We all enjoy the personal touch when it comes to doing business with people, whether that involves a transaction with a local merchant in our community or a word-of-mouth referral from a business associate for professional services. Making contact and broadening our network takes careful thought and time. So why is it real estate professionals often ignore their own personal marketing campaigns and let all their good intentions pile up like so much dated paperwork on their desks?

The statistics should be a wake-up call to all REALTORS^® today. According to the National Association of REALTORS^® (NAR), over 60 percent of homebuyers with Internet access use the Web to shop for homes. Over 40 percent of all homebuyers use the Internet as a research tool for homes in their price range and desired location. Then, over 77 percent of these Internet home shoppers buy through a REALTOR.

It stands to reason that a REALTORS^® marketing program has to be ongoing, customized and consistent in order to be effective. A marketing campaign that never gets executed is like previewing neighborhoods on an empty tank of gas. It can't be done.

Today's consumer wants immediate results. They demand information that is relevant to their needs and they want it delivered quickly and accurately. The single professional as well as the two-income household is pressed for time and making a home purchasing decision is a matter that the weigh carefully and thoroughly.

Internet-based marketing is a necessity. Scraps of paper with scrawled notes or dog-eared index cards can't keep pace with the demands of delivering specific information quickly. NAR studies reveal sellers of homes typically interview just one agent before selecting the agent who ultimately sold the home.

REALTORS^® must manage their business as a business. Marketing plans must be consistently executed with specific budgets, messages and methods for measurement. A regularly updated database is vital to manage information about contacts. Plus, an effective mix of marketing materials, including traditional mailings, web-marketing, face-to-face visits and email, will enhance and broaden the life of the marketing campaign.

Marketing is expensive, some REALTORS^® contend. What's more expensive in the long run is not marketing. Consider this: Seven out of 10 sellers, according to NAR, said they would use the same agent in future transactions but only 40 percent did-a 30 percent loss of potential sales.

Marketing is a specific, direct campaign of personal contact conducted on an ongoing basis to achieve desired actions and results. When REALTORS^® professionally manage their marketing programs, they will realize referrals and repeat business. Brian Wildermuth is president of SharperAgent, the online e-marketing product that is an Internet-based CRM (customer relationship management) service that combines database contact management with the creation and distribution of marketing materials for real estate professionals. In Colorado, the reseller for SharperAgent.com is Land Title Guarantee Company. For more information call 303.594.9314.

For more information about SharperAgent - or to schedule a demonstration of this powerful customized marketing system - visit www.SharperAgent.com or call 866-614-9372.

SharperAgent: Never Be Forgotten!

###