There’s a big difference between marketing and networking. If you don’t understand how they differ, you could end up doing major damage your business as a real estate agent. Here are the worst networking mistakes to avoid.
Bait and Switch
This is perhaps the worst networking mistake you can make—inviting a new acquaintance out for coffee or lunch without indicating that you want to talk business. They think they’re getting to know a potential friend, but you’re targeting them as a potential client. And both of you will leave the meeting disappointed.
Mailing List Mania
Let’s say you get someone’s card after chatting at a networking event. Do you add them to your mailing list or include them on an email blast? No! You need explicit permission to add someone; signing a person up to your list without that permission is a huge faux pas. They’re guaranteed to not only unsubscribe but also skip over your name when they need help with a real estate transaction.
Old-Fashioned Etiquette
In Jane Austen’s day, you couldn’t just introduce yourself to someone without being introduced. We live in much more relaxed times, but there are still rules of etiquette to follow. If you want to use a mutual acquaintance’s name to get an introduction, then let that acquaintance arrange it. Don’t barge in with “Hey, you and I both know so-and-so—do you need a real estate agent?!”
Oversharing
Remember that even if you’re hitting it off with someone at a networking event, you need to keep it professional. It’s a reality show cliché, but you’re not there to make friends. Keep the conversation on topic and don’t bring up politics, TMI personal stories, or anything else controversial.
Don’t Dictate Terms
When you’re arranging a follow-up meeting with a new networking connection, avoid dictating the time and place. You’re asking them for a favor, so let them take the lead and make plans at their convenience instead of yours.
LinkedIn Boundaries
When you’ve just met someone, don’t immediately ask for a LinkedIn endorsement. They don’t know you or your work. Part of the power of LinkedIn is that you can trust the connections you find there because everyone is putting their professional reputation on the line.
By the same token, don’t look for people on LinkedIn to target for a cold call or introduction. Being added by a new acquaintance does not give you carte blanche to mine their network. Don’t spam new connections with updates or messages, either. Professional Networking is fundamentally about building trust, so don’t abuse it!
Connection, Not Sales
A final piece of advice to avoid a major networking mistake: don’t sell. When you start the conversation with sales talk, you ruin any chance of building a real connection. Avoid talking about sales, leads, listings, or anything else related to your business until it comes up naturally in conversation.
Get to know the other person first. Learn about what they do and what they’re interested in. That’s the foundation of successful networking. Keep that in mind, and you’ll be just fine.
