By Frank Serio, CRS
When I was thinking about why agents should consider new ways to add customers to their roster, this question occurred to me: Why do agents concentrate on obtaining leads who are strangers when they can engage economically with their clients and build a continuous stream of higher-quality leads who are predisposed to know, like and trust them?
A few years ago, I spoke with an agent who seemed very pleased with a service that provided him with leads that generated $50,000 in monthly business for his team—until I asked him what he was spending to get those leads. It turned out he was spending $40,000. So, after his overhead and other fees, he spent nearly 90% of his budget on marketing.
The class my co-author, James Nellis, CRS, and I will teach for the Council offers agents 101 ways to better engage today’s consumers and foster relationships with current clients—all without significant spending.
Here are a few of the methods we will explore:
Personalized communication
Communication is the cornerstone of any relationship. Tailor your messages to each client, demonstrating a genuine interest in their well-being and needs by balancing personal and professional communications. Personalization fosters a sense of importance, showing that you value them beyond just a transaction.
Discounts and special offers
While budgets may be tight, offer exclusive discounts or special promotions as a cost-effective way to show appreciation to your client. It not only benefits your client but also encourages repeat business.
Regular check-ins
Stay top of mind by regularly checking in with your clients. This doesn’t always have to be about business; inquire about their personal lives or share relevant industry insights. Consistent communication reinforces your commitment to the relationship.
Exclusive content
Provide your clients with exclusive content that adds value to their knowledge of the marketplace and their homes. This includes market and industry reports, blogs, videos or webinars. Sharing knowledge not only positions you as an industry authority but also demonstrates your commitment to their success.
VIP loyalty programs
Implement a simple loyalty program to incentivize clients to stick with your services. It doesn’t have to be elaborate; be their concierge in their market. Provide free services and vendor recommendations. These simple services make clients feel valued.
Referral programs
Encourage your satisfied clients to refer your services to others and let them know you appreciate them thinking of you. Word-of-mouth recommendations are powerful in building trust. Then, keep your client updated on the progress of the referral.
Digital platforms
In the digital age, connecting with clients has become more accessible and economical. Leverage email newsletters, social media platforms and other online channels to keep your clients informed about industry trends, company updates and exclusive offers. The digital space allows for frequent touchpoints without a significant financial burden.
When planning this course, my first objective was action. What will people who take the course do when they get back to their offices—not what have they just learned, but what are they going to do? I had a philosophy instructor in college who said: “The goal of education is not knowledge. The goal of education is action.” That was 50 years ago, and I’ve never forgotten it. Because how many times have you learned something but never put it into play? In this course, you will learn and commit to a plan of action to improve your relationships and strengthen your business.
Explore more education from Frank Serio, CRS, by visiting CRS.com/education/faculty.
Photo: Getty Images/ljubaphoto
