3 Ways to Create Forever Clients Using Your Real Estate CRM

Welcome back to our "Tips and Tricks Tuesday" series, which highlights articles around a monthly theme. October's theme is "Never Lose Another Client." Read on for tips and tricks on maintaining long-term relationships with your clients:

Can you name your friends and family in your database without looking in your real estate CRM? What about past clients? If you can't, expecting your sphere (friends, family, past clients) to automatically think of you when it comes time to make a move is a huge misconception.

Countless real estate agents lose business because people in their sphere 1) assumed the agent was too busy because they never reached out, or 2) didn't think of the agent first because they didn't communicate as consistently as the agent who reached out regularly and provided valuable information.

To build a robust database that supports your business for years to come, here are three ways to strategically strengthen client relationships.

1. Tag everyone in your sphere

The first step is to organize your CRM by tagging everyone in your sphere. Typically, this means tagging that person with the word sphere or SOI (sphere of influence). Organizing everyone (forever clients, family, friends, business associates, vendors) in your sphere is also a prime opportunity to verify their contact information (phone, email, address) is up-to-date.

Brivity encourages customers to organize their sphere with the following categories:

• A+ sphere: They consistently send you three or more referral transactions a year. (Think of this group as your database royalty. They must receive every mailer, Christmas card, and event invitations. You also show appreciation in thoughtful ways by sending them a birthday gift or taking them to dinner a couple of times a year.)
• A sphere: They send you one to two referrals a year.
• B sphere: They send you one or two referrals every couple of years.
• C sphere: These are people who know your name, but you can't recall them referring anyone to your business.

Once every contact is tagged, you'll have a clear picture of the opportunities in your database. Aim to move each person up the category ladder by delivering value and communicating consistently. You'll know you are progressing when you move a C sphere to a B sphere, a B sphere to an A sphere, and an A sphere to an A+ sphere.

2. Send high-value information

There's no question about the value Market Reports provide homeowners, homebuyers, and anyone looking to stay on top of the pulse of the local real estate market. Sending this high-valued item, packed with insights about local real estate market trends, is one of the best ways to nurture, engage, and keep in touch with your database.

To begin this process, Brivity suggests using Market Reports for:

• Your entire sphere
• All of your clients that still live in your market
• Any seller prospects in your database

Sending a Market Report requires an email address. If you find this critical piece of information missing from a contact's profile, see it as an opportunity to reach out. If you have a cell number but not a physical address for a prospective seller and are unsure of what to say, here's a sample text script:

Hey [name], We've got this great new tool that keeps you updated on what's selling around your house, so you always know how your home's value is changing. Shoot me back your email address, and I'll set you up with this tool. [Your name]

Don't forget to leverage the behavioral insights from the Market Reports, such as the types of properties being viewed, and use that data as talking points to have meaningful conversations and close the loyalty gap.

3. Communicate Consistently

Communicating with your sphere is simple, but it can be time-consuming. To conquer this task efficiently, you'll need to use a real estate CRM whose tech and systems nurture relationships seamlessly and intelligently. Without smart automation working for you, communicating is hard to keep track of, and as your sphere and database continue to grow, communication becomes increasingly more difficult.

Brivity is a great example, as this all-in-one solution allows agents to tap into smart auto plans, proven scripts, design tools, and more to send the right message to the right client at the right time.

We suggest making at least 33 touches per year using the following strategies:

• Send clients Market Reports once or twice a month (based on their preference)
• Email clients twice a month (one of these can be the Market Report)
• Send a direct mail postcard once a month
• Call once a month or at least four times a year
• Comment on a social media post once a month
• Talk face-to-face at a hosted event three times a year

To get the full details, download “3 Powerful Steps to Get More Business From Your Sphere” here. To learn more about maximizing consistent communication with your database, visit Brivity.com.