We real estate agents love our systems, don't we? If we can purchase a product that will help us streamline our prospecting efforts, we're all for it. Where do I sign???
But... but... but... let me fly in the face of convention here and say... STOP! Stop with all the systems and programs and products!
Why? Because when pursuing business from the *Very Important People Who Know You (that is, your Sphere of Influence or SOI), it's kinda important to make them feel special. And no system, program or product is going to do that FOR you. You actually have to do it yourself.
Here are some examples of what I mean.
A question came up a few weeks ago during my weekly SOI training teleconference. The agent asked if I recommended putting past clients on a 5-year drip campaign that automatically sends out anniversary cards and seasonal postcards. My answer? NO!
My SOI database (and especially my past client database) is precious to me. Every name in there has the potential to bring thousands of dollars to my business and deserves my respect and attention. Before I send anything out to my SOI, I go through my list carefully to make sure it's up to date, with accurate information. This exercise also inspires me to personally "touch" those who I enjoyed getting to know with a more personal effort (phone call, personal email, whatever). I want to stay intimately in touch with the names in my database. If I put my SOI on any sort of automatic drip campaign, I feel I'll lose that intimacy and connection, and be just another real estate agent looking for business.
Want another example? Today, I sent out a mass-email to my SOI offering to put interested parties on a list to receive a monthly market report created by a local economist. When the positive responses started coming in, I tried to figure out a "system" to track respondents and automatically send out the report every month. But then I caught myself... by systematizing this process, I'm throwing away a wonderful opportunity to connect with my SOI every single month when I personally email them the report. I mean, DUH! They are ASKING to hear from me; why waste the chance to include a personal note with my email each month that might make them smile (and believe me, that personal note will have nothing to do with how much I love referrals! Ick).
One more... one of my agent friends asked me a few weeks ago if she should purchase a program that automatically sends out birthday cards to her SOI. Sheesh. Is it too da*n hard to actually sign and mail a card to someone you care about? I mean, c'mon!!! Are we real estate agents so important and so busy that we can't take five minutes to write "Happy Birthday!" on a card, sign it personally, address the envelope and slap a stamp on it? Please say it isn't so!
One thing I love about this business, especially my 100% SOI business, is that every little thing I do that goes above and beyond what I "have" to do can result in a huge financial payoff for me. Personal notes (that I actually wrote myself), personal emails, personal phone calls... this is where the money is... at least if you're gonna SOI...
Jennifer-
Dead on. Drips are for plumbers to fix.
Steve
I always love your advice and think carefully about what you write, most of which I agree.
But when I reach out to my SOI in what ever manner or which ever time table I try to do it in a sincere way. Yes, my SOI gets announcements that I have a new listing, whether they want it or not. I feel like by telling them about my business I'm telling them that I'm busy and oh yeah if you need me I'm here. But there are those days the phone isn't ringing and I'm not in a rush that I just sit down and call people. I ask how they are, the kids, the dog, the job, just shoot the breeze.
I just wrote a post I called I have nothing to tell you. Some times I think just checking in with folks is a good idea. Is this building rapport?
Dena - actually, that blog was the inspiration for my last several blogs I've written! Checking in with your sellers is HUGE HUGE HUGE! Probably the most important thing you can do. So, yeah! Keep doing it and you'll be rewarded long after the sale is done...
Steve - YEAH!
You are so right.. sometimes we are too fast to "systemize" and should put that extra 1/2 hour a day into personally keeping in touch with our S.O.I. Thanks for the reminder.
How about an automated way to be NOTIFIED that a birthday or anniversary is coming up so YOU don't miss it??
Maybe a WEEK in advance so you can have the TIME to find a GREAT card...and then write something personal and send it in time for it to get to the recipient ON TIME....
How does THAT sound, Jenn?
I am going to do that in YAHOO calander...Google has one also..... you can have those reminders sent by e-mail to you days, or a week...or even a MONTH in advance....
Hows THEM apples??
Jennifer, I definitely agree that having the systems make it seems impersonable. However, as our SOI grows and with so many things going on in our already busy lives, it is good that we set some kind of reminders to at least alert us of some stuff. I had TopProducer and you know I did nothing with it. Today is my 1st year anniversary and I am so glad I dont have to waste my $38/month anymore. It was not for me.
But I'm an outlook girl. That's my communication tool and I like being able to sync on my phone too.
The best word you used to describe your SOI was "valuable." If people really valued their SOI perhaps instead of spewing out just listed and just sold fliers with the usual assortment of refrigerator magnets and calendars we should at least pretend to treat these folks with the value they claim they have to us. Additionally, valuing your SOI on a purely economic basis and that is transparent to your valuable "friends."
It has always been a challenge for me to figure out the best way to keep in touch with my SOI. This is especially difficult when I am in the middle of negotiating contracts.
I have recently acquired Advantage Xi as a real estate specific contact management system. I am still learning how to use it and I am thankful that it sync's with my previous "mind-saver" Outlook. I have used drips for incubating new prospects, but like you, I prefer a personal touch with my sphere of influence. You just cannot beat hand-written notes and phone calls!!!