November 29 2020
Research from the National Association of Realtors shows that clients don't shop around and 75% of buyers and sellers contact or interview only one agent. A referral, therefore, is the surest way to be that first and only agent that a client contacts. In fact, Outbound Engine has found that successful agents get up to 75% of their business from referrals.
Agents know that people trust direct referrals from their family and friends. But, many fail to capitalize on this because they either don't know how to ask, or when and how to ask someone without seeming self-centered or desperate. Here's how you can change that, and successfully ask your best clients for referrals.
Of course, it is best to approach clients who are happy with your service for a referral. They are much more likely to respond positively to the idea and give a genuine referral. But, how do you tell who is happy enough with your services that they might refer you to someone?
Clients thanking you is a good hint they're satisfied. Usually, they'll thank you after you close their home, or after you go above-and-beyond for them. If they thank you after a long weekend of looking at homes, but you haven't found their home yet, don't ask for a referral. Just remember that they were grateful and bring up that long weekend when you do ask for the referral after you have closed their deal.
Some real estate agents wait until the closing date or until after their clients have moved to ask for a referral. That can work too. It's all about how you ask.
If you're not used to asking for a referral directly, it may feel awkward at first. Avoid undercutting yourself by saying things like, "I know it's a lot to ask," or "if it isn't too much trouble." Most people enjoy passing along the news about excellent service they've received, so all you're doing is undermining your confidence with these statements.
Instead, focus on being genuine and specific about your client's experience. Ask them if they know anyone who could use your services. Mention the ways in which you went above and beyond for them, not only because it will encourage them to say yes, but also because they may pass this information on to whomever they refer.
You'll also need to give your clients the information they need to be able to refer you. Have a business card or other marketing material on hand for them to take so that they can pass it on.
Ideally, you'd directly ask every happy customer for a referral. However, if you find that you're not comfortable asking directly, you can create an environment where people are likely to refer you spontaneously. Of course, even those who ask directly can use these techniques to try to get more referrals:
Those who find that they rarely get referrals may need to work on offering better customer service or might need to invest in a way to stand out from the crowd. Here are a few services you can offer that can help you improve your level of customer service:
Lastly, don't forget to follow up with those who give you a referral to thank them. Your customers will refer again if they know how much you appreciate it.
To view the original article, visit the iGuide blog.