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of The Real Buyers Agent HBC in Charleston, S.C., uses his
newsletter to demonstrate his community knowledge, focusing
on city cultural events and tourist attractions. That helps turn
visitors into clients. The newsletter also includes a popular section on local housing statistics, including inventory and days on
market. “Everybody’s always interested in value,” Kent says.
James suggests keeping an eye on the number of newsletter
opt-outs. If they’re increasing, you may need to reexamine the
usefulness of the information you’re including.
Use Technology to Drive Personal Contact
Many practitioners set up their past clients on a drip campaign
to maintain regular contact automatically, but clients who
hear from you only via a marketing e-mail will learn to ignore
you. Instead, use a drip campaign to set up future phone calls
or visits. For example, send an e-mail letting clients know you
are going to contact them on their closing anniversary with an
update on their home value—then actually follow up by phone.
“Use technology to remind you to pick up the phone and be
personal,” James says. “Hearing a voice humanizes the person
you are talking to more than a text or e-mail can do.”
Your authenticity is the key to developing loyalty. So remem-
ber that, on a call with past clients, their lives are more import-
ant than your business concerns. That means letting go of the
idea that you have to end every conversation by asking for a
referral. “It kills any attempt you’ve made to be sincere,” James
says. He suggests being more circumspect in seeking referrals:
“Tell them, ‘Oh, by the way, we have a new home evaluation
tool that gives us the value of someone’s home almost instan-
taneously. If you know of anyone who wants to try it out, let
me know.’ ” And, of course, consistency matters. Don’t fall o;
the face of the planet and stop calling past clients. “I follow up
forever,” Martin says, “until they die or tell me to go away.”
By Lynn Olson
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