The vast majority of people select a broker And third, write a personal note, too. It’s not enough to who they already knew. In this article, I want email and text throughout the year. Make it a goal that to discuss a strategy to stay in touch with your every contact in your database receives at least one hand- contact list beyond email newsletters and written (and non-sales focused) personal note per year. holiday cards. I believe you’ll earn a majority You should mention at least one item that is personal to of the transactions in your database if you the client. For example, “Hey Steve, I just wanted to drop consistently demonstrate that you care about you a note to wish you and your wife, Laura, a happy your clients in meaningful ways. tenth anniversary. You’re an inspiration!” Advertisers know that companies need to Buyers and sellers will choose an agent they believe cares communicate a consistent message about about them. Go through each of your contacts and make their product or service many times before sure you know the important dates in their lives (birthdays, consumers will choose to buy. We’re going to anniversaries, etc.). Pay attention to what they’re doing apply the same technique, but we’re going to on social media and comment on their posts. Reach out do it in a more authentic way. If you want your via phone, text, and email throughout the year (and don’t contacts to think about you each time they’re forget to send that one personal note) celebrating these ready to buy or sell, you need to consistently important dates. And then take me to dinner for helping communicate that you care about them. But you get more business. first, you need a reason to contact them! About the Author: First, find out everything about your client. D.J. Paris is the President of Sales & Marketing for Kale Realty Fire up your CRM and look at each contact. and the host of Keeping It Real Podcast which is one of the Do you know what company they work for? most-listened-to podcasts for real estate agents in the country. When their spouse’s birthday is? The names and ages of their children? Where the family last went on vacation? Their wedding anniver- sary date and year? What charities or organi- zations they are passionate about? This information is critical as it gives you a SHOW business reason to contact someone other than to ask for business. If you know that their child’s birthday is today, send a “Happy seventh YOUR birthday to Charlie!” text to the parents. The more you know about the potential client, the more often you can reach out. And think about how you feel when someone demon- CONTACTS By D.J. Paris strates that level of thoughtfulness to you. Based on recent trends, did you know that Second, add each data point to your calendar. it is possible that nearly sixteen percent of Start with birthdays and anniversaries. If THAT your contact list may be moving in the next that’s all you know about the customer, follow twelve months? Some of those people will them on LinkedIn, Facebook, and Instagram. actually be making two real estate transac- Once a month, look at their profiles and see if tions: selling and buying a home! So, if you they’ve posted anything of interest. Shoot an YOU CARE have one hundred people in your database, you possibly have sixteen to thirty-two sales opportunities. The question is, how many of these transactions will you capture? email over saying something like, “Hey, I just noticed you went to Cabo last month. What a great vacation! Love the pic of you guys para- sailing! Hope you and your family are having a IN 2020 Although it’s unlikely you’d be the broker for each one, wouldn’t it be nice to increase your numbers? great 2020!” LinkedIn is also a great resource, as it will tell you a person’s work anniversary and other career milestones. 62 • April 2020 @realproducers realproducersmag.com Chicago Real Producers • 63
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