things.

1. Realtors like food
2. Realtors like free stuff
3. You marketing must be quick, with bullet points on any flyer as they won't read the fine print.
4. If you don't have business, you should be out marketing. Food and/or candy work well.
5. Realtors like free things, and food.

And remember, any Realtor that asks you to write a soft report will be the first in line to testify against you if you "miss" something and it goes to court, or will expect you to pay for it if the client calls them.

[Joseph Burkeson, CMI]

Originally Posted by Robert M. Delre

Someone must have a succeeded in this area. Anyone strong in this arena?

Thing about Realtors is that whatever relationship you will build with them will always be one sided, expendable and unable to withstand the effects of continuous buyer-oriented reporting which places their sale in jeopardy.

So my advice is to make sure you cultivate a relationship with as many Realtors as possible because if you are performing your job well then you are bound to piss off most along the way and those who aren't pissed off at you right now are probably being courted by your competition.

[Blaine Wiley]

Originally Posted by jburkeson1

Thing about Realtors is that whatever relationship you will build with them will always be one sided, expendable and unable to withstand the effects of continuous buyer-oriented reporting which places their sale in jeopardy.

So my advice is to make sure you cultivate a relationship with as many Realtors as possible because you are bound to piss off most along the way and those who aren't pissed off at you right now are probably being courted by your competition.

Exactly. But they often come back because they realize that the ones that don't piss them off for wrtiting up the defects, cost them money out of their pocket to pay for them.

We call it "The Rotation System"

[Randy D. Stufflebeem]

Originally Posted by Robert M. Delre

Someone must have a succeeded in this area. Anyone strong in this arena?

Our Marketing section has all the answers.

Personally, marketing to people that for the most part put the sale first and their clients best interest somewhere behind that is never fun. However, it is often necessary. Food, buying spots in their home mags (does not help your business though), maybe holding an educational meeting with them,etc
Randy
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[jmichalski]

Robert - got your message. Will call you later and we can discuss this and some other ideas.

Realtors are rarely married to their inspector. Some are, but relatively few.

Here are a few successful things I have used:
1) Develop 10 minute presentations on realtor-interesting topics and offer to deliver them as sales meetings (typically you should also bring bagels or donuts or something.)

2) Send emails prior to the inspection, and after the inspection to both the listing agent and buyers agent. Every inspection gives you the cause the market yourself. Develop specific emails for this purpose (we'll talk more about that).

3) Send monthly tips (or newsletter, etc) that they can pass on to their clients. this keeps you in front of them and inherently establishes you as more of an authority on homes in their eyes.

Mailings dont generally work

Track your reposnses so you know what works.

Underpromise and overdeliver.

I have found that there is little magic to it. Despite what many say, most Realtors I have encountered appreciate a thorough inspection - they don't want their clients to buy a bad house. They do appreciate, however, when you have good communication skills to help a client understand that every ungrounded outlet in a 100 year old rowhome is not a tragedy waiting to happen, but a common and typical item.

Many inspectors do not make any distinction between small things and big things, and produce a long list that can scare buyers. I view my job as educating the client, so I like to tell them if it is a big deal or not, and what the typical repairs or corrections might entail (in terms of difficulty, and cost). I engage the client in the inspection (as opposed to "controlling" the inspection, or busying the client elsewhere in the home). It is, after all THEIR inspection, not "my" inspection.

Realtors appreciate this. They know that no house will be perfect, and that if there are major items, they will have to be addressed. They also appreciate a helpful and engaging approach from an inspector. Talk to you soon!

[Dale Duffy]

Originally Posted by bwiley

Exactly. But they often come back because they realize that the ones that don't piss them off for wrtiting up the defects, cost them money out of their pocket to pay for them.

We call it "The Rotation System"

Exactly...........

Now I have never done any realtor presentations, but if I was going to I would:

1. Plan on it in advance, and have the presentation at a decent restaurant with an "Open Bar", you will have a large crowd without a doubt.

2. Bring a sample report, a one page check list with words like "Appears Serviceable" "Satisfactory" "Fair" for your comment sections.

3. Then plan on the "Rotation System" happening as Blaine said.

4. Repeat step one, two, and three as needed.

...................

All joking aside.

Personally I think they are a waste of time, but that's just me, I cannot think of anyone who has been successful in this endeavor who has posted on this MB or anyone I know personally in the inspection business.

[Robert M. Delre]

There we go...thanks again everyone. I have to go to work. Keep'm com'n.

[Robert M. Delre]

Originally Posted by jmichalski

Robert - got your message. Will call you later and we can discuss this and some other ideas.

Realtors are rarely married to their inspector. Some are, but relatively few.

Here are a few successful things I have used:
1) Develop 10 minute presentations on realtor-interesting topics and offer to deliver them as sales meetings (typically you should also bring bagels or donuts or something.)

2) Send emails prior to the inspection, and after the inspection to both the listing agent and buyers agent. Every inspection gives you the cause the market yourself. Develop specific emails for this purpose (we'll talk more about that).

3) Send monthly tips (or newsletter, etc) that they can pass on to their clients. this keeps you in front of them and inherently establishes you as more of an authority on homes in their eyes.

Mailings dont generally work

Track your reposnses so you know what works.

Underpromise and overdeliver.

I have found that there is little magic to it. Despite what many say, most Realtors I have encountered appreciate a thorough inspection - they don't want their clients to buy a bad house. They do appreciate, however, when you have good communication skills to help a client understand that every ungrounded outlet in a 100 year old rowhome is not a tragedy waiting to happen, but a common and typical item.

Many inspectors do not make any distinction between small things and big things, and produce a long list that can scare buyers. I view my job as educating the client, so I like to tell them if it is a big deal or not, and what the typical repairs or corrections might entail (in terms of difficulty, and cost). I engage the client in the inspection (as opposed to "controlling" the inspection, or busying the client elsewhere in the home). It is, after all THEIR inspection, not "my" inspection.

Realtors appreciate this. They know that no house will be perfect, and that if there are major items, they will have to be addressed. They also appreciate a helpful and engaging approach from an inspector. Talk to you soon!

Thanks! Looking forward to hearing from you.

[Robert M. Delre]

Thanks Blain.

[jmichalski]

Dale,
Realtor presentations here often are a standard part of their sales meetings. It is a captive audience of anywhere from 15-50 Realtors, many of whom are newer and have no inspector of choice. Even those veteran Realtors often are looking for a new face or are willing to consider you. They are almost always in the AM on a weekday, and in the offices of the agency (no bar - sorry!).

They MUST be planned in advance (usually I schedule through the office manager). I always offer a slate of topics that I have presenations already prepared for and plan to speak for 5 minutes or so, with time for Q&A.

Always bring a sample report, and other marketing tools.

I ahve not done one in about a year and a half, but when I did - they invariably led to jobs. My average was about 6-7 calls in the first 6 weeks after a presentation. These built relationships that generated WAY more than the initial 6 or 7 and continue to help me today.

In fact, now I am all charged up to go do more and get even busier!!

Some Realtors (heck, just some people in general) will not like you, but I find this to be way less than half. Of the over 1800 Realtors in my database, only 8 are flagged as personality or similar conflicts. About half are multiple contacts (meaning I have worked with them more than once), and 396 are "active" contacts meaning we have done work with them this year (this does not include where they represented the seller).

It takes time and effort, but if oyu are starting out and have a small marketing budget and a lot of time, it is pretty damned effective.