STUDY Confirms Calendars Work
– but less than a 1% success rate.

1% of Home Sellers found their Listing Agent through a calendar or fridge magnet. Not good news for a career minded sales professional.

The real big news – 41% of Home Sellers did choose their Listing Agent as the result of a Referral from a friend, neighbour or relative.

The NAR survey also confirmed that 41% to 49% of Home Buyers selected their Agent based on a Referral from a friend, neighbour or relative. And oh calendars - zero buyers indicated having found their Agent that way.

Method Used to Find Real Estate Agent
Referred by (or is) a friend, neighbour or relative 41%
Used Agent previously to buy or sell 23%
Visited an open house and met agent 5%
Walked into office or called Duty Agent 4%
Personal contact by an Agent (phone, mail) 4%
Referred through employer or relocation firm 4%
Saw contact info on For Sale/Open House sign 4%
Internet Web site 3%
Direct Mail (newsletter, flyer, postcard) 3%
Referred by another RE Agent or Broker 3%
Newspaper, Yellow Pages, Home Book ad 1%
Advertising Specialty (calendar, magnet etc) 1%
Other 5%

Bottom Line –
If you’re real good at 10 different tasks and really really like bouncing around doing lots and lots of different prospecting then 32% of the time you may do well.

BUT, when you get serious about Referral Marketing 41% of your business will come to you. And yes, by the way while working a Referral Targeted Marketing Program you’ll be securing top-of-mind awareness with previous clients – another 23% of “come to me” business.

Yes – it’s the New Year and you’ve likely just sent out your Calendars. STOP. Look at the stats – is a calendar enough, or just the start? Make 2008 your year for control, growth and stability - commit to a formal marketing plan.