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How to build a solid referral base... |
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Referrals are the world's best leads.
 They bring you people who are already pre-disposed to like you, trust you, and hire you.
They also build your reputation. There's nothing that says "This is an exceptional real estate agent" better than a business in which the majority of customers come from referrals.
So how can you get more of them?
First, by consistently staying in touch with your sphere of influence and your past clients.
As much as your past clients might have liked you, after a year or two has passed they might not remember your name, your phone number, and your email address. They might not even remember what agency you work with.
If you haven't stayed in touch with your sphere of influence, they might not realize that you're still in real estate. A whole lot of people left the business during the downturn – how do they know you aren't one of them?
So stay in touch. Write or call at least every 2 or 3 months. Use my staying in touch letters or create your own. You can also send market reports, holiday greetings, school sports schedules, and even notices about events for non-profit organizations you support.
You can also follow Barbara Todaro's lead and mail just listed, under contract, and just sold postcards to the whole community of people who might need your services. If you recall, Barbara said she mails a minimum of 3,000 postcards per listing. (And guess whose team is #1 in Franklin, MA?)
Second, by asking for the referrals.
I know, it isn't easy to ask. But change your mindset. Remember that you offer a valuable service – you help people make their dreams come true.
So end every correspondence with a request for them to let you know if any friends, family, acquaintances, or co-workers will soon be needing the services of a professional who will help them accomplish their goals.
Do remember to ask about those individual groups rather than lumping them together and saying "Do you know anyone?" I believe it was Tom Hopkins who taught that when you ask people "Do you know anyone who..." they "see" the universe and don't see anyone in particular. When you ask "Is there someone on your bowling team..." they see individuals.
Third, by showing real appreciation for the referrals you receive.
"Thank you" is so easy to say, and yet so many fail to say it. So make it a point to say it, and say it well.
When someone refers a friend to you, thank them, then stay in touch. Let them know that you've gotten in touch with the friend and have an appointment to meet.
Then let them know that you are either listing a home or helping their friend search for a new home. Later, let them know when you've been successful. And… when the resulting sale closes, send a thank you note and a gift. A personal phone call would also be in order. (And it could result in even more leads.)
We humans love to be appreciated, so never skimp when it comes to saying thanks.
"Cartoon Businessman Jumping On Springboard" by iosphere|FreeDigitalImages.net |
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