5 Ways To Nurture Who You Know

 
 

Relationship marketing is a proven strategy that leads to more repeat and referral business. The one thing that keeps most people from doing it is that it takes some of that old-fashioned effort. So set yourself apart from the crowd of people doing the bare minimum and remind your clients why they love doing business with you by using these strategies: 

  1. Phone Calls: A quick phone check-in is a great way to deepen relationships with your clients, friends, colleagues, etc. Make sure that you are calling with the authentic purpose of learning more about them and not trying to sell anything. Use the FORD technique of asking questions about the following categories: Family - Occupation - Recreation - Dreams. Schedule a few calls when you’re in the car between appointments and use an opener like, “It’s been too long since we’ve spoken, I just wanted to call and check in on you. What’s new and fun in your world?”

  2. Gifts: Set yourself apart by celebrating your contacts outside of the standard holiday schedule, (Valentine’s Day, Thanksgiving, Christmas, etc.). If you’re into Donuts then go with National Donut Day. Go to your favorite local donut shop and buy gift certificates for your top (20, 50,100) clients and send them out with a small personal hand-written note. It will be delightfully unexpected. Check out more random “national” days here. 

  3. Enroll in a Relationship Marketing Campaign: Depending on your budget, you can go with high-end options like Harry and David and spend over $100 per year per client, or something like LoLo’s Gift of the Month program that is $18 per year per client. It all depends on the value of your customers. John Rulin of Giftology recommends reinvesting 5%-10% of the annual profit for each client. 

  4. Hand-written notes: Yes, the US Postal Service is still in operation and stamps work the way they always have. There’s nothing like getting a hand-written note from someone who is thanking you for being a client and friend. The nice thing is that so few people do it today that your note will stand out like a diamond amongst the junk mail. Gather a collection of all purpose note cards, seasonal cards, fun cards - whatever you like best. Go ahead and pre-buy stamps so you have everything you need right at your fingertips and can knock out some note cards every day.

  5. Make an appearance: If you really want to blow your top clients away, then figure out an appropriate time to make an appearance in their lives. Remember that actions speak louder than words. Does their son or daughter have a big sports event coming up? Is there a non-profit they support hosting an event? When you show up, it will mean the world to them.

Rough Seas May Be Scary… But They Make Us Better Sailors

While we are all trying to make our business predictions based on the current events, the truth is there are just too many unknowns and many different ways that things can change. That being said, there are always ups and downs in business, from smaller hiccups to big unknowns and disruptors like economic downturns. 

For those of you out there - particularly in the real estate business, we’ve rounded up some good advice articles that will hopefully help you plan your path as you navigate choppy seas.

For Marketing and Communication

Times of stress, confusion, and uncertainty are not times to bury your head in the sand and disappear on your contacts. Communication is key to establish yourself as a trusted advisor, to stay connected, and to build future business by not being forgotten when so much is going on. 

This great article posted on Inman discusses how to stay in touch in a sensitive way during crisis and what type of information you can provide to your contacts. Their advice? The biggest mistake agents and brokers can make right now is not using this time to shine as trusted real estate advisers by crafting responsible, thoughtful, factual and compassionate messaging.

In addition, there’s a great article from an agent who worked through the Great Recession and has some great tips for running your business, including and effective marketing approach:

  • Acknowledge that lives are being upended in ways none of us could have imagined. 

  • Establish yourself as a professional, experienced agent who is a reliable source of relevant information.

  • Differentiate yourself as the agent who acts as trusted adviser and always puts her clients’ interests first.

While our current circumstances are strange and may seem never-ending, we can’t let this stop us from being a thought leader and a positive influence for the many business contacts we may have. That’s why LoLo has continued to send our Local Gift of the Month and support local, and why you should continue to communicate with and support your contacts during this time.