Transcript Document

Generating Outbound
Referrals
or
“Why didn’t I ask for that
referral?”
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Objectives
Heighten your awareness of all the sources
for outbound referrals. Referrals are
everywhere!
Provide an array of ideas so you can select
and implement at least 3-4 key strategies
into your personal marketing plans, then
generate and close more outbound leads.
Realize the value of offering this
professional service to all who may benefit
from relocation services.
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Key Elements
Think referrals and think positive! Optimism
and Enthusiasm are Contagious
Learn the relocation process so you can
better promote the referral services of your
company.
Set goals for yourself. Post them where you
can see them everyday.
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Key Elements
Accountability
 Focus on the goals you set for yourself
 Commit time on developing referrals
 Hold yourself accountable to what you
know you can achieve
 Keep it fun. Reward yourself on every
closed outbound referral. Buy a new pair
of shoes or a golf club.
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Why should you send referrals?
To look professional to your clients when a
TOP agent phones to work with them
It’s another service you can provide free of
charge and a great way to build trust and
rapport.
You can make $$ with little effort or expense
on your part and secure repeat business as
well.
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Why should you send referrals?
To earn awards or recognition in the office
To retain eligibility in the office for inbound
referrals by meeting the minimum monthly
goal set by the broker and relocation director.
Remember, referrals do NOT have to go into
or out of your market
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Begin to “Think Referrals”
Attend all workshops offered by your office,
MLS board, CRS, WCR, CENTURY 21®
System including specialized learning
sessions during the International Convention
Develop farming materials that include the
tag line – “Moving out of the area? Call
today about our free, no obligation relocation
services.”
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Steps to Success
Always be sure to secure the customer’s
permission to be referred
Stay in compliance with the Federal “Do Not
Call” registry
Explain the referral services to the customer
and pre-sell them on the benefits of knowing
they have a friend in the new location
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Steps to Success
Remember – Referred customers are your
customers …take ownership. Don’t forget
about them.
Only send the kind of referral you would be
willing to receive and work.
Follow-up, Follow-up, Follow-up
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Follow-up is Key
Partner with your relocation department :


Immediately after your relocation director
places the referral, contact your customer
to let them know who will be calling and
when they will call.
Follow-up with receiving office and
assigned sales associate to track progress.
Answer any questions they may have or
provide more insight into home
preferences of customer
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Follow-up is Key


