In my prior post on this subject, Are Referrals Important to You? Show Others That They Are (Part 1), I wondered whether folks felt they were deserving of referrals or not.
I also talked some about how to know if you ARE worthy of referrals from past or current clients, friends, neighbors or family.
So if you ARE deserving of referrals, having some strategies to help others know you would like to be remembered, and keeping yourself "top of mind" is key to growing a referral business.
Are there some general things you can and should do? I believe so.
- Run your business and treat your clients in such a way that they will be RAVING FANS and will refer others to you, because they are so pleased with your service.
- Communicate your interest in having referrals - you have to ask, when the time is right. The best time is when clients are in the midst of their home search or sale. Real estate is top of mind for them at that time, so they are more likely to think about you when talking with others about their real estate issues (now is you are NOT doing #1, chances are this will not work for you). Gentle reminders in personal communication are a good idea.
- Acknowledge ALL referrals with a hand-written note and/or personal phone to the referring party and some sort of small gift. Doesn't matter what it is, just something to thank them for thinking of you. This should NOT be contingent on the referred party buying or selling. You want to reward the thought.
- Keep the referring party up to date on the status of the referral. This may depend on the situation and the referree - I would use you judgment on what to share and when.
- Dedicate marketing dollars, time and energy to putting yourself in front of those likely to refer to you - past clients, current clients, your sphere. Staying in touch (face to face, written, phone, etc.) is key here, and it needs to be part of your action/business plan. No orphan clients allowed!
So how about some specific strategies to get yourself in front of these people, both in writing and by just dropping by. Here are just a few suggestions gleaned from classes, personal experiences, and sharing ideas with colleagues (AND being a recipient myself).
WRITTEN (personal and professional) | |
List of utility and other service people | CMA for estate sales |
Mail news release with personal note | Package of take out menus of restaurants |
Personal stickers - "never too busy for your referrals" | Newsletter or C.A.R. client direct eNewsletter |
800 Info - cell phone directory | CD at closing with all scanned documents |
Sports schedule | Credit card opt out information |
Concert series | Evidence of success postcard monthly |
Postcards- services, information, coupons | Magazines every 2 months ("Homes By Design") |
Reciprocal business coupon to clients | Quarterly CMAs/CMAs of new homes on market |
Birthday and anniversary cards | HUD-1 docs |
Annual review to update client info | Send Out Cards (on-line automated) |
Golf course information | Property values update |
DROP BYS (personal and professional) | |
Gift for their house (e.g., candles) | First aid or earthquake kit |
Gift certificate for a pie | SOLDS list |
CookiesByDesign.com | Home Depot Card |
Basket of fresh tomatoes and corn | Comparables in their neighborhood |
Poinsettias | New CMA of sales/Just listed homes |
Birthday gift | Baby gift |
Gift certificate (e.g., lawn or pool care) | Wine with personal label |
Flyer for upcoming community events | Handyman |
Plant/orchid | Statistics - company and industry comps |
Pick up hazardous waste trip (paint, etc.) | CMA |
Movie tickets and popcorn | Interest rates |
Food, cookies, etc. | Babysitters |
This is certainly not a comprehensive list, but hopefully it gives you some ideas that may interest you, or you can think up your own. KEep in mind the recipient and what things might mean the msot to them.
Have fun, but most importantly, DO IT! And BE CONSISTENT.
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