Many new agents do not understand what networking is all about. Needless to say, agents who've been around forever, sometimes don't understand networking, either. Some even suffer from a disease called "I don't know, and I don't care attitude," but they are the ones who often make life unbearable for an office manager, by begging for referral business, often getting it, only to do no follow-up and follow-through. They’ve just missed an opportunity to network.

Each office has its own methods and office procedures as to how referral business will be handled. Most managers deviate regularly from their own plan; some to make the system work better in their own specific marketplace, others pass referrals to their favorites in the office.

Networking is more than referring business, agent to agent, or branch to branch, or even company to company, across the nation. Networking is a form of "farming," a term that may be unfamiliar to agents in some areas. The farming concept having come from the association of "actual" farming, where the farmer plants his crop/seeds and takes care of his investment, watching it grow until he can take it to market, recover his costs, and make a profit.

Like real estate, the farmer is dealing with an unpredictable end-product. His product is affected by the weather. So is the real estate business. The farmer's bottom line is affected by supply and demand. Just like real estate. If many people in the world decide to not eat many strawberries in any given year, whether due to their price, or the cost of the sugar and cream to go with them, there may be an over-supply of strawberries left at the farmer's market. The farmer will have to reduce his price to accommodate the lack of market interest, or toss his berries in the trash. Either way, he may not even be able to recover his costs, never mind make a profit. Homeowners, in particular, often find themselves in the same position, as do Realtors, themselves, sometimes.

During the recession that many areas have experienced, at different times in different places, in recent years, the only source of business that real estate agents have had, is through their network, or pipeline of contacts. It is a wise agent indeed, who makes - and keeps, contacts with other Realtors, offer ing a much needed ear when a colleague needs to vent, when a colleague has wonderful news to share, or, most important of all, business to share. Currently, there are even "network clubs" being formed across the globe. Especially with the use of email and the world of web sites, agents who are strong networkers, are cashing in.

Don't be concerned at all, if you exchange information with multitudes of agents that you never hear back from. Just keep on sending them a note by email (or even by snail mail, with a card or two in it of course), every so often. Why, you say would you want to do that, especially if you never hear back from them. Well, mark a post-it note on each card - "one for your files" & "one for you to give away." Business cards can be like rabbits, and really multiply. Eventually, you will hear from someone you've never met, who needs your services. They were "given" your card by someone else along the way.

Go back to the beginning. Recall when you were a brand new agent, or if you are a brand new agent - listen up! Never, ever leave home without your business cards, and preferably carry, in your vehicle, or in your briefcase, a few small pieces of your favorite marketing material. Nothing large, as the other person may not have space to carry what you have given away.

When you know you are going to be attending a meeting, a seminar, or any kind of group activity, make sure you plan ahead to take plenty of cards. So that you don't get cards that you are collecting from other people mixed up with your own cards, make it a point to carry yours in your "left" pocket. Why? Because it leaves your left hand free to reach for your card, while shaking hands with your right hand. Accept the other person's card, look at it in their presence, acknowledge something unique or interesting about the other person's card, by passing a small comment to the other person, and place the card in your "right" pocket, for future use.

As you work your way around the group, make it a point to offer your card as you introduce yourself. If the other person does not offer you a card, ask for one. It's simple: "Do you have a card for me?" will do nicely. If the other person is currently out of cards for whatever reason, make a point of asking them to mail one to you for your file. This shows that you are interested in (guess what?) - networking.

You may have no particular interest in whatever it is that the other person does for a living, or you may be a residential Realtor, and the other person may be an ICI (Industrial, Commerical, Investment), rep. And, you never have referrals for ICI, right? Wrong. You may get a request from a fellow Realtor who needs to know the name of an ICI agent someplace out of town, and guess what, again? You have a card with a name on it, from the collection you had one day in your right pocket. Now, you've helped a local colleague. Don't forget to tell this person to mention your name to the ICI agent. Next time that ICI agent needs a residential fellow in your area, where is he likely to send the referral? Chances are you'll be the one to be pleasantly surprised. Not only that, take the initiative and drop the ICI agent a note, and tell him what you did. That you have just passed his name along to a local colleague, and that you hope everything works out well for all the people involved. The cost: a few minutes of your time and a postage stamp on a post card. Speaking of postage stamps - purchase unusual ones, unusual cards, too. Nothing cheap. Go for the gold. It often equates to sold. Some people collect stamps, and will keep your mail around longer, as a result.

Immediately following the meeting, not later than the end of the next business day, sit down with some notes, or post cards, and jot down a few words and send one to each of the cards in your right pocket.

Now you can file these cards. Many computer systems are out there for this purpose, or just use the old-fashioned method of filing. But, don't file them alphabetically by name, whatever you do, or you'll never find them again. File them by category, and by area. The insurance agent gets filed under insurance, the mortgage broker under the area which he services. Why, you will ask, would you be bothered undertaking such a nuisance job, when you'll probably never see any of these people ever again. Stranger things have happened. Back to who knows whom, where. Always ask a customer or a client how they came to do business with you. Record this information on their file. Over the years, you will be surprised by the number of times the same names keep re-appearing on your records, as people who are continuing to refer business to you. Of course, it goes without saying that you will have, each and every time, acknowledged the referring person with a small note.

If you haven't heard from the person for awhile, take the initiative again. Drop a three-line note in the mail. Or, now, of course - send a simple email.

By networking, you are constantly building business for the future. Not only is it so important to acknowledge the person you just met, and reinforce your new contact, but you will be reminding them of what you do for a living. Some people even have special cards that they carry which have printed on them - "we love referrals" - "do you know anyone we should know?" - or, "would you like to help a friend or relative today? if so, pass along my card".

There is no need to give elaborate gifts to people who refer business to you. So few people send thank you notes, these days, that you will stand out as being remarkable, as well as remember-able, if you do this small thing. You should be able to send out a dozen post cards or notes every day. Everywhere you go, from your bank to the dry cleaner, you meet people. Exchange cards. You never know how far your card will travel. You never know who is related to whom, or who will send a referral to you, as a result of your own personal "networking" habits. This is just another form of farming and harvesting the crop.

May you always have an abundant harvest - of networked business.

Published: December 10, 1998

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