Here are the best things you can do to get business from your past clients in your real estate business per my discussion at our Vyral Marketing Real Estate Mastermind in Napa, CA 2015. This is a compilation of all the best ideas I’ve heard over the years – implement them all for the best past client lead generation program possible. It starts with delivering great service and communication….
1. Expectations Call / Agreement
After the contract is signed, schedule an orientation call with your head operations person to go through an “expectation checklist” on a recorded phone line to clearly outline expectations on how the service will be delivered. This is the “check” on your sales team to make sure expectations are being properly promised upfront. Make sure you have all their updated contact information to stay in touch.
2. Weekly Phone Call to Every Client
The #1 metric to pay close attention too, in order to deliver GREAT customer service, is THE WEEKLY PHONE CALL, not an email, from their account manager every seven days. The best way to mange this is to hold a weekly meeting with each account manager to ask this question “When was the last time you called the client and what did you discuss?” This is a simple way to hold your operations team accountable to talking with their clients regularly.
3. Exit Interview BEFORE Closing / Review
Just before closing (and before your client disconnects their internet) call– or have a team member call – to ask for feedback on the transaction. Do this on a recorded phone line. Upload it to your website with a transcription for a success story. Make sure to ask “How likely would you be to refer us on a scale of 1-10?” to track your Net Promoter Score. This is also a time to request a review on Yelp! or Zillow.
4. Post-Sale Gift With Referral Expectations Script
After closing, drop off a gift that lasts forever, like a kitchen knife with your logo on it at their home (or ship it and follow up with a phone call). Make sure you tie the gift to the expectation for future referrals. (i.e. “Just like this gift lasts forever, so does my commitment to you as your trusted real estate agent. I’ll update you from time to time about what’s happening in the market, and if you know anyone I can help, let me know.”)
5. Monthly Personal Letter / Postcard
Send them a monthly postcard or letter about what’s happening in the market, reminder about your client events, give public thanks for referrals, mention your co-marketing partners, list of recent homes you sold, client testimonials, welcome new people to your team, and give them an offer to search for homes on your website or get a free value report for their home. Keep it personal and authentic. Make sure it goes out to everyone you have a relationship with every 30 days without fail.
6. 2 Educational Videos a Month
This is The Vyral Marketing Plan. Record two short educational Q&A videos a month to send to everyone in your database - every single email you have. Question and answer work best. Keep them short. And send them out by email and social media every two weeks. Make sure to follow up with all the people who watch them, which you can track with email marketing software (we do this for you).
7. 2-3 Client Appreciation Events a Year
Hold 2-3 events a year for your clients. Rent out a move theater. Time at the zoo. A catered dinner. Anything. The event itself is not important, what’s important is it gives you or your calling assistant a REASON TO CALL the people in your database to tell them about the events. Get your co-marketing partners to help you finance the events (i.e. sell sponsorships).
8. Gift Card to Thank Every Referral
When you get a referral, make sure to send a thank you note with a small $5-10 gift card to whoever sent you the referral! Enough said on this point.
9. Hire a Dedicated Client Concierge
Hire someone part/full time to call the people in your database to keep them updated on the market, ask them what questions you can answer in your videos, confirm they are getting your monthly mailers, and invite to them upcoming client events. This is really the most important point of just about all of them – the “force multiplier.” You can hire someone for $10-12 an hour part time to do this.
10. Offer a moving truck for your clients
Buy a moving truck with your logo on it and offer it to any past clients who want to move to a new home. A great value-add for past clients that’s in alignment with your real estate services. Park it in front of your office or on a busy street to act as a billboard. It’s another great reason to call your past clients to offer them access to your complimentary moving truck. It’s a great value proposition to buyers working with you as well. (i.e. “Buy a home with me and use our moving truck for free!”)
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