When I first started in real estate, I used to spend crazy amounts of money on print advertising. We 
tried it all, and then some! Newspapers, local magazines, national magazines, mailouts, and more. I felt like much of what I did in that initial year or two provided a quick education on which marketing truly works.
If you want the most "bang for your buck", face-to-face networking is, in my opinion, the most effective single strategy that you can implement. The good news is that it doesn't have to cost you a cent.
One small step that you can take is to actually GO OUT when you are invited to a party, gathering, or just to hang out with your friends. When you take the opportunity to discuss your business in these gatherings, this alone should bring you several transactions over time.
Here's the best part:
People ALREADY want to talk about your business!
If you are a real estate agent or broker, I promise you that most people are interested in how the market is doing in your area! In fact, I have noticed that it often reminds me of the old "E.F. Hutton" commercials from the early 80's: "My broker is E.F. Hutton, and E.F. Hutton says," at which point everyone in the room stops talking to hear what is going to be said. The tagline/motto for the ads was, "When E.F. Hutton talks, people listen."
YOU can be the "E.F. Hutton" at pretty much any get-together just by virtue of being a real estate professional.
I would hazard a guess right now that the most talked-about topic at any party is either the Presidential 
election or the economy (gas prices, etc.). It's not difficult to segue into real estate when discussing either of these topics. Here are a couple of lines off the top of my head which would work well:
"I also hope gas prices come down. I do a lot of driving with my job." Of course, they will then ask you what you do for a living.
"No matter which candidate wins, I hope they can get the economy back on track. I am tired of the media doom and gloom personally. Our business is doing pretty well, but not as good as it was a couple of years ago." Again, they will inquire about what you do.
I think just about any discussion can be moved into your area of expertise in seconds if you are paying attention. However, PLEASE understand that this doesn't give you license to force it, though. If someone mentions their dead relative, don't say, "Sorry to hear about your dead step-cousin. On another note, the real estate market in Austin is alive and well!"
The same thing goes for those in the mortgage business. Very few people have a full working understanding of the forces that control mortgage rates, along with the subprime meltdown, down payment assistance programs, and so on. If you can package a presentation for the average person that is understandable and not terribly long, you have just become that person's mortgage expert. Heck, I have a degree in business with a minor in economics and I don't even understand all of it myself.
When I am around friends of friends, or people I barely know, or complete strangers, I sometimes challenge myself to bring real estate into the conversation. Believe me, it's not that hard. If you were an engineer or an accountant, I can assure you that most people wouldn't be fascinated with your stories. However, as a Realtor, everyone wants to get into your head. Either they own a home, they are thinking of buying, or they want to know if the time is right to invest. Be that expert for them! You will reap the benefits.
Thanks for reading!
If you enjoyed this post, why not connect with me elsewhere?
If you're looking for a home in the Austin area, you can visit my primary Austin real estate website at www.austintexashomes.com. If you're interested in social media training, visit 210 Consulting. Thanks!
I've found that we have the best subject and people do always want to hear it. You have to come up with great conversation to "So.. how's the market" :)
True, we never have any problem with folks wanting to talk about what we do. (Realtors)
KIM - Agreed. As soon as someone learns about what you do, they will be intrigued. It's an opportunity!
Oh man, I get to be the first to comment on this post! I enjoyed this because it really is a great look at YOU and is well written and it's mind boggling that they just flow right out while I dicker around and get 1 or 2 a week IF I am lucky!! You are something else!
Great game last night!
Jason ... you are in a blogging frenzy tonight! Extra coffee? LOL
Hmmm...in the time it took to write a comment, there are 3 ahead of me! Have a great evening!
People want to talk about real estate more than ever. Suddenly you are Mrs/Mr Popularity! (You always were. This is new for me).
Crouch - For what it is worth, you are getting better and better as a writer. Your communication skills via the written word on or outside this industry is bordering phenomenal. As far as the nature of the context of your post, you just nailed Marketing 101. Truly, this is excellent and so very timely.
I don't flag often these days, I'm flagging now.
Real estate does come up everytime we go out with friends and many people assume the market is bad everywhere. It's an opportunity to let them know our area is doing okay.
Jason, there's no doubt that this is true! I wrote about this phenomenon a few months back stating that "Real Estate Makes Good Party Talk!" Much better conversation than if we were podiatrists.
