Resolve to Follow Up (Automatically)
When I first automated my real estate business, my goal was to increase my touches with my clients while decreasing the amount of work it took to accomplish that. Simply put, I wanted to build my relationships with my clients without compromising my free time, since it can be a daunting task to stay in close contact with a long list of clients.
First you must have a very good real estate specific database (CRM.) The next principle is key and very effective: make sure everyone in your database is on some kind of a plan or follow up system. Now, using that concept, here are a few of the high touches I recommend:
1. Send a follow-up letter/thank you card after every meeting, listing appointment, closing, buyer’s day out, etc.
2. 7 years of follow-up. We know that people move every 5 to 7 years, so I recommend a 7 year follow up system that automatically touches each of your past clients monthly for the next 7 years. Tip: If you are going back to launch the plan, set it on the actual closing date and delete all activities up to today’s date. This will make your anniversary letters correct.
3. Monthly postcard or letter. There are lots of great resources - don’t try to reinvent the wheel!
4. Birthday cards or calls. Try using e-cards, and a phone call is always appropriate.
5. Anniversary of their home purchase. It’s fun to take photos of the family in front of their home and watch how the kids grow over the years!
6. Wedding anniversary. My strategy is to call the husband 2 weeks prior and “remind” him! Believe me, he will be grateful for that call, especially if you can give him a couple suggestions for a new restaurant in his area to go to or any other great ideas you might have.
7. Holiday greetings. I prefer sending Thanksgiving cards rather than Christmas cards, because fewer people send them. And you can also send cards at other holidays as well.
8. Special event ideas. Look through the different tools and options built into your CRM
9. Buyers looking for homes like theirs (present and future home needs) use your CRM to match the needs versus your inventory. (This activity will help you get on both sides of more transactions)
10. Four to six voice touches per year with every contact. This may seem overwhelming but just make it a quick phone call to say hello and see how they are enjoying their home, etc. Make sure you schedule the next contact after completing each call; this will ensure that no one falls through the cracks.
11. Send them business. It’s the winning by giving principle. Give one outbound referral each week from your business. This should go to a business owner where you have recently moved a family like the local dry cleaner, the area veterinarian, or nearby restaurants. This simple high touch principle will be responsible for a significant increase in your referral business.
12. Geographic farm. Pick an area and work it forever. Send Just Listed, Sold, Reduced, Open house, your new neighbor, and area stats to these people. Be the area expert!
High touches are not difficult to execute on if you have the proper systems in place, the hard part is getting started. I suggest the following steps:
• First, get your real estate specific contact manager up and working with all your clients in it. It is more important that you do the right thing here than it is that you do it perfectly
• Next, purchase some good high touch systems that are automated and simple to use
By automating your client contact you’ll make business flow like never before and have that freedom you’ve been seeking to spend time with the ones you love!
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Verl Workman is a leading national speaker, coach and consultant. Despite his busy speaking schedule, and role as co-founder of Pinnacle Quest Consulting Group, he still sells real estate so that he can test and stay abreast of the latest tools and techniques that maximize results. He uses that knowledge to assist individuals and companies in building effective business strategies, implementing powerful technology solutions, and establishing strategic competitive advantages through coaching, seminars and private consultations. To contact Verl visit www.verlworkman.com or www.PQPipeline.com or email him at AskVerl@verlworkman.com.
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