Three Powerful Means of Engagement for the Fourth Quarter
By Julie Escobar
You’ve probably heard me say a time or two (or more) that the business will go to those who show up not just once, but again and again. To succeed in sales today, professionals have to dig in, refuse to cut corners, commit to consistency and the big key? FOLLOW UP. Engagement of your customers, your sphere, and your farm – isn’t something you can take a ‘stand-back’ approach to. You can ‘warm’ the call, set up the stage for prospecting, and share the information that people need to see to consider you the expert they should turn to when they are ready to list or sell their home – but you have to go the EXTRA step – and follow-up. Voice to voice. Face to face. Belly to belly.
Is that always easy? No, for many–not at first. But for those who dive in and get it? That their real job, true passion is to help people? And they practice getting outside their comfort zones? That’s when the game-changing happens.
So here are a few ways to engage, follow up and make the difference between what could be and what will be a great fourth quarter.
- SEND! For most agents – from the brand new to experienced – warming that prospecting call is something that puts them at ease. Luckily, ‘tis the season! Send a holiday card (and don’t wait for the winter holidays – go ahead and get the jump on fall holidays and be different than your competitors.) Even recipe cards that feature great appetizers or dishes that people can share at upcoming holiday gatherings are good. You may want to choose to offer a great free report or fair trade item to FSBO’s and Expireds who might be more than anxious about getting their homes sold as we head into holiday season. Be the resource that goes the extra step for them and it will be appreciated. Get something in front of your prospects and sphere that gives you a great ‘reason’ to follow up.
- CALL! I can’t tell you how many agents I talk to that just have a hard time getting past this one. It’s ok. Make the call. ENGAGE. Talk to people. Be yourself. Be helpful. Ask questions. It doesn’t have to be scary and it doesn’t have to be “salesy.” It can be as simple as this: “Hi! It’s Julie from ABC Realty – just wanted to wish you a great holiday season and to see if there is anything at all I can do for you? There are lots of questions out there right now in our market – and my passion is to help answer them! Is there anything I can do for you? Any questions you might have?” Then LISTEN and respond to what they say. Some won’t need anything but odds are in your favor that some will. Be sure to let people know that you’re expanding your business and that not only is every referral APPRECIATED, but you realize what an honor everyone is – and you can promise that each will be treated like royalty. Is there anyone you know that might be looking to buy or sell now or in the near future? Break your calls down into manageable numbers so you don’t get overwhelmed – 10-20 a day – and commit to making it happen.
- SEE! Get out there and SEE people. As a professional real estate agent – meeting new people and adding to your sphere is a MUST DO not a SHOULD DO. Walk your neighborhood farm and share some great collateral pieces like the Market Dominators or Door Hangers. Attend your community garage sales and meet the folks in the neighborhoods you service. Go to the fall festivals or winter carnivals at the schools. Wear your name badge, bring your business cards, and shake some hands. Stop into local restaurants, delis, shops, and businesses in the community you represent and get to know the people there and let them know you work on referrals – and you’d love to refer your clients back to them as well. Share your stories about a great meal, terrific new shop, amazing customer experience, incredible health care providers and more in your area on your social media, blog or newsletter. You’ll not only make new friends, you’ll gain new customers (and respect for being pro-active and a resource people can trust). Be sure to SEE those in your sphere at least twice a year as well. Take your top referral customers to coffee or lunch or stop by with a special treat.
The truth is, to stand out as someone who presents themselves as someone who will go the extra mile for their customers and clients – you have to SHOW that characteristic in everything you do – INCLUDING marketing your OWN business. It’s that simple. Ultimately it’s not the business of HOMES that we’re in – it’s the business of PEOPLE. So show up again and again – and follow up over and over. The results will take care of themselves!
Need help? Call our marketing team to help get you started, restarted or fired up this fall at 866.405.3638. They’ve got the experience, knowledge, and solutions you need to succeed. And they’re FUN! Can’t beat that! Have a good one and happy follow-up!