What’s Your Plan? – What ALL Marketers Can Learn From Real Estate Professionals – Part 2
In Part 2 of learning from other industry marketing professionals – take a look at this 12-month marketing plan that has a focus on “customer touches”.
In this segment from RIS Media, you’ll see how the writer believes closing a sale is just the start of the marketing process and she expertly outlines how to utilize a customer ‘touch’ every 21 days. She gives an excellent list of ways to nurture a customer relationship to impact future business.
Elevate Your Team’s Marketing With a 12-Month Plan
By Sarah Michelle Bliss
The job of a real estate team doesn’t end when the transaction closes. In fact, that is just the beginning. A thriving real estate business depends on two vital components: repeat clients and referrals.
A few years ago, I was contacted by someone in my sphere of influence to help them find an agent to list their house and represent them on a purchase. I knew who had helped them buy the house they were selling—he is a great guy and a solid real estate agent. I inquired with the client as to why they were not using him again, and I quote what his response was: “He was a great guy and we loved working with him, but we can’t remember his name.” His lack of follow-up cost him approximately $20,000 in business that should have been his—if he had only nurtured the relationship.
If your team does a good job in the transaction, then you should expect to do business with the client again in the future, but only if you continue to nurture the relationship, which means you must stay in touch—forever!
At minimum, a 12-month marketing plan should include some kind of touch every 21 days, and should also include:
Birthdays (phone call, video message or a card in the mail)
Relationship anniversary (phone call, video message or a card in the mail)
Mother’s Day, Father’s Day, Grandparents’ Day (phone call, video message or a card in the mail)
Home anniversary (include a reminder about their warranty expiring)
Market updates on their home values (annually or biannually)
Quarterly phone calls followed up with a handwritten card in the mail
In addition, a high-touch relationship marketing plan should also include, at minimum, one client appreciation event per year. It is recommended that you plan 6-8 events throughout the year where you are getting in front of and face-to-face with your top clients and sphere of influence. Some ideas include holiday open houses, movie events, happy hours, Thanksgiving pie giveaways, photos with Santa, sporting events, bowling parties…the list goes on and on.
Lastly, social media has created a unique opportunity for us to elevate our relationships, so pay attention to what people are sharing—they are begging for someone to make them feel seen, heard and appreciated. I will wrap up by sharing one of my favorite quotes from undoubtedly one of the best saleswomen ever, Mary Kay Ash:
“Pretend that every single person you meet has a sign around his or her neck that says, ‘Make me feel important.’ Not only will you succeed in sales, you will succeed in life.”Always be looking for ways to connect with your database and you will take your team’s real estate business to a whole new level.