Some REALTORS® view them as a necessary evil; others view them as an added benefit to the job and are excited when the time rolls around. We’re talking about Client Pop-Bys! Creative pop-bys are a fun way to help agents stand out from others.
Not only is it a helpful way for real estate agents to make a touch or get in front of their clients, but, if planned correctly, can help an agent stay in front of those ‘referral partners’ all year long. However, not everyone excels in this area of marketing. Here are our top 7 tips for becoming a Pop-By Pro!
Create a Schedule
The agent should plan ahead by scheduling the whole year in advance for what pop-bys to do. Being consistent is the best way to get started and feel more prepared. Adding to the calendar the exact day to pass out the pop-bys will make it feel less overwhelming.
Don’t schedule too many pop-bys or it may be difficult to keep up. Smaller, quarterly pop-bys usually work out well. However, maybe the REALTOR® wants to go all out during Christmas time with a gift basket once per year. Maybe the REALTOR® only wants to focus on sports schedules. The ideas are endless!
Holidays and Seasons
Planning pop-bys in sync with holidays or seasons are the easiest way to stay on schedule and come up with ideas. For example, if doing quarterly season pop-bys…
Spring: Your referrals make my business bloom! (With packages of flower seeds)
Summer: Have a KOOL summer. (With packages of Kool-Aid)
Fall: Bringing You Warm Wishes this Autumn Season (With a candle)
Winter: The real estate market is warming up. Take comfort that you have a pro in your corner. (With a mug or bag of hot chocolate).
If focusing on holidays to schedule…
March/St. Patrick’s Day: I’m LUCKY to have worked with you. (With gold Rolo candies)
July/Independence Day: Have a BRIGHT Fourth of July! (With sparklers)
October/Halloween: Don’t be stuck in the dark about the Real Estate Market. (With mini flashlights)
December/Christmas: Wishing You a ‘Lotto’ Holiday Cheer! (With lottery tickets)
ALWAYS Incorporate Your Brand
Top real estate agents never let their current or potential customers forget who they are and what they do. The reason for pop-bys is to further the agent’s brand and stay in front of that audience. The easiest way to do this is include the REALTOR’s® logo and/or business card every single time without fail.
Do Something Different Each Time
Pop-bys can lose their pizzazz if the same bag of candy is given time and time again. Agents should do a different pop-by gift every single time, every single year. Come up with new and fresh ideas. Stay up to date on what’s popular on social media, especially with tech products. For example, one year fidget spinners were a huge hit. The next year? Not so much.
The only exception to this is if a REALTOR® becomes known for doing the same gift basket every Christmas or the same Football schedule every season. This can be useful as clients will come to expect the pop-by and look forward to receiving it.
Consider Utilizing Something More Permanent
If an agent’s budget is tight, s/he may need to rely on something tangible that lasts a long time. A good example of this is magnets. Wine and cheese pairings, recipes, sports schedules, or yearly calendars in the form of refrigerator magnets can be a great way to stay in front of an audience with the least amount of effort and money.
Incorporate a Unique Touch
If an agent has a talented hobby on the side, it would be a brilliant way of standing out. Maybe that hobby is baking, jewelry making, sewing, wood carving, etc. Whatever that special flare is, REALTORS® should incorporate that into their pop-bys. Home baked cookies have much more of a special touch to clients than store bought. Homemade says, “I care about you as an individual and want to earn your referrals.”
Don’t do what every other REALTOR® does. At a loss for ideas? Google and Pinterest are the real estate agent’s best friends! There are countless DIY ideas online for creating simple, but impactful, pop-bys for current and potential clients. If the agent can’t choose between two similar ideas – they can be combined! There are countless opportunities and each season can be approached as a fresh start to try a new pop-by.
Questions? Comments? Reach out to your First Western Title rep today!