You’ve heard it said countless times: real estate is a relationship-based business. But what does that really mean in practical terms? Essentially, it indicates that:
- To succeed in real estate, you need to build and nurture relationships.
- To build relationships, you need to get to know people.
- To know people, you need to have conversations with them.
- To have conversations, you need to reach out.
Of course, I’m not telling you anything you don’t already know. But forming relationships does take time and effort, and if they’re going to grow, you have to be consistent about staying in touch. The challenge for many agents is maintaining a system of consistent touchpoints amid their hectic schedules.
Introducing the “5-for-5 strategy” for keeping in touch with clients
I have to give credit where it’s due. Although the 5-for-5 strategy I’m about to introduce is much less time-consuming, it’s modeled on Sean Carpenter’s 4H touchpoint plan.
Sean, a nationally recognized real estate coach and speaker, is known for his expertise in relationship-building strategies. His plan involves sending handwritten notes, happy birthday messages, and information from his MLS hot sheet as well as offering “high fives” on social media. He’s a beast when it comes to knowing how to nurture relationships—check out his Stay Paid podcast episode to learn about his full approach.
- Step 1: Each weekday, select five clients from your database of contacts.
- Step 2: Spend five minutes sending a personal text or video message to each one.
So in just 25 minutes a day over five days, you’ll have sent a touchpoint to 25 people. Repeat this process systematically, and within a few weeks or maybe less depending on the size of your database, you’ll have connected with everyone in it. Then when you get to the end, simply start over, making sure you connect with your core clients at least once a quarter.
Here’s what to say
Once you’ve selected your five people, check your database for information about them before crafting your text, video message, or whatever touchpoint you’re using. This will help refresh your memory and perhaps even provide you with a personal detail or two you can include in your message. For instance:
- You could let them know you drove by their home and it made you smile, remembering how happy they were to have found what they needed.
- If there’s a special or significant date coming up, offer the appropriate congratulations or condolences.
- Ask after their family members by name, and don’t forget the dog!
End by letting them know that you appreciate them and hope to catch up soon.
If the idea of finding all your contacts an individual item of value seems challenging, consider taking advantage of ReminderMedia’s personally branded Digital Magazines. With so much variety among the articles, you’ll easily find something for everyone. You can send your five contacts a link to an article that hooks up with one of their interests, a recipe that you know they’ll like, or, heck, even the entire magazine.
Whatever you choose to do, make sure to mention the reason for reaching out, let them know that you’re grateful for their business, and then sign off by wishing them a great day.
The big payoff
I noted above that the point of these text and video messages is to prompt a conversation. But there’s another benefit to connecting with touches like the ones I’ve described—they elevate your recipients’ awareness and regard for the emails and direct mail you also send. Your contacts will gradually become more and more attuned to and invested in everything they receive from you because you’ve been in repeated individual contact with them.
Take action
The 5-for-5 strategy is a tactic you can implement today. Even if some contacts haven’t heard from you since their closing, it can still be exceptionally effective. Simply own that—then move on to say they crossed your mind and you’re hoping all is well or that the holidays are coming and you’re reaching out to wish them health and happiness.
Regardless of your approach, once you’ve reconnected, resolve to stick to the plan because when you intersperse your other marketing with a personal text or video message, it will elevate your entire game.
