In January, I wrote an article about the importance of first making the time to complete important tasks if you are serious about implementation. However, when it comes to keeping in touch with your database, even if you have the time blocked in your calendar, it can be extremely difficult to overcome the resistance to get started.
Why is it that Realtors, who often spend a huge amount of time scrolling through social media on the very devices they could be using to grow their business, hesitate so much to simply reach out to the people they know?
The reason I believe Realtors often neglect their database is a twofold problem:
- They don’t know what to say when they call, email, text or DM someone.
- They have a deep-set fear that they are “bothering” them or “selling” in a way that that contact view them in a less favorable way. Therefore the Realtor will experience a form of rejection.
If you have been led to believe that it is your job to “sell” your services and you transfer that mentality into your communication with clients, then you will likely experience a large amount of resistance to making any sort of touch points.
While you do need to promote and advertise your services as a Realtor to be successful, it is important to recognize that when you are doing this, you are most often thinking about yourself and what you need to reach your goals. When you are reaching out to your database, you need to be thinking about them.
It has been written about in many ways from Napoleon Hill’s “Think and Grow Rich” to Bob Burg and John David Mann’s “The Go Giver”, but the main point doesn’t change. You need to “give” value first, before you can “get” or expect anything from your clients.
Ask yourself this, what would make the contacts in your database actually excited or grateful to hear from you?
There are 3 types of messages that achieve this result:
- Your message solves a problem or answers a question they have.
- Your message makes them feel good about themselves.
- Your message entertains them (elicits an emotional response)
If your communication does not achieve one of these three things, then you may fall into the realm of “salesperson” and your results will be spotty at best. Even worse, you will begin feeling the reluctance to reach out in the first place.
But if the message and purpose of your communication is one that adds value through relevant, interesting information, makes someone feel good or provides entertainment, then you will feel any resistance melt away.
Right now, grab a pen and ask yourself what can you reach out to your database and network with that would fit with the three types of communication messages described above?
Need some help? Here are few ideas to get you started:
- Invite them to enter a brokerage run contest [Entertain]
- Share a funny video/article/meme [Entertain]
- Congratulate them, thank them, or thinking of you [Feel Good]
- Invite them to a special event [Feel Good]
- Coffee meeting or gathering invite [Feel Good]
- Have kids ages 5 and under? Send info on schools in their area. [Solve Problem/Ques]
- Mortgage rates or renewal info [Solve Problem/Ques]
- Favorite parks/dog parks [Entertain]
- Community events [Entertain]
- Property tax info [Solve Problem/Ques]
- List of trusted trades people [Solve Problem/Ques]
- Market Evaluation/CMA [Solve Problem/Ques]
- List of homes that have sold in their community [Solve Problem/Ques]
- List of best return home improvement ideas [Solve Problem/Ques]
- Seasonal to-dos/reminders [Solve Problem/Ques]
- Relevant coupons or discounts [Entertain]
There are 1,000’s of more things that you can reach out to your network about. Be creative and be sure to put their needs/desires as the focal point of your communication.
We all know that people do business with people who they “Know, Like and Trust”. Consistently using a variety of these communication types will keep you top of mind (they will know you), make the people in your network excited to hear from you (they will like you) and will set you apart as the trusted advisor (they will trust you). That’s a great formula to grow your business over the long term.