Some say they simply can’t make a living any more. “Nothing is selling” is a refrain I’ve heard from agents from coast to coast. Many of these agents are dropping out of the business or trying to work part-time while they take a job that pays wages.

Others say they’re doing fine – that they always make money during bad times.

So what gives?

I believe the difference lies in their attitudes and expectations. Each agent gets what they expect to get, because their expectations color their activities. And their activities determine their success – or lack of success.

I can almost guarantee that the agent sitting in the office playing video games isn’t making any money. Neither are the ones gathered in the break room crying about how bad things are. They don’t expect a buyer or a seller to call, and they don’t reach out to anyone because they “know” that no one is interested.

Then there are the ones making money. They’re either on the phone or out there making contact with potential buyers and sellers. They’re also studying – learning how to deal with the new regulations. And they never stop marketing. Instead, they’re finding creative ways to market their services without spending a ton of money.

These agents are taking a critical look at their marketing methods and measuring what works and what doesn’t work. Then they’re directing their dollars to those activities that bring them business. I may be wrong, but I think we’ll see a huge shift away from homes magazines and newspaper ads.

Since over 90% of buyers begin their search on the Internet, smart real estate agents will shift more of their attention to creating web pages that capture visitors – and they’ll set up systems to keep in touch with all their leads via email.

They’ll also do more social marketing. Agents are using sites like Active Rain to show their area expertise and drive new buyers and sellers to their websites. Those who blog regularly are reporting huge increases in sales just from this one source.

Of course, there are those who use social marketing poorly and never gain a following. I’m thinking of the ones on Twitter who post the same message about a new listing 20 times in a row. Marketers in other businesses do the same, and they’re just as forgettable.

We have entered an age of skepticism. It’s a time when we don’t automatically trust people, but wait to see if they’re worthy of our trust. We want to get acquainted and know a little about a person.
Blogging creates that opportunity for potential customers to gain insight into who you are. So does drip marketing, if you’re willing to “give away” a little helpful information in your messages.

This need to get acquainted also puts new importance on agent bios. They’re an opportunity to show potential customers that you’re a real person – with interests and passions that go beyond your professional duties. Bios give prospects a way to connect with you and trust you because you’re “like them” in some way.

One thing I believe is certain: The agents who take the time and effort to learn how to market effectively in this economy will be the market leaders when things improve.

If so, business probably isn’t increasing at a very rapid rate. So try these three simple steps to connect with more customers and build loyalty from your current customers:

• Write thank you notes
• Hand out more business cards
• Send “how did I do” letters

Thank you notes will create a buzz about your business that may surprise and shock you.

Why? Because nobody does it any more. Sure, store clerks are trained to say “thanks” when a customer spends money. And stores that use e-mail might have an automated thank you note they can send at the touch of a key. But hardly anyone takes the time and effort to write a thank you note, put it in an envelope, and mail it.

So when you make it a habit to send at least one thank you note every day, people will start talking – and the talk will be good.

At first you might not have an easy time thinking of who to thank. But if you put your mind to it, you will. Of course you can thank people for coming in to your store or for allowing you to give a presentation. If you sell on a party plan you can thank your hostess – and you can thank every person who attended a party. You can even thank the clerk who works in the local deli for slicing your cheese just right!

It takes a little effort to get some names and addresses, but when people start talking about how thoughtful you are, the effort will pay off.

Take the time to be specific in your thanks, so the people who receive your notes will know the thanks are genuine.

Next – hand out more business cards. Hand them out to people you know and people you don’t know. If you’re in your store, hand them to customers and ask them to let you know if there’s something they wish you’d stock, or if they ever spot a problem with your store. If you provide a service, hand them to everyone and say “Please call me when I can be of service.” If this is the 2nd or 3rd time you’ve given them a card and they ask why, tell them it’s in case a friend of theirs needs you.

Send “How did I do” cards. This little card needs only about 4 or 5 questions – which must relate to your business. If you have a storefront you can ask if they found what they needed, if the store was clean enough, if your help was friendly. You can mail these, or hand them out when you ring up a purchase. If you ask customers to mail them back, bribe them with the offer of a special coupon or a free something.

If you provide a service, ask if you answered all their concerns, if they felt that you understood their needs, and if there’s anything else they’d like to know. You can even ask if there was something they wish you had done that you didn’t do.

People like to be noticed, they like to singled out as someone special, and they like to be asked their opinions. So build relationships with your customers and future customers by giving them what they like

To help you build your local business, I’ve written an e-book outlining a simple plan using these ideas and more. Whether you have a storefront, sell on the party plan, or sell your services, this e-book will help you build your client list faster and easier than expensive ads could ever do. So find out How to Build a Local Business…

If you have a pen, a piece of paper, an envelope, and a stamp, you can do just that. You can write a thank you note.

In fact, you’ll do even better if you write a dozen thank you notes. And if you make it a daily habit, you might just be amazed at the results.

Even if your business is already doing well, those notes will give it a boost.

