Staying Connected
If you’ve been in the real estate business for any length of time, you should have hundreds (if not thousands) of people in your CRM system.
Having a database of past clients, prospects, friends and family is only good if you stay connected with them. CRM (or Customer Relationship Management) systems are the backbone of any sales desk. They allow you to:
- Organize and manage all your contacts in one place;
- Keep in touch with your sphere to get more referrals;
- Nurture and convert prospects into clients with thoughtful touch points.
In real estate you are typically going Mach 3 with your hair on fire and it is easy to get caught up with the NOW business and the next opportunity, neglecting to nurture your past relationships at the same time. If your CRM system is properly set up, you can keep in touch with people at just the right time, in just the right way, to stay connected. It prompts you to make a phone call, send a follow-up email, schedule a visit, send birthday wishes, recognize a move-in anniversary and more.
You can put people on “set it and forget it” marketing plans, so the system stays in touch without you having to do a thing, but if that is all you do then you are missing the boat.
This is where most agents fall short. They add contacts to their CRM system, put them on a drip marketing campaign, and never give it a second thought. They expect the system to keep the connection strong, without them having to go through the uncomfortable task of personally reaching out to people. It’s never that easy.
How many of your contacts are actually eager to hear from you? Unless you are putting thought into your client touches, that number is probably a lot lower than you’d hope for. But don’t worry, it is easy to get back on track with meaningful client touches, especially when you use your CRM system reminders to help you.
I have always said “systematize the predictable and humanize the exceptional.” To maintain strong connections with your sphere, sending automated, thoughtful email marketing campaigns through your CRM system is a great start, but I want to give you some suggestions for exceptional touch points that will win you brownie points.
ANNIVERSARY GIFTS
Once a year, on the anniversary of when clients purchased their home, send them a handwritten note and a small gift. This requires you to set a recurring reminder in your CRM system for two weeks before their purchase date, so the gift arrives a few days before their anniversary. Don’t just send an email. That requires no effort. Go beyond what the average agent does and physically send a small gift. People love getting gifts. And it is not the price that counts. It is the fact that you were thoughtful enough to think of them. The law of reciprocity suggests that when we receive something, we want to give back. This is why you should also phone them on the day of their anniversary to check in and see if they are still happy in their home. They will like to hear from you since they just received your gift and the conversation will typically uncover opportunities. It is amazing how many people would consider moving before you think they would, and if they aren’t thinking about moving, they may know others who are.
HAPPY BIRTHDAY VIDEOS
We all love to feel special on our birthday. When you add a contact to your CRM system, ensure you add their birthday and set a reminder to send them birthday wishes every year. If you don’t know their birthday, it is easy to find on Facebook. Emailing a birthday wish is okay. Sending a handwritten birthday card in the mail is better. Sending a birthday video is best. People feel more connected to you when they see you. I have a colleague who I rarely ever see, but he sends me a text video on every birthday. Logically, I know that his CRM system reminded him to do it, but emotionally, I feel endeared to him as a friend because I feel like I just had a personal conversation with him, even though he is miles away. Phoning someone on their birthday is also good, but it takes more time out of your schedule. Most people would be just as happy to receive a short text video. You get the same impact and you can record and send it in just a few minutes right from your phone.
HOLIDAY GIFTS
I have always understood the power of holiday gifts to reinforce my relationships. I always got business in January from my holiday gifts in December. Most agents don’t do this, and they waste a significant opportunity to stay connected with their sphere. Many agents don’t do it because they don’t budget for it as a business expense, but another reason is that their database isn’t organized so the task seems too daunting. Most agents who do pop-by holiday gifts, typically take too much time organizing their list… time that could be better spent on business-building activities rather than administration. There is an easy solution. Whenever you add a client to your CRM system, tick off a field to add them to your holiday gift list. That way you can run a report once a year for everyone who has that field checked, and you will have all their names and addresses compiled with the click of a button. Holiday gifts are a great reason to door-knock, pop-by and say hello and get face to face, wishing your past clients a happy holiday season. It isn’t about giving expensive gifts, it is about finding a reason to get face to face and reconnect.
PERSONAL, CASUAL TEXTS
This last strategy takes a lot of work, but being successful takes work. This strategy requires you to be incredibly thoughtful, and most salespeople are too distracted. It is not that they are not kind enough to do this, they are just too distracted to remember. However, if you master this strategy, you will no longer have past clients, you will have raving fans who sing you praises all over town. When you have a conversation with someone in your sphere and they bring up something like a vacation they are going on, a kid’s soccer game or an event they are going to, make a note of it in your CRM system and set a reminder to text them about it. For example, if you know your clients are heading on vacation in a few weeks, set a reminder to send them a “Bon Voyage, I hope your vacation is spectacular” text the day before they leave. If they bring up a kid’s soccer game, set a reminder to send them a “I hope Johnny gets the winning goal today” text the morning of the game. It is these personal, thoughtful touchpoints that build loyal friendships. By identifying what is important to your contacts and reaching out with unique touches that matter to them, you will earn their unwavering loyalty.
If you sell a house, you cash a commission check. If you build a relationship, you’ll make a fortune. Are you using your CRM system to its maximum capability to allow you to connect in unique ways with your contacts? It is so easy to do, yet so few of us do it. I’m guilty myself of not following through on all of these suggestions on a regular basis, but the more of it you do, the bigger the payoff will be. Our businesses are always a work in progress, so every day, try to build strategies into your business model that foster stronger relationships.
Chris Leader
President
Leader’s Edge Training