Relationship-selling tools, compliments of FAR

Relationship selling involves building friendships with your prospects and listening to their needs. When the bond is in place—and you’ve earned their trust—it’s time to show value again and again. The Florida Association of Realtors® offers a variety of relationship-building tools for members that want to develop more robust client pipelines.

Check out these options:

• Attend FAR meetings and conventions to network with other real estate professionals, including the state’s top producers. Tampa Realtor Susanna Madden does this by adding all new contacts to her e-mail group list, and then she sends them birthday cards via e-mail, along with regular e-mail updates about new listings, price reductions and sold properties. She also copies the referring sales associate into the first few e-mails that she sends out to the buyer or seller, as a way to keep the former “in the loop” on the deal.  Check out the FAR/NAR events calendar here. 
 
• Use magazine content from "Florida Realtor" magazine to promote yourself, your business and the industry. Named as the 2007 best overall trade magazine in the state by the Florida Magazine Association, Florida Realtor offers important pass-along information on the latest laws, marketing techniques and more. Real estate professionals featured in the magazine often use the content, with permission, in their marketing materials. Zahara Properties of Miami, for example, has a press section that includes direct links to the various Florida Realtor articles that its broker (Zahara Mossman) has been featured in over the years. Find the latest stories and archived articles here.

• Share content from FAR’s national-award-winning micro site “Great Time to Buy Florida.” You’ll find articles, videos and PowerPoint presentations to share with clients, colleagues and the media. This micro site is your go-to source for positive news about Florida’s real estate market. You’ll find moneymaking strategies, statistics highlighting market-positives and advice from veteran Realtors. Spread the good news here!

• Turn to the EarlyBird e-newsletter that summarizes the most essential real estate news. With permission, some of the information and news can be picked up and used in your e-mail newsletters. If you miss an edition, check out the latest news and archives here.

• Participate in member discussion boards on the FAR Web site. This social networking medium allows members to click on specific topic areas to read or post comments. Share your expertise; ask a question; or place a classified ad. You’re bound to meet new members and learn something new. Best yet, you can pass that information along to your prospects. The FAR Community Forum Discussion Boards are password-protected so only FAR members can access this free feature. Join in a discussion here.

• Use information found on floridarealtors.org (with permission) for your newsletters. The site’s Legislative Center, for example, hosts information about what’s happening in Tallahassee that affects you and your clients as homeowners. In the Research section, you can download the latest statistical information about Florida’s economy and demographics, along with profiles of Florida homebuyers and sellers. And if you’re looking for monthly market statistics, check out FAR’s companion Web site http://media.floridarealtors.org for the latest news releases and downloadable existing home sales statistics.

SOURCE: Bridget McCrea is a Clearwater-based freelance writer.