We will pick-up the story where the Johnsons closed on the home found for them by realtor Jane. Jane knew that her company, the “We Treat ‘Em Right” Realty’s policy was to send a free door knocker and a company Thank You letter signed by a company officer to new purchasers of homes. But, Jane recently attended a seminar that focused on developing a “Client” base rather than a history of one-time customers. The seminar was called “Building Your Farm”.
Jane made sure that she had the following information from the Johnsons prior to the closing:
*Birth dates of Mr. & Mrs. Johnson and their two children, plus their children’s ages.
*Wedding Anniversary date for the Johnsons
*Date of move-in at new home. If this is unknown at closing, Jane will stay in frequent contact to be sure she has the move-in date.
A few days after the closing, Jane sent a PERSONAL card, handwritten to the Johnsons thanking them for hiring her to assist in the purchase of their new home.
On move-in day, in the midst of boxes, furniture, and sweat, Jane shows up at the new home with a hot meal and cold drinks for the Johnsons in front of their new home among the chaos.
During the following years Jane diligently did the following:
*Sent a personal, handwritten card on each of the Johnson’s birthdays, including the children.
*Sent Mr. & Mrs. Johnson a personal, handwritten card on their Wedding Anniversary and maybe a small gift.
*Sent the Johnsons a personal, handwritten card on the Anniversary of their move-in date in their home. Included with the card Jane sent the picture she took of the Johnsons on move-in day.
*Periodically sent a copy of any news or articles she thought the Johnsons might be interested in concerning the local real estate, neighborhood news, etc.
Two years later Mr. Johnson gets transferred and must sell their home. Which realtor are they going to hire to help them sell their home? In the meantime, Jane has shown the same caring and staying in touch with the Smiths, who are now also sending Jane referrals.
How much longer do you think Jane will be pulling floor duty and looking for new prospects? In fact, Jane now has to have a team of assistants to help her keep up with the referral business. She knows the true meaning of “Building Your Farm”.
These posts are the opinion of the author who is not engaged in rendering legal, accounting, or investment advice. If such advice is required or desired, the services of competent professional persons should be sought.
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