The Successful Direct Marketer

By Lois Geller (Chapter 11 is from Sold! Direct Marketing For the Real Estate Professional)

We considered centralizing the marketing function, but our people are independent contractors and they want to do their own thing. Besides, if the company does the mailing, who gets the lead?

We used to get calls when people were looking to buy or sell multi-million dollar apartments. Those people don’t call very often now,because they don’t want to give you their name and telephone number.

They’d say, “I don’t want to tell you, because I’m not sure I want to work with you yet.”

The calls that come in are usually for small apartments, like studios.The agents usually don’t care that much about them and that is a mistake . . . because in reality, we should be working with people from cradle to grave. (Again, emphasis mine. LKG.) My takeaway from Steven James is that he grows his people. He told me several times how wonderful his staff is, how they’re adapting to the Internet. Steven James is truly a leader; he motivates his staff and is an excellent teacher for his group at Prudential Douglas Elliman

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