In a recent Inman article, James Becker urged agents to play the long game instead of the short one:
So what do you get when you provide your current clients value, but also give your past clients a little ♥ too? A simple, foolproof plan that’ll bring you repeat & referral business for many years to come.
And when you consider the lifetime value of a customer, you may dial back the lead gen a little and focus on repeats & referrals:
No one knows the result of this recipe better than Helene Nunez
Helene is a successful broker who runs an office of 5 agents in Olde Towne Slidell. Her balance of providing value to her current clients, while setting aside time each and every day to connect with her past clients has her reaping the rewards (and doesn’t hurt in the karma department either).
Here’s a little about how Helene balances the past with the current and everything in between:
And while Helene is the poster child now for past client follow-up, this wasn’t always the case…
When the assistant Helene had hired moved away several years ago, she took a brief hiatus from Top Producer CRM. She’s since vowed to start using the program again, and when she did, the Follow-up Coach began surfacing a few (slightly) shocking numbers.
Okay, so the last action was 6 years ago… It’s happens to the best of us—time goes by and you get busy with other clients.
The important thing though is that Helene sprang into action because of these numbers. She now—without fail—starts every single morning with the Follow-up Coach to see who she needs to connect with.
And not only does reconnecting put a spring in your step, when you consider the potential lifetime value of just 1 client (it could be upwards of $85,312), it’ll increase your bottom line too.
Her advice to new agents on the block
To close, I think we could all take a page from Helene’s book—remember the people that got you to where you are today, give people the best you have to offer, and take joy from the simple things in life, like reconnecting with an old friend.
Thank you Helene for your time and loyalty—we wish you continued success in your amazing career!