You are absolutely right when you say everyone either owns a home, is thinking about buying or wondering if it is time to invest. It is not hard to get people talking about real estate. And I like your tactic for getting someone who is talking about gas prices to ask about what you do.
Jason, Once I read the title of this post I knew I wanted your opinion. You didn't disappoint.
Thank you so much for the tips and if you have any more lesson you are willing to teach I'm here willing to learn. Have a great day
Jason, I completely agree about the value of networking! I attended a young professionals mixer last week and got some great leads, just from normal conversation. Thanks for reminding us to get out there!
Jason there is no doubt that people want to talk about Real Estate. Did you notice that people want to talk about it even more when the market is down? I guess misery loves company:)
Yes, they are always interested in real estate. The key is knowing when to shut up about it after a half hour long conversation. I want people to refer me business, but I don't want every conversation to be about what I do.
I've got to agree with you about print advertising being a waste AND everyone wants to talk about real estate at party's and gatherings.
Jason....I must be the networking king. It seems like I have an event every night...and some nights I have 2 or 3. This Thursday, I have 4 to go to....Yikes!
But what's really important about networking, is not only the meeting people, but the follow up that comes afterwards! Usually I'm great at that, but have to admit, I've got a stack of cards on my desk that are not in Top Producer yet, so the people hear from me. You've GOT TO FOLLOW UP, or networking does not work! I know from both angles. I met a guy 2 years ago at an event, have kept in touch with him via e-mail, and guess what...sold him a condo a couple months ago!
Networking Works!
Love your gas sign. And I agree face to face networking is the best.
I agree Jason. Networking face to face is the best; not always the easiest but once you break the ice and get a little momentum, it gets easier.
Jason - face to face is the absolute best networking tactic going. Phone calls are nice, letters are nice, postcards are nice - but they are largely ineffective. It's hard to ignore someone that walks up and shakes your hand with an introduction.
Many tend to think that just because we have become such a technologically advanced society that we don't need to employ the "human factor" in order to make a connection. In fact ... the technology is great, but there is no substitute for eye contact. None at all.
Hopefully we will all realize that.
Jason, your words are so true. I think and have seen many realtors forget about face to face networking. While AR and social networking is great and necessary you can't discount the value of face to fact interaction. I recently asked many realtors where to you network besides AR and no one bit - strange to me because you would think in a time when the market is so tough that many would be doing all the networking they can. Great post - again I enjoy reading them and I hope and pray that I have no typos and grammatical erros (oops errors) so you don't send the grammar police after me. LOL - enjoy your night. ~ Anne Marie
Jason... I have always loved face to face... I love to socialize. I also didn't do much of print back then. I know some that were very successful at it, but in a booming market... but some of what they printed was misleading. So, was it successful? And I know many that failed at it...
Overall, you make some great points. But I think blogging and the internet presence is the number one form of marketing and how to become popular. Just my .02.
If you want the most "bang for your buck", face-to-face networking is, in my opinion, the most effective single strategy that you can implement.
Hi Jason,
I agree, when you're talking about local marketing and if the agent has the right personality. Even with all the technology that's available now, I still believe that selling real estate is mostly about establishing relationships. To expand their reach beyond their local market, most agents need to use the internet - as you are doing very effectively. Sorry I missed your call today. It was a wild one! I'll send you my new best contact number in a few minutes.
Cordially,
Bruce
Hey Jason,
The networking is important. Plus our communities need to be informed by professionals conveying accurate assessments of the local conditions. People need better info then the 'unending national negative nonsense.'
Jason - You seem to post a blog at just the right time and have been getting some heavy response to your posts, you are truly a Active Rain God! Great post!
They either love us or hate us (Realtors) But there is always curiousity about the market. GOod points well made Jason.
Hi Jason, I enjoyed your post. Everyone has their own opinion about Realtors (like Allison said) but everyone, everywhere you go wants to hear our opinion about the market and this always opens the communications door and who knows, your new best friend might know your next client.
Never fails, Jason. Especially if I wear that name tag or they see my credit card. "oh, your in Real Estate?" "How's the market?"
Great post. Yes everyone talks about the election and the economy and it leads to a conversation about real estate.
good advice jason, thanks for sharing. We are all in this boat together and sharing tips makes it easier to paddle. Have a great week.
