The Hall of Fame member and Associate Co-Owner of RE/MAX Realty of Defiance in Defiance, Ohio, is the top agent in his market of more than 400 agents. Since the beginning of his career – he was just 22 when he got started – he has fought clients’ objections to his age, and the perception that he wasn’t fit for the job.
But Joost quickly set those misconceptions straight by relying on the fundamentals of the business: grassroots marketing and forging personal relationships. His approach has proven successful; Joost, 32, was recently named a "Top 10 Under 40" honoree by the Defiance Chamber of Commerce for his business achievements.
Here are 7 ways Joost suggests for getting back to the basics:
1. Show them you’re still in business. You can’t wait for business to come to you; you have to go after it. So consistently market yourself in your area, farm a neighborhood or two, and invest in your marketing. Money is tight for a lot of people, and marketing is usually the first thing they cut. This gives you the opportunity to brand yourself and take over that market share. Go after it!
2. Work expired listings. The minute a listing comes off the market, other agents will know it, too. So be the first agent to go after it. Don’t leave it at a voice mail or letter; physically knock on the door. "I try to catch people before or after dinner, and I don’t give a full-blown presentation. My goal is to secure a future listing appointment," Joost says. "Six times out of 10, you’ll have the door shut on you, but you’ll get more of those listings by making that personal contact." Even if you’re rejected, follow-up with a handwritten thank-you note; you’ll leave a lasting impression.
3. Use RE/MAX tools. "It boggles my mind that RE/MAX agents don’t use the free tools available to them like Design Center and LeadStreet," Joost says. He turns to the Design Center to create his own just-sold and just-listed postcards. He distributes the postcards door-to-door and, more often than not, it gets neighbors talking. "People love to talk about real estate – and they love talking about their neighbors even more," Joost says. "I’ve had neighbors ask me ‘You sold it? Who bought it? I want to know who’s moving in.'" Indulge their questions, and in no time you’ll build strong relationships.
4. Get personal. People love recognition and personal touches. Joost checks his local newspaper each week for engagement photos. He cuts the pictures out and mails the clippings to the happy couples with a personal note of congratulations and an offer to help with their real estate needs. He also writes a weekly news column called "Real Estate Update with Matt Joost." It’s all about providing prospective clients with items of value, establishing your expertise and putting a face with a name.
5. Network, network, network. Whether he’s dropping his daughter off at dance lessons or pumping gas, Joost talks to whomever he can about real estate. "Every day, I put 10 business cards in my back pocket with the goal of handing them all out," Joost says. Don’t feel intimidated or worry about rejection; you’ll be surprised by how eager some people are to discuss the local market, Joost says.
6. Use social media (after all, it’s free). If you’re not on Facebook, Twitter and LinkedIn, you’re missing out on free branding opportunities. But don’t abuse the posting space; people will tune you out, Joost cautions. "When you post an update, make it something of value," advises Joost, who keeps a family photo as his profile picture on Facebook. He finds that a mix of business and personal updates and photos serves his interests well. Try posting a virtual listing tour one day, then an update on what your family is up to the next. Be careful what you say and the types of pictures you post; you’re a professional.
7. Get involved in your community. Being active in your community not only creates goodwill, it also exposes you to potential clients that you wouldn't normally meet, Joost says. Go to church functions and nonprofit events, and join organizations like Habitat for Humanity (Joost is a longtime member), your local chamber of commerce and community development committees. Also, lean on the RE/MAX sponsorships of Susan G. Komen for the Cure and CMN Hospitals by co-branding your marketing materials to show your commitment – and that of RE/MAX – to the causes.
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