Maximizing Women's Council's Referral Network
One of the greatest benefits of membership in Women's Council of REALTORS® is our unique referral network. When you take the time to complete your free Member Expertise Profile on WCR.org, it opens doors of opportunity to network with REALTORS® across the nation for referral business and much more.
But just your name, address and photo won’t do it for you. And if your info is not up to date in your online profile, how are you going to get the business? When I refer business to another Women's Council member, there are many things I want to know, such as areas served, expertise, credentials and his or her involvement with Women's Council and other organizations, as well as how he or she works with clients.
Most of this information can be included in your profile. However, it's more difficult to gauge how you work with clients. So a phone call is in order. On my call regarding a prospective referral, I need confirmation that this individual or family will be treated as a valued client and that the transaction will be handled with care. I must trust my fellow Women's Council member to create a positive experience for my client.
This means a contact will be made, an understanding of the home selling or buying process will be communicated in a manner in which the client is most comfortable and that follow through with the client will take place. I expect communication with me, the referring agent, while this relationship is being established. Communication when my client is in contract and when the closing is eminent is also a must. I also want to know if this is not a good fit or if the client has a change of heart – or perhaps did not even return your communications to them. Good or bad, I want communication.
With these things in place we are ready to do business!
Leverage is essential in advertising. ROI is also important in business marketing. You can make lasting business connections by attending your state, regional and national meetings through Women's Council. This is where you get the best opportunity to meet other members face to face and get a taste of their different personalities for future reference.
But leverage is weak in this scenario; you can only meet so many people in a short period of time. Why not leverage your meetings on a continual basis by creating a drip campaign to the members you are most likely to include in future referrals?
Create a database of members you meet and "connect" with them on a regular basis. All of those cards you collected at the meetings can turn into revenue if managed through a professional client database. By staying "top of mind" with those members who are most likely to send referrals to your area, you can increase your leverage and bottom line.
Another idea for utilizing this referral database is "exchange of value." By this, I mean there are times when I need information or resources in my business. Maybe I need a good marketing manager, bookkeeper or virtual assistant. Maybe I'm not sure about staying with a big broker and would like to hear some first-hand experiences about obtaining a broker’s license or E&O insurance. I can always use this network as a resource for information, ideas and suggestions for a better way of conducting business.
Be creative! Use this valuable Women's Council benefit to your advantage. It is a resource at your fingertips and can help leverage your marketing efforts and give you a very nice return on investment. Make it happen for your business.
Sherri Souza, CRS, GRI, PMN
Independent Women Brokers
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