Jason, You are right on the money here. I have found so many of the conversations do surround the economy right now and Real Estate. Networking face to face is the best lead generator, I agree!
Perfectly said ...
Thank you Jason. Full of good advice that I'll follow.
My Husband went to a dove hunt last weekend. He came home with 3 leads for me. LOL he talks it up everywhere we go. Hes a builder and has been doing this for 20 years so its natural to him.
you are soooo right Jason. As a Realtor, EVERYONE wants to get into your head! Nothing beats face to face networking. Another great post :)
As far as the print ads, the way I look at it, if the majority of home buyers are going to the internet first , you need to put the majority of your advertising dollars into internet marketing.
I agree everyone wants to talk about Real Estate. finding the correct time to add it to the conversation is key. Have a good one.
Jason,
Thanks for the post. I would agree with your comments and the market conditions have made it easier to engage people in conversation. In so doing you have the opportunity to be the best lead generator, money couldn't buy!
Jason...
EVERYONE I come across asks me how the real estate business is doing these days. It's an easy conversation starter, getting the foot in the door has never been easier!
Jason- Face to face beats anything else we do by miles. Great post as always :)
Hmmmm. now there is a concept. Networking on the internet is really cool and fun, but as sentient beings, one of the most critical things we can do, no make that have to do is have human interaction. Besides, it is more fun too.
Bo
HI JASON!
Magnifique! Did I spell that correctly? It's suppost to be French. You are so right, you can really squeeze real estate into just about every conversation. And people always want to know what's going on in their neighborhoods. Better know what you're talking about or you'll look like a donkey's booty!!!
Even though, in the back of my mind, I know these things, it's such good reinforcement to read different views and perceptions. This is why I so love AR. Thanks so much!!
Great post, Jason. I am in my first year of real estate and I, too am finding face to face gets me the best results as well. Since I have a very tiny budget...it's what I've been spending the most time on. That and AR of course. Thanks.
So... do we all agree that its not right to comment how Real Estate in Austin is Live and Well when talking about dead cousins? LOL I got a good chuckle from that comment. The rest of the post was obviously good, but I especially liked this one. Have a good day.
Ahhh, such simple advice, yet so valuable.
Hi Jason - Great words & so true. It always becomes the topic of conversation at gatherings and I appreciate that! Who doesn't want to talk about what's been going on in their own profession? Great reminder. KM
Thank you very much. Best article of the week. I like the cookbook type of detail of this article. Hope more veteran people can write something of this quality. Keep up with the good work.
Jason, The funny part is, it comes up much faster than it did before for reasons deeper - so many times people will just say - Oh! Your the guy with the blog - your timely local info is great...so how is the market REALLY doing?....
Jason - You just never know when people are going to ask you how the local market is, so I find it very useful to have the latest statistics on hand. We show our level of expertise by how we respond to that question. If we are vague, we don't win any point for expertise.
Dude you are so on it with this one...Networking is how you build your business. Almost everywhere I go, if I start a conversation with someone, it ultimately ends up talking real estate. Excellent post and definitely worthy of the gold star!
Jason,
Really great post that so hits home in this market. It's those face to face relationships built networking that usually become the strongest. "Social marketing" reinforces your status as a local expert and makes everyone feel more like a community. That's good for everyone, especially when you couple it community involvement!
Gerry Suarez, Jr.
Your HUD Loan Pro!
I was at the grocery store standing in line and a realtor said "who wants to talk real estate" to everyone in line. Someone started talking with him. It comes to show that people are interested and want to talk about their biggest investment.
This was a refreshing reminder of how great it is to be in Real Estate, Jason. People are so interested in what we do, and how our market is, because sooner or later it will affect most all of them in one way or another. There will always be a need for really good RE professionals. Thanks for the terrific post!
Jason, I am invited to a wedding this weekend - out of town - for past clients - entire family that I have sold homes for. I was thinking I did not want to go, but after reading this I am going - no question. Thanks for the reminder of how important these things are for our personal and business relationships.
HI Jason - this is so true. I make an effort to go out with many different people, and my social sphere has definitely expanded. And the good news is that everyone wants to talk about real estate. I inevitably get the question - "so, how's the market?". I am prepared and ready to go with an answer for this question, and it stimulates a discussion. Thanks for a great reminder!
