Mr. Marketing: Old-fashioned door-to-door selling

Rob Weinberg

Working from home means I see the daily activity on my street. Postal carriers, UPS, and FedEx drivers all know me well.

I see the bad and the good — the guys scoping out the neighborhood (the police dispatcher and I are now good friends) and the folks sharing their religion.

But you rarely see a door-to-door salesman. I know I’m dating myself, recalling the salesmen of my youth knocking on your door to pitch bicycles, vacuum cleaners, hairbrushes or encyclopedias.

And though Fuller Brush is still in business, the Internet removed any need for anyone to personally introduce himself.

There’s a local Realtor who obviously didn’t get the memo. The 30-year-old lives in Westwood and knocks on every area door to introduce himself two to three times annually. He sticks out like a sore thumb.

In fact, the Internet has eliminated most face-to-face interactions, but this fellow’s objective is simple; putting a face to the name. I’ve also seen he does ads, bus stop signage, direct mail and a website.

But nothing beats a personal relationship when it comes to closing the deal.

Regular readers know my mantra; People do business with people they know, like and trust. And what better way to know and remember someone than by chatting with them in person and getting a magnet or postcard for the fridge.

Every Realtor has their own approach to this highly competitive business. Some of us know the “Lady in Red,” others seek out the man with “The Big Picture.” Some Realtors splash big ads in this newspaper, while others hold community garage sales.

This gentleman goes for the up close and personal approach. He’s a local boy remaining active in local civic and business groups. He supports local charities, and is always out with a smile on his face.

Perhaps that’s why he’s welcomed into so many homes, invited to sit and chat, and may be the first guy many homeowners think of when they’re finally ready to do business in his arena.

Like any good salesman, this fellow doesn’t consider what he’s doing to be selling. “I’m just making friends and helping them solve problems,” he said in my living room.

It’s a healthy sentiment, sure to also help his bottom line over the long run.

With that said, I wish you a week of profitable marketing.