By Melissa Dittmann Tracey
From first handshake to handing over the house keys, find ways to build,
maintain, and maximize your customer connections for sales success.
Are you an attractor or a seeker? If you want to make
it in real estate sales, it pays to know the difference.
An attractor casts a wide marketing net—using the Internet or direct mail—and then waits for a prospect to
bite. A seeker proactively builds and manages a base
of friends and acquaintances with an eye toward doing
business down the road.
The condition of your local housing market dictates
which approach will ultimately lead to more sales.
Research from the Keller Center at Baylor University
shows that in healthy markets, a mix of 60 percent
attract-oriented and 40 percent seek-oriented activities
delivered the highest lead generation conversion. In
weak markets, just the opposite is true. There, a 60– 40
emphasis on seek strategies—phone calls, networking,
and acquiring referrals—yields more appointments
and, ultimately, closed transactions, says Chris Pullig,
who conducted the 2008 study of about 1,200 real