Let's start with client referrals.

When a client refers someone to you there are three things that are an absolute must:

1) Make sure you thank your client for the referral
2) Re-familiarize yourself with the deal you made for your client
3) Follow up with the lead promptly.

Nothing will kill repeat referrals faster than failing to do one of these three things. Your existing client needs to know that you appreciate the fact that they thought of you when their friend/relative/co-worker expressed a need for the services you provide. Make sure that this client goes on to your "preferred" client list, whether the person they referred ends up working with you or not. This will ensure that they send you more people. Remember, leads are at least partially a number game, the more you get, the more you have a chance to convert. You also have to be prepared with a story or two to tell the lead about how you helped your client, this person will definitely check with their friend/relative/co-worker (if they haven't already) and you confirming that you not only remember the person, but how you differentiated yourself above your competition, will help cement the lead to working with you. Thirdly, and maybe most critically, you have got to follow up with them on a consistent basis. If they feel like, for any reason, they aren't getting stellar customer service from you then it is very likely they will go elsewhere.

This type of lead is probably your best bet when it comes to conversion, don't under any circumstances drop the ball when it comes to following up with them. If you are employing a CRM make sure that they are on your most effective targeted campaign. Make sure that you follow up with phone calls, personal emails, and offers for what ever it is you are doing for your prime clients. The key element here is to treat them as if they were already a client and are coming back to do more business. Your existing client will hear from this person about how well you are performing, don't think for a minute that they won't share both the good, and the bad. There are some of these that may turn into problem children, but don't drop your guard for a minute. If a client has referred someone to you, it's a good chance if you treat this person well the client will refer more business your way, the last thing you want to do is treat this person with anything less than stellar service.

One of the things I encourage people to do is make sure you have a preferred client campaign that sends out small gifts on a regular basis. These can be anything from a refrigerator magnet, to a calendar, to a neat looking pen. Each of these must have your name, logo and website featured. I'll go into more detail on setting up a campaign like this in a future post. These little things do not cost a lot, and they have a big impact on the client. If you have such a campaign, make sure that leads sent to you by clients get on it. They will be looking for these little gifts because they've seen them around your clients home. Make sure these preferred clients get something a little extra special on their birthday. One of the things that works well is 2 scratch it lottery tickets. About 10 days after their birthday call them up and ask them what they've won. 9 times out of 10 the answer will be "Nothing", but the key point is, you now have that client on the phone (and just imagine if they actually win something!). If they haven't referred you any friends/relatives/co-workers (or if it has been some time since they have) this is a perfect time to ask. My grandmother used to say "If you don't ask, the answer is always "No"." So always ask for referrals given a chance. Make sure you ask them how they are enjoying their new home as well! They need to feel like you truly do care about how they are doing.

One of the most effective tools I've seen out there is a system called iHomefinder. This allows your clients to set the criteria they want for a new home, everything from number of beds and baths, to the area they want, as well as setting a price range. They can browse the MLS with included pictures and many even have virtual tours. If they find a home they like, they can bookmark it. They will get email updates on the home as well as being able to go through their list and show their family, friends and co-workers. Basically think of the service as a way to show homes without you being physically involved in the process. This also takes the chances of showing the absolute wrong home nearly out of the process, thus saving you time and energy, as well as making you look like a superstar to your client. Most people in this situation will spend hours on the site, scouring through dozens of homes, and narrow down what they want to see for you. So not only have you given them hours of enjoyment, but you have set yourself up for a quick, easy sell as well. The cost of iHomefinder is cheap, cheap, cheap, only around $60 or so a month. You'll achieve your ROI on saved time alone!

Stay tuned for the next installment when I deal with how to best work a partner referral.