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Our real estate contact management and marketing blog shares ideas and tips on how to create a successful and growing referrals-based business using a real estate CRM.
- Real estate marketing and lead generation best practices
- Proven strategies for building profitable client relationships
- Keys to better organization and control of your business
- Ways to master your real estate contact management
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Monthly Archives: October 2010
Dirk Zeller wrote an excellent article today on how we tend to deal with challenges and discouragement in our lives. What is interesting is is that if you have a good real estate software in place, it’s easy to prevent the negative impact that these discouargements can have on one’s business. The article starts as follows:
“We all feel challenges in our lives. These challenges can manifest themselves at work, at home, with our health, in our spiritual life. These challenges are often accompanied by discouragement. Discouragement can happen when we survey the difficulties that lay before us. We can de-motivate ourselves because of the gap between the reality of where we are and the vision of where we want to be.
One of the key ingredients to a successful referral and repeat marketing plan is phoning your past clients at least four times each year.
But this doesn’t mean you’re making a sales call.
In fact, the biggest mistake many realtors make when calling a past client is focusing too much on getting another listing. They say things like, “I was wondering if you’re thinking of moving again?” Or, “Do you have any friends who might need a realtor?”
Calls like these are a turnoff to most clients. It will place you firmly in the “pesky telemarketer” category. Not a good place to be!
If you do the right things in your business, you will steadily attract more and more referrals from past clients and other sources. That’s what referral and repeat marketing is all about.
But imagine if there were some simple things you could do – things that take hardly any time at all and cost you nothing – that would make referral and repeat marketing work even faster and better for you?
Well, there are! According to Dan Sullivan, author of Learning How To Avoid The Gap, there are three key behaviors that are certain to improve your “referability.” And, these habits are all easy to incorporate into your day-to-day dealings with prospects and clients.
It’s natural to want to include every client you’ve ever worked with in your “A List” within your IXACT Contact real estate software. But this is not a good idea.
There are some clients who – for whatever reason – will never use your services again nor refer business to you. So why waste time and money marketing to them? Practice good real estate marketing. Only names that should be in your “A List” are those who are, or could potentially become, loyal to you.
How do you determine who makes the cut? It’s easy to qualify past clients. Just ask yourself a few simple questions:
The offer is signed. The mortgage is approved. The inspection went well. It’s a done deal. By all indications, your client is delighted with your services. On moving day, you leave a card and gift by the door. The transaction is complete.
Now it’s time to move onto other things. Right
Neglecting a client immediately after a transaction, even for just a few weeks, can have a devastating effect on the amount of referrals you can expect to receive. You might even lose their repeat business?
A couple of weeks ago I wrote a post that outlined some of things you might want to learn about your contacts over time in order to build deeper and more meaningful relationships. This post generated a lot of questions about exactly HOW one goes about gathering this information.
The key is to view this as a process that you will work at over time. It may sound daunting, but you’ll be amazed at how easily and quickly you’ll start to gather this kind of information once you start to focus on it. Once you master this process, your real estate marketing will become easy and you’ll be a lot more effective.
Imagine that a client of yours is at a BBQ. Chatting over beers and hotdogs someone asks him, “Hey, we’re looking for a home in this neighborhood. Do you know any good real estate agents that could help us?”
Now freeze that picture and ask yourself: Will your client recommend you?
According to the experience of top agents throughout North America, a client will refer you to their friends and colleagues only if most – if not all – of the following conditions are met.
1. The client is happy with the services you provided during the last transaction.
One of the key elements of successful referral and repeat marketing is keeping in touch with past clients. Only by communicating in just the right way, at just the right frequency, can you ensure a steady stream of referrals and repeat sales.
But what if you’ve lost touch with a client you did business with months or years ago? Is it too late?
In most cases, you can still win that client over. But, to create loyalty, you must take action now.
Don’t just start sending those past clients your newsletters! Instead, reconnect with your past client with a phone call. Here’s what to say: