You sent the letter out to everyone in your database, right?  If not, go back and get the letter out.

Without some sort of introduction to your database the next step will catch your database off guard and the results will be less than desirable.

Alright…let’s go deeper.

You’ve introduced your Customer Loyalty Program to your Database and now it is time to follow through.

Small promises, remember?

You will do two things at once here:

  1. Stay in Touch
  2. Gather Information

Set Yourself Up For Success

Success is not achieved on accident.  Instead it is created, manufactured…designed!

You are going to set yourself up for success with your Customer Loyalty Program by contacting your database again, within a short amount of time.

This time, you are going to ask for some information that will help you create your Customer Loyalty Program and provide value to your database at the same time.

You need to get some information about those in your database.  Here is the information you need and want:

  • Email Address
  • Phone Number
  • Birthdays
    • Spouses Birthday
    • Kids Birthdays
  • Spouse Name
  • Kids Names
  • Anniversary
  • Social Media Accounts

You're Important to Me

Your database is important to you and you need to let them know that.

You will send them another letter by mail.  This time the letter will refer back to your first letter and request the information you need.

People are busy so you need to make this as easy possible for them to complete.  You can do this in a couple of ways.

  1. Include a pre-addressed and postage paid envelope in the letter you are mailing them
  2. Provide a link to online form where they can complete the information online if they prefer
  3. Input as much information you already know about into the You’re Important to Me sheet so they don’t have to
You're Important to Me Letter with questions
MS Word
Download Word Doc
G Drive
Copy to Google Drive
You're Important to Me FORM
G Drive
Copy to Google Drive

Technology tools can be very helpful to you as you prepare and send this letter.

Once you have copied the Document to your Google Drive you can either install an extension that will allow you to merge your data into the document or download it and use Microsoft Word to do a mail merge.

Technologically challenged?  Do NOT let this stop you.  Either enter the information manually or hire someone to do it for you (for a very low cost).

Get a Shortlink for Your Form

Once you access the form and copy it to your Google Drive you will want to replace the social media links at the bottom with your own unique social media account links.  Do this by clicking on the six dots image in that section, then paste the URL from each of your social media accounts on the corresponding line.

The next step will be to get a link that you can include in your letter and make it easy for them to access.

The form link is quite long and full of random characters so to simplify it we will use the link shortener tool Bitly:

  • Open your form in Google Drive or Google Forms
  • Click on the SEND button at the top right
  • Click on the link icon next to “Send via”
  • Click “Copy”
  • Go to Bitly.com
  • Paste the link (ctrl-v or right click > Paste)
  • Click Shorten
  • Copy the shortened link and paste into the P.S. of your letter

Land, Sea & Air

The United States Military is a force to be reckoned with because they have the ability to attack from all directions…land, sea and air.

You should follow their lead!

  • Mail the Letter (LAND)
  • Email the Letter (SEA)
  • Call to Follow Up (AIR)

If you leave it up to your database to get the letter, complete the form and mail it back, you will be disappointed by the outcome.  Very few people will simply follow your instructions without a bit of encouragement.

The day you mail your letter you are going to call through your database to keep an eye out for it.  Yes!  Every. Single. Person.  Show you care!

You might be thinking, “There is no way I have time to call every person in my database.”  Well, the good news is, you don’t have to.

If you have a small enough database or you are just an overachiever looking for maximum results then call.  But if you don’t have the time use SlyBroadcast. [USE REFERRAL CODE: 25043f100 for 100 free credits]

SlyBroadcast allows you to record a message one time and send it out to hundreds of people’s voicemails all at the same time.

The day after your letter goes out in the mail you will send the same letter in an email (as the text of the email, not an attachment).  You can reference the fact that you mailed them the same information and to keep an eye out for it but to make it easy for them to reply you figured you would email it too.

Here is what it would look like:

[NAME(S)],

I hope you received my last letter.  If not I made a commitment to you.  A commitment to make you a priority and improve the service I provide to you.

I’m following through on that commitment today.

I’d like to stay in better contact with you, without being a nuisance.

To do that I need your help.

I recently popped a letter in the mail which you should be receiving any day now.  Included in that letter is a one page sheet with the information I am hoping to learn about you.  As much information as you are willing to share is appreciated. My goal is simply to recognize these special people and special days as part of my Customer Loyalty Program.

To make this easy I included a pre-addressed and postage paid return envelope for you so you can easily send it back to me.

But I thought it might be even easier if you could just answer those same questions in a quick online form.

[CLICK HERE TO ACCESS THE FORM]

That’s all for now.  But if there is anything I can do to be of service to you, your family, or anyone you know do not hesitate to reach out.

Until next time,

[YOUR NAME]
[YOUR CELL PHONE] (call or text me)
[YOUR EMAIL]
[YOUR WEBSITE]
[YOUR FB ACCOUNT]
[YOUR FB BIZ PAGE]
[YOUR INSTAGRAM ACCOUNT]
[YOUR LOGO]

Following Up

Even if you mail, email, and call not everyone will respond.

To get the best possible response we would suggest calling up to two additional times.  That may seem like you are being a pest but you will do so in a very nice and non-intrusive manner that your database will find pleasantly persistent.

Call Script

Call 7 days after letter mailed

Hi [name], this is [your name] with [your company].  How are you today?  I’m calling to follow up on a letter I mailed out to you recently.  I had requested some information and wanted to make sure you received it.  Do you recall seeing it

[YES]:  Great!  Do you think you will be able to take a few minutes to complete that information and send it back or would it be easier to run through those questions with you now?

[NO]:  No problem!  We all get so much mail these days.  I had reached out to gather some information for my Customer Loyalty Program and as a valued client of mine I was wondering if we could take about 60 seconds right now to do that?

Call Script

Call 14 days after letter mailed

Hi [name], this is [your name] with [your company] following up on a letter I had mailed out to you.  I’m sure you are busy and responding to my letter is not at the top of your priority list which is why I figured I would call and see if we could take just 60 seconds to get those questions answered.  Is now a good time?

If they are unable to talk when you call, or if you get voicemail, send them an email to respond to when they have time.

Right about now you might have some FEAR creeping in. You are fearful because of the UNKNOWN. Here is what to expect…not everyone will be responsive or willing to provide the information and that’s ok. (you’ll find out why in the next section).

So, don’t be fearful of their response and instead call with the best intentions of gathering the information so you can acknowledge their special people and special dates.  Remember…you are only asking for the information so you can give to them!

Acknowledge Responses

Acknowledging people who respond is CRITICAL!

They did what you asked, and you need to reward them for doing so.

It is not important the method in which you acknowledge their response.  In fact, it could be a simple call, text, email, SlyDial or handwritten note.

What is important is that you acknowledge it in some way so they know you got it and you appreciate them taking the time to do so.

You will also want to make sure that all the information you receive is added to your database so it can be found later as you implement the strategies of Database Gold.

You’ve heard of the 80/20 rule.  Now is the time to find the 20% of your database that has 80% of the opportunity for repeat & referral business.

You’ve introduced your Customer Loyalty Program.  You requested some information from your database.  You followed up multiple times and in multiple ways.

Some responded and some did not.  And that’s ok.  In fact, it is a good thing!

The reason it is a good thing some people did not respond is because it is an indicator of who your 20% are.

Who are They?

There are two recommended ways to identify your 20%:

  1. Who responded to your information request?
  2. Who have you received a referral from in the most recent 24 months?

The goal here is to end up with about 20% of your database by the end.  We are going to do a few steps to get there starting with a larger group (hopefully) and then continuing to qualify further until we are within 15% to 25% of your total database.

First of all, count up every person who responded to your request for information.  

Next, identify everyone in your database who has referred you in the most recent 24 months.

Add up these two groups of people accounting for any duplicates (meaning they responded and referred you).  Determine what percentage of your database responded and/or referred you. (simply divide that number of people by the total number of people in your database)

What your percentage?

  • Less than 10% or 30 people
    • You need to find more people to include.  You can continue to follow up with your database to get more responses, expand referrals out to 36 or even 48 months, or include your entire database (if it is less than 100)
  • Between 10% and 30%
    • This is the sweet spot and where most people (about 80% – the 80/20 rule at play) will end up.  If this is the case for you, you’re ready to move forward with your 20% identified.
  • Over 30% or over 200 people
    • You’ve got a very responsive database and that is fantastic news for you!  But it will be important to reduce this group, closer to 20%.  First, start by removing those that responded but have not referred.  If that still does not get you below 30%, then reduce the timeframe in which you have received a referral from 24 months to 12 months.  If you still need to reduce the size of the group increase the number of referrals received incrementally until you get to 30% or less identified.

Perfect, you’ve got your 20%.  Mark or classify these people in your database in some way so you can sort or filter later and find them.  You will need to know who these people are as we continue forward with Database Gold.

Now What?

With your 20% identified you are going to invest some energy into deepening relationships with these people.

The best method of building a relationship is face to face and that is the next thing you will do with your top 20%.

Call every person in your 20% and request a quick 15-20 minute get-together.  Meet at a coffee shop, their office, their home or even your office.  The location doesn’t really matter.  What matters is getting face to face, so make it as easy and convenient on them as possible.

Call Script

Hi [name], this is [your name] with [your company].  I’m calling to thank you personally for responding to my recent letter and request for some additional information about you.  Do you have about 60 seconds?

Great, as I mentioned in the first letter I mailed to you it is my goal to provide amazing service to my clients.  I believe one of the best ways I can do that is by finding out what’s going on in the lives of my clients, like you.

I would like to get together for 15 minutes or so in the next 30 days.  Is that something you would be open to?

Voicemail Script

Hi [name], this is [your name] with [your company].  I have something important I was hoping to talk with you about.  When you have about 60 seconds to talk can you give me a call at [###-###-####].  Again this is [your name] with [your company].  [###-###-####].  Talk with you soon.

Reach out up to three times (over a period of three weeks) via phone and consider sending emails and/or texts as well to set as many meetings as you can.

Some will meet and some won’t.

Don’t worry so much about the outcome as much as you are connecting with your database in a meaningful way that shows you are interested in them.

The meeting

Your #1 objective during the meeting with your 20% is to identify pain or pleasure.

Here are some recommended questions:

  • What is the #1 challenge you are facing right now? (in life)
  • If you could wave a magic wand and change something you are experiencing right now what would you change?
  • Tell me about something you are looking forward to in the next 12 months.
  • Do you have any vacations or special events planned?
  • What has been the biggest frustration associated with your current home?
  • What information would be valuable to you as a homeowner (maintenance tips, remodeling suggestions, recommended professionals, home automation, etc.)?

Have other ideas?  Go for it!

You are looking for ways to provide valuable information or resources to your entire database.  You will use the responses you get from these meetings to help in future calls, emails or mailers.

The best way to maintain your database marketing plan is to create a system you follow that makes it quick and easy to introduce new customers into your Customer Loyalty Program.

This is why we will create a Year One Plan.

Your Year One Plan

From here forward every new client will be added to your Year One Plan.

During the first year your objective is to provide the same, or even greater, level of service as you do to your 20%.  This will allow you to identify which of your new clients belong in your 20%.

Here is what the Year One Plan looks like:

2 Week Post Close Call

Most customer do not expect to hear from you after closing.  By making a call a couple of weeks after they’ve closed you will surprise them, in a good way.

During this call your goal is to let them know how much you appreciated the opportunity to work with them, answer any questions they have, introduce your Customer Loyalty Program and gather the You’re Important to Me information.

