4 Steps for Staying Relevant with Your Network - Real Estate Edition
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Transcript of 4 Steps for Staying Relevant with Your Network - Real Estate Edition
HI SARASOTA REALTORS!
Hello! My name is Brian. !
I’m the Senior Marketing Manager at Contactually, the best CRM that Realtors
actually want to use to generate referrals and repeat business.
ANOTHER SHOW OF HANDS
Poll: Do you think you should do more in terms of leveraging your existing
network to generate business?
TODAY, WE’LL COVER…
1. The importance of following up
2. Systematizing your follow-up process
3. A four step framework for staying relevant with your most important contacts
4. Using a next-generation CRM to generate referrals and repeat business from your existing network
TO START
The best way to strengthen your relationships is to stay relevant with your contacts.
!
In order to stay relevant with your network, you must follow up on a regular basis.
BUT WHY FOLLOW UP?
1. Increase your mindshare
2. Gain more potential business opportunities
3. Build stronger and more meaningful relationships with the people that matter to you and your business
MINDSHARE
•mindshare (n.) - A controlling or predominant hold of one’s attention that is gained especially by marketing tactics
• e.g., gain mindshare with both media and customers
IF YOU DON’T FOLLOW UP…
You won’t stay top of mind. !
!
!
If you don’t stay top of mind, you’re missing revenue and referral opportunities.
INTRODUCING SYSTEMS
• Technology systems (n.): A set of detailed methods, procedures and routines created to carry out a specific activity, perform a duty, or solve a problem in a simplified or streamlined manner
EXAMPLES OF TECHNOLOGY/SOFTWARE SYSTEMS
• Examples of technology/software systems:
• Customer relationship management platform (CRM)
• Email marketing platform
• Transaction management platform
• Content management system (CMS)
THE IMPORTANCE OF SYSTEMS
• Too many professionals are unable to reach their goals
• Too much time dedicated to manual and tedious business processes
• Result: professionals do not have to do what they do best, like interacting with people, generating new business and improving their clients’ businesses and lives
THE BIGGEST BENEFIT OF SYSTEMS:
With systems, you can easily automate the busy work so
you can focus on engaging prospects and closing
business.
PRE-SYSTEM PROCESS
Logging interactions
Writing repetitive
emails
Setting follow-up reminders
Inputting contact information
Manually entering data
Finding contact information
Getting to know each
other
Build close relationship
Do business together
70%
30%
POST-SYSTEM PROCESS
Getting to know each
otherBuild close relationship
Do business together
30%
70%
Automatic data entry, follow up reminders
BENEFITS OF AUTOMATING YOUR BUSINESS
• Reach your goals
• Increase sales and overall income
• Stay in tune with and respect complex buying cycles
BENEFITS OF AUTOMATING YOUR BUSINESS
• Reach your goals
• Segment and nurture your leads more effectively
• Improve your business processes
• Whatever else you’re looking to achieve!
• The #1 source of business for Realtors is referrals from past clients.
• It costs 6-7x more to obtain a new client than it does to maintain an existing one.
• 80% of sales are made on the 5th to 12th contact.
Moral of the story? Systematize and follow up.
SYSTEMS FROM A FINANCIAL PERSPECTIVE
SYSTEMS FROM A FINANCIAL PERSPECTIVE
• Only 5% of real estate agents earn >$250k/year
• 43% of real estate agents earn <$43k/year
• The most successful Realtors were nearly 2x more likely to use a CRM (and other technology systems) than the bottom 43%.
• Direct correlation between CRM implementation and increased ROI/income
APPLYING A FRAMEWORK TO THE SYSTEM
Use Contactually’s 4 Step Framework to…
• Send timely, personal and relevant follow-ups to your top email and social media contacts
• Implement online tools to make the entire process easier and more automatic
STEP 1: MAKE IT PERSONAL
Ways to make your follow-ups personal:
• Major life events: birthdays, children, vacations
• Major professional events: job changes,
promotions, company news
!
STEP 2: DELIVER VALUE THROUGH CONTENT
Good content is KING.
!
!
• Keep it related to their interests, hobbies and company
• Use social media to find these
• Even if it’s relevant, make sure it’s high quality content that they’ll appreciate receiving
STEP 3: DELIVER VALUE THROUGH YOUR NETWORK
The best way to add value is through introductions. !
!
• Much like content, people want intros to other people that are relevant.
• Make sure the intros are mutually beneficial to both parties.
STEP 4: SYSTEMATIZE!
Managing a manual follow-up system is hard.
• Lots of different products and sites
• Very time consuming
• People are still likely to slip through the cracks
HOW TO SYSTEMATIZE?
Contactually is an automated, intelligent CRM designed to help Realtors and Brokers
get the most from their relationships.
Calendar
CSV
A B C DHot Leads Warm Leads Referrals Not Important
We automatically build (and keep updated) the address book for all your contacts
We help you prioritize your top contacts into Buckets (groups)
We prompt you to follow up with the top people in your network that you haven’t connected with in several weeks/months based on a specified time
interval
By regularly following up, you’ll stay top of mind, and get more referrals & repeat business
@
www.contactually.com
TO:
FROM:
SUBJECT:
1 2
43
1. New lead and contact data captured
from Zillow and added to Contactually
via Lead Capture
2. Contactually automatically adds Michael to a Zillow
Leads bucket, based on a specified rule
Great speaking with you - setting up a showing
Sep 16
3. Gather additional information from Michael’s social media profiles using his name and
email address
Great speaking with you - setting up a showing
Sep 16
4. Contactually automatically sends
step 1 of a “Zillow Leads” program
Great speaking with you - setting up a showing
Sep 16
5. Michael replies; new contact data captured from his
email signature
6. Create custom tasks and receive reminders on the due date
Great speaking with you - setting up a showing
Sep 16
Incoming call from +13012199183
Outgoing SMS to +13012199183
Notes: Spoke about 39 broad view property, setting up apt. with buyers
Location
7. Mobile phone application syncs call and text logs, as well as notes about the interaction
LET’S APPLY THE FRAMEWORK!
1. Find personal opportunities to reconnect
2. Deliver value through content
3. Deliver value through your network
Alerts
Newsle is only when your contact is in breaking news.
!
Jay wasn’t in the news recently, so we can’t use it this time.
Not today.
It only took me 3 minutes to research & send Jay a really personal follow-up.
!
He’ll remember me when it counts.
The best part? !
When you’re building strong, genuine relationships, you don’t need to be afraid to ask for
help or favors.
I’m likely going to get the referral from Jay.
!
Contactually customers generate 32% more referrals each month.
REAL RESULTS
“In my first three months, I closed four transactions and have many
more in escrow and in the pipeline. Contactually allow me to double my production due to the time that I save by being kept on
track.” !
-Lisa Boone, PMZ Real Estate
“Because of Contactually’s follow-up reminders, my team and I
were able to generate an additional $2 million in sales from clients that otherwise would have
fallen off our radar.” !
-Chris Speicher, the Speicher Group
TO GET STARTED…
Save $98 (20%) on your first year on Contactually’s Small
Business plan
www.contactually.com/signup/sartech14
***Includes a 30 day money-back guarantee period***
(Total price $382/year)
!
OR…
Start your free 30-day trial at
www.contactually.com/invite/sartech14 !
!
Looking for more information?
Visit contactually.com and training.contactually.com.
DID YOU ENJOY THIS PRESENTATION?
• I’ll send you this slide deck!
• We run a ton of educational webinars, and have other
great content to boot.
Just slip me your business card for
access to our exclusive content & more.
QUESTIONS?
t: @bpesin
@contactually
l: /brianpesin
THANK YOU!