6 common mistakes that cost you referrals and repeats (Part II)

Oh good, you’re back! Now that you’ve activated 50 new social media accounts, let’s finish our countdown to help you get more referrals and repeats.

Mistake #4: You don’t prioritize referrals

Look at these stars, look how they shine for you.

Our pals over at the Statistics Lab have even more jaw-dropping pieces of data: 82% of all real estate transactions come from repeat and referral business.

Yes, you read that correctly. People are far more inclined to tap a professional who they already know or who comes recommended by someone they trust. This is basic human nature.

The fix

Make sure you’re in regular contact with former clients, and nurture good relationships with other realtors, business associates and vendors. It also helps to return the favour. If you refer others and get them leads, they’re far more inclined to do the same for you.

Some tips for how to ask for referrals in a way that doesn’t seem too transactional include:

Keeping regular contact. If you’ve already put in the effort to do this, it won’t seem weird to be calling them out of the blue. Even sending your network the odd article or market update is a way of keeping the lines open. For top referrers, it can’t hurt to take them for coffee or lunch on a regular basis. After all, they helped pay for it!

Having an actual conversation first. Don’t hammer them in the first 30 seconds with your request. Spend a good 5-10 minutes catching up, asking how they’re doing, and engaging in genuine connection. You can slip in your request after goodwill has been established.

Not being wishy washy. It’s better to be clear and direct than to beat around the bush. You run the risk of annoying people if you say something passive like, “It would be great if people could recommend me to their friends and family”. Instead, try “I would appreciate if you could recommend me to your friends and family.” Et voila. Believe me, they get it.

Reminding them of the great experience they had with you and the extra services (like MoveSnap or a cleaning service) that you provide.

Mistake #5: You provide a cookie-cutter experience

While finding clients a house they love certainly isn’t easy, it’s the literal job description of a real estate professional. It’s no different, at least philosophically, than when you go to a restaurant and order food and your restaurant professional brings you the meal you ordered.

Restaurant staff don’t get rave reviews for the mere function of delivering your lunch close enough to your mouth so you can eat it; they are rewarded for the quality of their service and the experience they provide to you, the customer.

The ways you set yourself apart from every other realtor capable of facilitating a home purchase is where you stand out from the crowd and see your referral rates skyrocket.

The fix

The smartest way to exceed expectations is to ask your clients what their expectations are in the first place. This gives you the opportunity to exceed them off the bat if they’re reasonable.

If they’re looking for a detached home in downtown Toronto or Vancouver with all the trimmings for $400,000, it’s important that you keep their expectations realistic by giving them an accurate run-down of the market and where their budget fits into it. This way you offset any disappointment they may project onto you if you over-promise what they can expect.

But it’s the small, personal touches that turn any services into a memorable experience. You can really spin your reputation into gold by:

  • Setting up a cleaning crew so they can literally eat off the floor when they move in (and they may have to, you never know).
  • Showing up with snacks and coffee on their Move Day.
  • Paying a handyperson to give them a few free repairs in their new home.

Most importantly, you can make sure they’re supported through their entire move and well into their new home adjustment by inviting them to use MoveSnap’s concierge service.

Mistake #7: You didn’t ask for one!

See this dog asking for food? Would you deny this face anything? Of course you wouldn’t, you’re not a monster. Channel your inner Maltese and get those referrals served up at the table.

Thankfully, this one is a pretty easy one to remedy. It’s literally as simple as forming the words “I would really appreciate if you could write me a referral and share it with your network,” in your brain, then preparing the lungs, larynx, lips and voice box for deployment.

The fix

One of the best ways to land a sparkling referral is to ask during peak happiness. This can mean different things for different people, so remember: timing is everything.

In our experience, peak happiness is that sweet spot between the honeymoon phase of “offer accepted” to the brief window before movers’ dread sets in. Your clients are high off the glow of your outstanding service. While it’s still fresh in their minds, they’ll be far more amenable to dashing off a 5-star review and detailing how you repeatedly hit it out of the stadium.

If you’re strapped for time, juggling multiple clients, or simply don’t like asking for referrals, MoveSnap can step up and help. Our service includes a user survey where we collect glowing referrals from clients who are thrilled that their real estate professional cared enough about them to invest in an easy, happy move. If they’re already primed to love you post-sale, just imagine how enthusiastically your clients will be tossing up ALL the stars when you get them through their new front door, too.

Once you get on a referral roll, you’ll find the pipeline filled to burst. It starts with the confidence of knowing you bring a differentiator to the table and only snowballs from there. You’ve got this!