The Most Neglected Client in Real Estate

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The Lones Group, Inc.

The Most Neglected Client in Real Estate: The Potential Client

One of the most common complaints real estate agents have is that their business feels like a roller coaster and is either "feast or famine." Some agents would argue that there is nothing they can do about this.

BUT - There absolutely is.

There are agents who have discovered the secret to keeping their business steady. It requires that you pay extra attention to the Potential Client.

It begins with developing a system for your Potential Clients. The system must suit the way you do business.  There are many fancy real estate specific software programs out there that could keep track of a list of Potential Clients, but if you are not someone who is going to use that software program it won't do you any good and you will just be wasting your money!  It could be the best program on the market but if you prefer seeing something visually right in front of you then you should develop the system that you will use.

It doesn't matter how old fashioned that system is if it suits the way you work then you have a much better chance of using it consistently.  If you are someone who prefers using software then by all means, use that. However, you should have the clients' contact information and desired real estate need available to you at any time.

Here are some ideas for keeping track of your Potential Clients:

  • High Tech Option
    Utilizing a CRM program to keep track of all your Potential Clients is an excellent way to keep these clients top of mind.  You should be the type of agent that enjoys using technology and you should be familiar with how the program works and how to quickly get and update information on your desktop and on mobile.  Most agents love the idea of this but many don't have the patience for this.
  • Low Tech Option
    The lower tech version for tracking your Potential Clients is simply using an Excel sheet to keep track your clients' contact information and their needs. You just simply print the list off and take it with you in your vehicle or use it when putting together communication and mailing plans for this database.
  • No Tech Option
    The no tech option is the good old-fashioned list kept on a clip board in your car or on your desk that you refer to when you have time to reach out to your potential client list. This is an excellent way to keep these clients top of mind and visual. Another option is a dry erase board.

If you want to grow your business you must pay attention to your Potential Clients and there is no better way to do that than by having a system for keeping them top of mind.


By Denise Lones CSP, M.I.R.M., CDEI - The founding partner of The Lones Group, Denise Lones, brings nearly three decades of experience in the real estate industry. With agent/broker coaching, expertise in branding, lead generation, strategic marketing, business analysis, new home project planning, product development, Denise is nationally recognized as the source for all things real estate. With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.

The Lones Group, Inc.

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Linda Schneider
Fast Newsletters - San Diego, CA
Fast Newsletters for Real Estate Agents

It's a nice way to look at future business. It's important to nurture long-term leads/potential clients! When I door knock, sometimes those leads are many years in the future, but I send them my newsletter through MailChimp, and they get to know me. Sometimes I get referrals before they've done any business with me themselves. I guess I'm medium tech.

Sep 28, 2017 06:09 PM #3
M.C. Dwyer
Century 21 Showcase REALTORs - Felton, CA
Santa Cruz Mountains Property Specialist

YES!!!   I met a seller today on the brokers' tour, and he mentioned he knew of me because I was recommended by someone I've stayed in touch with, who hasn't yet done business with me.     While I didn't get that listing, it still felt like feedback that I'm doing some of the "right stuff."    Now, I've just got to turn up that dial...Thanks for the reminder!

Sep 28, 2017 06:21 PM #4
Lottie Kendall
Compass - San Francisco, CA
Helping make your real estate dreams a reality

Keeping in touch with those "potential clients' is imperative, but easy to overlook when we get too busy with the rush of "now." I've set aside 2 1-hour slots next week to reach out to some of those "potentials."

Sep 28, 2017 06:29 PM #5
Stavrula "Sam" Crafa, RNC,GRI, CDPE, PSA
Future Home Realty - Seminole, FL
Providing the integrity and service you deserve.

Gosh, I couldn't function without my CRM. I know exactly who I'm going to reach out to each day, who I have appointments with including multiple reminders and when I'm calling people again. But if no tech works for people, keep doing what works. 

Sep 28, 2017 07:33 PM #6
Ms Kookie Boston
O48 - Las Vegas, NV
1st time home buyers and down payment assistance

I really like the excercise of writting the possible commision by the name.


