*Prep for This Session* Test run the automated pieces of the presentation before the meeting (slides 23-24). Speakers for automated slides. Note: Each automated slide has in the lower right corner so it can be easily identified. Print Copies of the Apology Letter # 1 to be distributed at the end of slide 22. Order the With Your Help brochure from Weichertimail.com, under On Demand Printing, General Brochures - 1 per associate *Delete this slide before presenting *
Today I’ll introduce a new tool you can use to re- connect with past clients. We’ll start with a question that takes us back…
Tell Me… Who is still in touch with… Your high school “class clown?” Your best friend in elementary school? Your freshman college roommate? The neighborhood children you played with?
Reconnecting These are people who, for many reasons, hold a special place in your memory. Has anyone reached out to a person they haven’t spoken to in a long time? How did reconnecting with this person make you feel? What was the hardest part about re-connecting with this person?
Re-Establishing a Relationship It’s natural to feel hesitant about re-establishing an old relationship. Often times the initial act of reconnecting is the hardest part, until you reap the benefits of finding a renewed friendship.
Common Ways to Re-Kindle What are some of the most common ways you would use to re-kindle a previous social relationship? - Phone - Letters -Email - Social networking sites (Facebook, Linkedin, Myspace etc.) - Any others?
Reconnecting in Real Estate Just as we’re busy in our personal lives and struggle to stay in touch with old friends, we’re also busy professionally and can’t keep in contact with all of our prior clients. We know that our prior clients can be a great source of future business.
Common Ways to Re-Kindle Of the most common ways we discussed to re- kindle a previous relationship, which would be the most personal for reconnecting with prior clients? - Phone - Letters -Email - Social networking sites (Facebook, Linkedin, Myspace etc.)
Social Networking Web Sites Email and social networking sites give us the ability to locate and reconnect with acquaintances or friends we have lost touch with. However, they are not the most personable way to re- establish a business relationship.
The Human Touch A personalized letter or phone call will provide the “human touch.” Real estate is a relationship business. When you’ve spent so much time helping a client with the biggest financial and emotional decision of their lives, a heartfelt letter followed by a phone call is the most personal way to re-connect.
Want Proof? Here’s proof that a personalized letter followed up by a phone call is highly effective…
Patricia Rohan Burlington, NJ Meet Patricia Rohan, A Highly Successful Sales Associate! - Patricia used a reconnect letter to get in touch with past customers. -Patricia sent 260 letters (and, of course, followed up with 260 phone calls). - Out of these 260 letters, she re-connected with 11 past clients! Her secret: she incorporated 5 key points in her letter
1.Reminded past clients that it’s been awhile since she had been in contact. 2.Acknowledged changes in the market and reassured them she could help. 3.Moved the focus away from real estate and onto how she builds relationships. 4.Invited her leads to contact her. 5.Reinforced that she can provide all real estate-related information they need. The 5 Key Components Patricia Used to Reconnect Let’s look at this handout of a letter that you can customize. Click to the next slide to learn more.
Reconnect Letter 3. Move the focus away from real estate to focus on building relationships. 4. Invite your customers to contact you. 5. Reassure them that they should feel comfortable reaching out to you regardless of the question. 2. Acknowledge the changes in the market and reassure them that you can help. 1. Remind these past customers that it’s been awhile since you’ve been in contact.
Using the Letter -In this day and age of email and texting, a letter may feel antiquated – but it is the first step in providing a personalized, human touch. -A personalized letter also differentiates you – most people would use email or technology to try to re-connect. - As Patricia would tell you, the follow up phone call is invaluable to your success in getting referrals from this letter. You have a great reason to call - to ensure they received the letter.
Where to Find the Letter 1.Go to WeichertOne 2.Click on Prospecting For Business 3. Click on Customer Letters
Also on WeichertOne 1.An alternate version of the letter for reconnecting with past clients 2.Another version of the re-connect letter, for associates who haven’t had transactions yet 3.A spreadsheet you can use to create a mail merge (mass mailing) 4.Instructions for creating the mail merge
If people who you’ve reconnected with aren’t ready to make a move, does that mean you’ve wasted your time? Not at all…and here’s why.
These Past Customers Can Provide Referrals 20 Source: 2010 NAR Home Buyer and Seller Survey What % of buyers found their Agent through a referral? 63% of all buyers were referrals!
Get referrals from people who aren’t ready to work with you Many people you reconnect with might not be ready to work with you yet but they still may know other people you can help. Ask them if they know anyone. Many people who aren’t ready to work with you will feel indebted to you about the time you’ve invested, especially if you’ve helped them in the past, so they’ll be more than happy to give you a referral. Remember:
Asking for Referrals How do you ask for a referral from your customer or sphere? What do you say?
Asking for Referrals Of all your friends and family, who do you think is most likely to be making a move next? Do you know anyone who wants to buy or sell right now? Which is a better question to ask a customer? Why?
The Better Question for Securing More Referrals Of all your friends and family... who do you think is most likely to be making a move next? You won’t get a “no.” You will most likely get a name You can continue with, “May I give them a call?” Don’t forget to ask for their contact information.
Securing Even More Referrals… Does anyone in your sphere have adult children who could be ready to buy a home? Here’s a new marketing piece you can use for these families…
“With Your Help” Brochure Use this brochure to help parents of adult children understand how they can be a part of their child’s first home purchase. To order the With Your Help brochure, go to Weichertimail.com, under On Demand Printing, General Brochures