WORD MAGIC: (full story)
The "Write" Way To Referrals And Return Business
...
Congratulations! You made the
sale. You have helped someone find a new home or
sell an old one and your job is complete. Or is
it? What you do now will make the difference
between a one-time client and a lifetime of
loyalty, repeat business, and referrals.
E-mail does have a valuable
role when quick responses and efficiency are an
advantage. It is a godsend when marketing,
responding to client questions, and handling the
details of a client’s transaction. But, as soon as
the sale is closed, send a letter -- a real
letter. Overnight delivery of contracts is
necessary in the real estate business. But a good,
old-fashioned, hand-written, snail-paced and
stamped “thank you” letter is memorable. It is
like a breath of fresh air among the form letters,
bills, and sales pitches your client receives
daily.
But, I’ve been striving for
high-tech service solutions for my clients!
The use of technology is
becoming more important to the Real Estate
industry each day. A recent survey done by the NAR®*
states that 71% of the buyers and sellers for the
first quarter of this year used the Internet to
buy and sell homes, compared to 41% in 2001.
However, the use of technology cannot replace
personal customer service. Properly utilized
technology tools allow you more time with your
client since they simplify accessing, handling and
filing of information. Those tools will also free
up your time for things like writing personal
follow-up letters.
Letters are an unexpected, but
pleasant method to maintain contact. Handwritten
“notes” take only a few seconds and mean much more
to the recipient than the less personal forms of
communication. Unlike e-mail and form letters,
personal letters and notes are always welcome.
I hate writing letters, I
never know what to say. Help!
What should you say in this
letter? First and foremost, thank them for their
business and their confidence in you. Then “fill
in” and personalize it by mentioning a few
details. For example:
-
If you know their youngest
has just started first grade, wish that child
well by name: “I hope Ashley does well in
Phillips Elementary. Entering the first grade is
such a landmark occasion – for you and her!”
-
If you know that an ailing
parent has predicated the move, offer your best
wishes for their recovery or note your concern
if the condition is ongoing: “Paul, I do hope
your mother is feeling better this week.”
-
If you know the relocation
was due to a new job or a new business, wish
them well in their new endeavor: “I am sure you
are going to enjoy the business community here,
Ellen. You may want to participate in the
Chamber’s Small Business Roundtable next month.
I would be honored if you would attend as my
guest.”
Tell the client you enjoyed
working with them and why. Be specific. Find
something they did or said that made life
enjoyable or easier, even something as simple as
the prompt return of your calls. If they were
picky and challenging as a client -- thank them
for knowing exactly what they wanted and for being
patient during the search process that eventually
resulted in the perfect home for them.
Ask them to keep you in mind
for any future needs, either their own or those of
their family and friends. Offer to be their
resource so they feel comfortable calling you with
questions that may arise long after the sale.
Ok that’s fine, but can you
give me an example of an actual letter?
Sure! Let’s say you just sold
a house to Gale and Rob Smith. During the course
of working with them, you learned that they were
seeking a quiet neighborhood closer to both sets
of grandparents and settled on Center City as the
best midway point.
You also know that their
daughter was popular in her old school and is
concerned about making new friends here. You know
that when they announced the move from the country
to the city, the couple purchased their son a new
bike -- something that he has always wanted.
These are all tidbits you
collected during the normal conversations with
this couple during the course of your work with
them. You made notes. You listened. With this, you
have enough information to write a memorable
personal letter.
Dear Gale and Rob –
Congratulations on finding
your new home. I appreciate the trust you placed
in me during your search and am honored to have
had the opportunity to assist you during your
time of transition with such an important family
decision. I’m sure your parents will love having
you and the grandchildren closer for more
frequent visits.
Candlewood is a charming
area and you have selected a beautiful new home.
I’m sure Sarah will make new friends quickly in
the neighborhood and in her new school. The cul-d-sac
will be especially enjoyable for Rob Jr. with
that shiny new bike!
I have enjoyed working with
you both and find it refreshing to work with
such a positive, enthusiastic couple. I would
welcome the opportunity to help you with any
questions you may have now or in the future.
Also, if any family or friends need information
on real estate in this area, I would be pleased
to help them as well -- just have them give me a
call. If I don’t know the answer, I’ll find
someone who does.
Welcome to Center City and
welcome home!
Sincerely,
Jane Agent
Why is this one letter so
important and what do I do for an encore?
The difference between a
one-time client, and long-term or lifetime clients
begins with that first letter after the sale and
continues with regular contact with them at least
once or twice a year thereafter. Help them keep
your name in mind. Drop them a quick note.
Handwrite it.
Keep up with your clients
after the sale. If you hear that a past client
gets a promotion, has a new baby, receives an
appointment to a charity board, or is elected to
office, you have an opportunity to drop them a
note. Even if what you hear is bad news (like a
death in the family) – taking the time to send a
heartfelt note or card will keep you in touch with
them and let them know they are in your thoughts.
What about clients who sell
and move away? Should you attempt to maintain
contact with clients relocating out of the area?
Yes! Even when your client sells a home and moves
out of the area – they probably have family and
friends that remain behind and they may decide to
move back later.
My memory isn’t the best,
how can I keep up with all this information?
The only way to do this
effectively, especially if you have a large client
base, is to take extremely good notes. If you
don’t currently use a good contact management
database, set one up. Any time you hear or see
anything about one of your clients – scan it and
attach it to your database. Keep notes on
conversations and any other details.
Check or have someone else
check the local paper for information about past
or current clients, or investigate the use of a
clipping service. Add any information to your
database and be sure it’s in a format you can pull
up quickly to reference if they happen to call
you.
The key to developing lifetime
relationships is staying interested and involved
with your clients -- and regular personal contact
is the only way to effectively utilize that key.
EDITOR’S NOTE: writing personal notes is
certainly a powerful way to build your referral
business. However, if you want the benefits of
doing so without the hassle, just find a VA who
can do it for you!
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