What do real estate agents love more than anything in the world? Lunch!
Well, maybe lunch would be a close second when compared with some closed deals.
I just read an article about how one hardware manufacturing company wanted to provide their dealers with a free lunch and show them how they can sell more product.
Since some of the best marketing ideas come from outside our industry, read how you can modify this concept to meet new agents and affinity partners without costing you a ton of money.
You've probably heard the old saying, "there is no such thing as a free lunch?"
The hardware manufacturing company wanted to hold a meeting on how to sell more of their product-with a free lunch tossed in. It would have been outrageously expensive to pay for their dealers' travel expenses plus cater a fabulous lunch.
So here's what they did. They mailed an invitation with a can of chicken noodle soup, a mug, packet of cocoa, potato chips and DVD of a nine-minute tour of their factory and tips on how to sell their products.
I know how hard it is to get your foot in the door with Realtors, builders and even financial planners and attorneys. So here's how I morphed this idea into a "virtual lunch and learn," with step-by-step instructions, including a sample marketing letter, on how you can swipe and adapt this idea.
By the way, the manufacturing company increased their sales by 40% using this tactic.
Here is a sample marketing letter:
(Headlines)
(Pitch)
Have some lunch on me and sit back pop this CD in your computer about how to make a great listing presentation. (name of CD here)
I'm not one of those loan originators who begs for business and gives nothing in return. I believe in creating a relationship where we both can win.
I will follow up with you on_________________and see how you like the CD. Maybe we can really "do lunch" together.
Sincerely
(Your name)
(Your email address)
P.S. I'll call you on __________________ to see how you liked the CD and explore the possibility of working together.
Here are the down and dirty details on exactly what to do:
1. Send the lunch and CD in a priority box from the U.S. Postal Service. The boxes are free.
2. Instead of sending soup in a can, reduce the weight by sending a dry packet of soup (they can add the water), cocoa (they can add water) and a granola bar or pre-packaged cookies and a mug. Send items that will survive rough handling by the post office.
3. In addition to the mailing label (handwritten of course) attached a label that says: "Lunch and Learn Exclusively for____________(name of Realtor)."
4. Sent the package with a "signature confirmation" slip (current additional cost $1.90). Because someone has to sign for the package, this gives it the appearance that it's an important package.
5. Include the letter. The headline has been designed to grab their attention and make them want to read the rest of the letter.
6. The letter includes a date you will call and follow up with them. Write that task in your calendar and call them on that date. Here's a script:
"Hi, this is Karen Deis and I told you I would call today to follow up on the Lunch and Learn Program that I sent to you last week? I wanted to know what you thought about it and if you would be willing to have a REAL lunch with me next week?"
7. If they say no-ask them why not? If they say yes-give them an agenda for the lunch by saying something like: "I would like have a chance to review what niche markets you work with and I'll share mine and talk about the sales and marketing education I provide my real estate partners with on an ongoing basis. Where would you like to meet?" (It's better if you can pick them up at their office so everyone can see your face and that a Realtor from their office is going out to lunch with you.) You may even ask if they would like to bring along a fellow Realtor from their office. This tactic doubles your exposure and gives them a comfort level that they are able to bring along a friend.
8. There are tons of CD's and DVD's that you can buy online to send to the agents. One source is
Visit
