Relationship marketing uses your existing database of contacts and past clients (your sphere) to generate new business. For real estate agents repeat and referrals often account for more than half of your business according to the National Association of Realtors.
The basic system uses a system of repeated contacts with your sphere using website blog posts, email, social media posts, direct mail, and personal touches. The goal is not to sell, but to provide useful content and let your sphere know you are still an active agent.
The content provides evidence that you are knowledgeable, trustworthy, and always support your clients to their best interest.
Here’s a diagram of the steps for you to follow -
The absolutely critical step is the Personal Touch.
Without it, you are just wasting your time. All of the other steps just grease the wheels for the Personal Touch. It doesn't matter if they read your emails or posts, or watch your videos. What matters is that they notice that you are doing those steps - "Oh! look, another post, email, etc. from Sally Agent, She is really busy." - then they make a mental checkmark about you and that you are a knowledgeable agent.
That's why the only stat that really matters is Reach. If they don't see you fly by, they don't make those mental checkmarks. Reach is like a billboard you bought on a local street. Reach is how many people drive by your billboard. If your Reach is 10, then your billboard is on a cul-de-sac ( a waste of your time and money for that billboard ). If your reach is 200, then your billboard is on a good busy street in your neighborhood - your sphere. Most people are not going to stop and write down your phone number, but over time they will remember you, and when they are interested - They Will Call.
So, how does this work with the Personal Touch? You HAVE to make contact with your sphere at once every 3 or 4 months.
You Do Not SELL - You CONNECT.
So, here is a good strategy -
Divide your sphere into 3 categories -
- A+ (20 to 50) - Those you really like and those that like and trust you).
Treat them like family. Invite them out periodically. Call, text, email, or dm them every month.
Stalk them on social media. Comment on their posts - “Wow! Little Gloria can really dance.” - A - Those you know fairly well and they probably like you.
Treat them nice. Care about them. Call, text, email, or dm them at least every other month. Comment or like their social media posts.
Text like this- “ I was driving by your neighborhood yesterday and thought about you. How is everything going?” Start conversations. - B - All Others
Stay in contact. Email every month. Text or dm them every 3rd or 4th month. The key is repeating the whole system every month so that you are always top of mind.
If you’re a bit like me when I sold real estate: you’re always juggling to get everything done and love it when you have someone who just takes care of things for you.
I’m not sure it’s for you, But Need Help? - Call us at (813) 400-3780 or check us out online at ->Sphere Buster