Following up is an important aspect in developing your real estate business... actually ANY business. It helps you to build trusting ongoing relationships with your customers. These relationships result in most of your significant sales.
Like anything worthwhile, consistent follow-up requires a lot of effort. At Century 21 First Realty, we have a Quality Service Department whose primary function is lead follow up. In the long run, sales follow-ups are more cost effective than chasing down new customers.
There are three obvious advantages to good lead follow-up:
1). Get the business. Picture trying to fill a strainer with water. How much easier and more effective would that be if you plugged the holes? Well, that's what effective lead follow-up does. So many sales are lost simply because agents get focused on everything that is involved with closing their immediate deals and they lose track of the mid-ranged and long term prospects. We tackle that problem with weekly, bi-weekly and monthly follow-up schedules for all of our leads depending upon how hot they are. Our Qaulity Service Department makes these follow-up calls and sets appointments for our agents so that we can ensure few potential sales are lost through inattention.
2) Generate referrals. Every one of our call scripts ends with "Let me ask you this...do you know of anyone else who many need our assistance with real estate?" A satisfied customer will surely tell their friends about you. Our goal is to be inexorably link with real estate in the minds of each and every one of our customers. So that when they hear someone talking about real estate, they think of us. Then we follow up regularly so that we can pick up these referrals while the conversations are still fresh in our customers minds. This equals new leads who are predisposed to look favorably upon us.
3) Keeping the customers you have. Business grows in the moments between sales. Follow-up campaigns require a lot of attention and effort, but they are a step towards new deals. We have established a Past Client Club specifically to keep in touch with the folks who have done business with us through regular mailers and newsletters. The pay off is that once you gain a customer's trust, the next time they are ready to buy or sell they will look no farther than your door. Provided you FOLLOW-UP with them.
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Joe Manausa, MBA, CRB, CRS | Broker / Owner | Century 21 First Realty
2365 Centerville Road | Tallahassee, Florida 32308 | 850-386-2001 | http://www.manausa.com/