Almost every top producer I work with has built a successful referral-based business. Leads come to them, not the other way around. This is the goals for every real estate agent. Imagine not having to chase or cold call leads?
The secret is creating a strategy to ensure you stay Top of Mind with past clients and your Sphere of Influence (SOI). There are many ways to skin this cat, but here are three effective ways you can ensure your contacts remember you when their friends and family mention that they want to buy or sell their house:
- Schedule Regular Pop Bys. Connecting with you SOI on a regular basis is key. Pick 20 to 30 people each month to stop by their house with a small gift, whether a Starbucks gift card or a baked treat. You will want to rotate each group every three to four months – consistency is key. It takes a great deal of work and time, but the investment will be well worth it. Your contacts will be appreciative and more inclined to tell their friends about you.
- Hold Client Appreciation Events. This is a great way to connect with your SOI in larger numbers. Consider holding a day at the park (bouncy houses, hot dogs and all – great way to meet your neighbors as well), happy hours, or open houses in your own home. It’s human nature to feel appreciated, so let them know how much you appreciate them. They will feel good about you and feel good about recommended you to their family, friends and coworkers.
- 1-Year Anniversaries. We are always looking for excuses to touch base with past clients. They are your best resource when it comes to referrals. Make sure to acknowledge their 1-year anniversary in their new home by scheduling a time to come by with a full property valuation report (prepare as you would for a listing appointment). They will appreciate in learning how much equity they have built over the last year and learning more about their neighborhood.
Top of Mind strategies are often the missing component in most agents’ business plans. Though there are many ways to stay Top of Mind with your SOI, these are three simple ways to get started. Spend some time brainstorming other ideas and learning what other top producers are doing.
For more great tips to enhancing your real estate career, order my book, 21 Habits of the Highly Successful Real Estate Entrepreneur.
By Mike Weinstein, MBA