John Gluch, who was the No. 2 HomeSmart Realty agent in Arizona before joining RE/MAX in May, shares tips for revving up your marketing efforts
By Deborah Kearns[clickToTweet tweet=”Once you’re grossing more than $100,000 in commissions, it’s time to hire some help. #remax @JohnGluch #REMAXAbove” quote=”Once you’re grossing more than $100,000 in commissions, it’s time to hire some help.”]
John Gluch’s foray into real estate was sort of accidental. After helping people flip houses for a few years, he started to sell homes in 2007 after the housing downturn sunk his flipping business. Gluch joined HomeSmart Realty, where he steadily grew his business and his team.
In 2013 came a career turning point: He signed up for Craig Proctor’s coaching program, which changed his business and the course of his career. He also met master marketer Jay Macklin, Broker/Owner of RE/MAX Platinum Living, through the program, who made quite an impression on Gluch.
By the end of 2014, Gluch was the No. 2 HomeSmart agent in Arizona. His team closed 87 transaction sides and more than $25 million in sales volume, but he felt he needed stronger business mentorship and support to grow even more. Macklin offered the out-of-the-box marketing ideas and growth strategies Gluch was hungry for. So in May, Gluch moved his three-person team to RE/MAX Platinum Living. And the leads? They’re flowing more than ever.
Want to gain more business? Here are Gluch’s best tips:
- First, free up your time.
Gluch hired a full-time assistant to help him with administrative tasks so he could focus on marketing. “Don’t waste time doing $12 per hour work,” Gluch says. “Once you’re grossing more than $100,000 in commissions, it’s time to hire some help.” Hiring an assistant gave Gluch an extra 15 to 20 hours back in his week to do more high-dollar productive tasks.
- Build out your online profiles.
Consumers are searching Zillow and Trulia in droves, and you need robust profiles on these sites to stay in the game, Gluch says. Having a visible Yelp page (and asking for reviews) is also necessary to positively manage your online reputation. Gluch adds that your website, Facebook profile and other online sites should reflect your image and a lifestyle that potential clients can relate to.
- Ask for reviews.
“Yelp reviews generate 30 percent of our leads,” Gluch says. Getting clients to provide glowing reviews comes down to a precise system. It begins with Gluch making a follow-up call the day after closing to ask how the experience went and, if it was positive, an email asking clients to share their experiences with direct links to the team’s profiles on Zillow, Trulia and Yelp. So far, it’s working well for the team and could work for your business, too, he adds.
- Communicate often.
Gaining new leads comes down to showing that you’re vested in your clients’ lives well after closing day, Gluch says. “We call people on their birthday, as well as send home-buying anniversary cards and handwritten thank-you notes, to keep in touch,” Gluch says. The team uses Salesforce’s PropertyBase for its database management and the Mac app Things for task management to keep the process running smoothly. “It takes work and it’s not easy, but it’s well worth it.”
- Reward past clients for their referrals.
“Anytime we get a referral from clients, we’ll give them movie passes or something that doesn’t have a set monetary value attached to it,” Gluch says. These referral rewards should be based on the act of providing a referral and not the result, Gluch advises. “So even if the referral goes nowhere, we still send a token of thanks – and we keep the referrer in the loop on the process. The goal: Show past clients that their time and vote of confidence are always appreciated.
- Add value to every interaction.
Whether it’s regular market updates or community newsletters, put useful things into clients’ hands so they see you as a resource, Gluch says. Having systems in place to automate these value-added touches helps tremendously, but don’t be afraid to look for new and different marketing methods to try, he says. “You don’t have to invest big dollars in your marketing from the start, but you do have to leverage your time wisely and work hard.”