5 Ways Top Producers Expand Their Business Relationships

Maximize your outreach to past clients, your sphere and community to get better conversion results.

In a relationship business like real estate, it’s challenging to move tens of millions of dollars in sales volume a year when much of your time is spent cultivating trust with consumers. Three top producers recently shared how they’ve finessed their processes and customer outreach while maintaining work-life balance, even as their businesses grow rapidly. A panel of former 30 Under 30 honorees—who were recognized by the National Association of REALTORS® as being young leaders in the real estate profession—shared secrets to juggling their busy lives during a virtual NAR NXT UP! session moderated by Shannon King, GRI, broker-owner of Island Living Homes in Kailua, Hawaii.

Here are a few ideas they shared with attendees:

Set daily outreach tasks. Koki Adasi, CRS, an executive vice president at Compass Real Estate in the Washington, D.C., area, says it’s easy to succumb to the “always do more” mindset in real estate, which can result in long work hours and skewed work-life balance. He uses an EXCEL spreadsheet to set daily client outreach goals: He sends one video each day, such as a personal “happy birthday” message to a past client or a “thinking of you” message to his entire sphere; two handwritten notes; three CMAs to past clients; and he vows to make three phone calls to his sphere every day. “It’s a pretty simple list, but I do it consistently,” he says.

Boost your video library. Sarah Maiga, broker-owner of Maiga Homes Luxury Real Estate in Canton, Mich., has created a compilation of real estate videos—but not for gaining followers. Instead, she uses her videos to increase lead conversion and referrals. She has created a series of short videos covering a range of topics, including how to buy and sell simultaneously, purchase new construction, home buying 101 and downsizing resources. To increase efficiency, she uses a professional videographer to film a batch of 15 short videos at once, and then she releases one per week on her social media channels. “It helps get that face-to-face interaction and shows me as a market expert,” Maiga says. “People will find me on YouTube, and they almost treat me like I’m a celebrity.”

Be authentic in your marketing. Kadee French, a salesperson with Keller Williams Central Oklahoma in Edmond, Okla., features her beloved pet, Kiah, a Cavachon poodle, on social media. French’s dog has turned into a mascot for her business, and she creates funny memes or cards featuring Kiah dressed up in costumes to coordinate with holidays. Besides pictures of her pet, French focuses her social media use on reacting to her clients’ posts—like celebrating milestones such as a new baby—or featuring her involvement and volunteer work throughout the community. All three speakers at the NAR NXT UP! session said they get the highest engagements on social media posts that aren’t directly related to real estate. For example, Adasi features “Monday Morning Motivation” videos on his Instagram page.

Plan an event. Adasi hosts quarterly client appreciation events, such as a wine tour in Virginia, yacht tours in Annapolis, Md., or cooking classes in downtown Washington, D.C. He also will invite clients to smaller events centered around creating a memorable experience. For example, his brokerage has season NBA tickets for the Washington Wizards, using four tickets—along with VIP court access—over 41 games to treat clients. Check out other ideas for client appreciation events.

Embrace a give-back attitude. Whether it’s through volunteering or donating to charities on behalf of a clients, the panel shared the importance of volunteering and finding ways to give back to their communities. French is a member of the Junior League of Oklahoma City and volunteers at events for a senior residential facility (along with Kiah, who is a certified service dog). “It helps you get out and meet other people and create a strong bond with others,” French says. Maiga organized a “Dump and Donate” day, teaming up with the local police department, schools, Rotary Club and five other local charities to do a collection drive for furniture, clothes and food items. During the event, volunteers packed 13 trucks with donations. “It didn’t cost any money to organize, and it was a great service for the community,” French says. Need some ideas for your business? Check out community events that REALTORS® and associations hosted during last year’s REALTOR® Volunteer Days.