A crucial part of maintaining a strong pipeline is creating a comprehensive mailing list. When I’m working with new agents, I tell them to focus on three groups: friends and family, social routine, and past and current clients. It is just as important for a veteran agent to nurture and grow his or her mailing list as it is for a rookie agent to create one. A mailing list should be regarded as a living document that is always growing. The names on this list will be the people driving your business.
Friends and Family
Never take it for granted that they’re going to use you. I’ve heard plenty of horror stories from agents who were overlooked by best friends or family. They view you as a friend or relative, not necessarily as a real estate agent. Go out of your way to make a formal announcement—be it on social media or via traditional snail mail.
After you make them aware, add to them to the list and don’t let them forget about your career. Keep them in the loop, and make sure you’re always available as a trusted advisor. Presenting yourself in this capacity will foster the right kind of association in their minds.
I am talking about the people you meet in your everyday life—at the gym, at church, and anywhere else you go on a regular basis. I received great advice from a mentor of mine years ago. He said, “Luke, everyone you come into contact with is a potential client, and the only reason they’re not your client now is because you haven’t asked them to be.”
Now, I am not asking you to be the crazy person at yoga class going up to everyone asking them for their info, but you have to find opportunities where you can step outside of your comfort zone and ask these person if you could put them on your list of contacts because you would like to keep in touch if they ever need a real estate agent. Think of who delivers your mail and takes away your trash. Are those people on your list?
Past and Current Clients
This is one that should be cemented in your mind from day one of training. The stats are alarming: over 85% of your clients are satisfied by the way you handled the selling or buying process, yet only a little over 10% will actually use their agent again. The reason for this incredible drop-off? Agents make the sale and forget the client. Keep them on your list and you’ll stand a much better chance of having a client for life instead of just a single sale.