Most Real Estate agents spend more time and money sending mailings to people they don’t know, instead of personally connecting with the people they do know. It’s absolutely true.

I have asked hundreds of Real Estate agents from all over the country: why do you prefer to send mail instead of connecting personally with your Sphere?

• Is it because mail yields more business and referrals?
• Is it because mailings are more cost-effective and have a higher Return on Investment than personally connecting with your Sphere

The answers are uniformly “NO”.

Simply stated, it is more comfortable and less threatening to send mail, than pick up the phone or meet with someone in person. An additional reason is that, agents “feel” productive when developing, organizing and sending out their mailings. In reality, they are being “busy”, not “productive”.

• During my Get Your Sphere in Gear® classes, I ask the agents who attend to rate the different marketing approaches by the value they provide in actually getting clients. Every class I have taught has independently verified and agreed that mailings are a Low Value Marketing Activity.
  
• In contrast, personally connecting (by phone or meeting) with people in your Sphere, is always rated a High Value Marketing Activity. So, it’s no secret that mailings are an inferior way of marketing yourself compared to calling or meeting with people in your Sphere. You may be thinking, this guy thinks I should stop all of my mailings. Actually I don’t. Mailings to your Sphere are worthwhile, when combined with personally connecting with them. Mailings alone won’t do it for most agents.

So, why don’t more agents stay personally connected to their sphere (since they agree that it is a High Value Marketing Activity)? Here are the most common reasons:

1.		FEAR - many agents are afraid to call people they know. In fact, they have less fear about calling strangers. Fear of rejection, Fear of failure, Fear of having nothing important to say, or Fear of offending someone. It is the number 1 reason more agents don't call their past clients, and why they don't get more business and referrals.
2.		DISORGANIZED - agents who are disorganized don't know who is in their Sphere or where to locate their phone numbers. They often have little yellow stickies all over their desk and computer monitor.
3.		TIME MANAGEMENT - one of the most common responses as to why agents have not called their Sphere is: "I didn't have time." The real answer is that they didn't make time. They made calling their Sphere a low priority and sending mail (or doing anything else) a high priority.
4.		NOT KNOWING WHAT TO SAY - another common reason agents don't stay connected to their Sphere is that they simply do not know what to say. Having a written script, that you’ve practiced, is the key to feeling confident about routinely calling the people in your Sphere.
5.		PROJECTION - if we do not enjoy being called by people, then we project (and incorrectly assume) that others do not want to get a phone call from us. This reasoning keeps many agents stuck and prevents them from ever calling their Sphere of Influence and getting more referrals.
6.		NOT HAVING A COMPELLING "WHY" - the only reason we do things in life is when we know what is in it for us. So, WHY do you want to Get Your Sphere in Gear? What are the tangible and intangible benefits you will realize once you have your Sphere in Gear and start getting more referrals and business?

• More commission dollars – when you stay personally connected to your Sphere, they will think of you when they have a real estate need.
• Eliminates the need to cold call – most agents abhor this activity
• Spend less marketing dollars – it costs less to call and meet with people than to pay to design, write, produce and mail postcards. Your return on investment will increase dramatically.
• Builds and strengthens relationships – when you personally connect with the people in your Sphere, you cannot help, but to deepen and strengthen your relationship with them.
• Safety – since you are dealing with people you know.
• More consistent flow of business – when you stay connected to your Sphere on a regular schedule, you will get more business and referrals on a regular basis. Doing marketing activities consistently typically yields consistent results.
• Be unique – most agents are afraid and reluctant to call their Sphere. Getting on the phone will differentiate you. And, you’ll get better and more comfortable talking on the phone the more you do it.
• Have fun – you will surprise yourself as you begin to enjoy connecting with people you already know you.