What sets some realtors apart from others is the follow up. This is what makes a good realtor. Too many agents move on to the next client and forget referrals are the best way to generate new prospects.
This means more than getting your last buyer or seller a gift, though that’s important. One gift that has staying power is buying them a one year home warranty.
But beyond the present, It means staying in contact with them through snail mail, the telephone and online.
Good realtors often have a monthly newsletter often available for free through title/escrow companies that the agent can use as their own, and send to their past clients.Some realtors email the newsletter, but the format of the newsletter is more likely to be read if it is a hard copy, thus regular mail is better. This way, your name is on the printed newsletter and is visible to the client and anyone else who sees it.
The newsletter usually has content that the homeowner will find useful. It may be simple maintenance and cleaning tips. Another topic might be saving on energy costs. These type of things, that are not time sensitive, in journalism parlance referred to as evergreen content.
A regular update of any real-estate transactions that have occurred in their neighborhood is a great way to stay in touch. This can be sent either by email or through the post office.
A monthly phone call to your past clients is also important. Discuss with them how they are enjoying their new home and don’t be shy to ask them if they have any friends, co-workers or relatives who are looking to buy or sell.
The whole idea is for you to not be out of sight out of mind to your past clients.
While this may sound cheesy, to some, stationary pads, calendars, and especially refrigerator magnets (all with your name on it) are an effective way of keeping your name visible.
The little time and money you spend to stay in contact with past clients will pay off. Any referrals you get through them, are often the most loyal clients to work with, because your previous client(s) have raved about you. It is this loyalty factor that separates these leads from other leads, such as open houses, online leads or through floor time. These latter leads don’t know about you other than your initial brief encounter and may abandon you and move to another realtor, even after you have spent time with them, showing property or giving them comparables. This is even true if they sign a “buyer exclusive agreement.
As, you accumulate quality leads, like referrals, your sphere of influence is enhanced greatly. And that is the name of the game for generating new business. Hopefully, these referrals will recommend you to someone else, just as they were once referred to you, by a previous happy customer.