Call Script

Hi [name], this is [your name] with [your company].  It’s been a couple of weeks since closing and I find it is a good time to check in and see how things are going now that the dust has settled, both figuratively and literally.

Do you have any questions that have come up since closing I can answer for you?

I want you to know how much I appreciated the opportunity to work with you and let you know even though we are now closed I’m not going anywhere.  Utilize me as a resource for anything you may need, even if it is not real estate related.

From here forward I will stay in touch and I would like to get a few pieces of information from you that will help me do that.

3 Month Post Close Call

Do you remember the RAS?  The Reticular Activating System?

You activated this during your 2 week post close call with a subtle statement at the end of your call. If you followed the recommended call script you said, “I know that if I take great care of my clients, like you, they will take great care of me through referrals…”

After going through a transaction with you and the subtle reminders you activate their RAS so they will notice others who are considering it too.  3 months after closing is a great opportunity to identify any referrals your clients may have.

Call Script

Hi [name], this is [your name] with [your company].   wanted to ask you a quick question and should only take about 60 seconds.  Is now a good time?

Wonderful.  I wanted to ask you for a favor, ok?  When people [buy/sell] a home I find that they start noticing others who are considering [buying/selling].  Would you be willing to let me know when you hear of anyone looking to buy or sell so I can introduce myself and see if I can help them too?

Thank you so much.  The best way to let me know is by [call/text/email].  In the meantime I will continue to look for every opportunity I can to continue being of service to you.

6 Month Post Close Call

It is easy to check in a couple times after closing.  True professionals separate themselves by consistent and systematic follow up.

Your check in call at 6 months is to provide resources as a true professional by sharing your connections with them.  At this point after closing many clients will need a referral and you are the perfect person to assist them.

Call Script

Hi [name], this is [your name] with [your company].  How have you been?

I’m calling to make sure everything is going well for you and your family and to find out if you are in need of any referrals.  I’ve worked hard to grow a network of top-notch professionals I can refer to my clients so they are well taken care of.  Whether you need a lawn service, house cleaner, handy man, plumber or a babysitter, I’ve got someone for you!  Do you need a referral to anyone at this time?

9 Month Post Close Call

The best way to stay in touch with your database is with information they want and need.  The best way to figure out what they want and need is to ask!

Just like you did with your top 20%, you will spend some time during your 9 month call to find their pain and pleasure.  Here are those questions you could ask:

  • What is the #1 challenge you are facing right now? (in life)
  • If you could wave a magic wand and change something you are experiencing right now what would you change?
  • Tell me about something you are looking forward to in the next 12 months.
  • Do you have any vacations or special events planned?
  • What has been the biggest frustration associated with your current home?
  • What information would be valuable to you as a homeowner (maintenance tips, remodeling suggestions, recommended professionals, home automation, etc.)?
Call Script

Hi [name], this is [your name] with [your company].  I wanted to ask you some questions that will help me provide you with a high level of service as part of my Customer Loyalty Program.  Do you have a few minutes? 

[ask questions]

Thank you.  This will help me deliver valuable information to you.  And I know that if I take great care of my clients, like you, they will take care of me through referrals of anyone looking to buy or sell a home.

Voicemail

You’re going to get voicemail.  Probably more often than you actually get someone on the phone.  Knowing this you should have a strategy that makes voicemail as productive as possible.

Here are two recommended voicemail scripts depending on your preference:

Voicemail Script

Hi [name], this is [your name] with [your company].  When you have a few minutes to talk can you give me a call.  I have something important I want to talk with you about.  My phone number is [###-###-####].  Again this is [your name] with [your company].  [###-###-####].  Talk with you soon.

Voicemail Script

Hi [name], this is [your name] with [your company].  I wanted to talk with you about [main point of the call] but I missed you.  I will send you an email in case that is an easier way to respond but if you have a minute to call me back I can be reached at [###-###-####].  Again this is [your name] with [your company].  [###-###-####].  Talk with you soon.

TAKE ACTION!

Estimated Investment