First up, my apologies our Agent Advice edition is a little late this week.
Things have been full-on lately. In the last 2 weeks, we've had a bereavement in the family, a sudden trip to Auckland, a week staying with the in-laws, a week away in Taupo, both kids being sick, both parents being sick, major renovations at home, it has been full on!
Working in property, we are all used to leading busy lives. And you don't get sick days when you work on commission. So when you have a lot going on, how do you ensure your business doesn't suffer more than it absolutely has to? How do you limit the damage?
It's time for your database to do the heavy lifting.
If you've got things going on outside of real estate that you need to prioritise right now, like health, or family, then it's important that the time you are able to spend in the office, working on your business is highly leveraged.
When you get a moment to spare, think:
How can I best use the time I've got to keep in touch with as many people as possible?
The more touch-points you have with homeowners in your area, the more seeds you plant for future business.
We all know real estate is a numbers game
Success comes down to:
- How many people you call each week
- How many appraisals you complete each week
I would add, it ALSO comes down to:
- How many people you email each week
- How many posted letters you send out each month
- How many text messages you send out each week
Essentially: How many people are reminded that you are in real estate and you're good at it.
The more often you contact people, whether it's in person, via phone, text, email, snail-mail, social media, or via open homes, the more likely you are to have business in your pipeline in 2, 3, 4 months time and beyond.
Now, I know what you're thinking, "Phone calls are worth far more than emails. This is a face-to-face business."
And you are absolutely right. I totally agree. Nothing will ever replace having one-on-one conversations with your customers. But you can't call everybody. You need to combine your one-on-one marketing with strategies that let you keep in touch with thousands of people at a time.
If you only have 2 hours in the office today, use it the following way...
The 'I don't have time for prospecting' prospecting plan
- 45 minutes - on the phone making connections
- 45 minutes - emailing your database
- 5 minutes - posting on social media (if you have a decent following)
- 25-30 minutes - return messages and correspondence
Let's break it down
Spend the first 45 minutes calling as many future potential clients as possible. Alternatively, ring past clients or local contacts if there's no one in your pipeline yet.
Script idea: "I'm just calling to check in and see how you're going. Has anything changed with your situation? Is there anything else I can do to help you right now?"
The hardest call is the first one. So if you are reluctant to get started, keep in mind that it gets easier once you create a bit of momentum. Make one call, then see how you feel. Remember too - it's not always about the total number of calls you make, it's the quality of the connection you have with people you speak with.
Sometimes it helps to frame them as 'connection' calls rather than prospecting calls.
Spend the next 45 minutes sending a quick market update email to everyone in your database:
- Write 2-3 sentences about the current market. Whether it's busy or quiet and what's happening to prices right now. Keep it super short and sweet.
- Mention (and link to) your favourite property on the market right now. Say why you think it's a good buy. Don't worry if it's someone else's listing, just link to it anyway.
- Include one of our feature articles and a quote of the week.
That's it. Don't get fancy. You don't have time. Press send.
If you have a decent social media following, use 5 minutes to post something on Facebook. Grab a local business or real estate news article or use one of our general interest link suggestions.
Whatever you do, don't get distracted and start scrolling your newsfeed!
Spend the last 25-30 minutes checking your email and phone messages and catching up on correspondence.
Notice we left Facebook and email until last. If you start your 2-hour window by opening your inbox, you'll end up lost in the mire dealing with 'urgent' issues and absolutely zero prospecting will get done.
The important (but not urgent) prospecting tasks need to come first.
If you have more than 2 hours to spend on building your business, you can start working through the other tasks in this guide:
Or this one...
Whatever you do...
- Don't start conversations with other agents in your office! You don't have time.
- If you don't have a decent following already, get off Facebook! Now is not the time to grow your online presence.
- Set a timer for each task to make sure you stay on track and don't lose track of the time.
You might consider printing this question and putting it above your desk...
How can I leverage my time right now to contact as many people as possible?
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