Follow-up again with customer within 24
hours of placement or less, and confirm
contact was made.
 Are they satisfied? Did they receive a
Newcomer’s Packet? (If requested)
 Call customer during home finding trip if
possible to make sure all is going well
Follow-up with customer after 2 weeks
depending on timing of first visit to area, then
every 30 days until first house-hunting trip,
then more often to ensure ongoing
satisfaction
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Easy first steps…
Keep a referral form in every listing packet
 Offer destination services to every seller
Mail letter to FSBOs offering “Free
Destination Assistance”
Have relocation materials, sample
Newcomer Packet and referral form in every
Open House - potential buyer may have
home to sell
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East first steps…
Advertise your free relocation and referral
services in your voice message on your office,
home and cell phone.
Let your customers know that you can assist
them with rental or investment
property needs, as well as
vacation or second homes
in the US or abroad
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Sample Scripts
Send to Sphere of Influence
 “Thanks for thinking of me when someone
has a real estate need. By the way, have I
mentioned our relocation program to you
before? Great! Remember, if you hear that
anyone is relocating out of the area
anywhere in the U.S., let them know that I
can arrange to have a free newcomer’s
package sent to them about the new
location and have someone call and consult
on neighborhoods, homes, mortgage
financing and more. Just give me a call and
I’ll be happy to explain all that I can offer at
no charge.”
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Sample Scripts
Send to For Sale by Owner or bring up during
telephone conversation
 “Thanks for the information on your home.
By the way, are you moving outside the
area? Through our national relocation and
referral services, I can request a
newcomer’s package be sent to you from
one of our relocation offices in your new
location if you’d like, and have someone
assist you with your move at no cost.
They’ll be able to discuss price ranges,
neighborhoods, mortgage options and more
and there is no commitment. What would be
the best way for them to contact you?”
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Farming Ideas
Remember, consumers don’t always
understand all your firm can do for them…
SELL THE BENEFITS
Add a paragraph to your farming
letters/materials stating you can help with:
 A condo at the beach
 Home in the country
 Retirement house at the lake
 Investment property
 Condo instead of a dorm room
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Sample Scripts
Verbiage for prospecting materials
 “Don’t forget. Through our national relocation
and referral services, I am able to provide you
assistance on any real estate purchase
anywhere in the U.S. If you are thinking of
buying a second or vacation home, rental or
investment property, just give me a call. I will
have one of our relocation offices contact you
for the area or city you desire and there is no
cost for the service. They can discuss price
ranges, neighborhoods, mortgage options and
much more and mail you an information packet
on the area, if you’d like. Just call me if you or
someone you know may need this free service.”
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Prospects could be…
Relatives – near and far
Spouse’s relatives and co-workers
Neighbors
Fellow club members - Rotary Club, Kiwanis
Club, Wine Club
PTA Members, Children’s teachers
Friends – near and far
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Prospects could be…
Insurance agents
Members of your house of worship
Everyone on your Holiday card list
Garage sales
Hair stylists – barbers
Homeowners Associations
Alumni Associations
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Unique Ideas
Don’t forget Human Resource Directors at the
local hospitals. Doctors and nurses frequently
move during their career.
Partner with moving van companies in your area
Involving your children – offer “perks”
 One sales associate offered her son money
towards the down-payment on a car for every
person he told her about who was moving in or
out of the area
 Sponsor their sports team – soccer, baseball
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Unique Ideas
Personal marketing materials – be sure to farm
apartment communities and highlight benefits of
home ownership versus leasing along with
information on a variety of mortgage programs for
first-time buyers. Look into Hispanic marketing
materials available as well.
Send congratulatory letters to
Newlyweds listed in newspaper
and offer assistance for their
first home purchase
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Unique Ideas
Approach attorneys specializing in estate
sales/probates – offer to assist with liquidation
and evaluation of real estate holdings
Advertise in church/synagogue bulletins
Partner with commercial real estate agents
 After they’ve assisted an employer with lease
space or site selection, to whom do they refer
the relocation opportunities?
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Preferred Client Club
Use PCC to stay in touch
with old customers.
Don’t forget those
friends from near and
far.
PCC Mailing Labels - use these to contact
your preferred clients quickly and easily with
special offers/reminders or use with your
newsletters
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It pays to keep in touch…
Brokers and sales associates
who use the PCC get 50%
more repeat customers.*
PCC customers generate
twice as many referrals as
non-club customers.*
*CENTURY 21® Preferred Client Club study
conducted by Brierley & Partners, August 2002.
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Military Referrals
Are you advertising on military-related Web
sites? Have you visited the Web site for the
base, post or installation near your office?
Have you thought about sponsoring a softball
or soccer team on base? MWR cutbacks may
have opened up an
opportunity for you
to gain visibility with the
military families.
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Internet Referrals
Are you optimizing your personal Web site for
relocation?
 Are you controlling and tracking these leads
 Do you know your conversion rate on
Internet leads?
Do you check your relocation-links on your
Web site monthly to ensure they are active
and current?
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Internet Marketing
Are you providing a form for completion by the
consumer with current address, phone number,
e-mail address, best time to contact them, etc?
Is the consumer able to “Click” and request a
Relocation Packet or ask you for specific
information?
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Relocation eGreetings
•
Easy to create “Card Tracks”
•
Customizable to suit both the needs of you & your
customers
•
Free VSS Class on getting the most out of
eGreetings
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Relocation eGreetings
• Special “Relocation” Cards are located under
“Working with Consumers” tab
•
Cards also available in Spanish
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Life@Home Newsletter
• Free VSS class on creating
newsletter
• Upload your photo –let your
customers put a face
with a name!
• E-mail to 500 addresses at a
time!
• Print and distribute hard
copies as well
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Now what?
What ideas will you implement in your personal
marketing over next 90-120 days?
What ideas will you implement after that?
Do you have a system in place to track your
success?
What will be your goals?
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