Many of you are familiar with Seth Godin’s best selling Permission Marketing where he discusses how smart businesses market on a basis of permission and opt-in. But all of us know forgiveness marketing. Forgiveness marketing comes in the form of spam, unsolicited mail, telemarketers, and any other form of marketing first and asking for forgiveness later.
I get a lot of this. Actually as a REALTOR with the Memphis Association of REALTORS they sell the list to anyone who will buy it. Therefore I’m constantly opting out of crap I didn’t opt-in for. This to me is not only annoying but completely reprehensible. The sad thing is that even though we all receive spam, this form of spam is endorsed by the REALTORS. Some of you reading this probably practice forgiveness marketing by telemarketing or “e-blasting” people on databases you bought.
It is completely possible to operate your (real estate) business through permission based marketing. At my company we don’t do any cold calling. Every person we talked to came off of some lead generation where they filled something out, opted-in to an email list, or inquired about a property for sale. With all the available technology and tools any business owner, or real estate agent can build a permission business by adding value. People will want to hear from you if you are genuinely adding value.
Quick note: I recently promoted a contest at an event and tons of people put their business card in the fish bowl. Results of ensuing telemarketing were deplorable. Guilty as charged. In my defense it was total deviation from procedure.
Technology has made building in-house lead generation simple, achievable, and affordable for anyone. Start a blog, newsletter, or web site with interesting and unique content and the business will come to you.
You remember that old saying? ”It’s better to beg for forgiveness than to ask for permission?” The saying really is old, outdated, and totally unacceptable in the new economy. How about, “It is better to earn permission, than be in the spam folder”?
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