Taking the time to send a hand-written note of thanks will set you apart from your competitors, and it will lift you up in the minds of every person who receives one. That’s because hardly anyone does it, and because a hand-written, well thought-out note shows that you actually thought about the recipient – and that you do appreciate whatever they did.

Your notes don’t need to go just to people you do business with, but can be just as effective when sent to people who perform services for you.

Why? Again, because this has become an unusual practice. So unusual, in fact, that people will talk about it. The mechanic who repaired your car might be sitting at the lunch counter visiting with other patrons and start to brag about getting your note.

“Hey, I got a thank you note today – you guys ever get one of those? Mrs. Jones wrote to thank me for getting her car in and out of the shop so quickly – and for not leaving any grease on her carpets like the last guy did. You know Mrs. Jones don’t you? She runs the …. down on ….”

A thank you in person does leave a warm feeling – and you should hand one out at every opportunity. But a written thank you is something people can show their spouses and friends. It’s something that gives them bragging rights along with that good feeling.

Thanking customers and would-be customers…

Remember that there is a difference in thank you notes. A printed card that says “Thank you for your business” and bears your signature is not very special.

A blank card with “Thank You” printed on the front or a hand-written note on a blank sheet of paper is special – but only when it contains a specific thanks.  So think before you write.

What did that person do? Did they give you some of their valuable time to present your product or service? Did they follow your recommendation about something? Did they refer a friend to you? Did they alert you to a problem in your business? (Yes, that one deserves BIG thanks!)

Try it right now – and you’ll be glad you did.

Not only will you feel good right away because you know you’re making someone else feel good, you’ll be activating the powerful law of attraction. That law says that when you feel gratitude and give thanks for something, you’ll attract more of the same. So the more people you thank, the more people you’ll have to thank.

Yesterday I learned about a system called Mail Chimp that you can use for free as long as your list stays under 500 people.  And since it takes a while to build a list when you’re starting out, that sounds like a good deal to me. The price fits right into any marketing budget!

Other programs give you free trials of 30-60 days, or let you use them free when you have 100 or less on your list. And really, 100 isn’t very many.

The system came highly recommended by posters on Active Rain, so I am assuming that it works well and is easy to use. If you’ve been hesitating because of the cost, go check it out!

You’re probably bombared with ideas for marketing your product or service – and every salesman who calls on you and every marketer who e-mails you has a great story to tell about how their service will explode your income.

Even the local groups who want you to pay for a signature ad in their event program are convinced that advertising with them really will benefit you.

Around here a big one is the newspaper. I’ll have to say, their sales people are really good at getting local businesses to add a signature block to pages promoting everything from the high school basketball schedule to pictures of the graduating class. Every month or so they find something to promote – and can make businesses feel like they aren’t supporting the community if they don’t participate.

You know you’re tempted to try every single thing that comes along – but if you do, any profits you’ve made will go out the door. That’s because all those crazy ideas won’t really bring you the extra business the salesmen promise.

Instead of jumping on every “opportunity” that comes along, take a long hard look at your own business and make a plan for your advertising. Set a budget, and then determine how those dollars can be spent to give you the most exposure to the right people.

Everyone is not your prospect. Not even half of “everyone” is your prospect. So why should you pay money to put your message in front of them?

You shouldn’t. You should only pay money to put your message in front of the people who have both the desire and the means to pay you for your product or service – at a time when they’re open to your message.

People attending a rodeo are thinking about the events – not about shopping or hiring a landscaper or getting their hair done.

And people reading the basketball schedule are interested in – the basketball schedule.

The best thing to do is to plan your marketing for the year before the year begins – but it’s not too late to get started now. And when you have a plan, it’s a lot easier to say “No” to an enthusiastic sales person.

Tell them to leave all the information and you’ll consider putting it in your plan – for next year. Then watch to see what happens. You can even wait until the promotion is over and contact some of the people who said yes – to see if it brought them any extra revenue.

If you haven’t made a marketing plan for the year, do it now. I wrote a little checklist / idea starter for marketing and offered it to my readers in December, but it could still help you if you start using it now. To get a copy, just send an email to: marketingpreplan@getresponse.com.

Remember: If it isn’t in the budget – “Just say no.”

• Nobody is marketing this time of year.
• Nobody wants to be bothered hearing from you at Christmastime.
• Nobody is making appointments.
• Nobody is buying after Christmas – unless the product is 60% off
• Nobody can succeed right now

As one astute blogger said recently: Send that list to your competition, then get busy!

From now until the end of the year is the perfect time to start setting appointments for January 2 onward.

From now until the end of the year is a wonderful time to get in touch with past, current, and future prospects. Especially when so many are snowed in and running out of things to do – they’ll welcome your phone calls and emails as a break in the relaxation that quickly becomes boring.

But maybe even more important – now is the perfect time to take stock of what you did right and wrong in 2008 and create a map for 2009 success.

I’ve made it easy for you with a marketing pre-planner. All you have to do to get it is send an email to: marketingpreplan@getresponse.com.

It’s filled with the questions you need to ask yourself as you get ready to make 2009 the best and most profitable, prosperous year yet.

Just do it!