Referrals: ask, but you might not receive - UNLESS!

There have been lots of posts this month about how to ask for referrals.  And yes, asking for them is certainly important.  But no matter how or when you ask, there is something even more important than making the request.

In order to do a big referral business, you have to be referable!

Simply put, you need to take some time to think about quality control in your real estate practice.  And I gotta say, there are a lot of agents out there who are so focused on the number of transactions they do that quality isn't something that comes to mind very often. 

About five years ago, I did a two-day workshop that Joe Stumpf from By Referral Only put on in Reston, Virginia.  And yes, he did spend the first day talking about all the different ways to ask clients so send you friends, colleagues and family members who are buying or selling homes.  But then on Day Two, he switched his focus.

What can you do that will turn people into raving fans, both during and after the transaction?  And there were By Referral Only "graduates" who were there sharing ways they improved their performance during the transaction and then provided, often small, benefits and services for clients long after settlement. 

Here are some examples of great service during the transaction:

• During the transaction they keep their word in both big and little ways.
• They were compulsively  on time for appointments even if the clients were late.
• They listen carefully to their clients' needs and wants.
• They know the properties they show before they open the door, and if they include homes that don't meet their stated criteria, they're able to explain what they think they'll like about the place before they get there.
• They don't try to sell the clients a house.  But when they find The One, these agents know how to make it happen..
• They handle all of the details impeccably, and should something go awry, fix it, or at least minimize the consequences.
• Thet work with the agent on the other side to ensure the settlement is like butter - really smooth.
• They've honed their  skills so that they totally understand the nuts and bolts, like  local purchase agreements.
• They understand technology that makes the client's lives easier - stuff like Docusign and ZipForms.

And how do you keep up with them after settlement?

• Send had written notes on birthdays and anniversaries.
• Make a schmooze call to your clients once every few months.  Just say hi.
• If your clients, or their kids, do something noteworthy, send a note (hand written, not an email) to acknowledge it.
• One guy who sold a lot of old houses gave each client a carbon monoxide detector as a settlement gift, then twice a year he sent them new batteries.
• Throw an annual client appreciation party.

Oh, and when they do send you a referral, bend over backwards to give the referee the same wildly amazing service that earned you the referral in the first place.  You want the new clients to tell the friend who sent them your way that you are wonderful.  Oh, and you'll want the new clients to send clients along, too.

 

Subscribe in a reader