f you're a real estate
agent, client follow-up So, how do you strengthen your
should be a major part of follow-up? One way is to make it
your real estate marketing more specific to the individual
program. Whether it's a postcard client. Another way is to make it
mailing program through a direct more human. Combine the two, and
mail vendor, or just a series of you've got a follow-up program
well-timed thank you cards after that will maximize your referral
the transaction, you need some and repeat-business rates like
form of follow-up. nothing else.
Why so important? You probably First, let's look at ways to make
already know, but for those just your follow-up program more
joining the real estate ranks: specific to the individual. The
basic execution is simple,
* Proper follow-up generates thought it does call for a bit of
repeat business by keeping you in note-taking during the
touch with past clients. relationship.
* Proper follow-up generates
referrals by showing you still Step 1. Keep notes on your
care after the transaction. clients.
Follow-up brings other benefits Throughout your business
to the table, but referrals and relationship, make notes about
repeat business top the list. And your clients. They might include
if you've read any studies on a range of topics -- hobbies,
where real estate business comes interests, decorating styles,
from, you know how important other neighborhoods or areas they
these factors are -- especially were interested in, number and
referrals. age of children, future plans.
You get the idea. program down to make sure it
achieves the number of contacts
What you're doing is gathering or "touches" you're striving for.
useful information about your Opinions vary on the number and
clients that will allow you to frequency of touches. I would
tailor specific "touches" later suggest monthly, especially in
on when doing your follow-up. the beginning of a follow-up
File these notes away in your program (when you're most likely
customer database, filing system, to get referrals from still-happy
or wherever else you keep client clients).
information. And remember, the
easier it is to do, the more Go for a balance of automation
likely you'll stick to it. So and personal contact. Why?
find something that works for Because a program that's 100%
you. personal contact (phone calls,
for example) will be exhausting
Step 2. Outline your follow-up to maintain. In the other
program. extreme, a program that's 100%
automated (like a scheduled
You need to put your follow-up mailing program) will be too
program on paper for several impersonal. You have to combine
reasons. First, the manual act of the two.
writing things down engages the
creative side of your brain. You have the best chance of
You'll be surprised at all the generating referrals during this
ideas popping into your head as first year. In the second and
you map out your follow-up third years, you might choose to
program. reduce the number of phone calls,
while keeping the newsletter and
Secondly, you need to write your auto-mailers going.
client database with good notes,
Do you now see the value of you've finished half of your
collecting this information along follow-up legwork in advance. The
the way? It's invaluable later rest is simply filling in the
on, when you're preparing your blanks, keeping tabs on your
well-balanced follow-up program. schedule and sending your
And can you just imagine the materials out.
surprise when Jane says, "Wow,
she remembered that I like Feng Summary:
Shui ... I forgot we even talked
about it!" A balanced follow-up program --
one that mixes personal,
Now that's referral power. one-to-one contact with automated
elements like postcards -- gives
Step 3. Carry out your follow-up you the best of two worlds. It's
program. easy enough to manage across a
number of clients, while at the
This is where all the previous same time surprising your clients
lessons will pay off. Just by with specific information
having a procedure for your delivered in a personal way.
newsletter and a well-managed
About the Author:
Brandon Cornett has worked as a writer and advertising manager within the direct mail industry. He now dedicates his time to helping agents and brokers improve their marketing. His "Modern Guide to Real Estate Marketing" and his free newsletter are available at: http://www.ArmingYourFarming.com.
Source: www.isnare.com
