Your most valuable asset in the real estate business is your client list or database. We are talking about every single client that has purchased or sold a home with you regardless of whether they still live in your market area or not. We are talking about everyone you know who may buy or sell with you in the future. We are talking about all the people you met at your open house. These people will send you business!!! Don’t be like many agents I hear from who don’t want to be “pushy” by being in touch with these people all the time. That’s crazy! They like you. Talk with them and get a new listing.

How Often

You should be in touch by telephone or mail at least once a month. Why? Real estate is one of the most talked about commodities in the world. Everyone likes to know what his/her property is worth; how much it is appreciating or even depreciating so they can plan; who is moving into the area; what the real estate market trends are; and how they can keep improving their property. Be in touch so you can be their source of information. If not you, then who will they turn to?

What to Say

What should you be sending monthly? Something of value. Take the MLS statistics and turn them into little vignettes of information that you can send out monthly on a postcard.

Call them to update your database and ask for their email address. They will understand why you haven’t called in a long time if you use email as your excuse. They probably have not had their personal email address very long.

Send them a holiday card on holidays that are not common so that you let them know that they are special to you; for example, St. Patrick’s Day or 4th of July. They will delight in hearing from you this way.

Why Everyone

Even if your clients or friends have moved out of town, they all left someone behind. You will have a great time in getting referrals from far away. And, your clients like knowing what is happening in their former towns.

When you include everyone you have made each feel important. They want to help you when you keep them informed and part of your friendship circle.

Having control of your client list will give you great power in the future when all of these same people will be bombarded by others to get their business. We have heard that banks want to sell real estate, so do others. If your clients and friends are coming to you for real estate information, you will capture more of the business.

Results

If you call everyone you know, you will get a referral and more than likely a listing this week. All you have to do is be their resource and friend. Getting listings on a consistent basis after that will depend on how much you are in touch. More contact with prospects and clients will get you greater results.

Published: March 20, 2001

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