Dividing your SOI into groups to maximize ROI -
For the purpose of discussion, let's divide our existing SOI into four groups -
D's are people who live outside of our market area (past clients who moved away)
C's are people who know us, like us and trust us (qualify loyalty with the B2C qualifying question)
B's are people who have the capacity to refer
A's are people who have referred
B2C Qualifying Question -
"If you were going to buy or sell, or had a family member or friend who was, do you have someone you'd refer them to?"
If yes,
"Great, that is very rare indeed!"
If no,
"May I have the honor of earning your trust?"
The formula that has consistently returned a 15% yield in year one, a 25% yield in year two, and 35% yield in year three with our coaching clients is framed by a four-pronged approach. We seek to demonstrate both our competence and character in a non-offensive approach that is congruent with our strengths and values. The one central theme with our Clients and SOI is to orchestrate a VIP experience that creates raving fans.
Mail -
Once a month competence piece mailed out to your SOI. A good newsletter that illustrates your professionalism is a great way to automate this process. Unless you are a gifted writer (and even then with great caution) I would not suggest you take this on personally. Outsource to a professional, reliable company that can ensure consistency. The point of this piece is to remind your SOI that you are in real estate and you are their real estate professional, whether they are currently involved in the real estate process or not.
Events -
Three times a year you want to have an opportunity to interact with you clients personally. Have a variety of events (i.e. one educational, one family, one client) to appeal to each of your clients.
Phone -
"A" Clients call once a month, "B" Clients once every quarter, "C" Clients once every 6 months and "D" Clients once a year. The phone calls are the jet fuel for this system. They are essential to the system's success and are the most overlooked part of this program.
The calls are intimidating to most agents because they don't feel comfortable calling with most of the dialogs they have been taught over the years. Let's remember that the calls are to demonstrate our character, not brag about our competence.
Why not call and say "I was just thinking about you and was wondering how you are doing?" The only other person in their lives that does that is their mother. Whether you talk to them live or leave a message, you get full credit for caring.
E-mail -
Electronic communication has left us in a quandary. When do we use it, how do we use it, when is it not welcome?
Every e-mail that we send needs to be timely, relevant and welcome. Most "drip campaigns" violate two, if not all three, of the above. Finding something that is systematic and irregular can be a challenge.
