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The Rolodex and the Lonely 10x10 Office Sales Plan: Eat Your Heart Out Brian Buffini!

By
Real Estate Agent with Bill Cherry, Realtor 0124242

Some years ago, there was a sole practitioner in Houston who sold a lot of real estate.  His name was Ken Jacobson.  He was a blond-haired guy with a big smile, a resonant voice and a gift for gab. 

He made tons of money, drove a new paid-for Mercedes 560-SE, that, when he was home, was parked on the brick-paver circular driveway in front of his expensive and paid for home.

And most of the people he called from his Rolodex every morning -- his client base --  felt that they were his good friends,  Interestingly, most had never met him. They had probably not knowingly seen him across the room at a restaurant or a party.

Ken didn't have a logo and he didn't run ads.  His office was a desk and phone and two chairs, all stuck in less than 100 square feet.  He had his college diploma on the wall.  It was in a cheap dime store frame.  If you asked him, he majored in choral music performance.

Oh, and I forgot to tell you that Ken didn't take listings either, that is he didn't take listings he didn't feel he could find a buyer for within the following couple of days.

Ken's idea was that taking listings for the sake of having listings was a waste of a broker's time and money.  Much more pressure than he needed.  Everything he did had to be pasted to the present with money making Super Glue.  No bets on the come.

What Ken did was develop his referral base.  Before he hung up talking with you, he'd have gotten the name of another person to call and who would then be added to his Rolodex, and that new person would now be receiving regular chit-chat calls from Ken.

"Ralph?  Ken Jacobson.  I just got off of the phone with our friend Rusty McKnight.  He said you run the most reliable plumbing shop in town, and do I need a plumber.  By the way, this might be some information you can use.  Do you know David McDavid?  You don't?  Well I'm going to introduce you to him.  Best place to buy trucks, and he told me the other day that he is horribly over-stocked on panel trucks....I call them plumber's trucks..."

You get Ken's strategy.  It was impossible for him to get a rejection because he never called to sell a person anything, just to chat and in the process do something for them while they gave him at least one new name he could use.

Well, while I'm no where nearly as adapt at it as Ken was, nevertheless, I've used a modified version of his marketing plan for many years, now.  Most of my listings, sales and consulting haven't cost me a dime to develop and get.  They've come from my Ken Jacobson-like Rolodex that is full of dog-eared cards.

And that, quite frankly, is why you should call me when you have what may be a real estate challenge.  My Rolodex friends and their friends and their friends will most likely supply the answer for me to deliver to you with my best impression of a Ken Jacobson smile.

BILL'S BIO

Comments (13)

Missy Caulk
Missy Caulk TEAM - Ann Arbor, MI
Savvy Realtor - Ann Arbor Real Estate
Bill, I like your post and story. Nice and easy and no money to get it going.
Sep 27, 2007 11:34 PM
Dan Forbes
Bradenton, FL
Thanks Bill, for the reminder about the importance of staying in touch.  I don't use a roledex, but I do use my computer Contact Manager to stay in touch.  Most of my business comes from referral and my sphere of influence.
Sep 27, 2007 11:45 PM
Jo-Anne Smith
Oakville, ON

Bill, Rolodexes are the best...I still have the one I started real estate with 12 years ago...and I still put a card in it for any new contacts before adding them to my database.

You're the greatest, Bill....and I can tell by all of your stories that you are one of the true 'networkers'...you do it because your heart is in it and you care about people.

Jo 

Sep 27, 2007 11:45 PM
Linda Scanlan
A Fan of AR - Burleson, TX
Bill - I like the personal touch. There's one agent I know who spends so much money branding herself just to get as many listings as she can. For some reason she thinks carrying a lot of listings means success. How successful are we when you can't service your listings or sell them. The personal touch is still the best way! You nailed it.
Sep 27, 2007 11:48 PM
Paula Henry
Home to Indy Team @ HomeSmart Realty Group - Avon, IN
Realtor - Indianapolis Real Estate - 317-605-4174
Bill - True professionalism, one-on-one marketing and working referrals will never be replaced by internet technology. Great story!
Sep 27, 2007 11:59 PM
Al Maxwell
Keller Williams - Marietta, GA
Real Estate Agent

Bill...good point. If you are excellent at networking, working the system and pushing for relationships/referrals...the sky's the limit.

Sep 28, 2007 12:29 AM
David Yeoman
Mortgage Intelligence Inc. (David Yeoman) - Barrie, ON

It's not about asking for the referral, it's about building trust so that the client will offer the referral willing, knowing that you are going to give the person they care about, such a high level of service they will thank them for introducing you.

I highlight a similar strategy in my post: Can't ask? Without a doubt the easiest way to ask for referrals!

Sep 28, 2007 01:00 AM
Gregory Corbett
Resource Mortgage - Virginia Beach, VA
Resource Bank
great food for thought. I should implement more of these tactics
Sep 28, 2007 06:23 AM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher
Bill, This is a wonderful story.  Referrals from everyone and everyone helping eachother....I loved it and it's got a great lesson!
Sep 28, 2007 07:00 AM
Bill Roberts
Brooks and Dunphy Real Estate - Oceanside, CA
"Baby Boomer" Retirement Planner

Bill, your rolodex sounds suspiciously like a "good ol' boy" network. But I agree with Kan Jacobson. I don't want a listing I can't sell.

Bill Roberts

Sep 28, 2007 07:15 AM
Tom Burris
NMLS# 335055 - Baton Rouge, LA
Texas/Louisiana Mortgage Pro - 13 YRS Experience

When you really get down to it.... to do this job, all you really need is a desk and a phone. LOL

 

Sep 28, 2007 07:23 AM
Anonymous
Bill Cherry

Missy, Dan, Jo, Linda, Paula, Al, Dave, Crrol and Bill-

Thanks for your affirmations and comments.  Dave especially hit the nail on the head.  This is a way to cold call without bluntly asking for someone's business.

Sep 28, 2007 08:43 AM
#12
Joan Mirantz
Homequest Real Estate - Concord, NH
Realtor, GRI, CBR, SRES - Concord New Hampshire

Another terriffic story Bill...

Why don't you post these posts aimed towards clients in Localism?? Just put in a few local referances.

Sep 28, 2007 12:37 PM
BILL CHERRY
Bill Cherry, Realtor - Dallas, TX
Broker & Wealth Coach

Joan, Tom, Bill and Carole, and Gregory, Dave and Al, and not to forget Paula, Linda, Jo, Missy and Dan--

I'm sorry it has taken me so long to thank you for reading about Ken Jacobson, his teeny office, his telephone and Rolodex.  My mind has been on other things.

Thanks for your additions.  Bill's comment calling it a maybe "good old boy network" is one I hadn't considered before he brought it up.  But you know, that's what it is a good old boy network that one good old boy invented and controls.  Great explanation I'll ponder for a few days, that's for sure.

Bill

Sep 29, 2007 11:43 PM