Let me warn you up front – you are NOT going to like the answer here. I don’t even like it. It’s too illogical for my Vulcan tendencies. But I’m going to tell you anyway, because it is the truth, and I get to tell a story. I love telling stories.
My husband is a real estate agent, and he just got a $1.7 million listing for a horse ranch in Flagstaff. Here’s how it happened…
Many years ago, Adam met Jim and Cindy Candle at a networking function. He kept in touch. Three years later, they asked him to sell their property. So Adam took on the listing and sold the property. He kept in touch. The Candles referred him to the Halseys to sell their high-end home. Adam listed their property and kept in touch. The Halseys were so happy with his work, the referred him to the Blartnicks (yes, these are all fictitious names). Adam sold the Blartnicks home and, working his tail off, found them their next home. The Blartnicks were so happy with Adam that they referred him to the Jellywigs (now I’m just having fun). The Jellywigs wanted to sell their home, so Adam went to tour the property. As he was touring, a former client of Adam’s came up in conversation as a mutual acquaintance. The Jellywigs knew this client (let’s call him Bob), and said they’d tell Bob that they met Adam. Within a week, Adam was contacted by Bob to list his $1.7 million horse property.
Now, in a million years, could Adam have orchestrated this precise sequence of events? Unlikely. But I’m sure you see the patterns that made this outcome possible. Here’s what I saw:
1. He asked people he met if they would give him referrals.
2. He kept in touch.
3. He did a superb job for his clients.
4. He kept in touch.
5. He took the attitude that the universe is plotting to do him good. (aka “reverse paranoia”)
6. He kept in touch.
7. He worked consistently and diligently.
8. He kept in touch.
The moral of the story is, obviously, to stay in touch with the people you meet, because you never know where it will lead you!
Great story Mary, and the lesson is obvious – the importance of
staying connected! It is equally important to have a SYSTEM to do that. My job is to help set people up with that system. Thanks for the story! !
Love this! Yes follow up is SO important and you’ve reminded me to be diligent at it. Thanks Mary! Congrats to your fantastic husband.
Thanks Judy – you are THE expert on first-class follow up! One of Adam’s best follow up tools is greeting cards, as I’m sure you guessed.
And thank you Cindy. My husband is pretty fantastic….
The important thing (and I’m not sure if I made this clear) is that the follow up worked because it was a SYSTEM that he executed consistently. It’s one of my favorite things to do with clients – setting up a customized system of follow up and business practices.
I know, I’m weird….
Love the article Mary! Nurture marketing, which is just staying in touch with prospects and customers on a regular basis, is amazing. It is painless and inexpensive, but very few businesses (especially entrepreneurs and small businesses) even do it.
The great thing is that it can be almost completely outsourced and doesn’t eat up your time and gives you great returns. My clients are always amazed by the referrals and ROI for with it.
I couldn’t agree more, Candy!. The reason why this marketing methodology is overlooked is because it is not flashy. It takes attention and consistency – two things most people do not have the systems or support in their business to maintain. But that’s why businesses need people like you and me!
ok. you’re not weird…your special! LOL!
Thanks, Linda, for your vote of confidence!
i mean, YOU’RE Special (I CAN SPELL!)
I am so proud of Adam, and also you Mary for understanding the “art” of telling a story.
I think Adam is a very rare professional, especially in the real estate business. He understands the power behind keeping in touch and is now reaping the benefits.
It is no surprise that his Real Estate business continues to grow and that he is one of the top Realtors in Sedona.
Patricia Drain
http://www.patriciadrain.com