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Turning Prospects into Customers…for the Long-run

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By Nick Caruso

To maintain this consistent level of communication and relationship building, Werling and her team utilize Top Producer, a program she’s used since its launch and which she still relies on today for keeping in touch with all of her contacts. “For us, the customers we get are lifelong customers. The regular contact with them is crucial. We use Top Producer for any mass updates and we also keep track of our finances with it; of course, we use it to keep track of closings, as well.”

Whether it’s a new lead who she’s trying to break through to, or a current or past customer, Werling uses a variety of information to help facilitate a connection. “We send all our clients new listings or other engaging information about the area—weather, stats, news about a festival or other events going on in the community. We consistently make sure we have something of interest to send them so they don’t forget who we are.

“Your prospective buyer or seller needs to know that you are the expert, not only in real estate knowledge, but also in your immediate area. You need to provide information and responses to their questions in a timely fashion that pertains to their individual needs. They will sense very quickly if you are only sending ‘generic’ information and if you are not sincere at that moment; they are your priority.”

Clearly, Werling’s strategy is working. She and her team are on track to do more than one-and-a-half times the business they did in 2012. Her advice to fellow real estate professionals is simple yet profound: “The more organized you are, the more successful you will be. Use systems to manage your lead acquisition and to build your referral base. These tools are out there and can be used to streamline your communications and prioritize your activities.”

For more information, visit www.topproducer.com/testimonials.

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