How to get 30%+ more referrals using Contactually

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How to Generate 30%+ More Referrals in 2016 Using

Transcript of How to get 30%+ more referrals using Contactually

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How to Generate 30%+ More Referrals

in 2016 Using

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HI  THERE!

Tony Cappaert Co-Founder & COO

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• 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

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#1?

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REFERRALS  ARE  THE  #1  SOURCE  OF  LEADS

66% of all buyers!

Source: 2015 National Association of REALTORS ® Profile of Home Buyers & Sellers

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MOST  PEOPLE  DON’T  HAVE    A  SYSTEM  TO  GET  REFERRALS

• Most Realtors let referrals come to them

• “I send my monthly newsletter to my past clients and prospects. That’s how I get referrals.”

• We all talk about how to get more Zillow leads (and spend thousands in the process). But why?

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If you’re not systematically staying top of mind, people are forgetting you.

You’re missing referral opportunities.

You’re missing out on more revenue.

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WHAT  IS…

An automated, intelligent CRM for Realtors.

Contactually helps you strategically reach out to your network in order to drive new referrals or nurture

warm leads.

?

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Calendar

CSV

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 $$$

@

www.contactually.com

TO:

FROM:

SUBJECT:

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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

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Let’s dive into the weeds!

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#1: Building your database

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CONTACTUALLY  CONSTRUCTS  YOUR  ULTIMATE  ROLODEX

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ALL  OF  YOUR  CONTACTS’  INFORMATION  IN  ONE  PLACE

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YOU’LL  CONNECT  YOUR  EMAIL  ACCOUNT  IN  30  SECONDS.    THAT’S  IT.

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IF  YOU  OR  YOUR  TEAM  USES  GMAIL,  IT’S  LITERALLY  ONE  CLICK

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#2: Organizing & prioritizing your top

referral partners

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INTRODUCING  BUCKETS

Not all relationships are the same!

Past clients

Other RE Agents

Family & close

friends

every 60 days

every 90 days

no set frequency

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Which are the top 3-4 groups of people that have sent you the most

referrals in the past?

Bucket them.

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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 you’re in (ex: church, PTA)

• Don’t set reminders to occur more frequently than every 60 days. You’ll get overwhelmed!

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HERE  ARE  THE  BUCKETS  WE’LL  ADD  TO  YOUR  ACCOUNT

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BUCKETING’S  ACTUALLY  PRETTY  FUN!

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DON’T  OVERDO  IT

• There’s a really strong tendency to try to bucket hundreds and hundreds of people and set reminders for all of them. Don’t 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?

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#3: Deliver value to your referral

partners

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1.    Connect  email  account  2.    Create  3-­‐4  referral  buckets  

3.    Get  your  follow  up  dashboard!

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THESE  ARE  THE  FOLKS  YOU  SHOULD  TALK  TO  TODAY

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EASY  FOLLOW-­‐UP

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But what should I say?

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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.

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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

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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

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EX:    HOW  CAN  I  HELP?

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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 that’s timely (local events, national update, weather)

4. Ask how you can help? Offer intro

Requires a little bit of editing to make sure it’s a personal message

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EX:    THANKS

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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 they’d want to meet

4. Send them a referral

Require research & detailed editing to personalize

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EX:    INTERESTING  ARTICLE

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NO  MATTER  WHAT,  DON’T  BE  GENERIC

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We’ve  created  over  30  templates  that  you  can  add  into  your  Contactually  

account.  

We’ll  talk  through  this  in  a  liGle  bit!

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#4: Make the ask!

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WHY  DO  YOU  NEED  TO  ASK?

• A lot of Realtors don’t like to explicitly ask for referrals

• If you add value to your network, you’ll definitely get more referrals — but not as many as you could

• Sometimes you just need to educate people

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HELP  YOUR  NETWORK    HELP  YOU!

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WHEN  SHOULD  YOU  ASK?

• We generally recommend about 1-2x per year, assuming you’ve been regularly following up

• Good rule of thumb: seek to add value 3x more often than you ask for anything in return

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EX  1:    GENERAL  ASK

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EX  2:    NEARBY  LISTING

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EX  3:  REFERRALS  FROM  OTHER  SERVICE  PROFS

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#5: Implementing your system in Contactually

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LET’S  RECAP

• We’ve segmented our database (via buckets) in order to focus on the people most likely to send referrals

• We’ve figured out when to follow up with these people, and how to follow up in a value-add way

• We’ve reviewed how and when to ask for referrals

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Use  Contactually  Programs  for  specific  referral  scenarios

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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

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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

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HERE’S  WHAT  IT  LOOKS  LIKE  AS  A  CONTACTUALLY  PROGRAM

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So let’s see this in action!

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Remember: why are we

doing all this?

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HAPPY  PEOPLE  LEAD  TO  MORE  REFERRALS

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On  average,  our  customers  earn  32%  more  referrals  aLer  using  Contactually  for  3  months.

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LET’S  GET  STARTED!

• Go to http://contactual.ly/referralcontent

• Wait ~24 hours, and we’ll 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 protected]!