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Turning Prospects into Customers…for the Long-run

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By Nick Caruso

According to Werling, the new normal of the real estate business demands that agents get organized and follow systems such as this—it’s the only way to ensure increased productivity.

“The one thing I stress for all agents and brokers is that they need to get organized,” she explains. “My number one suggestion is to invest in a system to manage the development of relationships with potential clients and customers, for listings, for buyers and for long-term communications that lead to referrals.”

Werling and her team systematically stay in touch monthly after closing, send personal letters and cards to former clients, and keep up with the anniversary dates of buyers’ home purchases. “Even if they closed 10 years ago, we know who they closed with. All the information for our clients and customers is at our fingertips.”

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.

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