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Start 2021 With Fresh Business Planning Tips and Scripts

Real estate speaker, trainer, and author Monica Reynolds shares best practices for setting goals and a script for reaching out to past clients.

December 18, 2020

Key Takeaways:

  • It’s never too late to reach out to a past client you haven’t talked to in a while.
  • Approach your sphere by being of service to them.
  • Outline professional and personal growth plans.

You may never be happier to see a year end. But as you turn the page from 2020 and start to create your 2021 business plan, consider these tips for setting new goals and harnessing your database. If you already have a business plan for next year, start implementing it now using some suggested scripts for calls to past clients in the new year. “The biggest challenge for most agents is reaching out to clients who they haven’t talked to in a long time,” says Monica Reynolds, vice president of Keller Williams Realty’s coaching division.

While the real estate market is cooking across much of the country, no past client or lead should be taken for granted. Reynolds touts the acronym RER: relationships, experience, results. “In this day and age, everyone has a lot of choices; it’s about the relationship,” she says.

Reynolds suggests reaching out to past clients at least once a quarter to check in, and that contact is more significant this year than ever. With many people experiencing hardships or isolation due to the COVID-19 pandemic, it’s important to show that you care. Reynolds offers her tips and scripts below to help real estate pros connect with their spheres during these challenging times and get a plan in shape for the year ahead.

Intent of Care Calls

Before you pick up the phone, Reynolds advises thinking through these points:

· How can you truly be of service to this person?

· Ask a series of questions to identify a core challenge in their life that you can help with.

· Listen deeply for cues in what they say.

· If time allows, and if applicable to the conversation on the call, discuss local real estate market conditions.

· If appropriate, ask if there are real estate options they may want to know more about.

Sample Care Call Script

Reynolds recommends this script for reaching out to clients during the new year.

Hello. It’s [NAME] with [COMPANY].

I am so glad that I caught you. Do you have a couple of minutes?

The purpose of my call is to wish you a happy new year!

  • How are you doing?
  • How is your family?
  • Is everything going well at your job? (Or, is everything going well with your business/company?)

Some questions may offer a natural segue into a conversation about real estate.

  • Do you have any questions about this red-hot seller’s market?
  • Have you recently compared the value of your home with price trends in the market?
  • Do you know if your home insurance has kept pace with the market value of your home?
  • Have you seen the latest mortgage rates? You might be able to save money on your monthly payment.

Thank you for your time. I would love to ask you a favor.

My business is based on referrals from great people like you. Who do you know who is thinking about buying or selling a home? I would love to help anyone you know. Thank you for thinking about that.

And if you, your family, or anyone you know is going through a challenging time, please let me know. I will do what I can to help find resources and answers. Please always consider me a resource for anything. I would love to help!

Happy New Year!

Business Planning for 2021

Reynolds also has five tips for the goal-setting component of your business plan for the upcoming year.

  1. Analyze your business in 2020. What were your biggest sources of leads? How much did you spend on marketing? What went right and what needs adjusting? Newer agents who don’t have a full year under their belts should be purposeful in finding leads. Reynolds suggests focusing on people you easily connect with, such as those from your place of worship or previous workplaces, parents from your kids’ sports teams, or your Facebook contacts.
  2. Write your goals down and make them visible in your office. First, take a 2021 calendar and circle your days off. Prioritize your family, she says, and don’t put them last. Then, fill out a business plan that includes how many contacts, listings, and sales you’ll need to meet your monthly, quarterly, and annual financial goals.
  3. Create a daily/weekly work schedule that supports your goals. Make sure you put a dollar sign next to activities that produce income, Reynolds says, such as lead generation, client follow-up, contract writing, roleplaying, and building new skills.
  4. Write a marketing plan for each of your sources of business. Reynolds recommends concentrating on the four business sources that work for you, such as social media, geographic farming, expired listings, new-home construction, etc.
  5. Outline professional and personal growth plans. A professional growth plan may include such goals as reading two books a month, taking a class, getting a designation, or attending a seminar or conference. Personal goals may include scheduling a date night with your spouse every Friday, a kid day every Saturday, pursuing a hobby or interest, or creating a savings plan.

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