Every year in January, the president of the United States gives a "State of the Union" speech in front of both houses of Congress. While I'm used to that, I've never received a personal "state of the union" message from a service provider. On January 15, Katie and Mark Lederer of Red Oak Realty in Berkeley, CA, who sold my condo six years ago, sent me a letter reflecting on the recent economic volatility with a particular focus on how it has impacted the real estate market in the San Francisco Bay Area in general and their real estate practice in particular.
The letter is a great example of how to stay in front of your network in a positive way that builds buzz. The Lederers explain that the real estate market is not as grim as it seems. They write, "Throughout 2008, the general news media portrayed the availability of financing as the major barrier for buyers and sellers. Yet, contrary to the media's perception, our mortgage,finance and investment partners were able to deliver astonishingly good financing to our clientele. In fact, for most of 2008, our buying clientele had access to great rates with a only a few extra hassles."
The letter continues with specific geographic areas where homebuyers have interesting buying opportunities in the Bay Area and details how the Lederers were Red Oak Realty's top producers in 2008. It closes by saying "We would especially like to thank all of you who referred us business in 2008. In these trying economic times, it is nice to know that so many of you entrusted us to help your family and friends. Enclosed are some of our business cards. If you know anyone who may need our assistance, it would be our pleasure to help them just as we have helped you."
As people worry about the future, it's an excellent time to go back to your former customers and let them know why you're optimistic since people are desperate for good news. Also, after showing people why you're optimistic and talking about your succes, it greatly increases the chances that they'll refer people to you.
In closing, I'm happy to use this example fromt the Lederers because they provided me with excellent service as a first time home seller which just goes to show that the best way to build buzz is to do a great job.
