July 17, 2017
From: Chip Hickman, Las Vegas
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Beyond the everyday worries about hiring, training, retaining et al, there are concerns that haunt me each season. In summer I'm scared to death that follow-up and future-deal building is going to hell. Agents stop following up when they are busiest and it's even easier to see now with 2.0.
I know it helps cajoling and encouraging them to "make night calls now for Fall clients or you'll feel the pain later!" but my fears remain; I've lost more good agents to boom/bust follow-up habits than any other disease.
In looking to emphasize something follow-up related that works, is easy to do, and doesn't cost a lot of $, I decided in May to focus on one request:
Invite 1 past client to lunch each week. Track the results.
Not a new concept, which works against it in some ways. Call your past clients, be necessary... but if you won't call at least go eat with them... I asked agents to schedule one 30 minute lunch or drop-by at their house with coffee/whatever with one past client each week.
Their initial reaction: Just like everyone knows they should contact past clients, just like it's no news that meeting face-to-face with people works... I know it's a good idea... but just not a good time right now... while I'm so busy.
Counterpoint: You've been thinking about what marketing you should try to generate some listings & "now" business... Why not try taking $500 and allotting $50 for 10 drop-in coffees/UberEATS delivered/meeting clients at cool lunch shop, meet your past clients. Count up the referrals generated. See what your ROI is on this form of downline marketing...
No marketing Lead will ever beat face-to-face meetings. You control your exact targets so you always start with clients you like and you know like you... and You eventually have to eat anyway so make the best use of dead time.
Feedback on these meetings is gushing with good feelings. The insane thing is those 4 sales generated are not counting the 10 referrals received- and this is from only 4 agents going out on 14 lunches.
The problem is I've only managed to get 4/70 agents to do it so far. You'd think with results like that this idea would spread like wildfire... and then I remember it's summer and bellies are full, vacations are planned, and the hunger of fall/winter is a distant worry.
At this point it's proven if we tell them to do it enough most will try eventually - especially if they hear more success stories from other agents.
Good luck to all,
Chip Hickman
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Reply From: Rob Williams, Raleigh
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I use the attached plans to remind me to stay in contact. It works... 50% of all my business YTD is with past clients. I also keep track of birthdays and send handwritten birthday cards. The easiest thing to do is to stay in contact with the folks who already know and love you!!!