The Year of the Sphere

Jan 9, 2017

Making Your Book of Business a Priority

By Julie Escobar

We’re excited about the launch of the fifth edition of the Master Marketing Magazine this month. The printed copies should be hitting mailboxes soon, but you can sneak a peek inside the pages here and read the digital version today! It all starts with a powerful but simple business plan shared with us by our old friend Floyd
Wickman. Find it here.

Every edition of the magazine has centered around different themes such as Big Data, Experts & Insights, and Geographic Farming. Our latest edition focuses on the heart of what should be every agent’s business foundation – their sphere of influence. Why? Statistics show that top producers consistently share that 66% of their business comes from their sphere. That one in every twelve people in your sphere will either do business with you or refer business your way every year IF (and only IF) you consistently make reaching out to them a priority.

For every agent who sits scratching their head wondering why “Aunt Helen” listed with another agent or is stymied by the fact that the people they most closely do business with (lawyers, doctors, dentists, accountants, colleagues) aren’t choosing to make them their real estate go-to professional, there are the top agents who get it. It costs less to KEEP and create a customer FOR LIFE than it does to cultivate new ones. Plus, it is WAY less stressful than riding the commission roller coaster your whole career.

Step One: Know your numbers. How many people do you need in YOUR SPHERE to help you hit your goals this year? We’ve created a sphere of influence calculator to help you figure out if you’re on track.

Find it here.

Step Two: Stay in touch. The Direct Marketing Association recommends reaching out to your book of business every 21-45 days. Savvy agents use a variety of methods to make sure that they are top of mind. We recommend the Send-Call-See approach to staying connected. That is to SEND something monthly to your sphere as a tangible reminder that you are a resource they can turn to. Then CALL everyone in your sphere at two-four times per year. And SEE everyone at least twice per year.

For the SEND we can recommend:

Monthly newsletters (valuable content and timely topics)
Holiday postcards (we have some for every month)
Recipe postcards (I know agents that provide recipe boxes for their top customers for the purpose of holding onto these terrific recipes)
Content postcards (an alternative to a newsletter, great consumer-friendly information)
Listing inventory postcards (perfect for reminding consumers that you are always looking for new listings)
Customer Appreciation cards (twice per year – anniversary of sale/purchase and a thank you)

For the CALL, we recommend:

Take a look at our Master Marketing Schedule, for some fun, creative reasons to connect
If sending the content cards or newsletters, follow up on a topic and ask if they have any questions
Let people know that the market is in a constant state of change, and that change can raise a lot of important questions for folks. Ask them if they’ve got any questions, or know anyone who may be in need of real estate assistance.
If you’re following them on social media, and see that there has been a change in their lives (new job, new baby or grandchild, award or accomplishment), tell them you saw the news and you just wanted to check in and congratulate them, or the appropriate sentiment for the event.

For the SEE, we recommend:

Choosing at least five top clients a month to reach out to with an invite for coffee or lunch, or a drop by with something fun using the suggestions found in the Master Marketing Schedule.
Hosting an annual customer appreciation party. Suggestions: rent out a movie theatre or do an outdoor movie in the park in the spring, a picnic, or an open house wine and cheese.

Taking care of the people in your sphere will help you grow your business faster and easier. Not sure where to start? Here are a few suggestions:

Download our BusinessBASE™ – includes suggestions for the 150 people who SHOULD be in your sphere plus the how/when and why for contacting them
Harvest from past and present transactions – client contacts from both sides
Networking – Local Chamber of Commerce, Rotary Club, etc.
Connectivity – If you just added two people per day each business day of the year, you could effectively grow your book of business to more than 500 within 12 months
Acquire the client bases of agents leaving the industry

Why should you grow your sphere of influence SOONER rather than Later? It’s simple when you consider the average Lifetime Value of a Customer is more than $49,000!

We wish you every success this year and know that we are here to help! Contact our support team if you have any questions at 866-405-3638. Good luck out there making it your Year of the Sphere!

Great Customer Care Equals Long Term Results

Oct 10, 2016

An Interview with REALTOR Eric Hardy

by Julie Escobar

As we head into holidays and turn our eyes towards the new year ahead, I was eager to get back to some basics by sharing agents stories of best practices for building solid businesses. Customer care and attention to detail are two factors that are critical keys to success for top performers. To tackle that topic, I touched base with my old friend and awesome agent Eric Hardy who put customer care on the top of his priority list. Here’s an excerpt from our interview:

Q: Hey Eric – thanks for sharing with us today. Before we jump in, can you tell the readers a little about yourself?

A: Yes, I am 45 years old, married, and a father of two. I have been in the wedding business for over twenty years, and recently decided to go back into real estate after a 15 year break. I currently work for Dennis Realty in Lutz, Florida.

Q: You’ve recently re-entered the real estate game. What do you feel is the most important strategy for fast-tracking a successful first year ahead?

A: A positive attitude, a genuine love for what we do. You have to enjoy your wok because it shows to people when you do, and when you don’t. We get to help people with a major event in their life.

Q: How are you building your sphere of influence and staying top of mind with them?

A: Nowadays social media is key, and understanding the power of it. Along with keeping in touch with people with even just a simple phone call to see how they are. I always tell everyone what I do for a living. When they think real estate, I want them to think of me.

Q: What advice would you give other new agents for hitting the ground running?

A: Get as much training and education as you can, knowledge is power. Be humble and listen to advice from people older and younger. And most importantly put the time in, and try new things till you learn what works best for you. Don’t skip on the traditional marketing tools that work either. Just Listed and Just Sold postcards always have been a staple in our industry for a reason — they work. They help market you as an agent, your listings, and your business.

Q: Do you belong to a mentor or networking group in which you can share ideas?

A: I work for a great company. We all sit at a round table once a week and discuss marketing plans, odd questions and different scenario’s agents come across. This way when we see a new situation or issue we are prepared.

Q: You were in the wedding business, are you transitioning those clients and customers into your sphere and do you see a niche market there for yourself as an agent?

A: Yes, absolutely. Most of my couples once they are married their next major life event is usually buying a home. After working with me on their wedding they see that I am competent, intelligent and easy to work with. I want their home buying experience to be a stress free and fun, the same as planning their wedding. There are bumps in the road you may run into, but we are here to help you through that. And thank you for letting me be part of your big day, and part of a major event in your life.

Q: How important is servicing and staying connected with your customer base to you?

A: It is crucial. One thing I really liked about the REALTOR that helped me buy my home, is he still keeps in touch. I get an email at least once a month and every holiday, and occasionally see him around town and he is genuinely happy we love our home. I strive to give that level of customer service everyday. Monthly postcards, phone calls, and social media make it easy to stay in touch in today’s world. Your customer base is going to be your strongest line of referrals. Always take good care of them even when the transaction is completed, stay in touch!

Q: Are you working a geographic farm? If so – what are you doing that’s working?

A: For me I work best face to face with people. I love to knock on doors, talk to people in my area. I get into conversations with them, and have even made friends and have gotten to know some really great people. The person in front of you may not be buying or selling, but if they like you they will put you in touch with anyone they know who is. Treat every person with kindness, people always do business with people they like. We are not just trying to find the next “sale” but building a career helping good people.

Q: How can people reach out to you with referrals?

A: I am always available by phone or email, seven days a week. You can reach me anytime at 813-770-2150 or at Hardysline@verizon.net, if you just have a question I can help you with.

Thanks Eric for your time and your advice for what’s working in your corner of the world! Agents love to learn from other agents. I so appreciate your sharing your experience.

Need help marketing YOUR real estate business? Contact our team at 866.405.3638 today or visit www.prospectsplus.com.