Of course, clients expect you to do a great job as their agent during an actual purchase/sale transaction. But doing a great job alone is not enough to ensure referrals and repeat business down the line. Instead, it’s just the “price of entry”.
You need to offer support and services that add value when you’re between transactions.
Why would a client want to speak to you if they’re not buying or selling a home? What are some of the ways you can add value? In order to provide value, it’s critical that you really know who your clients are.
So let’s look at some ideas for how you might add value between transactions.
One idea is to provide an annual real estate check-up. But for this to be effective, you have to know what you’ve talked with your clients about in the past.
Another idea is to send them interesting articles related to topics that clients have told you are important to them. Both these ideas require that you are diligent at recording the key points of past conversations in your contact management system in order to make them workable.
Although these are good ideas, they are both examples of “outbound” communications. You’re the one making the phone call or sending the note. Wouldn’t it be great if you could get your clients to start calling YOU between transactions?
One of the best ways to nurture existing relationships, add value, AND get clients calling you between transactions, is to position yourself as the “go to” expert on all things home related.
To do this, you need a real estate contact management system that will allow you to build and manage a Business Directory where you can list all the suppliers of products and services in your network that you believe could be of value to your contacts. Examples could include home decorators, painters, plumbers, window installers, electricians, landscapers, dry cleaners, florists, math tutors, lawyers, financial planners, caterers, etc. The list of possibilities is endless.
The great thing about a Business Directory is that it’s the ultimate win/win/win. The more you can refer quality product and service providers to your contacts, the more they will see you as adding real value to the relationship and the more likely they will be to refer you to their family and friends, and to remember you the next time they think of buying or selling a home.
At the same time, the product and service providers will definitely appreciate the business you refer to them, and will likely refer business back to you, AND think of you the next time they themselves need a REALTOR®. After all, they’re home owners themselves!
Do you use a Business Directory?