In the dinosaur days of real estate, a simple Rolodex, populated with the contact information of people in an agent’s field, ruled the day in most real estate businesses.
Thank you for reading this post, don't forget to subscribe!As technology advanced from those tiny 2.25-inch x 4-inch Rolodex cards, agents demanded more bells and whistles, resulting in today’s sophisticated customer relationship management platforms.
With the market in flux, it’s a great time for the less busy agent to get to know their CRM and re-acquaint themselves with the gold mine.
How about starting a drip campaign to drive some business?
One of the best ways to grow your business and stay on top of your network is to reach out to each person consistently over time.
Many agents swear by their drip campaigns, either sending automated emails or sending direct mail to selected contacts in their CRM. However, how often you contact these people walks a fine line between reaching out and spamming.
Some experts claim that drooling over these people once a week will eventually result in your marketing materials being thrown in the trash or blocking your contacts from delivery altogether – especially if they follow up for a year or two. Let’s not plan.
A monthly email is more appropriate – even longer is fine. The most important thing is just to make frequent contact without bothering people.
You have one chance to entice these recipients to read your drip campaign with your first try.
The content card chain is shown above. To see more designs, Click here.
Depending on the size of your database, you may need to create several focused campaigns. Some categories to think about include quick (the operative word here) information:
- home buyers
- Sellers
- condo buyer
- FHA or VA buyer
To stay on top of previous customers, consider sending information about their interests:
- gardening
- interior design trends
- green Living
- Eat
- Birthday, Anniversary, New Baby, and Other Greetings
Material Card Series Offers many of the subjects listed above. Make whatever you choose to send count. Wow, those – make the recipients look forward to the next one.
face to face
Sometimes a face-to-face meeting is called for. Many successful agents plan client-appreciation events or a grand annual event from time to time throughout the year.
A California agent uses her CRM to categorize her clients by how old they are their is the sphere of influence. People who have a vast network of contacts are what she calls her “A” group and they are the people who go a little above and beyond to maintain relationships.
Her favorite way to never miss her birthday is by sending out lunch invitations for birthday week. Precious? Perhaps, but also memorable and tax-deductible.
follow up with industry colleagues
Include all the people you regularly do business with in your CRM. Start building relationships with them by attending networking events or even organizing your own for title company representatives, escrow people, lenders, contractors, plumbers, home inspectors and electricians.
Customer retention is business promotion at its micro level, and your CRM is one of the most valuable tools you have right now.
By letting people know that you value them, you plant a seed that will hopefully blossom into a big, fat pipeline full of referrals.
Be sure to check out the CRM that we provide to our clients for free. It allows you to get contacts from different customer lists, target them with specific marketing just for them, and keep historical notes and personal data (eg, birthdays, family members, house anniversary dates, etc.) .
To check out our free Contact Manager, click here.
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