Well done, Big Brother! This is GREAT...and ABSOLUTELY TRUE! I used to spend over 50K a year on print and radio advertising. NO MORE! I am a huge believer in building good bridges...online and in person. You deserved that little star.
GBU, Jason!
Jason, I agree that networking is the way to talk about Real Estate. I cannot believe how many people talk so much about SEO and their beautiful web site and expect customers to drop in on them. Excellent post.
I try to take advantage of every possible opportunity to network. We are often invited to military functions and I am not able to wear my name tag for them. I try to squeeze my RE pin on my collar to get the conversation started. It works most of the time. Great job, Jason and thanks for the friendship on Facebook.
Jason,
This has been my experience as well. I don't think I have ever been around friends, at a social event, or another type of function where I coudn't work Real Estate into the conversation rather easily. Once someone knows you are a Realtor, the questions begin. If you know your stuff, they WILL call you to be their RE expert.
Another great post Jason! I am on my way to do some face to face networking in about 15 minutes and will use your tips. :)
I love the gas line! Buyers and Sellers need us more than ever so don't be a Secret Agent...nice easy conversation with line drops like you mentioned are great ways to open some doors.
Jason - Thanks for the encouragement! I have a tendency to shy away from talking about myself or my business. I really need to work on that... :)
Jason, Right on! My husband used to complain about how much I was discussing real estate. Then I pointed out that everyone else started the conversation.
Jason, you are right that if you are always on the look out for opportunities to spread the word about you and your business a few nuggets will fall in your lap. You may alienate some people but for the most part it works.
But is that the most effective method? I agree face to face is the best method in my opinion. But what if instead of talking about you, your business, and your services-you made an offer that was valuable to the people you were attempting to engage? What if you had a valuable give away, information, that people would love to have if they could find it.
Give something of value, valued by your intended connection, and people will flock to you.
dean
It is indeed a hot topic. Everybody asks the same questions: How is the market? Are you busy? What's going on with real estate? Sometimes it's hard not to dominate the conversation.
I too have found the conversation turning to real estate quickly in gatherings, people are interested. I have also found I am SOOO much more interesting than when I was an accountant!
Jason, you are a great spin doctor, I get so uncomfortable talking business in social situations- I was not raised to talk about anything but the weather. I should start using my social life to augment my business, but when do you relax (I like to enjoy a glass of good bourbon now & then and our state law prohibits the "engagement" in real estate business if you are under the influence)?
Getting your face out there does make you REAL.
Hi Jasonizer, Great post and a big believer in face to face communication with people. I participating in as many activities as my time allows me without having to push myself or business on any body.
Jason, That is one thing people always ask about... the real estate market. That makes it easier for reserved types like myself since others ask without me having to initiate the real estate conversation. :-)
Jason, You are so right as to how easy it is to bring Real Estate into almost any conversation and most times no effort is needed once people hear you are in the business. My wife tells me not to get the conversations started but it happens once they find out what I do. And it's FREE !!!!
Everyone thinks its all falling apart. And I never really looked at the opportunity to open the door. I always waited for them, I think this week I'll try some of your strategies.
Thanks
Jason
You are so right on this one my friend. Also we try to make monthly chamber of commerce mixers. They are fun, fast, informative, and can lead to business.
Hi Jason
Face to face network is a low cost high return form of personal promotion and prospecting. It just talks time like anything worth an effort.
Good Luck and success
Lou Ludwig
Jason- I am a huge proponant of networking. It is absolutely the best bang for your buck and creates the relationship.
However, I follow Dale Carnegie's principles in How to Win Friends and Influence People.
The rule in networking is to NOT talk about yourself. When you meet someone at a networking event it should be all about them. If they ask you what you do, you quickly tell them your tag line, and then focus the conversation right back on them. They will tell everyone you are the more interesting person they ever met because you had them talking about themselves, which is their favorite subject.
You follow up afterwards with developing that relationship, add them to SOI and water the seeds.
WOW, great blog and advice. I am also finding that almost everyone wants to talk about real estate.
Jason, I love the gas photo...lol. A lot of people I run into bring up the subject of real estate which makes it so easy to network!
