Top producers say 82% of their business comes from referrals, making good, ongoing “thank you’s” perhaps the most effective tool in a marketing arsenal.
NEW YORK – When agents receive referrals from friends, family members, past clients or colleagues, it deserves thoughtful recognition, says Darryl Davis, CEO of Darryl Davis Seminars. The goal is to serve and coach, rather than sell and close, he says.
Handwritten thank-you cards convey a personal touch and can be accompanied by regular marketing pieces, such as just listed/just sold cards, market update letters and newsletters.
When working with referred clients, agents should take care of them like their own relative or friend, and try to make the process and transaction as smooth as possible. This involves communicating every step of the way and making them feel valued.
However, the referral source should also get an occasional update on how things are going through a quick card, call or text.
Many agents say “Thanks for the referral” only one time, never to make contact again. However, it’s important to note that top producers say 82% of their business comes from referrals, so it’s essential to keep referral VIPs in each year’s marketing plan.
Thank-you’s should be sent throughout the year, with touchpoints such as newsletters, birthday cards and through personal visits that include small, memorable gifts. Real estate gift-giving should involve something that has some shelf life and can be personalized, such as engraved door knockers, charcuterie boards or customized kitchen knives.
Agents should also deliver “SMILE Stops” throughout the year. SMILE is short for:
- S – Service
- M – Meet face-to-face
- I – Invite them to share any questions or needs
- L – Leave behind a token of gratitude
- E – Elevate the relationship
Source: Inman (03/03/22) Davis, Darryl
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