Over 80 percent of my business is from repeat & referrals. It’s certainly easier to market to these people than to the general population as a whole! It’s also much more cost effective. I’m sure if you analyze your business, you may find that the majority of your image advertising is to new clients and only a small portion is to past clients.
Here’s my plan:
1) Everyone who has ever bought a home or sold a home through me gets a letter every month, forever! I use Dave Beson’s Letter Writer program. It’s a series of corny letters that seamlessly integrate into either Top Producer or Online Agent. All you need to do is assign an action plan (series of letters) to your client. I’ve modified these letters to take out “fireplace” or “furnace” and replace it with central a/c. “Basement” becomes “family room”. "I" becomes "we" for the team. I also add a “things to do” at the end of the list so that I know to extend the plan when its due to expire.
2) I volunteer to make copies of drivers licenses at closing. I always make a copy for myself. If I’m not able to make a copy, I’ll ask the closing agent after closing to give me a copy or at least let me write down the parties birthdates. This goes into my contact management software. Both Top Producer and Online Agent have a place for birthday reminders. Every client gets a call on their birthday. I hope I receive a voice mail so I can just leave a nice message and quickly move on to my next call.
3) I offer things of value to my clients, during and after the sale, so they appreciate that our relationship extends beyond the closing (ie: free use of my moving truck, free use of my bounce house, free notary service, free faxing, free copying, free computer use, free long distance phone calls, etc.)
Keep in touch! I’ve been at it for years and it really pays off!
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