Top notch thanks for the insight, I cetainly will apply this in my day to day activity now. I will be on the look out for more insight
I have to agree with this post! You are absolutely right! I know that when I get invited somewhere, I always try to "dress to impress" put on my happy real estate smile, and walk in like I want to be there (even if I have had 600 appointments that day, 40000 phone calls, and put up 120 signs and all I want to do is go home and sleep). I agree that getting your face and your name out there the personal way is the best way to get your business going!
Wonderful post.....
Great post, and you definately are good at making a smooth transition working conversations into real estate. The problem that I have is when I tell someone that I am in real estate, all of a sudden they act like they are an expert in the field. They start telling me all about the market, etc., etc. With all the information available (internet, newspapers, TV, etc.), they all act like they know everything there is to know about real estate and the market.
How does one turn around the conversation so that you become the expert, without offending people who think they know real estate, and won't stop talking about how much they know, and what they think.
How very true is this! I can't tell you how many dinners, night's out with friends and parties have turned to discussions of real estate. Be prepared and knowledgeable because everyone wants to pick our brains about the market.
TROY - The best way is to re-direct them into your comfort zone as quickly as possible, or to directly refute something they say (in a gentle manner). You could say, "Actually, that is the general perception, but...". You can also just begin to cite specific experiences that will cement yourself as the expert. Don't make it all about you, but you do want to get it across to them that you know YOUR business.
Jason, you have a great sense of humor. I do enjoy reading your blog. I have not been too long in the business, and do appreciate the subtleties of having to network. Thanks for the tips to point the conversation our way.
This is an amazing truth about Real Estate. I have had transactions when I went to social functions that I didn't want to go to and went anyway.
Thanks for the reminder.
All the best!
So true, I dont spend a dine on adv...everything is by word of mouth or referrals from friends, clients and playing golf.
Trying to get my husband to get his license.
He is a retired football coach and can talk to a lamp post.
Jason, you are right, my biggest source of Business has been from Networking, as I started my RE Career in a county where I knew only 2 people, and then 3 years ago relocated to Florida again where I didn't know anyone except my x inlaw's.
So Getting people to talk about RE isn't difficult, what I would challenge most people is Get involved in a true dialog before people know you are a Realtor, then if you are a true professional, and really know what you are talking about with confidence, passion and beliefs. You will turn it into a lead or referral
Jason, you are right, my biggest source of Business has been from Networking, as I started my RE Career in a county where I knew only 2 people, and then 3 years ago relocated to Florida again where I didn't know anyone except my x inlaw's.
So Getting people to talk about RE isn't difficult, what I would challenge most people is Get involved in a true dialog before people know you are a Realtor, then if you are a true professional, and really know what you are talking about with confidence, passion and beliefs. You will turn it into a lead or referral
Your posts are always right on - and great reading material!
Right on brother!
This is a very interesting market and you are right, people always want to hear if it is as bad as the media claim it to be. No Way! People buy and sell houses every day!
Jason,
How true you are. The EF Hutton thing really took me back. I might have to watch some TV land tonight.
:)
Jason thanks for the post - I love to network and would rather be face to face - Works great for me!
I couldn't agree with you more Jason and I'm not even a Realtor. All aspects of real estate are hot topics for most anyone over 21 ;-)
You are absolutely right!!! I love this post and the gas sign is hilarious. Thanks for sharing!
It's a funny business we're in. We break all the rules that our parents told us. Especially the one where they said, "Don't talk to strangers."
However, we HAVE to talk to strangers as Realtors...and then hope they have money!
I agree that face to face networking is the best and it seems everyone wants to talk about real estare. I always try to follow up as well after an event or trade show to maintain the contact.
Face to face is best. Now if you can use the internet to get past clients and your sphere of influence to do more face-to-face marketing for you...! Seriously, I have a few client appreciation events each year for this very reason. There is the added benefit of being able to spend time with many people who were some of my best friends for a month or two at some point in the past.
Face to face is awesome...and I've threatened to go back to one tool that I haven't used for about 14 years...a name badge. I remember when I had it on, going to the gas station, the grocery, etc., conversations would undoubtedly start up about real estate...and I could usually end it with handing them my card.
Dave Culbertson, Broker/Owner, RealLiving Home Team, Mount Vernon, OH
Well, this was defintely a good post to read. I agree - but you've also got to prepare for it, because you want to be EFFECTIVE.
Get The Edge
I love Tony Robbins - I highly recommend buying the book.
