What's In A Name?

In my mind, the purpose of holding an open house isn't necessarily to sell the property in which the open house is held, but rather to solicit potential clients. It continues to astound me how few agents take advantage of this free marketing opportunity

Last Sunday I met a woman who was very enthusiastic about the home I was holding open. After a little fact finding, I learned that she had an agent, but was unhappy with the service she was receiving. Turns out the agent, her cousin, made her feel that she was a very low priority for him. That often happens when you enlist family for business purposes; they generally give you inferior service, knowing that you're not going to blow them off. She mentioned that the agent who handled her previous transaction had worked extremely hard for her, making the whole process enjoyable. They were not related!

In the real estate business, praise like that isn't heard very often, so I couldn't help but wonder why she wasn't dropping her cousin and calling her previous agent. When I asked, I heard the answer that I absolutely fear most about my own business..."Oh, I can't remember his name." Wow, no way around it, what a horrible indictment as to the previous realtors post-sale marketing approach.

Most people are terrible with names; forgetting them before the handshake is over. Most agents act as though the deal is over once the commission check's deposited. What a terrible combination; Poor memories plus bad follow-up.

Keeping your name in front of previous clients is quite possibly the single most important responsibility an agent has. Obtaining referrals from past clients, or listing the property of a previous buyer are just two of the potential benefits. Who can afford to miss out on that kind of business, simply for the lack of sending an occasional email or card?

The Rookie