I like writing blog posts on some of the questions I get during consultations and just general questions agents email me about. Following up with leads & clients is always on the top of this list. I personally like following up with past clients, especially when the agent is happy that I did.
So I’ve done a lot of research on building a really good system around this (because I love systems) and have put together a pretty strong process on it.
Step One :: Compile Your Data
If you’re not using a CRM, or if it’s a total mess, get all of your previous clients and good leads into an Excel spreadsheet. If they’re in Google Contacts or another database, you can usually export them pretty easily for this. I know spreadsheets get a bad rap when we have all kinds of cool CRM’s, but it’s much easier to see everything this way.
In the columns next to the clients name, add any information you know about them. New baby, new job, health issues are a good start. Check out their Facebook page if you’re feeling especially stalkerish.
Step Two :: Group Them Together
Not every past client (or really strong lead) will respond the same to your message, so let’s break them down into categories. You can do this by age, city or neighborhood, or even by interests. I recently spoke to an agent who works with a lot of video game developers, so that would be an excellent category for him. Beach lovers, dog lovers, city slickers. Whatever. Create a new column for your new categories, and I would suggest keeping this between 3 & 5.
Step Three :: What Do You Want From Them
The answer is not to buy a new house from you. Remember this isn’t a one-night-stand, it’s a real relationship. Try not to hop in bed too quickly 😉
What do your clients need from you while they’re comfortable in the house they live in now? What value can you provide to them above and beyond market stats and recipes?
What if you put together a Facebook page just for one community, or you started a Next Door website for it? As someone who has sold a number of houses in a single community, you can let your clients in that neighborhood let you know what you started, and then encourage them to invite all of their neighbors. The catch here is that you’ll need to continue to provide value to the group, but if done right, you’ll stay top of mind and be seen as The Agent Who Cares for their community. If you need help creating this engagement, I strongly recommend that you read Gary Vaynerchuk’s new book Jab, Jab, Jab, Right Hook and learn how. Alternatively, we can help you build this (just complete the form below).
Step Four :: Communicate
Decide on how you’re going to communicate this new “thing” to your clients, and then do it! Some examples are:
- Talk to them face to face
- Send out a physical mailer like a postcard
- Send out an email newsletter
- Shout it out on social media
If you really want to make an impact, do all of them. First send out an email newsletter, post it on your social media sites, then send out a physical postcard. Don’t forget to direct them back to the newsletter or social posts! And then finally, talk to them face to face and make sure that they know what’s going on.
You can also pick and choose a few of those based on how you categorized them. If you have a group that is 65+, you may want to focus on mailers & face to face only. Alternatively, if you have a group of tech-savvy 20-30 year old’s, they may not appreciate the physical clutter or knock on their door. Always remember to check the pulse of your audience before making a move!
Step Five :: Update
Put this information into your CRM, or let us do it for you. If you need some data entry, get in touch with me! If you mention this blog post, I’ll gladly give you a discount on our database services to help you get organized.
If you still don’t have a CRM, please, do yourself, your clients, and anyone who works with you a big favor and get one. Here is a list of my Top 10 Favorite CRM’s, and 3 CRM’s You May Not Know About.
Step Six :: Follow Up & Repeat
No excuses. Just do it. Get help if you need it.
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