My approach to servicing relocation clients has always been to set the team up for success.
In fact, I like to say I don’t run a brokerage, I run a “teamage.” The distinction is very important. As a non-competing broker, I bring the best resources, support and staff to our agents to create an optimal partnership.
We have REO relationships with HUD, Freddie Mac, hedge funds and banks and have set up staff, systems and technology to support this specific line of business. We have done the same for our relocation business.
The key to success in servicing these accounts is conversion. Everyone is constantly scored on how leads are handled.
In addition to daily huddles with agents to work through immediate issues, we also have monthly reviews with our agents to review performance. This provides an opportunity to notice any trends in terms of ratings and conversions and deliver tailored assistance to keep each agent at the top of their game.
Delivering the right resources
Identifying pain points is part of our daily and monthly check-ins with our agents. We recently introduced three tools to address the consistent challenges our agents were having. These include a listing presentation tool, a comprehensive listings search tool, an agent follow-up tool.
- A compelling listing presenation. While we receive leads from our partners, we need to convince clients to work with us. A compelling listing presentation plays a big role. That’s why we have a web-based, plug-and-play template that allows agents to quickly drag and drop elements to create a personalized presentation for each lead.
These include an introductory video from the agent, background on our company, the social media and digital assets we use to promote listings, our staging guide and a CMA. Agents can email the presentation to clients and are alerted when the client opens the link.
Agents also receive information about how much time clients spend on each section, which can help agents understand what is most important to each client. In addition, insights into client activities can help inform follow-up communications specific to the listing presentation.
- Custom listing searches. Once a client agrees to work with us, finding them the right home helps convert the lead. Our agents enroll their leads into a custom listings search tool that alerts them to client activity, such as changing search parameters.
The real benefit to our agents is that the program creates what I call a sandbox for clients to stay in during their search. It keeps clients connected with the agent and limits breakage. In 2021, we found that agents who used this tool had the highest conversion rates.
- Nurture leads with consistent follow up. One of the ways we nurture leads is through consistent and personalized follow up. A robust CRM lets us import all of our leads from multiple sources, organize agent emails by lead to avoid searching through the inbox, set up drip campaigns, use proven templates, and batch send emails. The result is a highly efficient cultivation tool that supports conversion.
Understanding the playing field
Coming from a mindset of abundance, I seek to share what I have learned. In that process, I developed a collaborative network of like-minded brokers who regularly share their insights and best practices. From Facebook groups to mastermind groups, I have been able to gather actionable information to help my company be better.
I open my book of business to colleagues and host them in my offices for in-person sessions. This focus on creating rather than competing has become our company’s hallmark. Instead of hoarding our success, my thinking is, “the more, the merrier.”
From working as a team within our company to teaming up with colleagues across the country, we have found great success in a collaborative approach. We, like most, are looking for a win for our clients, and we have found that a team approach is truly a winning strategy.
Susan Jenkins, Ph.D., is the broker/owner of Better Homes and Gardens Real Estate Native American Group and was named a 2021 RealTrend GameChanger.
