My Personal Staff of Realtors
by Gerry Rose, Integrity Networking Solutions, Business Consultant
 

 Recently, I received a number of my monthly-personalized communications from my staff of personal realtors.  To my surprise, all of them were the same.  They had the same cover letter and contained the same suggestions (10 tax tips for the New Year.)
 Now we all know the reason why these types of letters and tips (or recipes, or sports calendars, etc.) are mailed.  We learned this in Marketing 101.  It allows us the opportunity to maintain a “front of mind presence,” and is our way of staying connected.
 We disguise the “sameness” of these communications by purchasing a mail merge system, which personalizes the cover letter with the addressee’s name.  We may even change a few words or sentences to add a custom touch to the cover letter but blow our cover by using the same filler piece that is the choice of the month.  It is the same that all the other realtors are given to use this month and is a vain attempt by the realtor (or anyone else who uses this technique) to make us feel as if we are being given special consideration.  It is just the opposite. We are not the only ones being sent this information and are not among the chosen few.  Is this the best way to distinguish ourselves from our competitors?
  I believe there is a better way.  If we want to:

• stay in front of our clients, potential clients, and advocates

• be known as the expert in our field

we must then write an article every 30 days to demonstrate our expertise in the area of our chosen profession.
  The first thing people tell me is, “I don’t have the time” or, “I am not a good writer.”  Regarding time, I am writing this article using my commute time.  I planned my trip for today’s first appointment to take me one and one half-hours, and arrived at my appointment 45 minutes early.  I am using the extra time to write this article.  Even if I had 10 or 15 minutes, I would write a paragraph, a sentence or two, or maybe jot down an idea for the next article.  Before you see this article, my editor does the job of making what I write read and sound right.  It amazes me sometimes.  Once the editor has done her magic, my ideas sound intelligent.
  When we are conscious as to who we mail and email our articles to, the response can grow 100 times or more.  One of my conscious decisions is to include distribution of my articles to local business associations, newspapers, and business publications.  When sent electronically, they can easily scan my document into their format, instantly publishing my unique article.  Our articles continue to be published throughout the United States and always include our biography and contact information.
  Lastly, I want to encourage you to write your own articles every 30 days about things that you are passionate about.  I am passionate about personal articles.  This is not the first time I have received the same communication from different realtors.  I finally said, “It’s time for an article!”  How about you?  Is it time for a change?  Do you want to be known as the expert in your field?  You can do it!  I know you can.  If I can be of service to get you started, please refer to my contact information below.