Want to stand out from the competition? Secure good referrals! The best real estate marketing plan you have is good customer service. Advertising may get them in the door, but it’s the great service you offer that will make them lifetime clients — and encourage them to share you as a “resource” with their family and friends.
Sometimes this happens naturally, but as the years go by they may forget about you. Keeping in touch and ASKING for referrals will boost your visibility. And, word-of-mouth marketing is not only more economical, it’s more effective. Consider your own experiences. If you need a mechanic, are you more likely to go to someone based on an ad you have seen, or on a friend’s recommendation? Think about lawyers — would you be more likely to select one with a Google search or asking someone who they recommend? If you need an accountant, would you put more weight on a flyer you got in the mail from someone you have never met, or would you call a friend who told you once that their accountant saved them thousands a year ago?
So, your “ask” is important. You need to keep yourself in their memory.
How?
During the Process
When you are working with a client, offer them a few of your real estate business cards to share with anyone else that may be looking to buy or sell a house. Tell them you would like to work with more clients like them because you are enjoying the process. Everyone responds well to this type of flattery and it’s a “soft” sell approach.
After the Sale
Thank them for working with you. Tell them that you are available for any future questions or real estate needs. Add them to your mailing list and follow up with a handwritten thank you note that includes your business card and ask them to share your information with others:
“I have enjoyed working with you and am so happy that we were able to find you the house you wanted. Thank you for giving me that opportunity. I’m here for you anytime, just give me a call if you have any questions now or in the future. I would welcome the opportunity to work with you again. And, if you have any family, friends or coworkers like yourself, I’m sure I would enjoy working with them as well. I’ll enclose a couple of my cards for you, in case you know anyone I could help.”
In the Future
Creating a regular real estate postcard or email contact system means you can target past clients for informational and “gentle” reminders that you are still around. You can do this simply by:
- Make any small repairs
- Freshen up and update a room or accent wall with a fresh coat of paint
- Add eye-catching cabinet handles and shiny new fixtures
- Well-placed plants, accessories and artwork draw attention to interesting architectural details
- Add warmth and richness with a neutral color palette
- Sending holiday cards (be sure to say you hope they are enjoying their new home this holiday season in a handwritten note at the bottom)
- Keeping them updated on homes that are for sale, or that have just sold in their neighborhood
- Sending your favorite summer barbeque recipe on a postcard, when the weather gets hot
- Keeping them updated on the real estate market (which includes their own investment)
- Sending out postcards or letters if there is a particularly good deal (I know you just purchased, but I though you might know someone who would be interested in this beauty.)
- Send out a list of service providers for “get ready for winter” or “get ready for spring” post card campaigns (You can even work with service providers and ask them to honor a discount for your clients. It will benefit everyone!)
Always Include the Ask
With each and every contact — whether it’s by phone or email or snail-mail, be sure to add a quick, “I’m here to help you and would appreciate any referrals.” Become their “go-to person” for all things real estate property and market related. Staying in touch, offering to help with questions or referrals for other services and requesting referrals will give your word-of-mouth marketing a boost, creating lifetime clients — and quite possibly generational family clients!