When you take a listing, do you simply enter the home in MLS, throw up a sign and plan your next open house?

Well, if you’re a smart agent like Nancy Layne, you do a lot more. Here Nancy describes how she creates more value for prospective buyers for her listings – and in the process she 1) Generates more buyers for her listings and services, gets to meet and know more people who can use her services (this is a relationship business), and is seen as a “unique professional” in the eyes of her listing clients. And she does it all very unassumingly by offering to help businesses promote their services.

One added suggestion: If you do this, make sure you add every person and every business to your database for your “relationship nurturing program”. It’s a no-brainer way to build your database with people who know you in a positive light. Now, here’s Nancy’s description – short and sweet…

“When I take a new listing, particularly in an area that’s new to me, I take a little time to visit local businesses. I like to choose a coffee shop, maybe a bakery and a hair shop, whatever’s nearby.

I tell them I’ve just listed a home in the area, and explain that I put together a little “goodie bag” for prospective buyers, including information on the listing, a brochure, cd if I’ve made one, and coupons for area businesses.

I ask for any discount coupons they have. If they don’t have a coupon, but are willing to give a discount, I’ll make up a coupon for them to approve. It helps the local economy, helps introduce prospects to the wonderful neighborhood, and helps the buyers to remember my listing!”

All successful sales people have one thing in common: When they are around other people, they are networking. What do I mean by this?

Every encounter with another person is an opportunity to sell or make a connection for a future referral. Your doctor, a mortgage broker, the guy at the dry cleaners are all potential clients. To make the best use of these often short encounters, you need to be ready.

In my “old” life in corporate America, we called it the “elevator speech,” because it had to be short and succinct enough to be delivered during an elevator ride.

An elevator speech is a one-minute commercial about YOU. The purpose is to make the other person interested in doing business with you or your company. As in any sales ad, don’t talk about your “features,” talk about the “benefits” of working with you.

A good elevator speech, like any presentation, takes practice. First, write it down. Read it to yourself in the mirror. Run it by your family and trusted colleagues. Then memorize it.

When you encounter a potential client, introduce yourself, hand them a business card and begin your commercial! You’ll double your clients in no time.

“Here’s a different customer referral area – LAWYERS.

“Contact your local family lawyers who handle divorce, estates or trusts. Many times there is property involved that either needs to be disposed of because of a divorce situation or an estate inheritance distribution. A trusted REALTOR^® recommended by the lawyer can be one less headache/heartache for the families involved.

“The lawyer’s office is also a good source for referrals not only from their own cases, but in general discussions lawyers have with people. Check it out. Contact a couple of family practice lawyers in your area and talk with them about referrals to help his/her practice.”