by Rich Schiffer, Weichert Realtors
Ever introduce yourself to someone? If you did, there was likely a handshake invloved, eye contact, body language, etc., that all combined to make an initial impression on another human being. Personal introductions can be awkward for some people -- sweaty palms, a slight stutter, a bad hair day, and that garlic bagel you had for breakfast can all get in the way. Internet-based introductions can be even more difficult. You really can't make the same kind of first impression that you make when meeting someone in person, no matter what eHarmony tries to tell you. Significantly, however, Internet-based introductions make a different kind of impression: a permanent one. Once getting to know you, the person you met in the flesh, might forget about that bit of lettuce that was wedged in your teeth when you first met, while the blog they read, or the email you sent them could be there forever, to constantly remind them about who you are (at least untill they delete it).
There are several ways you can introduce yourself to someone via the internet, so they can "get to know" you -- or at least get a sense of whether or not they would like to get to know you in person.
- Blog Posts
- Online Networking Sites
- Live Chat Applications
E-Mail can be a good way to introduce yourself. Every email you send should be considered a Marketing piece. You should do a few things with your email to improve the impression it makes on the recipient.
- Include an Auto-Signature with your contact info. (Name, Brokerage, Address, Phone, Fax, Website, E-Mail address) Many states have requirement on what a licensee needs to include on all advertising. Consider your emails as advertising, and include the required information.
- Include an "opt-out" statement in any email that is being sent to multiple people, e.g --"This message is being sent as a courtesy to my friends, family, clients and business contacts. If you do not wish to receive similar mailings in the future, please reply with the subject, "Remove Please."
- Understand the use of the CC: and BCC: features of your email platform. If emailing a mass list (like a newsletter) you should protect the privacy of your clients by not disclosing their email address to everyone on your mailing list. You can e-mail yourself the piece, with the target group in the BCC list. That should prevent every recipient from seeing who received it.
- If you can't use your own branded domain name to send email from, don't use one of the "free email accounts" that are available through hotmail, gmail, etc. They often put advertising in the footer of the emails that are sent. Wouldn't it be counter productive to send out an email, and have one of your competitors ads in the footer?
Blog Posts
Blog Posts can be used in any number of ways. A Virtual Resume, or a Portfolio of sorts could be created to showcase you and your services. You can put whatever you want into a blog (within the limits of decency, of course) You can take your time to word things exactly the way you want to be remembered, unlike in a face-to-face meeting. It is vital, though, to proofread and spell-check your posts before the reader gets the wrong impression of you.
Here are some examples of blog posts I have created so that people can "get to know me" better:
- Why I Don't Practice Dual Agency
- I have been nominated for a MEME...
- Aristocratic Titles, Love Languages, and Sesame Street
- The Climb is Worth More than the View
As you write your own posts, whatever they are intended to be about, remember that to the reader, they also say something about you. To the reader, the post may say something about your style, your professionalism, your integrity, your personality or perhaps most importantly, your ability to serve their needs. Even when posting a non-public blog, keep in mind that the subscribers who do read your words may someay need your services, and will be creating their impression of you as they read yoru words.
(Part 2, which will cover Networking Websites and Live Chat applications will be posted next week)
There is a similar sucker play pulled on Realtors by a so-called "Who's Who" publication. They will print your name, real estate specialty, and your contact info, claiming that you have been "nominated." Of course you have to purchase the book for somewhere up to $200. Rest assured that most of their "nominations" come from a bot that found your info on your state association's roster, or the public information available through your state's real estate commission. They target new REALTORS, new mortgage professionals, and sometimes try to convince them to purchase multiple copies, as "marketing tools" -- one for the office, one to show off during listing presentations, etc. Cambridge is one that appears to be very slick, and may have some value, but the on-line version is probably more valuable in today's market than the expensive hard copy is.