The media, nationally and in Florida, talks a lot about how the state is one of the hardest hit real estate markets in the country right now. So why did Roxanne Krauss tell us this morning that she feels "very successful"? True, she has a lot of experience and knows that the market will eventually turn. But back to her story . . .
OK, imagine this. You're out for a walk one morning - and it's nice because it's St. Petersburg - and suddenly one of your clients comes out her front door and down the sidewalk reaching for your hand. What does she say to Roxanne? "I'm just so touched that you made a donation in our honor to the American Cancer Society. Thank you so much!"
Or here's another. You're in the grocery store, checking out the somewhat puny fruit choices - even if it is Florida - and another client nearly bangs into your cart in her rush to tell you how much she appreciates the donation and the thoughtfulness of it. She and Roxanne chat for a while, sharing stories about family and friends who've been touched by cancer. Then the client says, "I'm just so sorry I can't send you any referrals right now! They're just aren't any." 
Here's a question for you: Think those clients will remember Roxanne when the market starts up again? "You bet they will! If I stay in touch with them like I have," she says.
Part of the reason is her experience. She's been in real estate long enough to know that the market will rebound. But what's made her feel this way lately is how touched her clients have been about the Giving Campaign (Roxanne is one of our Relationship Masters who participates in Realtors & Lenders Reach Out).
Marketing that Matters
"I have never seen a response like this to any marketing I've ever done," Roxanne says, as she tells me more examples of people going out of their way to thank her. "I've always kept in touch with my customers, but this latest campaign you came up with was really a home run. And it's not as if I added a lot of personal touches - it was the Giving Campaign itself." Roxanne received our new giving-themed notecards, put two of her business cards inside, and mailed it to her Top 100 contacts (those people we help our Masters identify who are most likely to bring you a referral).
"You know, I've been with you since 2001, and have primarily used my website and the Sweepstakes promotion to generate qualified referrals. My client base is primarily generated by my website - and comes from referrals and past relationships. Once again, it's because I stay in touch with them." Her experience this month indicates that they not only recognize her name when it comes on a communication, but they recognize her face when she walks past their house!
This Giving Campaign has generated a lot of positive results, in all kinds of markets. But what we hear over and over is that it's the relationships that make the difference. That's why a donation to a cause almost everyone's been touched by has generated such a response.
One of the things that struck us about Roxanne's story is that her clients felt really sorry they couldn't send her a referral today. That's real loyalty - and a great thing to know when the market's not growing. The relationships are.
Relationship Master Jamie Eldridge doesn't have to look for an effective mailing program anymore! Jamie is in his second full year as a Realtor, and had been struggling to develop an effective mailing program for farming. 
