I have three geriatric dogs. Although the stack of vet receipts proves their advanced age, I find myself constantly checking my pooches while they’re napping to see if they’re still breathing. If one of them sleeps through my grabbing the keys and my purse before leaving the house, while the other two run for the door (well, it’s more like “toddle” to the door) I’m Johnny-on-the-spot, looking at its sides for signs of exhaling and inhaling.
Do you check for signs of life from your former clients? (Great segue, I know). Are they still breathing? If you’ve grown tired of prospecting, of wondering where your next commission check will come from, it is imperative that you mine your former clients for referrals. It’s beyond important to remain top-of-mind with them to earn their repeat business as well.
NAR, whom you know I am not fond of, has some amazing statistics when it comes to former clients. They say that they found that agents making in excess of $100,000 got 29 percent of their business through referrals from past clients and 34 percent through repeat business from past clients. That equals 63 percent of their business that they didn’t have to chase after. I don’t know about you, but I find that compelling.
Calling a former client is a warm call. . .no sweaty palms, no call reluctance . . .it’s pick up the phone, dial and chat. How much easier do you want it to be?
There is more, however, that you can do to entice these folks to help you make money.
What’s in your Plan?
This is one of the most important lessons to learn: if “your marketing campaign is ego-based (meaning it’s all about you and your next transaction),” you need to change. NOW, says real estate trainer Denise Lones of Bellingham, WA “This creates the image of a shark-like predator in people’s minds and they will avoid you just as they would a Great White.”
Lordy how I agree with her.
Let’s talk about relationship marketing when next we meet. I will dub it “Signs of Life 2.”