COACHING • Send a copy of your “Top Resources Home Guide” complete with service providers who have earned a high rating. Your reference guide provides clients a level of comfort that comes from the endorsement of other homeowners.
How Past Clients Lead to Future Business By Terri Murphy
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hat kind of score do you give yourself when it comes to nurturing past clients? Strengthening these relationships will place you ahead of the competition and set you up for continued success. It’s baffling trying to understand why agents pay for leads that are sold and resold through multiple lead generation platforms, who then wonder why their conversion rates are low. Top producers know that creating the connection with a client is the challenging part, but the real money comes after the transaction is closed and the datamining starts. The more unique and personalized your service model, the more likely that one sale will develop into more. Too often, agents think “transactionally” and miss the greatest opportunity for leveraging one transaction into many in the form of referrals. When you ask agents to share their action plan for nurturing and retaining past clients, they often say they use an automated or corporate driven system. How about kicking it 32 December 2021 RISMedia’s REAL ESTATE
up a notch to make it more personal? Here are six tips to reignite and reconnect with past clients and your sphere of influence. • Develop multiple action plans to reach out to your past clients and your high-level sphere of influence contacts with consistency. • Use various scripts to help you through the connection process. An apology script works well if you haven’t spoken for a while, then roll right into the FORD (Family, Occupation, Recreation, Dreams) script to update your records. Jot down email addresses, confirm birthdays, add new pets, grandkids, job status, etc. • Use personalized (not corporate branded) notecards and follow up with a thank you note for taking your call.
The more unique and personalized your service model, the more likely that one sale will develop into more. • Always schedule your next touch... but not an email. Mailing a birthday card is a very personal way to connect, especially if you include a gift card or a donation based on their interests. Take time to be interested in what brings them value. • Be prepared to connect at least every other month. If your action plan includes client appreciation events, month-a-versaries, birthdays, holiday cards and an annual phone connection, you are on your way to deeper connections. Staying connected to those we have served saves you money and time, and rewards you with clients who are only too happy to pass your name on to others. Go beyond the commission and celebrate the authentic gift of connection. RE Terri Murphy is a communication engagement specialist, author, TED Talk speaker, consultant and master coach with Workman Success Systems. She is the author of five books and the founder of the Women’s Wisdom Network on Facebook. For more information, email Terri@TerriMurphy.com.
