Leads To Referrals by Timothy M. Houston

Author:Timothy M. Houston [Houston, Timothy M.]
Language: eng
Format: mobi
Publisher: Houston-CB Group, Inc.
Published: 2013-06-20T14:00:00+00:00

CASE STUDY:

How Harry Potter Led to More Real Estate Referrals

David is a successful Real Estate Broker in a major metropolitan city. He has been one of the top producers in his field as his business has been built mostly by referral.

While other real estate agents and brokers rely on typical methods of advertising, word-of-mouth marketing and will seek referrals from their traditional sources, David is incredibly creative and proactive in staying ahead of his competition, including enlisting the “help” of Harry Potter.

In November 2002, Harry Potter and the Chamber of Secrets, the second of the Harry Potter films, was released worldwide. Tickets were often sold out at most theaters around the world as Harry Potter mania went global.

David decided to conduct a B.R.O. event just for those people who had referred him clients during the past year, regardless if the potential sellers or buyers went with him.

Knowing that most movie theaters were closed during certain hours of the day and were also available for rent for special functions, and seeing how Harry Potter mania was sweeping the globe, David approached a local multiplex movie theater and rented out one of their theaters during one weekday afternoon, before it would be used by the public. David purchased movie tickets to the Harry Potter movie, a small soft-drink and small popcorn for over 100 people.

He then sent invitations to his top 50 referral sources and invited them and a guest to attend a free, private screening of Harry Potter and the Chamber of Secrets on a Wednesday morning in late December. Most of the invitees immediately took him up on his offer, rearranging their schedules and some took their kids with them since they were on Christmas break. There were a few who could not attend, so David offered their tickets to those he grouped into his next level of referral sources.

When people arrived at the movie theater, they were escorted into the theater that was showing the film by an usher. Before they went inside, David and staff members from the movie theater were giving out the popcorn and soft-drinks.

Right before the movie started, instead of the usual coming attractions being shown, David had prepared a special two-minute video which showed him in various photos with most of the attendees. The audience was delighted to see themselves on “the silver screen” and the video ended with David just saying five simple words: “Thank You for Your Referrals!”

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