We noticed a theme time and again at the 2009 NAR Midyear conference in DC last week. Activity is picking up and markets are more active. Agents are busy with more listings — that are taking longer to sell, and agents are busy with more buyers — who are taking more time to make up their minds. Another theme was the need for “set-it-and-forget-it” marketing.

What are leading practitioners doing?

Two marketing techniques stand out from the others. First is a monthly direct-mail printed newsletter being produced and mailed for them to their sphere without ever touching it – mostly to generate referrals and repeat business. Second, many Realtors said they have put into place automated drip e-mail that is pre-written and goes out automatically to their e-mail database.

We asked why?

The common comment was they are too busy in this recovering market to do the hands-on tasks to keep their marketing moving. Instead they need marketing that happens behind the scenes, keeps going steadily, gets done automatically without any intervention of their time or attention – so they can work every deal to closing. “Set-it-and-forget-it” marketing is critical in this market.

Dan Richard

Emeritus at Gooder Group
Dan is the Founder of the Gooder Group and the author of a series of successful Real Estate books: https://www.amazon.com/Dan-Gooder-Richard/e/B000APPTQK/.

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