Part way through a coffee meeting, a real estate agent gave me a tiny box the size of a business card and the thickness of a deck of cards.
The page on top was more like photocopier stock than card stock.
It had two messages:
- “For the sweetest deal in real estate, call me!” and
- “Oh, by the way … I’m never too busy for any of your referrals!”
What Effect?The agent’s intentions were good but was this approach effective?
Virtually anyone can use the same message: “For the sweetest deal in (fill in the blank), call me!” and who would refuse referrals?
If you get the sweetest deal, doesn’t the other side gets the bitterest deal? Maybe a sweet deal is better and leads to less cavities.
The Perfect GiftThe perfect gift is significant, personalized and unexpected, according to Robert Cialdini. Does chocolate qualify?
- significant? No since we have lots of chocolate at home. Besides, I got a normal box of Lindt truffles at another event.
- personalized? Partially since my name was added to a pre-printed sheet. I would have preferred a fully handwritten card.
- unexpected? No since I saw the box the whole time and knew the purpose (best to hide it)
The AskA tiny box of chocolates from an outlet is cheap. Real estate is expensive. How does one small gift lead to a big commission? Repetition helps but are we likely going to get chocolate on a regular basis. Do we even want more?
Besides, there are lots of real estate agents that look interchangeable. How do you pick one? Chocolate gives no indication of skill (e.g., in negotiating).
A Better ApproachTimely ongoing information makes a much more useful gift. The content could be about the area of specialty, real estate. Not the generic articles that come with the junk mail every month. But something original that shows a genuine desire and ability to help prospects. The value and name recognition builds with consistency.
Emailing information via a newsletter allows tracking and cost-effective scaling. Buying and delivering chocolate does not.
Standing OutWe've dealt with real estate agents for ages. Not a single gave such a small gift. Not a single one gave useful ongoing information either. There's an opportunity to stand out.
Asking for a referral when giving the chocolate is bold — too bold for a first meeting. Would small bait land a big referral?
How was the chocolate? I don't know. I gave it to a child who might appreciate something that small.
- What lasting gift can you offer everyone you meet?
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