99 Days to Excellence
How to build a “better real estate” business in 99 days by working by referral.
“Sphere of Influence”
Your Sphere of Influence, or commonly referred to as ‘SOI’, is a list of people who are family, friends, as well as acquaintances most likely to refer business to you.
Database Marketing
to build a Book of Business
Step-by-Step:
(Microsoft Excel, Open Office Calc, Google Spreadsheets)
Labeling Your Spreadsheet
Properly name each column header with the data you need to create a proper database of prospective clients:
*Gather only the info you need to start building your database: Name, Phone, Email, & Address, Social Media Handles, and relationship.
Where Do We Gather our Data???
According to the NY Times, the average American knows approximately 600 people
“But I don’t know anyone!”
Who to think of?
...immediate family, friends, facebook friends, etc.
Locations & Professionals:
...grocery & convenience stores, hair stylist, doctor, dentist, attorney, church, sports teams, book club, hobbies, etc.
You Know More People than You Think!
What is the most important way to initially contact people in Your Database?
In anyway that you can carry on a conversation: Email, Phone, Facebook Chat, etc.
*My encouraged method is via a phone call.
How to Commit Your SOI to Use YOU as Their Agent?
99 Days to Excellence Key Invitation
“If you were looking to buy or sell home or had a friend or family member looking to do the same, do you have an agent you would refer them to?”
If “Yes”
If “No”
“That is great! I am so glad to hear you have a professional you work with and can refer.”
Then Leave them ALONE!
“I would love to be your agent when the time is right, and be the one you trust to refer to your friends and family.”
*Mrs. Gomez Example
What if Somewhere in Between?
“I know a Real Estate Agent…”
“Is that the agent you would use?”
The “Close”
“I research and come across useful info about the real estate market. I love to stay in touch with my clients and keep them informed about what’s going on. Can I send you my monthly newsletter?”
If they say “Yes” then they have committed to you!
Qualifying Your Database
“Everyone is innocent until proven guilty!”
Divide Your Database into 3 Client Types:
A, B, & C:
A Clients - Will do business and refer business
B Clients - Most Likely to refer, but not proven
C Clients - Most Likely out the door (delete)
*Anyone who commits starts out as an “A”
*Limited action or resistant gets a “B”
*Non-responsive or borderline rude a “C”
“A” Clients
Walking Talking Billboards!
Tangibles vs Intangibles
Common response: “Can’t you just email it to me?”
Why is a tangible “snail mail”
letter more effective?
Daily, Weekly, & Monthly Activities
Daily: 5 personal phone calls, 5 personal hand-written notes, and distributing 5 business cards
*What to say when you call & write a handwritten note? “Call” is to invite, “handwritten” note is to thank. (You’re going to need some stamps!)
Weekly: Manage and update your Database, and at least one drop-by to “A Client” giving an item of value.
Monthly: Prepare and mail out your monthly newsletter.
*
Collaborate with other agents to create a
database of monthly newsletters or find
current events on www.InManNews.com.
The Right Tools
The Results
The average agent produced 3 new closings with an increase in almost $40,000 in take home commission income…
...in only 3 months!
*New Agent Example