There’s a large building located at 1600 Ampitheatre Parkway in Mountain View California (near the bottom of San Francisco bay) This complex houses one of the largest and most successful businesses of all time.  The fascinating thing is that this business gives things away!

Google has close to one hundred products and almost every one is offered free to billions of grateful users including you and me.  Google makes money through advertising.  In fact, almost every time you do a search for anything on Google, someone or some company will have placed a bid for the right to rank the highest so you will notice them in the sponsored links section of your Google search.

Let’s say you do a Google search to buy a product that teaches people how to speak Italian.  The company that comes first or ranks highest in your search results (under sponsored links) is the company prepared to pay the highest amount per click to be there.  When you click on their link, they are charged each time.   Is it any wonder Google is so huge and just keeps getting bigger?

But Google got big because they give things away.  In fact, Google has become so successful at giving things away like free word document and spreadsheet applications, maps and email services that most of us have become literally addicted to using their products.  If you don’t already have a Gmail account to access one of their free products it’s probably only a matter of time.

So what have they done and why does it work so effectively?  Google has simply put into place the basic principles of relationship marketing.  By giving away their search engine technology for all of us to use, they have successfully attracted an enormous market that grows every day.  Building and maintaining relationships is the key success ingredient for almost every business but it is also the essential component most businesses ignore or simply don’t understand.  Applying this proven success technique is the key to your success.   

So how can we apply the concept of free to real estate?  The fastest way to build relationships with potential customers is to give something away.  The more valuable your giveaway, the more new potential customers you will attract.  This is called give-to-get marketing.   The easiest product we can ‘package’ as a giveaway is information or more specifically, knowledge.  For example; you can create a free property report and advertise your offer to potential contacts in any number of ways.  

There are plenty of free ideas you can create but make sure you continue to repeat your offer to your target market.  Changing your offer will confuse your market. You are looking to build your personal brand (you) and this will happen much faster if you continually ‘showcase’ your offer and your point of difference.

 
Bestagents Members use the bestselling Book ‘How To Sell Your Home For More’ to establish new relationships and attract motivated sellers.  Click this link to learn more.