4 steps for staying relevant with your network - real estate edition

Your Network Is Your Life!:

A Four Step Framework for Staying Relevant with Your Network

HI SARASOTA REALTORS!

Hello! My name is Brian. !

I’m the Senior Marketing Manager at Contactually, the best CRM that Realtors

actually want to use to generate referrals and repeat business.

ONE FUN FACT

A SHOW OF HANDS

Poll: Do you consider referrals an important source of business?

ANOTHER SHOW OF HANDS

Poll: Do you think you should do more in terms of leveraging your existing

network to generate business?

LAST QUESTION (FOR NOW)

Poll: Do you use a CRM for your real estate business?

TODAY, WE’LL COVER…

1. The importance of following up

2. Systematizing your follow-up process

3. A four step framework for staying relevant with your most important contacts

4. Using a next-generation CRM to generate referrals and repeat business from your existing network

TO START

The best way to strengthen your relationships is to stay relevant with your contacts.

!

In order to stay relevant with your network, you must follow up on a regular basis.

BUT WHY FOLLOW UP?

1. Increase your mindshare

2. Gain more potential business opportunities

3. Build stronger and more meaningful relationships with the people that matter to you and your business

MINDSHARE

•mindshare (n.) - A controlling or predominant hold of one’s attention that is gained especially by marketing tactics

• e.g., gain mindshare with both media and customers

FOLLOWING UP KEEPS YOU TOP OF MIND

Graph courtesy of MindMavin, LLC

IF YOU DON’T FOLLOW UP…

You won’t stay top of mind. !

!

!

If you don’t stay top of mind, you’re missing revenue and referral opportunities.

INTRODUCING SYSTEMS

• Technology systems (n.): A set of detailed methods, procedures and routines created to carry out a specific activity, perform a duty, or solve a problem in a simplified or streamlined manner

EXAMPLES OF TECHNOLOGY/SOFTWARE SYSTEMS

• Examples of technology/software systems:

• Customer relationship management platform (CRM)

• Email marketing platform

• Transaction management platform

• Content management system (CMS)

QUESTION FOR YOU:

What systems do you use today for your real estate

business?

THE IMPORTANCE OF SYSTEMS

• Too many professionals are unable to reach their goals

• Too much time dedicated to manual and tedious business processes

• Result: professionals do not have to do what they do best, like interacting with people, generating new business and improving their clients’ businesses and lives

THE BIGGEST BENEFIT OF SYSTEMS:

With systems, you can easily automate the busy work so

you can focus on engaging prospects and closing

business.

PRE-SYSTEM PROCESS

Logging interactions

Writing repetitive

emails

Setting follow-up reminders

Inputting contact information

Manually entering data

Finding contact information

Getting to know each

other

Build close relationship

Do business together

70%

30%

POST-SYSTEM PROCESS

Getting to know each

otherBuild close relationship

Do business together

30%

70%

Automatic data entry, follow up reminders

Save up to 40% of your time with an automated CRM.

BENEFITS OF AUTOMATING YOUR BUSINESS

• Reach your goals

• Increase sales and overall income

• Stay in tune with and respect complex buying cycles

BENEFITS OF AUTOMATING YOUR BUSINESS

• Reach your goals

• Segment and nurture your leads more effectively

• Improve your business processes

• Whatever else you’re looking to achieve!

• The #1 source of business for Realtors is referrals from past clients.

• It costs 6-7x more to obtain a new client than it does to maintain an existing one.

• 80% of sales are made on the 5th to 12th contact.

Moral of the story? Systematize and follow up.

SYSTEMS FROM A FINANCIAL PERSPECTIVE

SYSTEMS FROM A FINANCIAL PERSPECTIVE

• Only 5% of real estate agents earn >$250k/year

• 43% of real estate agents earn <$43k/year

• The most successful Realtors were nearly 2x more likely to use a CRM (and other technology systems) than the bottom 43%.

• Direct correlation between CRM implementation and increased ROI/income

IT REALLY COMES DOWN TO…

Do what is important to YOU.

APPLYING A FRAMEWORK TO THE SYSTEM

Use Contactually’s 4 Step Framework to…

• Send timely, personal and relevant follow-ups to your top email and social media contacts

• Implement online tools to make the entire process easier and more automatic

STEP 1: MAKE IT PERSONAL

Generic follow-ups suck.

STEP 1: MAKE IT PERSONAL

Ways to make your follow-ups personal:

• Major life events: birthdays, children, vacations

• Major professional events: job changes,

promotions, company news

!

BUT HOW?

