Asking for referrals from your sphere of influence is an uncomfortable proposition for many real estate agents. And passive actions like putting "I Love Referrals" on your business card are not enough. Most consumers don't clearly understand what the cliched phrase means, nor how dependant your livelihood is on their consistent lead introduction.What to do? Here are some tips for effectively communicating with your SOI from coach Maya Bailey. Click here to read the article in its entirety in Broker Agent News.
"Tip 1: Have a script so you know what to say
What you decide to say may vary from person to person. The way you talk to a close friend may be quite different from the way you talk to a distant acquaintance.
There is no one formula of what to say. However, it is very helpful to have something to offer when you call. One idea that many of my clients have found helpful is to call your sphere of influence and offer to be a referral source for them.
In other words, let them know that you have plenty of connections to people who could help them. For example, you know many painters, electrician's, plumbers, etc. and your sphere of influence should know that if they need any names and phone numbers they should call you and you will be happy to provide a referral source for them.
Tip 2: Think of yourself as being "the giver"
Most of us love to be the giver. We know we will be well received and people will like us. We also know that "giving" leads to more business.
Before you pick up the phone to call your sphere of influence ask yourself "what can I give to them?" One way that you could be of service to them, is to offer to be a cross referral partner.
If they have their own business, ask them how their business is doing. Ask them how you could help them at their business. Ask them what kind of referrals they would like to receive. Let them know that you will do your best to send referrals to them. At the end of the conversation, you can say something like, "when you hear of anyone who's interested in buying or selling a home, please call me with their name and number. If it's okay with them, I will call them and make sure that their real estate needs are being taken care of."
Tip 3: Send an "Item of value" each month
What kind of item of value should you send? It used to be that sending newsletters was a hot item. However, most people have gotten too busy to read a newsletter.
The item that works the best is a colorful postcard that gives the events happening in their area. Their sphere of influence is likely to put that postcard on the refrigerator and refer to it often.
Of course, next to the list of events happening in the area is your photo, your phone number, and your tag line such as "relax and let me run the extra mile to fulfill your real estate needs.
- You start to enter their stream of consciousness.
- They start to associate positive ideas with you:
- You are associated with happy events in their area.
- You are associated with brilliant bright, happy colors in the postcard.
- Your face smiles at them every time they go to the refrigerator.
Let me ask you, do you think they are more likely to remember you the next time they have a real estate need or a real estate question?
Tip 4: Don't be afraid to call them too often
As long as you have a good reason to call, they will be happy to hear from you. Trust your own gut instinct about how often you should call them. Many real estate gurus suggest calling people in your sphere of influence about once a month. You may choose that to do that with your "A list", the people most likely to refer to you.
Since you are sending an item of value each month, you can always ask them "did you receive the postcard?" You can follow that with, "so what event are you going to go to?"
Tip 5: Assume the positive
Simply assume that they will be happy to hear from you. Why wouldn't they be? They are receiving a wonderful colorful, informative postcard from you each month, then you are calling and offering them something, and you are conditioning them to want to hear from you.
Assume that you have something valuable to offer, your friendship and your real estate expertise, and people want to hear from you.
Tip 6: Be excited about your business
Remember, "desperation does not sell", but "excitement" does. No matter what the current condition of your business, always say something like, "I am so excited about my business. I get to meet such wonderful people and I'm really in an expansion phase of my business. If you want to help out, just send people my way to have a real estate question or issue, I will be happy to help them."
RELATED POSTS: What’s the very best way to get referrals? Ask for them!, Top Tips For Gaining More Referrals (Part 2 of 2), The Power Of Direct Mail
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