20 Years of Staying in Touch Leads to Multiple Transactions

Leah Goldstein is a successful agent with Ebby Halliday Realtors in Dallas, Texas. She's been in the real estate game for 20 years and has been using Top Producer CRM for each and every one of those years.

We asked Leah to reflect on the long term implications of having the discipline to keep up with customers in this system and whether this translated into bigger rewards over time.

Q.​ ​ ​Leah,​ ​you​ ​have​ ​been​ ​using​ ​Top​ ​Producer​ ​from​ ​the​ ​early​ ​days​ of​ ​your career.​ ​Looking​ ​back,​ ​what​ ​value​ ​can​ ​you​ ​put​ ​on​ ​being​ ​able​ ​to​ ​stay​ ​connected to​ ​all​ ​the​ ​customers​ ​you​ ​have​ ​sold?​ ​Is​ ​this​ ​paying​ ​off​ ​now​ ​in​ ​referrals?

I actually have a transaction closing next week for a client who has asked me to be involved in six transactions over the years. I built my business in the early days on helping first time homebuyers, so they are very loyal and come back to me time after time. Having all their transaction details and contact information in a database has helped me keep the connections strong year after year.

My personal record is one customer who has bought and sold seven times with my help – and they are not done! Many in my database have been involved in 4-6 transactions with me. (And that is only counting their personal transactions - that does not count referrals they have sent my way!)

Q. What​ ​percent​ ​of​ ​your​ ​business​ ​can​ ​you​ ​say​ ​is​ ​a​ ​result​ ​of​ ​using​ ​Top​ ​Producer​​?

I cannot say an actual percentage, but I always track birthdays, anniversaries, contacts of any kind and all transactional data in Top Producer. Keeping everything organized in Top Producer is something I have always done. Earning the right to ask for the recommendation and earning loyalty of customers is my responsibility and having Top Producer gives me the organizational tools to stay in touch with them over the years.

Q.​ ​ ​Over​ ​time,​ ​is​ ​it​ ​a​ ​burden​ ​to​ ​stay​ ​in​ ​touch?​ ​How​ ​do​ ​you​ ​keep​ ​track​ ​and​ ​get to​ everyone?

My clients reach out directly to me often when they want to make updates or need specific contractors or have property tax questions. I think it is my job to keep the dialogue going and to make sure that I am providing valuable information, even after the purchase or sale. I want friends to know I care, am grateful for their loyalty and support and I want to make them proud when they connect me with their family and friends—and for their contacts to thank them for connecting them with me. So I will call or text and always send out a gift card every time a potential client reaches out that was referred. I ask right up front who suggested we connect, because that tells me a bit about a new customer and allows me to thank the one who connected us.

Q.​ ​I​ ​see​ ​you​ ​added​ ​on​ ​Market​ ​Snapshot.​ ​Which​ ​part​ ​of​ ​Market​ ​Snapshot actually​ ​helps​ ​you​ ​make​ ​money?

Every person who purchases a home through me will get a Market Snapshot from me on a regular basis, and many people who have not (but have a home to sell). I have had more than one customer call me after receiving a Market Snapshot report who have said, "If you can get me that kind of price for my home, bring over your For Sale sign."

Q.​ ​Do​ ​you​ ​watch​ ​to​ ​see​ ​who​ ​is​ ​opening​ ​your​ ​Market​ ​Snapshot​ ​as​ ​a​ ​way​ ​to​ ​gauge interest?

I do! I always check on the Market Snapshot that my customers receive. I want to watch their values, too, to know when it's good for them to consider pulling out equity or if there is an unusual sale in their neighborhood. I look at the dashboard, as well, and make sure it is sending what gives the best results for their area and update criteria as necessary. I always create "Advanced" Snapshots, specific to a client's subdivision and preview the Snapshot before it goes out.

Q.​ ​Is​ ​this​ ​all​ ​on​ ​autopilot​ ​or​ ​do​ ​you​ ​engage​ ​personally?

I do send out Market Snapshot reports automatically, after the initial one, but that is all, and I check those, as mentioned above. Every other piece of communication I send out is personalized. I will often start with a generic idea, but make personal notes, references to lifetime events and put things in my own words.

It feels good to know what's happening in my clients' lives (and share a little about mine). Doesn't it feel good when someone asks and cares about what's happening in your life? It's a great way to show that I care. These relationships are not just business, they are personal. Real estate clients invite me into their homes, the private place that means the most to them. It's an honor to be included in this part of someone's life and treating the process that way matters!

Q.​ ​What​ ​is​ ​the​ ​best​ ​way​ ​you​ ​found​ ​to​ ​reconnect​ ​if​ ​it​ ​has​ ​been​ ​a​ ​while?

I just reach out. I might share a recent article or email that I thought might interest someone, or ask if they are interested in an upcoming local event. Maybe I can even share tickets to that event or just a coffee with them. Past clients are not surprised to hear from me later; I let customers know that I will be in touch after the sale. Just because they have moved does not mean I stop caring what's happening with them!

Q.​ ​How​ ​many​ ​of​ ​your​ ​customers/prospects​ ​go​ ​in​ ​the​ ​system?

One-hundred percent. There may be someone who is just a quick inquiry, but if this is someone I intend to work with in ANY way in the future, they go into Top Producer. I also record other Realtors, lenders and any vendor I have worked with and on what transaction or client they were involved with, so I can refer back to that at a later date when I need those services, or if we meet up again years later I will "remember."

Q.​ ​How​ ​do​ ​you​ ​get​ ​more​ ​people​ ​into​ ​your​ ​database?

Honestly, I don't try hard to fill my database up with just anyone, but I keep my eyes open. If I am in someone's store or place of business and we have a nice chat, I'll pick up a business card and put them into my database. Later, they will likely get a short note saying how I enjoyed our chat or even a thank you for their great service. That way, if in the future we do connect, I will know who they are and they have my contact information, too. Everyone lives somewhere and they may meet someone planning a move the next day. All parties involved in a transaction go into Top Producer. Everyone who is involved in the closing goes in as part of the checklist process and is likely to get a 'thank you' of some sort when the transaction closes.

Q.​ ​Anything​ ​else?

I just stay in touch with friends. In the last month, I have had three or four customers who returned to me because I stayed in touch. Those touches most often come from the reminders I have set in Top Producer. This business gets very busy. I could not randomly send out 50-70 notes and emails and general contacts per month if I did not have Top Producer to remind me of the important details. Recognizing moments in people's lives is what matters to me and so does being someone they know they can trust with good, exciting news or challenging situations. I want friends and clients to know they can reach out and get help from an expert AND someone who really does care more about them than the $$!

Thank​ ​you!