Friday, March 20, 2009

Luxury Real Estate Marketing Essentials: Minding Your Store

As a luxury real estate marketing professional, it is important to respond to leads, emails, and phone calls as soon as possible. Here is an example of what can happen, when no one responds.

Cosmetics and beauty products are one of the largest profit centers in a department store. That is why they are positioned in front of the store as you enter. Have you ever noticed what happens when a customer is looking for products at an unattended cosmetic counter?

At unattended counters, customers are often approached by a salesperson from another counter, representing another brand, but wanting to help. When the customer is unsure about the particular product line that they first inquired about, the opportunity to switch is heightened. If the salesperson is charming, engaging and knowlegable, the customer can easily be persuaded to switch brands, based purely on attentiveness.

The bottom line here is that an unattended counter can cost sizable sales. The lack of attention, alone, can be enough to make customers switch.

In luxury real estate, when a potential buyer or seller is looking for answers on the internet, they want an answer ASAP. The person who responds first and is knowledgeable will get the lead and eventually the sale. That is why RAPID RESPONSE on the web and on the phone is very, very important. Even if they are not ready to buy or sell, potenital clients will be impressed by this, and remember you.

Don’t let your marketing dollars benefit someone else. Follow up on everyone you bring to your "counter". Your assistant can take care of the initial responses and determine the ones with whom you should talk or personally respond to by email.



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