Cyber Realtor Relocation

The 6 step system for you to compete with the big relocation firms in attracting relocation business while providing your clients with outstanding customer service.

Increasingly important to our business is real estate specialization. This article focuses on becoming a relocation specialist by using technology. If we are going to compete in the new fast paced world of relocation including real estate internet sites, large national corporations, and 3^rd party service companies with high referral fees, we will need to think through our strategy, develop a plan, and implement a system to provide contact follow-up. These are essential ingredients to attract and keep potential relocation clients.

The following are some great ideas and revelations on how one agent, such as yourself can develop an edge over the competition and a system to create an excellent income in residential real estate relocation.

Step1 Define Your Goals

Ok, so you have decided to develop another pillar of business income by attracting and servicing buyers who are relocating to your area from another state, now what? First you will need to sit down and ask yourself a few really important questions like: How many clients can I handle? What are my options for attracting clients? How do I provide them with outstanding customer service so they are wowed and will let all their friends and family (sounds like an MCI commercial) know that you are the one to help them too? What can and will you do in your business to separate you from other Realtors with similar ideas? How much income would you like to generate in relocation income this year?

These are some very basic questions to ask yourself, however they are very important and fundamental to your success in working with this part of the market.

Step 2 Set Up a Web Site

The best way I have found to attract relocation clients is to set up a good web site. This is a must as there are millions of people searching for a good agent on the Internet to handle their move. You should include information on your area, moving and buying tips, a way for the buyer to search new and existing properties, make it easy for them to fill out forms to request a free relocation package, monthly newsletter, and property information, and most critical get a direct 800 Toll Free number.

Now about the 800 number, make sure you display it prominently on the top of every page of your web site. By the way, this goes ditto for the words "Free Relocation Package" which should be linked to your relocation information form, put these two items everywhere on your site. I can not stress how important this is to the success of your web site and relocation business. In fact, I am such a firm believer that if you are unwilling to pay the small cost of having your direct Toll Free phone number-not your companies Toll Free number that you may as well not even create your own web site.

The web site does not have to be fancy, just functional. I could write a whole article on web site design here, but I will refrain from doing so, because I want to concentrate on the development of your relocation business. You don’t need to be a technology wizard, but you will need basic internet skills including using email and email attachments, browsing the internet, and sending MLS property data and photos by email.

The best way to do this is to ask around to find a local techie and/or web site designer, sit down with them, and pay them to set you up with what you will need and train you to get you up and running.

Step 3 Find a Referral Partner

After the web site is done you will need to find a referral partner to help you pay for all the relocation packages you will be sending out. One of the best partners to have is your local or nationwide bank. Just give them a call and ask if they send out relocation packages. If they do, then make sure they will include anything you want to send to the potential transferee, such as a personal letter, other information on the area, your personal brochure, etc. Most banks will provide this service for free to attract a potential new source of banking clients. Other partners could be a mortgage company or title company that you do a lot of business with. In either case your relocation packages should not cost you any money except for the cost of your personal brochures and other personalized items that you include.

Step 4 Develop a Team

Here comes the system. While you are out showing homes, taking listings, and negotiating contracts-sounds like fun-huh-your system will sort, sift, fulfill your relocation requests, follow-up, and inform you when a client is on their way to town and are ready for you to work with them one on one. Does this sound like a dream come true? Well I am here to say it is easier than you think. Initially you don’t have to have anyone helping you, however it would be much more efficient for you if you did.

The points of difference that you could use help with: Checking your email on a regular basis for filled out Free Relocation package forms, filling out and faxing or dropping off the bank’s relo. package request form and the other information you will want to include with every package, entering the information in your contact management program such as Prep or Top Producer, sending out a personalized email immediately letting the client know the package has been ordered, following up with specific properties that fit the clients needs, setting up a referral on the clients current out of state residence for the listing side with another agent for a fee, and other follow-up items.

I have assigned the above tasks to my office administrator and customer service coordinator. Depending upon your operation and the other tasks these team members are helping you with will determine if they should be part time or full time. These people are very important to your business and should always be treated with the respect they deserve. When you are not in the office they represent you to your clients.

Step 5 Follow-up

You have heard it before and will probably hear it again and again, attracting clients to you is only part of the process. Due to the competitive nature of the real estate business, the associate who is still left standing (and communicating) with the client, when they make their final decision, sell their existing home, get approved for a mortgage or finally get accepted for the job transfer, is the associate that will have earned the right to be the chosen one. That is, the agent that will earn a commission by the client using them to purchase their next home. Which is your sole purpose in doing all the above set up, work, and follow through. On the other hand, if you have dropped the ball, you will have no client to work with and the process will have cost you both time and money.

To follow-up, use email as much as possible to keep your costs down. For those of you who do not know , email is virtually a free way to communicate, other than the cost of your Internet Service Provider (ISP), for about $20 a month. Write an 8-letter action plan, and send one letter every two weeks to each person. This will help you stay in touch for 4 months. The best content for the letters are home buying tips, interest rate and financial information, new home resources, and local articles of interest such as school and community information.

Also, send a monthly email to all your clients that provides them with timely real estate information and resources. This will help you stay in touch indefinitely until they either relocate to your area or ask you to take them off your newsletter list because they have decided not to move to your area. Either way you will not drop the ball. Periodically send them updates on property information that matches their criteria and call them once every few weeks or months depending upon their time frame to move and motivation. This will help you build a personal relationship before they even arrive in town.

Step 6 Provide Outstanding Client Service

After they arrive in town you will need to fulfill and live up to the service you have promised to provide them. When the relocating clients arrive, if they are not familiar with the area, they will want to see what your city has to offer them. You will need to be knowledgeable in schools, churches and synagogues, industry, shopping, cultural activities, health facilities, etc. Another great thing to do is show them neighborhoods first before you do lots of research. Always remember that even though a client may seem unrealistic at first with the type of house or price range that they are looking for, this is only because they are not familiar with the area. Do not be surprised if they raise the price range or lower their property expectations soon after they arrive, start looking for their dream home, and build confidence and trust in your capabilities as an effective associate to represent them.

They may have special needs that they would like you to help them with. Be prepared to provide all the utility, insurance, home inspection, school registry, and drivers license information as soon as they contract for their next home with you. It is even better if you help them set up the utilities because more than likely they will be going back to where they currently live prior to closing. Providing this outstanding customer service is sure to earn you a client for life and a potential listing in a few years should they decide to purchase another property at that time, further building your relationship.

In Summary:

• Step 1 Define Your Goals
• Step 2 Set up a Web Site
• Step 3 Find a Referral Partner
• Step 4 Develop a Team
• Step 5 Follow-up
• Step 6 Provide Outstanding Client Service

Even with technology on a rise, the core of your business will be built from the people you know that have personal relationships with you. Remember in order for you to be successful, the relocation client’s have to be successful, and it needs to be a win-win situation for everyone.