Magazine article Journal of Property Management

Power It Up with the Personal Ask

Magazine article Journal of Property Management

Power It Up with the Personal Ask

Article excerpt

It's a Nightmare Come True:

Your association board meeting is a bust. Halfway through the meeting you realize that things are definitely going downhill and your company's shining light is diminishing by the minute. People you thought would show up didn't. One long-time member has managed to run away with the conversation--again. Even worse, your boss suddenly appears more interested in his iPhone than in the topics at hand. Not exactly a great marketing plug for you or your company, is it?

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If this scenario sounds all too familiar, there's good news. You can turn any meeting into a marketing advantage for your company, whether you're leading an important client presentation, an industry association meeting or a board gathering. Here's the secret: power up your marketing with what I call the "personal ask."

You're unlikely to find the phrase in the dictionary, but "personal ask" is the term I've coined to describe a targeted, personal approach to marketing. We all know real estate is a relationship business, right? It's also a business of opportunity cost. Think about it: what are the intrinsic costs of losing a chance to effectively market your firm or your property? Follow these tips for sure-fire ways to power up your marketing.

Make it individual

Target small. You don't need to bring out the engraved stationery, but do consider a personal invitation. People like to offer their input and feel their contributions are valuable--not have their time wasted. …

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