Not too long ago, I wrote about how vitally important it is to consistently reach out to your sphere.
Regular touchpoints go far beyond just keeping you top of mind—they unlock a huge number of other benefits. By frequently connecting with your network, you build trust and rapport with potential clients while strengthening relationships with existing ones. This translates into a steady flow of leads and—the holy grail—glowing referrals from happy clients.
Just ask my brother, Stephen.
Since day one, he’s been routinely showing up in his sphere’s mailboxes, inboxes, and social media. He also makes his calls, goes door knocking, and hosts client events. And after only five years, he’s recruited a lineup of 15 agents, building the top real estate team in Lynchburg, Virginia.
To help improve your referral rate, I’m explaining exactly what Stephen does to consistently stay in touch with his sphere. Plus, I’ll give you suggestions for what you should send to yours in August.
A touchpoint system to drive referrals and growth
Before putting Stephen’s touchpoint system together, members of my team sat down with him to discuss his goals and develop a plan to help him meet them. The result was a comprehensive value-laden marketing strategy that ensured he would consistently be in front of his audience. When you download Stephen’s system—which you can use as is, modify to your needs, or simply use for inspiration—there are a few things you’ll notice right away.
He’s never out of touch
Whenever an agent asks, “How many times should I be reaching out to my database?” my answer is always more!
Stephen connects with his sphere a minimum of 18 times every month, which means he’s in front of his audience four—sometimes five—occasions a week.
You might think 18 touches a month is crazy. I disagree, and here’s why.
I challenge you to think about your closest relationships: your spouse, your best friend, your family. If you consider how many times you’re in touch with them over the course of a year, it’s probably thousands. That kind of consistency is essential to maintaining such a level of closeness. It’s the same in real estate. While you don’t need that level of intimacy with the people in your sphere, you do want to form strong connections with them. And that requires keeping in regular contact.
He shares a variety of valuable content using multiple channels
The key to Stephen’s system is that rather than hitting his sphere with 200 easily trashed emails, he uses a wide range of educational, entertaining, and endearing content that connects with the interests of a majority of people. And just as important, he sends it using different modes of communication.
- He mails a personally branded custom print magazine every other month, sometimes sending different ones to different segments of his audience according to their interests.
- Three times a week, he posts articles, memes, quizzes, images, quotes, and other content people typically enjoy.
- And he sends email newsletters, rotating between one about what’s happening in and around Lynchburg and another that includes articles on a variety of popular topics.
He sends quality stuff
Since he’s my brother, it’s no surprise that Stephen uses my company, ReminderMedia, to nurture his relationships and promote his business. But aside from his allegiance to me, he has good reason to partner with us—we produce personally branded print magazines and digital marketing tools that are simply unrivaled in the industry.
Why is it important to ensure that what you send to your audience reflects only the highest quality? The answer seems self-evident: superior marketing is simply better. But why?
There are several reasons. High-quality marketing:
- Builds trust and credibility: Professional-looking marketing materials with clear messaging and design establish you as a legitimate and reliable business. This is especially important for initial interactions, where leads and prospects might be unfamiliar with your brand.
- Provides value beyond sales: Effective collateral goes beyond a simple sales pitch. When it includes informative content, industry insights, or solutions to client problems, you position yourself as a thought leader and demonstrate a genuine interest in their success, fostering a deeper connection.
- Strengthens brand image: Polished and well-designed materials reflect positively on your brand. It conveys professionalism, attention to detail, and a commitment to excellence, all of which contribute to a positive client perception.
Among the tools Stephen uses are our magazines. These publications are worthy of the coveted space on coffee tables, on par with high-end magazines like Architectural Digest. Each of the four designs is personally branded in six places, looks gorgeous, and has that luxury feel. They look expensive, but because we do all the writing, designing, printing, and mailing ourselves, each issue costs less than a typical Hallmark card. Get a sample, and see them for yourself.
What to send to your clients in August
You can contact us to discover how ReminderMedia can help you with your general marketing, but if you’re looking for immediate ideas, here’s what Stephen is sending in August, along with some of my own suggestions:
Back to school
- Attach a few highlighters to our printable back-to-school referral cards, and give them to parents, teachers, bus drivers, and crossing guards.
- Download this gift card holder for cards that can be used toward school supplies or a much-deserved treat.
- Try Canva to create a free checklist of supplies that kids will need when they return to the classroom, which you can then blast on social media or in your email campaigns. Check if the local schools have an official list you can use it as a starting point.
End of summer
- For those in need of something to bring to those remaining few barbeques, create your own recipe cards or choose from our collection of recipe postcards. Here are 10 of the best ones for summer. (The fresh blueberry crumble bars are really good.) You can find more recipes here.
- The end of summer going into fall is a great time for festivals and fairs. Develop a list of what’s happening in your area along with relevant links, or send our Local Events email newsletter that includes hand-selected events happening near you.
- Every season means another house project. Let your sphere know about the most important home maintenance tasks they should put on their to-do lists to prepare for the coming cooler weather.
Real estate content
- In your newsletter, include an article about (or even simply a list of) the advantages of moving before the holidays.
- Share your expertise about buying or selling in the fall market on social media, and respond to any concerns people have about the current market.
- Send one of the many free resources found in our Resource Library, including lead magnets that educate and attract buyers and sellers.
Take action
When you regularly stay in touch with your prospects and clients by sending them a variety of content that they’ll actually use and enjoy, you won’t have to worry about reaching out “too much.”
Download a copy of Stephen’s touchpoint system and use it as is or as inspiration to create your own. Either way, focus on consistently providing value across multiple channels. When you do, you’ll build lasting relationships and become a trusted advisor in your network, ensuring that yours is the only name that comes to mind when someone asks, “Do you know a good agent?”
