You might know someone who would like to get more new business.
Below is a letter I received from a new agent asking for advice on how to get started. He just returned from the Main Event and he wanted a great letter to send to his friends and family members.
I asked him what his plan was, he told me.
I didn't want to tell him that if he did what he was planning on doing he would be out of the business in one year, but I had to tell him the truth.
Maybe you will read my advice, maybe you won't, and I am curious what advice you would have given him.
Perhaps you will even share your comments with me - thanks!
His Letter To Me
Thanks for your inspiring wisdom and love for life.
The By Referral Only system is a small fraction of the knowledge that I have taken back to Milwaukee, WI.
Your personal stories and ability to eloquently and fluidly speak with a
strong but non-intimidating presence wows me!
Enough about you, we must concentrate on me now. I need your help.
I just got my real estate license. I’m struggling to get started.
My broker has recommended that he send a letter to all my friends, family and contacts to let them know I’m now licensed to sell real estate.
I have over 250 names, addresses and phone numbers of people to whom he could send his letter. I feel 'funny' about his strategy. Why does he have to introduce me to people I already know?
There must be a better way.
Last week at the Main Event in Chicago I heard you talk about how to focus on the skills that you have to offer clients instead of promoting yourself as just another real estate agent.
I loved your line, “The world does not need another agent.” In our town there is one agent for every 150 people.
If I tell you a little about my past profession, would you help me write a letter that I could then send out to my list of 250 people?
Obviously your time and expertise are extremely valuable and I promise that I will repay you by referring every agent and lender with whom I come in contact.
Joe, even if you don’t respond to my request, I will be a huge advocate for the Main Event. It was a life-changing experience.
Here is a little background on me. Thank you in advance for helping me.
In my past life, I was in pharmaceutical sales. I did that for 6 years. My strengths are my attention to detail, ability to communicate clearly, and my selling skills. I really know how to influence others effectively.
Joe, I know that is not a lot to work with, but I watched you several times during the Main Event help participants write letters, postcards and emails. From the little I have told you, what kind of letter would you send out?
Thanks for the life changing experience.
You're surely welcome for the 'changing your life' thing.
I’m delighted to help.
Instinctively, you’re right on about your broker sending a letter to your list introducing you as a real estate agent.
Feel good, you decided well. Undoubtedly, it is one of the most ridiculous strategies used in the real estate and mortgage business. Imagine receiving a letter from a person you don’t know telling you all about a person you already know!
Frankly, it makes no sense at all even though this practice has been used for years in our industry as one more of those 'just do something’ approaches to business.
You made a great decision to ask me to you write your letter. Luckily for you, I will now save you from that huge mistake. Remarkably, it is the type of mistake that could cost you thousands of future dollars and you would not even know how damaging it could be.
I am curious, let me ask you something. What is the purpose of sending a letter to your relationship base?
You might be asking, what do I mean by relationship base?
A relationship base is a list of names, addresses and phone numbers of people who like you, trust you and in many cases love you.
Are you communicating to the people who like you, trust you and love you in a way that says, “ I like you, I trust you and I love you?”
It’s a good question, is it not?
Maybe you will commit right now that you will never have your broker write some generic letter that is sent out as a mass mailing to your most valuable asset – your relationship base.
Maybe you won't make that committment,if not, consider this.
Since we know there is already built in resistance towards sales professionals, you need to do everything you can to establish, build and maintain a high level of trust throughout your first communication to your relationship base.
What would it be like to feel confident telling your clients what skills you have to serve them.
Because you are a smart man, you know what people are saying when they read a letter from you.
As you sit there reading this letter I am writing to you, you're saying the same thing the people you send a leter too -- people are saying, you are saying “What value will I get frome reading this letter?"
The reader of your letter is saying, “So what, you’re now in the real estate or mortgage business. What value does that add to my life?”
You must answer that question specifically, clearly, and quickly to establish, build and maintain trust while they read your letter.
Here is what you do.
Since you’re new to the business it means you did something before real estate. I don’t care what you did - you developed skills.
If you were a housewife, a mother, a painter, a mechanic, a postal worker, it does not matter. You have developed unique skills that can benefit the people in your relationship base.
Maybe you were a skilled listener, a compassionate teacher, a focused manager, a loving mother and persuasive insurance agent. List three specific skills you really developed.
Just thinking about this makes you now feel more self-assured, confident and purposeful.
When you are writing your letter of introduction, you choose to write with 'juice' that comes from your most authentic voice. Because you watched me help several agents do this at the Main Event, it tells me that you were smart enough to have three skills.
Let me write you a suggested letter that you can send out to your base of 250 people.
Remember when you write your letter that you are writing as if only one person is receiving it.
You are not sending it to a list of people. You are sending it to 250 people who like, trust and in many cases love you.
Magic Words That Get Referrals
Dear (their first name),
It feels good to write to you about the exciting things happening in my career.
After six productive years in the pharmaceutical business, I have made a decision to change industries so I could best serve you.
With you in mind, I consciously examined my unique skill sets and asked myself the question, “How can I use my God given talents to best serve?”
(First name) I have chosen the real estate industry and here are three
extremely important skills that I found in my inventory that will most surely benefit you.
1. Rely On Me To Pay Attention To Details
Definitely in the pharmaceutical industry I had to manage multiple projects and handle many different complex issues simultaneously while making sure every “i” was dotted and every “t” was crossed.
You’ve heard the old saying, “The devil is in the details.” Luckily for you, I love to make sure that every issue is handled completely and thoroughly. This is certainly a critical skill for you to have representing you in all of your real estate transactions!
2. Feel Good About My Skills To Communicate
I know how to skillfully communicate with a variety of different levels of people. I confidently talk with doctors of many specialties -infectious disease, general surgeons, internal medicine – as well as pharmacists, nurses, and all types of different people in different scenarios and in different situations.
The ability to effectively communicate is absolutely one of the most critical skills you want anyone representing you to have finely honed. It is virtually impossible to succeed as your real estate consultant without this skill.
3. Be Confident That I Influence Others Positively
Rest assured that I have the ability to influence and persuade people.
Actually, you can feel good about how I help others make good decisions.
I am naturally a very good consultant. Frankly, you can trust that I will treat your money like it is my own.
(First Name) I choose to be your real estate consultant for life.
(First name), I looked at my 3 skills: my ability to organize, my ability to communicate, and my ability to influence. I bring my skills to you by being your real estate consultant. You will benefit tremendously when I serve you and meet your real estate needs by using these skills.
I believe the real estate industry does not need another real estate agent, but it does need somebody who is detail orientated, somebody who is a great communicator and somebody who is really strong at influencing others.
The next time you are in a conversation with a friend or family member who is in need of someone who is well organized, somebody who can really communicate in a powerful way and somebody who can get the job done while influencing and persuading people to achieve their outcome, call me!
I will be the person that you would want to recommend for advice on all your local and national real estate needs. Enclosed is my new business card. I look forward to talking to you soon.
Very truly yours,
Your Real Estate Consultant for life
I have an assignment for you – answer the following questions. What skills do you have that make you a vital contributor to the real estate or mortgage business?
What three skills do you possess that would benefit your friends and family members?
Once you have your three skills, use my template as a way to craft a letter to those people you have never communicated to before and explain why you got into this business.
Remind people of the skills you have that make you a more valuable consultant.
Most importantly, remind yourself of the skills you have that help others.
What would it be like to get personal coaching like this - call 800-950-7325