I took a class from The Nurture Institute on how to cultivate clients more effectively. This is system works well with any client, but particularly well with the affluent. Today, I want to talk to you about this form of marketing in regards to working with your past clients.
The concept is simple really. Don't ask for anything until you've made multiple deposits into your client's emotional bank account. What is a deposit? It could be many things. It is something that adds value to your client's life by providing them with something of value.
Deposit Ideas:
- Information about the tax law changes
- A copy of their HUD1 Settlement Statement for last year's purchase
- An article on how to increase their home's resale value
- Tips on house maintenance
- Coupons for discounts from local businesses
- Personal notes or cards from you
- Client Love Letters telling them why you love them as a client
- A copy of the picture you took of them at closing
- A gift certificate to a restaurant
- And anything else you can think of that your clients might find of value
The important thing to remember with these little deposits is that you should not ask for anything in return as you give them. The idea is to build up some equity in your relationship with the client so that when you ask for something in return, they feel obligated to give it.
As a general rule, you should give at least three times as much as you ask for. So three contacts asking for nothing before you ask for something in return. Don't worry, if they want to send you a referral in the meantime, they will. Your contact with them is enough to remind them that you exist. You don't need to ask each time.
This process works particularly well with the affluent. They are constantly being asked to give time, money, influence, etc. To have someone offer something of value and ask for nothing in return is unusual to say the least. It makes you stand out from the crowd. They notice you. If you're trying to break into this very difficult market, you may want to consider this type of marketing more seriously.
Kelle Sparta is the author of The Consultative Real Estate Agent - Building Relationships that Create Loyal Clients, Get More Referrals, and Increase Your Sales, as well as being a speaker and trainer specializing in the real estate industry. Kelle is the founder of Sparta Success Systems, a real estate training company that provides tools, products, and training to empower agents and brokers to create lives and businesses they can love. For more information, visit her website at http://www.spartasuccess.com/. © 2007, Kelle Sparta.
