The vast majority of top producing listing agents report that they obtain most of their listings through referrals. The top producers have a system for obtaining referrals. They do not let this important activity happen by chance. A system such as this would revolve around keeping in touch with your sphere of influence. An agent’s sphere of influence would include his or her:

q Personal contacts
q Previous clients
q Previous prospects
q Coworkers (present and previous)
q Association/Organizational contacts
q Professionals
q Vendors

Many top agents have built databases of thousands which they contact on a regular basis. The database itself is only the foundation upon which the system is based. It is the implementation of an activity taken to produce referrals that is most important. The system determines how often, by what method, and with what medium contacts with the sphere are to take place.

The contact must include something that will induce the production of referrals. This may translate into a specific offer (we will speak about possible offers in subsequent letters), the introduction of educational information (such as an article on readying your home for sale) or keeping your contacts informed with regard to homes on the market (such as your next open house). The most important thing is to make sure that you communicate that you are looking for good listings and that you have willing purchasers. Create the idea that you can fill the need.

If you do not have a comprehensive database, I have been able to help my real estate clients by introducing them to software and systems designed to house and utilize these databases. Let me know if you need my help in this regard.