Alerts

NEWSLE

GOOGLE ALERTS

INSIDEVIEW

ALSO CHECK…

ONCE YOU KNOW…

ANOTHER WAY WITH CONTACTUALLY

A WORD FROM THE WISE…

Don’t be creepy!

STEP 2: DELIVER VALUE THROUGH CONTENT

Good content is KING.

!

!

• Keep it related to their interests, hobbies and company

• Use social media to find these

• Even if it’s relevant, make sure it’s high quality content that they’ll appreciate receiving

WHERE TO FIND?

NUZZEL

CONTENTGEMS

BUZZSUMO

ONCE YOU HAVE CONTENT…

STEP 3: DELIVER VALUE THROUGH YOUR NETWORK

The best way to add value is through introductions. !

!

• Much like content, people want intros to other people that are relevant.

• Make sure the intros are mutually beneficial to both parties.

BUT HOW?

Match people with the same topics that you discovered on social media in step 2.

!

!

FOR EXTRA HELP…

FACEBOOK

INTRODUCE!

Use Contactually’s IntroMaker tool to easily send out valuable introductions.

AND THEN…

Use Contactually’s IntroMaker tool to easily send out valuable introductions.

STEP 4: SYSTEMATIZE!

Managing a manual follow-up system is hard.

• Lots of different products and sites

• Very time consuming

• People are still likely to slip through the cracks

HOW TO SYSTEMATIZE?

Contactually is an automated, intelligent CRM designed to help Realtors and Brokers

get the most from their relationships.

CONTACTUALLY CONSTRUCTS YOUR ULTIMATE ROLODEX.

Calendar

CSV

A B C DHot Leads Warm Leads Referrals Not Important

We automatically build (and keep updated) the address book for all your contacts

We help you prioritize your top contacts into Buckets (groups)

We prompt you to follow up with the top people in your network that you haven’t connected with in several weeks/months based on a specified time

interval

By regularly following up, you’ll stay top of mind, and get more referrals & repeat business

@

www.contactually.com

TO:

FROM:

SUBJECT:

1 2

43

Let’s see it all in action.

1. New lead and contact data captured

from Zillow and added to Contactually

via Lead Capture

2. Contactually automatically adds Michael to a Zillow

Leads bucket, based on a specified rule

Great speaking with you - setting up a showing

Sep 16

3. Gather additional information from Michael’s social media profiles using his name and

email address


Sep 16

4. Contactually automatically sends

step 1 of a “Zillow Leads” program


Sep 16

5. Michael replies; new contact data captured from his

email signature

6. Create custom tasks and receive reminders on the due date


Sep 16

Incoming call from +13012199183

Outgoing SMS to +13012199183

Notes: Spoke about 39 broad view property, setting up apt. with buyers

Location

7. Mobile phone application syncs call and text logs, as well as notes about the interaction

LET’S APPLY THE FRAMEWORK!

1. Find personal opportunities to reconnect

2. Deliver value through content

3. Deliver value through your network

Alerts

INTELLIGENT FOLLOW-UP REMINDERS

Newsle is only when your contact is in breaking news.

!

Jay wasn’t in the news recently, so we can’t use it this time.

Not today.

It only took me 3 minutes to research & send Jay a really personal follow-up.

!

He’ll remember me when it counts.

The best part? !

When you’re building strong, genuine relationships, you don’t need to be afraid to ask for

help or favors.

1-2 months from now...

I’m likely going to get the referral from Jay.

!

Contactually customers generate 32% more referrals each month.

REAL RESULTS

“In my first three months, I closed four transactions and have many

more in escrow and in the pipeline. Contactually allow me to double my production due to the time that I save by being kept on

track.” !

-Lisa Boone, PMZ Real Estate

“Because of Contactually’s follow-up reminders, my team and I

were able to generate an additional $2 million in sales from clients that otherwise would have

fallen off our radar.” !

-Chris Speicher, the Speicher Group

TO GET STARTED…

Save $98 (20%) on your first year on Contactually’s Small

Business plan

www.contactually.com/signup/sartech14

***Includes a 30 day money-back guarantee period***

(Total price $382/year)

!

OR…

Start your free 30-day trial at

www.contactually.com/invite/sartech14 !

!

Looking for more information?

Visit contactually.com and training.contactually.com.

http://contactually.com

http://training.contactually.com

DID YOU ENJOY THIS PRESENTATION?

• I’ll send you this slide deck!

• We run a ton of educational webinars, and have other

great content to boot.

Just slip me your business card for

access to our exclusive content & more.

QUESTIONS?

e: [email protected]

t: @bpesin

@contactually

l: /brianpesin

THANK YOU!

mailto:[email protected]