Marketing

3 opportunities to swim in referrals this summer

Promotion through service is the key to staying top-of-mind
  • Build trust with your clients by providing value.
  • The best time to ask for a referral is when you’re currently working with a client.
  • The summer is a perfect time to thank your clients with gifts and parties.

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American entrepreneur P.T. Barnum famously said, “Without promotion, something terrible happens — nothing.” Many small business professionals, including real estate professionals, are shy about promoting their businesses. They might think, “Of course my clients will refer me; I don’t want to pester them by asking or reminding them to do it.”

Promoting your business isn’t pestering your clients; it’s reminding them of the great services you provide — services that don’t end once the deal has closed. And in turn, it’s gently reminding clients to send you referrals.

Promotion helps build trust

Today’s consumers don’t like to feel like they are being sold to, especially younger consumers who have the uncanny ability to sniff a sale from a mile away. The focus should be on value and providing trusted services — services like connecting clients with reputable vendors in your business network or telling seller’s how much their home is worth in today’s market.

These services help build trust while promoting you and your business, along with providing valuable topical information about homeownership or the market in general.

For each month you send a marketing flyer with your photo and contact information on it, you build trust and help your clients connect with your business. When you follow it up with the e-report and a phone call, you stay top-of-mind with your clients.

Buyers are eager to buy — help them become homeowners

The market is hot right now in most areas across the United States. Perhaps it’s the warmer weather that brings buyers out in search of a home to call their own or to upsize or downsize to fit their changing needs.

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Buyers with children are especially keen to purchase a home before the new school year begins so their children can get settled before they start at a new school.

3 ways to connect with clients this summer

Here are three ways for agents to connect with their network this summer for more referrals.

1. Walk your farm or area

For sellers, the summer provides an opportunity to boost curb appeal with colorful flowers, groomed shrubs, trees and mowed lawns. Now is the perfect time for real estate agents to walk neighborhoods and try to generate listings, promote business, network and share expertise (not to mention turn FSBOs into new clients).

Because the best time to ask for a referral is when you’re currently working with a client, be sure to do so while you’re guiding your buyers and sellers through the process.

2. Master the pop-by

Aside from the holiday season, the summertime offers tons of opportunities to socialize with your clients.

While you’re between listing appointments and showings, drop by the homes of clients who live nearby with a thoughtful pop-by item. If they’re not home, take a photo with your phone and text it to them, so they know it’s waiting for them when they arrive. (If you’re dropping off a perishable item, it’s best to call first.)

Be sure to attach a business card and pop-by tag so your clients know it’s you who dropped it off.

3. Celebrate the season

Client parties are another way to reconnect with your clients while you promote your business. Plan a barbecue, a picnic or a fun day at the beach or lake with your best clients to thank them for their business and referrals and remind them that you’re never too busy for any of their referrals.

Although it’s important to promote your business all year long, the summer provides an opportunity to promote it while serving your clients, which is the most natural approach.

Remember, the more you trust your product or service, the more comfortable you are promoting it to your clients and potential clients.

Brian Buffini is the Chairman and Founder of Buffini & Company. You can follow Brian and Buffini & Company on Facebook.

Email Brian Buffini.