For almost twelve years, I've run a nearly 100% SOI business - that is - most of my clients have come from the people I know, the people they know, or the people I meet. In other words, I've done very little formal lead 
generation with the goal of attracting the attention of strangers. It's worked for me.
As many of you know, I have a somewhat organized, yet unconventional approach to keeping my name in front of my SOI. I don't bombard them with cheesy mailers; I don't pester them on a monthly basis for referrals; I don't sort them according to whether or not they will commit to sending business my way. Nah, I just stay in touch, as a real person who happens to sell real estate for a living. Oh, and I take great care of my clients... as my first priority - not as an afterthought once my prospecting activities are done (that's straight from my profile - kinda catchy, eh?).
And... business floods in. My phone rings (or email jangles), I answer it, and voila! I have a great new client.
But what has pleasantly surprised me since my recent return to real estate after two years away is how many of my past clients, some of whom I haven't spoken with in years, still consider me their Realtor-of-Choice. Just in the last week, I've been contacted by four past clients - all of whom bought or sold over five years ago - wanting to talk real estate. Three out of four of the calls came from people I didn't think really liked me much since they'd never responded to my stay-in-touch efforts. I figured I'd done something to make them mad and many times considered striking them from my database.
Nope. Not the case at all. They had lives to live and didn't need a real estate agent that day. But when they did... they knew who to call. (That would be ME.)
So, why do they remember me? I ask myself the same question. I really don't have a personal relationship with them, obviously, since we haven't actually spoken since the closing in many cases. Yes, I have included them in my postal mailings and emailings , but I'm sure they've met other agents through the years and probably get bombarded with Just Listed! and Just Sold! postcards on a regular basis. What's so special about me?
In the interest of research, I got up the nerve to ask a few of them. And the answers warmed my heart.
They called me because I did a good job for them and they knew how reach me when the time came. Simple as that. Now, if I had done a lousy or even mediocre job for them, but stayed in touch, I doubt they would have kept my card around, but since they were happy, they did. Oh, I'm sure that I've lost people thru the years who did happen to meet other real estate agents who befriended them more than I did, but overall, I have to say that I'm tickled with my retention rate.
Do a good job. Stay in touch. Pretty easy stuff, huh?
Coming Soon! SWS2 - the second edition... email me to reserve one of the first 1,000 copies printed!
Really good post about what all of us should be doing. I am new to the business but am partnered up with a lady who has been selling since the 70's. We got a call the other day fram a lady saying she wanted my partner to sell her home and find her another one. My partner did not recognize the name so she asked how she had come to call her. The ladies Father's home had been sold by my partner and father liked her so much....... Well, partner could not recogize name yet so she asked father's address and when. Answer was father's home was sold in 1979 when lady was a teenager. Doing a good job and sticking with the best company around pays off for many years.
Thank you for the reminder and affirmation.
Jennifer, Leaving a lasting "good" impression goes further than anything I know of in life. I too hope to have a SOI such as yours someday. Thanks for all your inspirations.
Joshua & Kathy - it really does take some commitment and organization to stay in touch, but it's SO worth it!
Joddie - dead-on. If your SOI thinks you rock, your prospecting days are over.
Lori - Everyone should do that exercise and frankly, if your past clients and other people you know AREN'T your primary source of business.... hmmmmm... what's wrong with this picture?
Bob - It's a beautiful thing and I know you'll get there.
L. Wayne - Honest to gosh - this stuff works!!
Laura M. - Wow, thanks!!! Your autographed copy is reserved.
Laura J. - y'know, it's WAY more fun to run a business this way, anyway...
Jeremy - BINGO!
Nathan - please do look me up - I'd love that. Keep up the good work.
Great post,Jennifer (as usual). I'm still fairly new to the business and got the 'typical' got get 'em speech from my broker - hit expireds and fsbos and you'll be a star in no time. The trouble is that when I look at the current 'stars' who are working this angle, I don't really see people I would like to emulate. They kind of remind me of the gold-toothed used car salesman, driving around hounding people during dinner to list with them and have all their problems solved. (OK they don't really have gold teeth... not that there's anything WRONG with shiny dental procedures... but I'm getting off track here.)
The point is that when I found your approach and applied it, I found myself walking a little taller and having a LOT more fun. I've quit panicking about where my next deal will come from. I know I am a RCHB and the business will naturally follow provided I put myself out there. The funny thing is, the second I relaxed is when things started to HAPPEN (go figure).
So I do my fun weekly email newsletters (have done 3 so far and gotten 2 leads already from them), and I go to every event I can think of (got a listing this week from a trivia night I just attended, and got another listing lead from a book fair I volunteered at).
My family and friends are constantly telling me how happy I look lately - I just smile and tell them I wish I had started in real estate YEARS ago.
And you know what? It's TRUE ;-)
Greg - giggling... I once had a client describe me to someone as "not the friendliest person in the world," but I'm definitely not pushy or timid... but not exactly warm & fuzzy either!
Jenn - Be careful - with testimonials like that, you might find yourself on the cover of a SWS book some day! Thanks.
<<in my best Betty Davis voice>> "I'm ready for my close up,
Mr. DeMilleJennifer"LOL !!!!!
Jennifer, nice post. I do lead generation, but I do it because I'm not from the area. However, I do what you do with my past clients. I call them and keep in touch. I have become friends with many of them. I don't ask for leads, but I know when they come across someone they will remember me. It is an easy system...treat others right and they will treat you right...pretty simple.
Dave
Great post and points. I am finding the my SOI includes many in my subdivision as well as past clients and friends. I touches me when they call me back with their real estate questions.
Really easy stuff. It's how I run my business too! :)