In sales, a referral is the key to the door of resistance. Bo Bennett
Once again I am going back to some of the things that I learned in my 20+ years in the car business in regards to referrals. Building a reputation of the "go to car guy" or in this case the "go to real estate dude" starts with referrals. I only entered real estate 1 1/2 years ago but with the help of my experience in the car busines I am using a couple of simple referral techniques that real estate experts are probably already using but might be a good reminder.
Effective solicitation of referrals doesn't have to be "arm twisting" or "extreme pressure" but rather a transfer of trust.
4 simple referral techniques (transfer of trust):
1) Wearing your name badge everywhere all the time. I will be the first to admit that I don't do a good enough job wearing my name badge everywhere but when I do wear my name badge to my kids school, sporting activities or to the store, I typically get questions like "I didn't know you were in real estate" or "I recognize your name and I have a question for you about my house" or just "Can I ask you a question about my house." Name badges earn the right to enter into a conversation that people love talking about (THEIR HOMES or DREAM HOMES).
2) Hand written notes. Emails are definitely effective. Facebook messages work. Texts are simple and easy. BUT handwritten notes, thank yous, congratulations or thinking of yous are so effective and memorable. In the car business after I sent a hand written note I usually either got a phone call back, return letter (or email) from the individual just saying thanks and sometimes "got a question for you about the new Super Duty Truck." Already in real estate I have had one transaction from an individual that received a promotion which was announced in the local paper which I sent a hand written congratulation note to. An email might have worked but the hand written note put money in my account.
3) Inserting your business card with all of your bills, mailings, etc. Honestly, this one hasn't worked for me yet in Real Estate but in the car business I inserted a business card in all of my bills including my Avista (power) bills. One day I got a call from a representative at Avista saying that she didn't know me but had a stack of my business cards and wanted to ask me some car questions which turned into a sale. This is getting harder with paying bills online but if you are still paying some bills via US Mail, TRY IT - YOU MIGHT LIKE IT!
4) Probably the easiest, most effective referral technique is asking the client that just closed on their purchase or sale for referrals. In the car business, we did this right when the customer was taking delivery of their new car. "Who of your friends or neighbors would possibly be interested in the new Taurus like your's?" Don't ask a yes or no question because you will simply get a one word answer. Make sure to ask the question with expecting an answer that you want. In the case of real estate, "Which neighbors might have interest in having a market analysis completed?" or "Which friends are dreaming of moving into a new home?" Doesn't work all the time but when it does its money.
"Short handwritten notes yield long results. In sales, never underestimate the importance of the personal gesture, and right at the top of the list of effective personal gestures sits the handwritten note. Always send memorable cards and personal notes when you are reminded of a person." Harvey Mackay
Comments(1)