Jason, thank you for this post. I agree totally-- any time I'm invited to a home party, baby shower, or happy hour, I do my best to go. I think it's the most effective use of my time!
I enjoyed reading your post. This is so true, my wife works at a local marina cafe, there are a lot of high profile people there and they always find there way to come ask me how things are going. I'm only a month into my real estate career, and I have already built a little clientel base.
No matter what the market, good or bad, it's always an opportunity for somebody. Find out who benefits the most from the present market and why and be prepared to give POSITIVE SPIN. But don't BS people, they'll see right through it. Perhaps this isn't the best time for someone to put their house on the market, so suggest you could tour the home, give them ideas of how they can improve the home and then put it on the market in the spring...be their "asset manager", not just a commission hungry sales person.
Dave Culbertson, Broker/Owner, Real Living Home Team, Mount Vernon, OH.
Hi Jason, Now you make me feel like I am a doctor or a lawyer - everybody wants to ask a doctor or lawyer something. I guess you are right, Real Estate is the same. I just have to seize the opportunity like you have suggested!
Great post!
Hi Jason, you are right, people always seem to want to hear about the real estate market. It affects everyone. Thanks for posting.
Jason,
If everyone tracked their advertising dollars like we do, you will usually find a large percentage should come from personal referral and real estate signs......throwing advertising dollars away is a thing of the past.....great post....
I agree! I'm a word of mouth person the best referral is from a past customer or friend.
Totally agree. Thanks for the ideas!
I go to a lot of business netowrking events and card exchanges and my trick is to never bring any cards. I go around the room asking people for THEIR cards. Now, most people go with the hopes of handing out as many cards as possible but, what good is giving somebody your card? TYheir not very likely to take action with it. If, on the other habd, YOU have the cards in hand, you sit inthe seat of power. I now have phone numebrs and email addresses and people ot add to my contact list. My hook is that I send and email twlling them it was nice ot meet tham at X event, apologizing for not having cards, share my contact information with them and letting them know that I am signing them up for my FREE monthly Real Estate Newsletter...
Jason: And when you engage them into a conversation about real estate, make sure to remember their names. There is nothing people like more than the sound of their own names. I'm bad at this if I don't immediately use the name back by say, "Oh hi Joan. It's good to meet you."
I am learning this to be true! Engaging people in conversation does seem to increase my credibility - It is a good thing I know what I am talking about. All that training, seminars, reading, and actually working in the business, etc. is making me more of an expert every day. Confidence in my self seems to make people listen too. I have real stories to share with others that seem to make an impact. Thanks for your postl.
Jason what a great post especially when so many agents are struggling to pay for publications and printed ads. It's easy to by pass what is right in front of us and much cheaper. Thanks for the reminder.
Jason, I'm finding that even at the gym, I can engage a lot of people in conversation with just a little comment about being a realtor. EVERYONE wants to talk about it.
Linda
Fantastic post. Great language for networking. T
his all doesn't work if you don't follow up. After having a discussion about what I do, I either grab their card or ask for their contact information and the next day start them on my drip campaign of letters, emails and occasional phone calls to stay in touch. The whole purpose of my letters and emails are to position myself as an expert and not a salesman.
Just want to point out that if you're not following up, your networking skills don't do much good.
Good points Jason. Realtors know more about local markets than anything you read in the paper. SO, just mention something in the paper and you'll be off and talking.
Awesome post! You're right !! If you are talking out loud, rest a sure people are listening and the one's that are interested or have a need will lead you to other just like them!!! These are the best referrals you can ask for!!! Excellent article!!!!
Much continued success..
Sharmaine
Jason, good sound advice. Sometimes, I get real distracted with this internet thing. It is so easy to sit and type and try new things on my computer. Your post reminds me that I am never wasting my time at an event outside my office. Even if I don't get business, I meet some very interesting people.
Sorry about the Cowboys, but I am so happy for my Redskins! Take care
Brien
Jason ... thanks for your article here ... You are right that face-to-face networking is the most effective single strategy for marketing that you can put into action and doesn't have to cost much money. Keep up the good writing. Best wishes. Harrison
Jason,
You are right. People are very interested in real estate. It is one of those topics that is near and dear to just about everyone because everyone needs a place to live. It is not difficult to bring up what I do in the normal flow of conversation.