You’ve seen them. Maybe it was in the local newspaper. Maybe at a sales meeting in your office. Perhaps in a magazine, on a billboard or even on TV. Wherever you found them, you’re in awe. They’re a fellow agent, in the same business as you. You both took a real estate course, got licensed, and started workin’ it. But HOW, oh how, did they grow their business to the point that they did? They’re your real estate heroes – the magical top producers.
The secret you need to know is that they’re not superhuman. You can do it too! The key to their success is actually pretty simple. The hard part? Integrating these simple solutions into your hourly, daily, weekly, monthly, and yearly work life so well that it comes to you as easily as breathing. To be insanely successful in real estate, you have to dedicate yourself to the basics in the extreme – so that when you’re incredibly busy, those basics don’t fall by the wayside.
#1 – Keep (and constantly update) a database
It seems so simple, right? Keep a list of the people you know, have worked with, or want to work with. What could be easier? Trust us, it’s not so easy for those who are new to it. It’s hard to commit totally to a new habit! However, it’s something which is integral to your success as a real estate agent.
The trouble? Agents often don’t devote enough time to creating such a list at the beginning of their careers in the industry, and they also don’t set aside enough time to keep it regularly updated as time goes on. It has to be a part of your regular routine. Reserve time on your calendar just like you would a client appointment, and don’t cancel it!
While a lot of agents use a simple format, such as an Excel spreadsheet to hold this information, it’s much more useful when located in a CRM, or Customer Relationship Management tool. These tools allow you to easily categorize your contacts, keep them organized, track notes and records, and even send them marketing materials or other types of messages.
#2 – You have to stay in touch
FACT: It’s not enough to just “know people.” It’s also not enough to just tell the people you know that you’re a REALTOR®. You’d think that if you know 5 people who own their homes for years, and they all know that you work as a real estate agent, that when it comes time for each of them to sell their home they’ll automatically call you. Nope! Real life just doesn’t work that way.
It’s extremely important that you keep in touch with the people you know on a regular basis, and at regular intervals as well. This ensures that you’re always as top-of-mind as you can be, and likely one of the first couple of people they’ll think of when it comes time to buy or sell. You should also make sure to mix in different types of contact – it shouldn’t be all emails! A face-to-face meeting, some emails, a phone call or two, mailed marketing pieces, and a personal note card or two should all be included in your communication plan. And yes, there should be a plan! Better yet, find a brokerage or tool that helps you automate the process as much as possible.
#3 – Provide something of value
So, you’re on board. You have a database. You’re contacting your potential customers on a regular basis. Amazing! You’re now running the same type of process as the top producers. Now, let’s take it to the next level.
Think of all the marketing emails, postcards, mail, and email you’ve received. Most of it ends up in the recycle bin (whether digitally or in the bin), right? What did the few pieces that stuck around for more than a minute or two have in common? They all had value. This is a concept that top producers all have down pat.
The way to level up your real estate game even more is to make sure you’re providing something of value to your customers. No, this doesn’t mean value literally – you don’t have to buy everyone in your database gifts. (Though, if you’re asking… I’m a fan of red wine and chocolate. Just sayin!) It means something of value to them – and doesn’t only apply when they’re actively buying or selling a home.
One of the most impactful things of value you can offer to your customers is your knowledge. Think about it – you have valuable insight regarding what is most likely their largest financial investment. Their home! This gives you the ability to be infinitely useful in their lives. If you’re going to send an email, make sure it includes something useful and informative to that customer – like a monthly report on their home’s value. If you’re going to request an in-person meeting, make sure you’re presenting information that has value – like perhaps a planning session where you discuss their real estate investments and how they contribute to their overall financial health.
Remember, real estate is an industry where you’ll likely never see instant gratification. The work you do today, tomorrow, and the next day will pay off in the future. Maybe in a few weeks, but also possibly not for a few years. The key is staying invested. Do the daily work with an attitude that you’re investing in your future – because you truly are!
