If you buy into my suggestion in my first Guerilla Relationship Marketing post (i.e. to leverage existing networks), then here's something else you should know.
When I first became an independent marketing and systems consultant (over 15 years ago) I joined my local Chamber of Commerce. They had a dozen standing committees and numerous events each month; all great opportunities to meet new people and network.
I observed that sometimes these contacts led to fairly quick business, and other times they did not. Being the compulsive analyzer that I am, I resolved to figure out the dynamics at play so I could make improvements. Here is what I learned:
- If I went to a meeting and said nothing to no-one; nothing at all happened.
- If I went to a meeting and spoke to the issues of the meeting; occasionally people would catch me after the meeting to chat a little. Once in awhile those chats even led to business.
If I went to a meeting and volunteered to help with the work of the committee a few things happened:
- More people would catch me to chat
- A few people would ask me for advice
- A few of those people would become my clients
When I created my own marketing committee, set the agenda's, and led the meetings:
- Even more people would ask for advice
- Even more became my clients
Based on this experience, observations and analysis I've boiled success in networking down to three keys:
1. Demonstrate Caring
If you're not going to speak up at a meeting, you might as well not even go. People need to see and hear you demonstrate that you care about the same things that they do. Speaking up breaks the ice and makes it easier for them to reach out to you.
2. Demonstrate Competence
If people can see you demonstrate competence in some minor or side activity, they conclude that you must be even more competent in your regular business. Demonstrating competence will definitely draw more people to you. Also, the circumstances in which you demonstrate your competence often cause you to have more interactions with those who are also demonstrating their competence. This extra contact and shared experience increases the relationship bonds and makes it even easier for you to talk real estate.
3. Demonstrate Leadership
If you really want to supercharge your networking, then observe some needs that you are especially well qualified to do something about; then do something about them. Recruit helpers. Publicize your activity. Get results. If you do those things you'll definitely find more people gravitating toward you and asking for your help with their real estate transactions.
So get out there, find an association that fits; and demonstrate your caring, competence and leadership.
P.S. If you've got a story that demonstrates these principles in action, please share it here; everyone will appreciate it.
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