Ever hear the phrase “Stay in your own lane”? Back in 2004 I watched email and Google ads attempt to overtake the “Relationship Marketing” space. People flocked to it as the next big thing. I suspected it wasn’t going to work the way many had hoped, at least not for Relationship Marketing and by 2006, it didn’t. Today it still hasn’t.

Relationship Marketing needs something email can’t deliver and that’s a relationship. It’s the same reason we don’t produce and sell postcards as a menu item. Postcards are best for announcements, and little else. We’re email marketing-automation certified and we still, don’t sell email automation to Loan Officers and Real Estate Agents because it doesn’t work. It’s not the right lane to be in if you are trying to endear yourself to past clients and generate referrals. 

Email doesn’t work for everything similar to how a spatula works with pancakes but can’t serve soup. The right tool for the job is paramount. You have to “stay in your own lane“, and use the right tools for the job. It’s not luck, it’s not magic, it’s the human condition and the result is referral source from past clients that lasts a lifetime.

The next big thing is ChatGPT. An artificial intelligence-based chatbot. It’s everywhere. Meta was everywhere as the next big thing too and that stopped before it got started. In my estimation, ChatGPT will work for some things but it’s not going to bring past clients closer to you just because you use it. Point is, you have to figure out what your lane is and stay in it. If a new technology works, we’ll use it, it has to work though.

Simply put, the job is to generate referrals from past clients to grow the business. 

Staying in your own lane: This means understanding who your client is now. Knowing what motivates them to WANT to send you referrals and not do things that strain the relationship. This is crucial because past clients aren’t the same as they were before the closing table. I’m going to talk about this in greater detail in an upcoming blog post.

If you are using marketing tactics for impulse purchases, you’re in the wrong lane, you’ll see poor results. Remember, advertising drives dopamine and dopamine drives you to satisfy the brain’s reward center. An example of this is the Carl’s Junior Superbowl XLIX commercial. (Carl’s Jr Still Shot)

Beautiful people eating sloppy burgers. Try as you might, once everyone leaves the closing table, Anxiety and dopamine levels aren’t rising with emails and Facebook post content about Fannie, Freddie, and curb appeal.

As obvious as that is, many continue to use retail marketing tactics for people without a buyer’s journey and no urgency to buy again for 8 to 12 years.

All you have is the relationship you developed with clients you’ve helped. Neglect that with emails about wonky industry detail and they disengage. Sorry, that’s how it works. Nurture the relationship by sharing yourself, sharing your knowledge, and becoming family and your past clients will put effort into sending you referrals. 

Let Exodus help you understand your lane, we’ll make sure you get the job done, and you’ll turn your past clients into ambassadors for you and your business.

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