“Unlike most of us, I want to get walked on as a REALTOR^®.  Let me explain how I use a ‘welcome mat’ to buyers to continue to get referrals for years.  For every home buyer, I follow the same three steps once the transaction closes…

Step 1:  I purchase a nice welcome mat for the front door that says WELCOME in big, bold letters.  It’s something most people won’t purchase for themselves right away.  And you can usually get one for under $20.

Step 2:  I wrap up the mat with a bow and a greeting card that says:

Step 3:  I put a few business cards in the envelope with the greeting card and deliver it in person.  This face-to-face delivery is very important.

I’ve written three contracts for family members of one buyer alone…and this person proudly ‘steps’ on me every time she comes home.”

Here’s a great example of how to use a unique postcard to get the word out and sell your listings fast…

Agent Mike Haywood creates a simple postcard to leverage his network and promote his listings.  But look carefully, there are THREE things he does differently than most agents, and ONE important referral programming technique he uses to maximize his results…

You’ll notice from his description and example that he, 1) Doesn’t send post cards to everyone, 2) Uses his close relationship with his ‘house list’ (sphere) to leverage his selling power, 3) Promotes the BENEFITS  of the listing (“quiet Cul-de-sac,” “perfect patio for entertaining,” and “stunning views”), and 4) Makes a specific request (“Who do you know”…that would like to buy this specific house) – this ONE element alone turns his post card into a conversation piece for the members of his sphere to spread the word to friends and family.  Asking for specific action is far more effective than asking the general question, “Who do you know that’s in the market to buy or sell a home?”

Here’s Mike’s description and a picture of his postcard below:

“As an agent who operates strictly from referral, I like to do a lot of marketing to a small sphere.  With every new listing I take I send out ‘Who do you know’ cards to everyone in my group.  Just a small 4 1/4 inch by 5 1/2 inch post card with some pictures and a brief description of the home and asking if they know of anyone who may be interested in it.

This never fails to generate calls and many times I sell my listings right away.  The real benefit is that it plants a seed that when it comes time to sell we are going to call Mike because no one else markets this way and he will get our home seen.”

“I am an agent working exclusively in the downtown Los Angeles market.  Although hard to believe, there was no residential market in downtown LA until four years ago when the city realized the value of empty office buildings and the demanding housing market.  

Many developers snapped up these vacant buildings and converted them to live/work lofts.  It’s an exciting market to serve and I’m thrilled to be a part of it.  And initially, there were just a handful of agents working in the downtown market.  Four years later, there are literally hundreds of ‘one time hitters’ and about 30 consistent agents.

When the market turned, the consistent agents (all of whom are known to each other and had been promoting each others properties) formed an association to market and brand our expertise.

It’s a truly remarkable accomplishment as we all work for different agencies and are essentially, competitors.  We meet once a month for breakfast, usually have a guest speaker and discuss marketing options – not as individuals but rather as a group.

Since our inception, we have developed relationships with developers who otherwise would prefer not to do co-op brokering.  By banding together, we have become a distinct group that is able to leverage our ability to bring buyers to the developer projects.”

Post-closing referral programming begins with how you communicate you will still be around to provide service to your clients. That you are not going to disappear, moving on to the next deal. Here’s an easy way to give buyers a practical tool to tell their network about their new home.

After closing, agent Tami Monheiser puts a picture of her buyer’s home on the front of note cards and gives a stack to her client. This simple gesture provides a valuable service to her client that makes them feel obligated to reciprocate. You’ll also notice how the note cards include her contact information on the back (a smart way to get free advertising to people who will read the cards).

Here’s Tami’s description and you can click on the image to see her note cards as a pdf…

“This is a great closing gift I give to my buyers. I take a picture of their new home, have it printed onto the front of note cards with a saying on the bottom that says “The Smith family proudly announces their new address at 123 Anywhere Ave, Beautiful, WA, 12345”.

The note cards are left blank on the inside for them to write their special note, and on the back side I have printed “Presented by Our Real Estate Professional Tami Monheiser 425-123-4567.”

I have 50 of these printed in color and provide envelopes to match. They are shrink wrapped together with a pretty bow around to present at closing or shortly after. Every one of my clients has been so appreciative of this little gift and thankful that they now have new address cards to mail to all their friends and family. It’s a great closing gift and terrific way to market yourself for referrals to their friends and family.”

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