Outbound Referrals Impossible? Not So Fast

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RISMEDIA-NRRE VOL 16-2 March 2000

Outbound Referrals Impossible? Not So fast

Deirdre Lane, Relocation Director, Preferred Properties, Greenwich, Conn.

>With the everyday pressures of being a real estate agent, referring out to other companies usually is not a priority. As an award-winning outbound coordinator, and presently a relocation director, I understand the importance of outgoing referrals. It keeps our network ticking and those incoming referrals coming. Every agent should participate. But how do we as relocation directors and coordinators do this? Here is some insight, which has worked for me.

It is up to you to be enthusiastic at all times. It may seem menial to you, but time and time again I heard how great it was from our agents to have someone in the outgoing referral position with such a positive attitude. Make it fun and rewarding to call in with an outbound referral.

Make sure your agents are aware of the reason these referrals are so important to them personally as well as your company. Most agents ? new or experienced ? have no idea why these referrals are of such importance. We all belong to a “network” where we are required to send outbound referrals. Goals are set by these “networks” to be reached every year, and your competitors take notice. Newer agents can see this as a quick way to make money. You don’t have to be on a “relocation list” to send referrals and receive a referral check.

Whether you have five or 50 offices, you should visit these offices at least twice a year. Explain to them why these referrals are necessary to receive more incoming business. They must put a face with a phone call. If you are just sending faxes asking for referrals, it is not going to work. They must know you personally, as it becomes personal for the agents. Ask managers for 10 minutes at an office meeting. Share success stories, talk dollars. For instance, the average referral check is $1,200 for Fairfield County, Conn. Let them know that with just one phone call to you, three or four months later they can receive a check that they probably forgot about by then. Leave them your card, attached to a colorful flyer explaining the outbound referral process. No matter how many times you explain this, it is always good for agents to have a quick reference check and a reminder.

Contests ? These are important no matter how much you think they are not. Run a contest every three months or so. Don’t have them go on too long, they lose their steam. One per season is always good. If it is possible, have the manager talk about this contest at their next office meeting, and make sure you send out a beautiful, colorful flyer. Once again, a black and white fax being sent announcing a contest, is not going to get the same result as a colorful flyer. Make sure this is hung in a high traffic area. In the middle of the contest, send out another flyer announcing who is leading.

Again, keep outbound referrals on agents’ minds everyday. If you have access to a network e-mail with your agents, this is a wonderful way to promote these contests, and send updates on who is leading. Use this e-mail for catchy, short blurbs on outbound referrals. Have you sent your outbound referral out today?

Call ? Always keep your name and number in front of your agents. Be relentless, and they will finally give you an outbound referral.

Recognition ? Recognize through flyers, digital photos, e-mail or voice mail, agents who have won contests, sent an amazing outbound referral or success stories. It could be a referral sent and closed in the North Pole, top agent for the quarter who sent the most outgoing referrals or the winner of your spring contest. Recognizing these agents only brings more awareness to other agents. “Hey, why did Betty Smith get that $150 gift certificate to that elegant inn, and have her picture distributed?” It gets people talking about it, and stays in their minds.

Manager Support ? This is also key. They must understand we can’t do this without support within each office. Talk positively about referrals in their meetings, promote your contests and congratulate winners in front of other agents at office meetings. They should receive monthly reports from you, such as who has sent outbound referrals.

Deidre Lane, RCC, is the relocation director for Preferred Properties in Greenwich, Conn., member of RELO. She was instrumental in receiving the prestigious national RELO AWARD for Referral Production, 1998. Preferred Properties has been affiliated with RELO for 25 years, and is able meet the real estate needs of transferees in Fairfield County, Conn. with their seven offices and 85 real estate agents.