There is real power in making phone calls with past clients as a way to grow your business. You can continue your relationship with them, perhaps represent them in their next transaction and garner referrals by checking in from time to time. But let's face it; sometimes it is a little awkward. After Joe and Suzy Homeowner have settled into their new homes, they may not really want to talk with you, especially if you call at an inconvenient time with little to say.
In the Action Plans that I've created I challenge agents to call past and prospect clients four times and write one hand written note each year. As relationships grow, conversations become more genuine and able to carry themselves. However, in the beginning, it never hurts to have a "soft script" in your back pocket suggesting topics to talk about if there is a lull on the phone call. Since this is something done with frequency in our office, it begs for a system. Here it is:
Years since Closing Call # "Soft Script Topic" Entered in CMS
0 1 How do you like the house? Immediately
0 2 School and Community? Immediately
0 3 Vacation Plans? Immediately
0 4 Changes in Family? Immediately
1 5 Changes in Neighborhood Immediately
2 6 Home Improvements Immediately
2 7 Career Changes? Immediately
2 8 Referrals Immediately
2 9 Refinancing questions Immediately
3 10 Vacation Plans Immediately
3 11 Changes in the family Immediately
3 12 How do you like the community? Immediately
3 13 Changes in the family? Immediately
The "Soft Topic" can be left in the wayside or the focus of the conversation depending on how the call is going. Having a framework in mind for your "cold calls" should make them go much better, and obviously they can be changed based on your preference. The goal for most agents when touching base with past clients is to let them know "I'm still in real estate and I'd love to help you or your friends with their next transaction." You can certainly call and say this each time, but actually conversing will build relationships. That will serve you both better in the future.
The most critical part of this Action Plan is the last column titled "Entered into CMS" and that the step is completed immediately. Using a CMS like Top Producer allows you to write notes about each of your contacts. If you have a conversation about finishing the basement, enter the information into your notes page so you can reference it in your next call. Likewise, it is important to make note if you called at a bad time so you can avoid that in the future.
Some agents are incredibly gifted at conversation and remembering hundreds of facts and stories about their many clients. For the rest of us, there are systems to make this part of our job more enjoyable, efficient and lucrative.
The Automated Agent - A Systematic Approach to Real Estate
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