Systems and processes are a must for every business, but I think, even more important for real estate agents and brokers. Why?
For starters, if you’re busy, you’re probably not working from a nice, cushy office all day every day. You are working on the road doing what you can between client meetings, juggling a million different things at any given time. If this sounds like you, you need systems.
Systems and processes are simply a series of actions that produce something or lead us to a particular result. That’s it. It doesn’t have to be fancy or complicated, it just needs to be repeatable. It is so important for real estate agents and brokers to develop a consistent flow in their business that will help to reduce overwhelm and ensure they are maximizing their productivity.
The first two processes I will be teaching are client onboarding and offboarding procedures. Hopefully, after reading my tips you’ll see that both are equally important, and both are necessary to build trust with clients and a strong referral source in the future.
As you build and implement these systems, keep in mind different ways that you can take it a step further by automating and delegating many of the tasks.
Client Onboarding Process
New client! Yay! The onboarding process seems simple and straightforward, right? Once the listing agreement is signed you probably add them to your CRM, and start checking items off of your marketing checklist, right? Declutter, take pics, get it all on the MLS, etc. etc.
That’s great, but what you really want to do is take this opportunity to make a great first impression and really show your new client what it’s like to work with you. More than just staging and marketing, you want to make sure that you’re managing expectations up front and set boundaries (yes, even in real estate) to ensure that this new partnership starts out on the right foot.
One thing I really like to help our clients develop is an onboarding nurture sequence that is automatically deployed to new clients. This is sort of like what you used to send out from Top Producer, but WAY more personalized. It’s a series of hand-crafted emails that walk your client through the behind-the-scenes process so they are never left wondering what you are up to. If you’ve ever had a client ask for a status update because they don’t know what is going on, even though you are working really hard for them, then you need this.
This nurture sequence gives your new client information, it gives them homework (here are the things I need from you in the next week), answers to frequently asked questions, and information on what to expect in the coming weeks, what to do, and what NOT to do. You can even add in an email that outlines possible issues that may come up and what you can do to solve those issues before they start. The possibilities are endless, and these custom emails make all the difference.
Client Offboarding Process
Although I said the two processes are equally important, this one may be slightly more important. Clients expect to be charmed and courted in the beginning. Unfortunately, they also expect to be dropped like a bad habit once the deal has closed. Sure, you may send them a celebratory bottle of wine or something, but for the most part, all they can expect is to be added to your list of people to send birthday cards, recipes, and just sold notifications to, right?
Don’t miss out on an opportunity to leave a positive lasting impression on them that leaves them mentioning you whenever the topic of real estate comes up. Do you have resources or recommendations for them? Do you have trusted referrals for services that they now need for their new home? Another hand-crafted nurture sequence that goes beyond anniversaries, football schedules, and other generic follow-up is what establishes a stronger bond, a client for life, and a trusted referral partner. And don’t forget to reward them for their loyalty!
