Creating Connection: Who, What, Where, When, Why, and How

I’ve written about Michael Port’s excellent Book Yourself Solid and wanted to share another of his thoughts on turning strangers into friends and friends into clients.  The basis of his approach is that we can improve our business if we stop interrupting people with our marketing messages and instead add value so we can offer them our services as friends.

The first step is to determine and focus on the who, that is, our target market for clients.  Of course, that’s a basic element of our business plan but it’s always good to remember and reiterate it.  Whether it’s buyers or listings, REO’s or short sales, a certain zip code or price range, the better we define our target client, the more success we can have in establishing our connection with people.  If you haven’t done so already, take a few minutes and think about who is your own ideal client and keep that in mind so you don’t waste time chasing after those that won’t pay off—or whom you won’t best serve.

Next is the what, in the sense of what it is your ideal client is looking for.  A bank and a first time buyer and a seven figure seller will be looking for very different services and very distinct backgrounds and qualities in their broker.  The more you understand and can tailor your business and approach to genuinely serve that client’s what, the more connection and success you can achieve in that target market.

The third step is the where.  Where do your target clients look for your services?  Online? Magazines?  Other professionals? Cocktail parties? Most established and successful brokers rely on their sphere of influence for a high percentage of their business through referrals and repeat business.  We’ve enjoyed a busy year so far as the market has tightened, and most of that volume seems to have come from that tried and true channel.  But we also don’t know how long that bubble may last, so it’s important that we not forget to make sure we have other channels open to those strangers that we want to turn into friends and clients.  Take a few minutes and consider where your ideal clients will be looking for you, and make sure your plan proactively addresses those areas, so you can be better prepared for the long term.

Next Playbook, we’ll cover the when, the why, and the how of creating connection.

David M. Hassler

Director of Coaching