Relo Services: The Art of the Meet and Greet

For Melanie Brush, Corporate Services manager, Berkshire Hathaway HomeServices Florida Properties Group in Trinity, marketing doesn’t involve public relations, advertising or extensive social media. Instead, it comes down to old-fashioned cold calling and networking, followed by in-person meetings. Since her firm’s services are free for their clients, most companies sign on once they hear her presentation.

Melanie Brush

The challenge is scheduling that initial meeting, which often requires extreme persistence. For example, over the course of a year, Brush sent emails and mailers to an HR director—and never heard back. It was only after they spoke in person at a networking event that this contact agreed to meet and work with Brush.

Similarly, at another networking event several years ago, Brush exchanged business cards with an executive director. After she followed up with this contact a second time, they referred her to their company’s national contact. A couple of months ago, after a meeting with that person and several follow-ups, they signed a deal.

Along with following up repeatedly, here are Brush’s other strategies for landing new relo clients.

Be disciplined about cold calling

Each week, Brush reaches out to prospects—especially when she hears a company is relocating to her area of Tampa Bay. To find HR director contact information, she’ll search her local business journal, Google and LinkedIn. If she can’t reach a contact over the phone, she’ll leave a voicemail introducing herself.

Attend lots of networking events

To forge new connections, Brush attends at least one networking event per week. Since these functions tend to be hectic and loud, she aims to meet and connect with people and exchange business cards, not give pitches or engage in lengthy conversations. “I try to keep it low-key and fun. People work with people they like, and a relationship will happen because someone likes you,” she explains. Afterward, she connects with new contacts on LinkedIn, adds them to her CRM, and follows up to try and schedule an in-person, one-on-one meeting.

Invest in print materials

Sending mailers is pricey but worth it, says Brush. Her package features a Berkshire Hathaway HomeServices folder containing an 18-page booklet, cover letter (which she signs in pen) and business card. In these materials, Brush introduces herself and her company, emphasizing she’s personally committed to the success of each of her client’s job candidates and employees.

Reach out in multiple ways

Brush contacts prospects via phone calls, emails and mailers. “It’s advantageous to try several different modes of communication,” she says. “Sometimes, it takes several times to schedule a one-on-one. You repeat over and over until it comes to fruition.” If she doesn’t receive a response after several attempts, she’ll often stop by offices. At the front desk, she’ll say, “I don’t have a scheduled appointment, but is your HR director available? I’d want just a couple of minutes to share an overview of our free services. I promise to be respectful.” If she can’t land a meeting, she’ll drop off her print materials.

Keep following up

“Never accept ‘no’ as a final answer,” she counsels. “It might just mean ‘not right now’ or ‘I need more info,’” she says. “Don’t feel defeated if someone brushes you off or doesn’t give you time or energy. Sometimes, it just takes a different approach, setting or time of day. There are so many different variables, and we’re all human. Don’t give up, and keep putting yourself out there.” That said, if after four or five attempts, you’re wary of seeming like a pest, you can say, “I don’t want to pester or bother you. I do believe in the value I could provide. But let me know if you’re just not interested,” she suggests.

Prioritize in-person meetings

Physical meetings are always Brush’s first choice. “We’re in the relationship business and there’s a level of trust with in-person meetings,” she says. “I like to shake their hand and learn about them and find common ground.” When she’s in front of a prospective customer, Brush will ask about their recruitment process and retention challenges. Only then will she suggest ways to integrate her company’s services.

Stay in touch

For the past several years, Brush has been sending a monthly email newsletter to the contacts in her CRM. Along with information about mortgage rates and real estate, she’ll always include a personal note (like her thoughts on a new restaurant in the Tampa Bay area). She also sends holiday e-cards and schedules at least two one-on-one coffee meetings each week. “It’s a matter of staying in front of people and staying top of mind,” she says.

“Relo is a long game—not instant gratification,” she says. “Be in it for the right reasons, and don’t just look at the dollar signs. Stand out to people to gain trust, respect and repeat customers.”

Dina Cheney is a Connecticut-based freelance writer.

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