I keep careful records on where my business comes from. I am an active blogger. I write a weekly post in the weekly newspaper for my hometown, Milton, Massachusetts. I went to a good college and a good law school. All this being said, fully 74 per cent of the business I did in 2010 was from "referrals" In other words, basically 3 out of the 4 engagements in which I was involved started with a former satisfied client or a referral of a former satisfied client.
This is powerful marketing information for me, a Massachusetts real estate attorney, with over 42 years of experience. And with this information in mind, it has occurred to me that is extremely important to my continued success as a professional to stay "engaged" with the Buyers, Sellers, Realtors and Loan Originators who were part of the "home team" effort that produced a successful closing.
With Buyers, I always make some little presentation at the closing itself. We have given out golf umbrellas, wine and books on home maintenance advice in the past. I am currently in the process of designing a small blanket for use on a couch or chair, with my firm's logo thereupon. Color on color, not a contrasting situation. While my clients are snuggly watching their flat-screen, they are embracing me !!
Right after the closing, I sit down and write a short, handwritten note to the Buyer. I try to put something in the note that proves I was paying attention to them when we were conversing at the closing. I have made an arrangement with a local florist to give me a substantial discount when he delivers a house plant or tree to a Buyer. He makes the delivery, himself, and gets a chance to engage the Buyer for possible future business.
With Realtors and Loan Originators, I take a slightly different approach. I try to furnish these professionals with useful information from time to time. I will buy 20 editions of the Milton TIMES and send one to Realtors and Loan Originators who may enjoy the subject matter of my post. By sending them something where I am "in print", I am telling them that I am the expert they need to work with in the future.
While not all of these techniques work, I do belief they show effort and concern. Having someone you have worked with feel that you still care, even after you have finished your work and gotten paid, speaks volumes In any event, it has worked well for me.
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