To understand the importance of business referrals, take a moment to read this story about James.
James is a friend who is an extraordinarily successful realtor. Some years ago he found a house for us, did a good job or organising the whole deal and we went our separate ways.
At least for a while!
Every three months, regular as clockwork, James sends us a handwritten greeting card. I'm sure he sends pretty much the same cards to everyone, but that's not the point.
He actually sends them - THAT's the point.
And while most other realtors are sucking their thumbs and whining about how bad life is, James keeps on selling, selling, selling.
I had a coffee with him a couple weeks ago and I asked him how his business was doing, in a flat market.
"What flat market?" he said. Business is getting better and better, year after year. In fact for James, every single year was better then the previous year.
So what's James' secret?
"It's the cards", he said.
"I remember Tom Hopkins saying how within 3 years of becoming a realtor, ALL of his business came from referrals. And the vast majority of those referrals came because he religiously sent out handwritten cards. Thank you cards, birthday cards. New Year's cards. Cards for ANY reason. He just kept on sending 'em. So I do too, and I get exactly the same results."
Pretty simple!
So, when I'm standing around a barbecue with a beer and a friend asks if I know a good realtor, guess who I recommend? And remember, we only ever had one transaction with James, but I, along with many other people, send him constant business.
Why? Because James is ALWAYS top-of-mind when it comes to real estate. Because he sends us cards!
AND, James could be in any business, and he'd have the same success. Finance broker, lawn mowing contractor, hairdresser, accountant, restaurateur. Doesn't matter - the principle's identical. Keep top-of-mind by sending heartfelt greeting cards, over and over.
So if this is such a bright idea, why don't more businesses and sales people do this?
Well, primary reason is that most sales people are lazy!
But for those who aren't, the main reason is that it's too hard, too expensive and too complicated. But not any more. Sending custom written cards, with your own handwriting, sent in an envelope with a real stamp, straight from your computer, is now possible.
