One of the most uncomfortable conversations real estate agents have is the one asking for referrals. The gurus tell you to pick up the phone and start calling, but it feels awkward. You go 6 months without speaking to someone and then all of the sudden you call them asking for business? I don’t know about you, but I think that’s a total dick move.
This isn’t 1987 anymore and those old tactics are washed up, but the good news is that I’m going to show how to ask for referrals without being a dick on this post. Actually, it’s how you ask for referrals without ever having a conversation.
You do it by generating a bunch of attention around your brand so you can begin occupying the minds of your database and local community. When you have their attention, you won’t need to know how to ask for referrals because you will attract them.
Understanding how to ask for referrals without “asking” starts by differentiating marketing from prospecting. Marketing is your ongoing communication to your database. You do it to stay top of mind and to nurture your database. Think of “marketing” as a giant don’t forget I exist type of campaign.
Prospecting is the complete opposite. It’s what you do to generate NOW business. This is the traditional slimy stuff that the majority of agents HATE doing such as cold calling and door knocking. I’m not saying it’s bad, I’m just saying it’s not what we are talking about on this post. We’ll save that conversation for another day.
What we’re talking about on this post is how to generate consistent referrals WITHOUT having to beg for them.
“You don’t prospect for referrals. You manufacture them out of nurturing relationships”
The best way to do that is through consistently communicating with your network and local community with video. In other words, farming your network with video content. It keeps your brand top of mind and maintains a strong relationship with your audience. Real estate is a giant popularity contest and the more people who recall what you do leads the more referral opportunities.
What are you currently doing in your business that stays in touch with your database consistently?
Part 1- How To Ask For Referrals Without Having To “Ask”: Chase Attention, Not Leads!
The size and impact of your brand is only determined by how many people instantly associated your name with real estate. Video isn’t a real estate thing, it’s an ATTENTION thing that works for all businesses. When you own the attention of your audience, you’ll be attracting business instead of chasing it.
76% of people use the 1st agent they speak with
I want to simplify how and why video builds your brand and generates more referrals and repeat business. Never before has it been so easy to communicate with your referral sources without breaking the bank through social media, but the question is, are you?
If you were to poll your entire database, how many of them think of you when they think of real estate? Did you know that 80% of buyers forget their agent’s name after 6 month?
Now imagine doing two videos a month that we’re emailed to your network, posted on social media, and even had Facebook ads targeted to your SOI, and you did this this for 12 months. Now I’ll ask you the same question. If we were to poll the same people, how many of them would now associate your name with real estate? That’s branding.
This is NOT lead Generation, It’s Branding.
You can only be referred when your brand is top of mind. This is why we use video to farm our SOI and local community.
Part 2-How To Ask For Referrals Without Having To “Ask”: Authenticity & Attention
The key to an effective video marketing plan is authenticity and consistency. You don’t build a brand overnight, you do it by consistently communicating to the same audience over time. If you and your significant other stop talking, your relationship will end. If you stop communicating with your SOI and past clients, they forget you’re in real estate.
This isn’t theory, it’s mathematical.
- 10-15% of your network is moving this year
- 100% of your network knows someone they can refer you to.
- 60+% of business each and every year comes from referrals and repeat business.
- 76% of consumers use the first agent they speak to.
Memorize these numbers and get motivated by them. ATTENTION is the name of the game in a referral dominated business, which is what you are. Building a strong hyper local brand is crucial for a long lasting real estate business that is NOT dependent upon 3rd party lead sources YOU DON’T CONTROL.
The goal is very simple: don’t be a secret agent. Instead, be the first person they think of when real estate comes to mind. This is what building a strong personal brand accomplishes. Don’t overthink this whole video craze, it’s a lot easier than you think. You don’t need to know how to ASK for referrals, you need to know how to attract them.
Start creating VIDEOS and then place them in front of your database and local community because the majority of business is right in front of you!. The truth is that if you aren’t generating buzz around your brand, someone else is.