REPOSTED DIRECTLY FROM INMAN NEWS. THIS CONTENT HAS NOT BEEN MODERATED BY DMS.
All real estate agents know that they should be texting, calling and emailing their database regularly to get the best real estate referrals, but most don’t do it because they aren’t sure what to say.
“Are you or someone you know looking to buy or sell real estate?” can only be asked so many times.
Agent, author and real estate expert Michael Maher has a simple solution to this common problem. As an agent, he used it personally to generate over 500 high-quality referrals per year, and he’s adamant that any agent can make it work.
What is it?
The answer might surprise you. According to Maher, direct mail is the key to communicating better with your database. Obviously, not just any direct mail postcard will do. To open the lines of communication with contacts, you need to send them invitations to your client appreciation events.
The best direct mail postcard: an invitation
So, why is an event invitation the best piece of direct mail to send contacts?
For one, invitations make people feel special; they make them feel like a part of your circle, which is exactly when referrals occur. When you treat contacts like friends, not prospects, they’ll be more inclined to send business your way.
Secondly, after sending out event invitations, you’ll have multiple opportunities to follow up with contacts purposefully. As you engage in more meaningful interactions with contacts, maintaining top-of-mind awareness will only get easier.
Maher’s strategy for getting the best real estate referrals
Leveraging event invitations for real estate referrals isn’t hard. The entire process can be boiled down to three simple steps.
1. Select an event, and send out invitations
Once you’ve decided on an event to host (listen to the podcast for ideas), it’s time to start planning your direct mail campaign. Maher recommends sending save-the-date postcards to contacts about two months prior to the date of your event.
2. Reach out to contacts regarding the event
In the weeks between your invitation going out and the actual event, you should reach out to contacts multiple times. Call, text and email them regularly as your event approaches. Make the most of this opportunity to get quality interactions with your database.
3. Follow up once the event is over
Once the event is over, follow up with contacts one final time. Call or email attendees to thank them for stopping by. Let contacts who didn’t attend know that they were missed and that you hope to see them next time.
Once it’s all said and done, you can expect an average of 10-12 touches per contact for each event you host. By hosting three events per year, you’ll have enough interactions with your database to ensure that your business always has a heathy number of referrals coming in.
Get more details on Maher’s direct mail strategy
To hear more about using direct mail invitations to get the best real estate referrals, listen to the complete podcast with Michael Maher. Not only does he go into more depth on how he communicates with contacts regarding events, he discusses the best events for agents to host.
Pat Hiban sold more than 7,000 homes over the course of his 25-year career in real estate. Now, he dedicates his time to helping others succeed as agents and investors. As host of the Real Estate Rockstars Podcast, Pat interviews real estate experts to explore what works in today’s markets. He also founded Rebus University, an online training platform for real estate agents and sales professionals.
The views and opinions of authors expressed in this publication do not necessarily state or reflect those of DMS, its affiliated companies, or their respective management or personnel.