I am a mixture.  I write them on a 4x6 card and carry the ones I'm actively working with with me, the others are in the box by month and date I need to contact them.  I also have them in my contacts in a folder in my email that I have access to on my phone.  It seems like a a little bit of work but I also have hundreds and hundreds of books around my house, kindle and I am moving slowly into high tech in all ascpects of life.  Just call me nostalgic.

Thank you for the information.  Yu make it seem so very simple.

Sep 29, 2017 01:27 AM #7
Mike Cooper, GRI
Cornerstone Business Group Inc - Winchester, VA
Your Neighborhood Real Estate Sales Pro

That's good advice, Denise. Everyone needs to find a system that works for them. 

Sep 29, 2017 06:13 AM #8
Chris Lima
Atlantic Shores Realty Expertise - Port St Lucie, FL
Local or Global-Allow me to open doors for you.

Great information, Denise.  It doesn't matter how you get the job done as long as it works.

I enjoy the ease and portability of using my laptop or smart phone for organization.

Sep 29, 2017 06:18 AM #9
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
New Hampshire Home Stager

What a great post...something that many agents are not thinking about, I'm sure. Hopefully you have given them something to think about!

Sep 29, 2017 08:04 AM #10
Mickey Hayward
Sunset Properties, Hayward Realty - Onley, VA
Farm - Land - Home Sales & Commercial Real Estate

Definitely the high tech option for me, Denise.  I have had many sales come about two years or more after the initial contact.  CRM programs work.  Great advice.

Sep 29, 2017 09:31 AM #11
Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker and Attorney Licensed in DC, MD, VA,

great post - low tech, high tech, no tech - pays your money, takes your choice! 

Oct 01, 2017 08:29 AM #12
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

I use a combination of low and no tech, but need to do a better job with it.

Oct 01, 2017 09:39 AM #13
Margaret Goss
Baird & Warner Real Estate - Winnetka, IL
Chicago's North Shore & Winnetka Real Estate

It's amazing that we can forget about potential clients but I realized I was doing just that! I guess I'm low tech - I have access to a good CRM but I rely on my dry erase board. 

Oct 01, 2017 09:41 AM #14
Corey Martin
Martin Presence Group - Ruston, LA
Real Estate and Management Solutions

Great tips. Potential clients can smooth out the "famine" time in the cycle, if good relations are kept with them. Great post! Thanks for sharing!

Oct 01, 2017 12:26 PM #15
Nina Hollander
Coldwell Banker Residential Brokerage - Charlotte, NC
Your Charlotte/Ballantyne/Waxhaw/Fort Mill Realtor

Well said... agents spend a lot of time attracting leads and then forget to "feed" them.

Oct 02, 2017 01:08 AM #16
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good morning Denise Lones ,

I'm so glad Carol Williams featured this post in her Saturday series! Well said..incubating leads is the only way to go!!

Oct 02, 2017 07:20 AM #17
Kimo Jarrett
WikiWiki Realty - Huntington Beach, CA
Pro Lifestyle Solutions

Having a system that works and produces activity is essential, yet, how many agents have a system and use it reflexively? Great post. 

Oct 02, 2017 11:26 AM #18
Debra Leisek
Bay Realty,Inc Homer Alaska - Homer, AK

Great post and I would have missed it except for the second chance Carol Williams gave us! Thank you Both!

Oct 03, 2017 12:36 AM #19
Dan Derito
Success! Real Estate - Brockton, MA

Nice post Denise.  The low/no tech still works if only you are relentlessly consistent.  Old timers like myself are slowly trying to move up the 'tech' ladder.

Oct 03, 2017 06:32 AM #20
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Great point!  There are a lot of missed opportunities in real estate.  I had one just yesterday with a sign call on my listing.  The caller hung up before I could ask the right questions to keep him on the phone.  Need to perfect that!

Oct 12, 2017 09:42 AM #21
Dörte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Denise,

Great advice. I like them to come in nice & steady. Occassionally, it seems like drinking from a fire hose. Need a better system for those situations.

Nov 27, 2017 05:24 PM #22
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CSP, MIRM, CDEI - Real Estate Coaching & Branding
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