How to get 30%+ more referrals using Contactually
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How to Generate 30%+ More Referrals
in 2016 Using
Tony Cappaert Co-Founder & COO
The #1 source of leads for the best Realtors
The 5 Step Framework to get more referrals
Implementing the referral framework in Contactually
WHAT WE PLAN TO COVER TODAY
REFERRALS ARE THE #1 SOURCE OF LEADS
66% of all buyers!
Source: 2015 National Association of REALTORS Profile of Home Buyers & Sellers
MOST PEOPLE DONT HAVE A SYSTEM TO GET REFERRALS
Most Realtors let referrals come to them
I send my monthly newsletter to my past clients and prospects. Thats how I get referrals.
We all talk about how to get more Zillow leads (and spend thousands in the process). But why?
If youre not systematically staying top of mind, people are forgetting you.
Youre missing referral opportunities.
Youre missing out on more revenue.
An automated, intelligent CRM for Realtors.
Contactually helps you strategically reach out to your network in order to drive new referrals or nurture
A B C DHot Leads Warm Leads Referrals Not Important
We aggregate, merge, & find social data forall of your contacts and interactions
We help you prioritize your contactsthrough in-app plugins & games
We help you interact with you network in a meaningful & relevant way, via automatic follow up
reminders, ScaleMail, & Programs
By regularly following up, you delightyour contacts and stay top of mind, resulting
in more referrals and more $$$
1. Build the database of everyone in your network
2. Prioritize the people you think are most likely to send your referrals
3. Deliver value to your referral partners in high- and low-touch ways
4. Make the ask!
5. Implement a system to start systematically generating more referrals
THE 5 STEPS TO GETTING MORE REFERRALS
Lets dive into the weeds!
#1: Building your database
CONTACTUALLY CONSTRUCTS YOUR ULTIMATE ROLODEX
ALL OF YOUR CONTACTS INFORMATION IN ONE PLACE
YOULL CONNECT YOUR EMAIL ACCOUNT IN 30 SECONDS. THATS IT.
IF YOU OR YOUR TEAM USES GMAIL, ITS LITERALLY ONE CLICK
#2: Organizing & prioritizing your top
Not all relationships are the same!
Other RE Agents
Family & close
every 60 days
every 90 days
no set frequency
Which are the top 3-4 groups of people that have sent you the most
referrals in the past?
WHAT WE RECOMMEND
Focus on the following four groups:
1. Past clients
2. Other service providers (ex: mortgage brokers, lawyers, title agents)
3. Realtors in other markets
4. People in other groups/clubs youre in (ex: church, PTA)
Dont set reminders to occur more frequently than every 60 days. Youll get overwhelmed!
HERE ARE THE BUCKETS WELL ADD TO YOUR ACCOUNT
BUCKETINGS ACTUALLY PRETTY FUN!
DONT OVERDO IT
Theres a really strong tendency to try to bucket hundreds and hundreds of people and set reminders for all of them. Dont do it!
Focus on only those people that will help you grow your business i.e. people who will send you referrals
You need to follow up 4 people every weekday can you do it?
#3: Deliver value to your referral
1. Connect email account 2. Create 3-4 referral buckets
3. Get your follow up dashboard!
THESE ARE THE FOLKS YOU SHOULD TALK TO TODAY
But what should I say?
You want to add value whenever you reach out to someone.
If you add value over Bme, you can eventually make the ask for a referral.
YOU CAN ADD VALUE THROUGH A MIX OF HIGH- AND LOW-TOUCH MEANS
Low effort High effort
Pre-written email with little/no customization
Social media posts
Make an intro Send a new client referral
LOW-EFFORT FOLLOW UPS WE RECOMMEND
1. Say hi and brighten their day
2. Share an interesting article
3. Share a generic note about the upcoming holidays and/or weather
4. Ask how you can help
All of these require little to no editing before you can send
EX: HOW CAN I HELP?
MEDIUM-EFFORT FOLLOW UPS
1. Bring up a previous thing you talked about, and say how much you appreciate them
2. Share an interesting article with your own take on what it meant to you
3. Comment on something thats timely (local events, national update, weather)
4. Ask how you can help? Offer intro
Requires a little bit of editing to make sure its a personal message
HIGH-EFFORT FOLLOW UPS
1. Research 1-2 interests, note in label, and share top or recent article of interest
2. Look up their current or previous employer, and comment on a top news story
3. Make an intro to someone you think theyd want to meet
4. Send them a referral
Require research & detailed editing to personalize
EX: INTERESTING ARTICLE
NO MATTER WHAT, DONT BE GENERIC
Weve created over 30 templates that you can add into your Contactually
Well talk through this in a liGle bit!
#4: Make the ask!
WHY DO YOU NEED TO ASK?
A lot of Realtors dont like to explicitly ask for referrals
If you add value to your network, youll definitely get more referrals but not as many as you could
Sometimes you just need to educate people
HELP YOUR NETWORK HELP YOU!
WHEN SHOULD YOU ASK?
We generally recommend about 1-2x per year, assuming youve been regularly following up
Good rule of thumb: seek to add value 3x more often than you ask for anything in return
EX 1: GENERAL ASK
EX 2: NEARBY LISTING
EX 3: REFERRALS FROM OTHER SERVICE PROFS
#5: Implementing your system in Contactually
Weve segmented our database (via buckets) in order to focus on the people most likely to send referrals
Weve figured out when to follow up with these people, and how to follow up in a value-add way
Weve reviewed how and when to ask for referrals
Use Contactually Programs for specific referral scenarios
WE CAN SET UP YOUR CONTACTUALLY ACCOUNT TO SOLVE SPECIFIC SCENARIOS
1. Re-engage past clients
2. Nurture new clients after they bought a home
3. Keep in touch with other service providers or Realtors
4. Follow up on referrals you receive
EX: RE-ENGAGE FORMER CLIENTS
1. Create a bucket = Former Clients
2. Follow up every 60 days using the following cadence:
1. Re-establish connection & ask how you can help
2. Value-add emails (mix of low and high) x 3
3. Referral ask: know anyone looking to make a move?
4. Value-add emails (mix of low and high) x 3
5. Referral ask: share nearby listing
3. Rinse and REPEAT
HERES WHAT IT LOOKS LIKE AS A CONTACTUALLY PROGRAM
So lets see this in action!
Remember: why are we
doing all this?
HAPPY PEOPLE LEAD TO MORE REFERRALS
On average, our customers earn 32% more referrals aLer using Contactually for 3 months.
LETS GET STARTED!
Go to http://contactual.ly/referralcontent
Wait ~24 hours, and well add all templates/buckets/programs to your account
Register for a hands-on training session next Wed (6/1) at 3pm: http://contactual.ly/reftrainingweb
Email me anytime at email@example.com!