How to Get Listings

As a lifelong resident of Englewood, Erin Halstead, broker-associate with Michael Saunders & Company, has deep roots in the community. Her active involvement on local boards and with various social, school-related and charitable organizations has earned her recognition and keeps her engaged with people throughout the area. After meeting someone at an event, she often arranges a follow-up coffee or lunch, which helps build relationships that often lead to word-of-mouth referrals.

One man, whom she has known for about four years and often crosses paths with at Englewood Chamber of Commerce events, recently approached her about real estate. “His mom is ill, and he wants to move to Chicago to be near her,” Halstead says. “He asked me to give him a rough idea of what his house is worth, so I did, and now I’m listing his two-bedroom, two-bath single-family pool home on a golf course in Rotonda.” Surprisingly, despite their frequent friendly interactions, Halstead and the seller had never discussed real estate before. But her visibility as a real estate professional often leads people to seek out her expertise when they’re ready to make a move.

Tim Harris and his wife, Julie, founders of Harris Real Estate Coaching (timandjulieharris.com), stress that active community involvement is crucial for finding real estate listings. They advise agents to sponsor and participate in local events such as parades, parties, farmers’ markets, beach cleanups, charity runs, art shows, community yard sales and join clubs, organizations, gyms or other groups that give them an opportunity to know more people and enjoy more organic referrals.

Then, using what they call the FORD script—Family, Occupation, Recreation, Dreams—agents can get to know people and meaningfully engage with them while subtly talking about real estate, the Harrises explain. “FORD is simply a memory jogger to remind you to ask questions in those four categories, in order to create a conversation and connect in a meaningful way. You want people to say, ‘We see you everywhere! You’re that real estate person, right?’”

Here’s a look at how a few of your peers are getting listings, as well as sound advice from experts on how you can fill your pipeline.

Be a sphere influencer

Kissimmee-based Sue Vasquez, sales associate with Berkshire Hathaway HomeServices Results Realty, relies on her sphere of influence for referrals and repeat business. “Eight years ago, I sold a lovely home to a local couple,” she recalls. “They’re still on my contact list, and we’ve kept a connection over the years, partly because I’m friends with their aunt, and we often chat about them when we’re together.” The couple recently decided to upgrade to a larger home after renovating their first one and reached out to Vasquez. “They told me, ‘We wouldn’t consider using anyone but you,’” she says. “It feels good knowing I have a solid contact who is always going to be a referral.”

Uncover true motivations

Debbie De Grote, CEO and cofounder of Forward Coaching (forwardcoaching.com) based in Costa Mesa, California, says an agent’s database of contacts is a gold mine of potential opportunities. “Most of your business could be sitting in your database right now,” she says. “People you talked to last year, who said they were waiting, may be ready now.” Agents should never be deterred by perceived time frames because circumstances can change. De Grote suggests that, when faced with pushback, they should ask questions like, “What is important to you about that time frame?” and “If you saw a financial advantage to do it sooner, is that something you would consider?” “Remember to always ask great questions to uncover their true motivation,”
she adds.

Build a network

Vasquez specializes in primary residences, vacation and short-term rentals, and second homes in Central Florida. “People love it here because it’s accessible to beaches on both the Atlantic and Gulf coasts,” she says. She doesn’t actively seek listings; instead, she relies on word-of-mouth referrals from her established network. “Sellers will be buyers you sold to years ago. They’ll move up, they’ll move down,” she explains. “I always encourage [newcomers] to the business that your sphere is your most important [listing tool] and staying in touch with those people is key.”

Use the CRM that works for you

When it comes to her database, Vasquez, an industry veteran of 22 years, is old school. “I don’t use CRM software,” she says. “I either send emails or pick up the phone.” She keeps meticulous records of her sphere’s important milestones, such as birthdays and anniversaries, and acknowledges them with a greeting card, email, phone call or text message. She also stays connected through social media. “I follow them on Facebook to see what’s going on in their lives,” she says, “and comment on their posts.” Each quarter, she also sends appreciation cards. “They’re a ‘thanks for being a client’ or ‘thanks for your referrals’ gesture of gratitude,” she says, adding that it strengthens her relationships and fosters loyalty.

De Grote believes that using a CRM can significantly improve an agent’s efficiency and effectiveness in managing client relationships. For those who don’t have a CRM, she recommends finding a good one and using it to set up a nurture campaign with communication touchpoints around events, phone calls, personal texts and in-person visits. However, she believes that auto campaigns aren’t a replacement for direct, personal interactions. “Nurture campaigns are your safety net,” she says.

Double down on what sets you apart

After assisting his grandmother in a probate matter, Benjamin Gilbert knew he wanted a career dedicated to service. Now in his eighth year in real estate, the broker-associate with Keller Williams Realty at the Parks in Orlando specializes in probate and divorce. “As a real estate agent, it’s important to find out what sets you apart—and double down on that,” he says. “Warren Buffet said, ‘The best investment you can make is in yourself.’ Nothing promotes you or adds to your sphere better than finding what you love.”

Gilbert personally knows a lot of people in the legal field and quite a few of both his and his wife’s family members practice law. “I’ve helped friends and had more than a few transactions helping heirs sell properties, so [specializing in probate and divorce] was a natural progression,” he adds.

Find your niche

“Maybe you have gone through a divorce, relocation or foreclosure yourself and you understand what they are going through,” De Grote says. “Or maybe you have a knack for positioning homes that are hard to sell and getting them sold. Find your niche, and work to implement it. Once that is running smoothly you can always go back and select another.”

Gilbert’s niche has given him a built-in referral system, but he still has to work hard to stay top-of-mind with his sphere. To do so, he uses a CRM and does drip campaigns with emails, texts and follow-up phone calls. Most importantly, he’s not shy about asking for their business. “My best practice for getting listings really starts on social media,” Gilbert says. “It’s how I communicate with my sphere before closing in.” He ensures his approach is consistent with his personal brand and professional network. “Instead of trying to be a jack of all trades, I focus on Instagram and share [those posts] on Facebook,” he explains. “It’s crucial to be authentic and intentional in your interactions, so I nurture my connections by commenting on posts and engaging in a way that shows genuine interest. It usually takes multiple interactions—usually between seven and 12—for people to recognize and appreciate your efforts. When the time comes for them to buy or sell, your consistent engagement places you at the top of their list.”

Offer something of value

The Harrises recommend that agents call everyone in their database to see who is curious about what their home is now worth in today’s market. “Ask them if they knew their home is now worth X dollars, what would that do to their plans?”

Before asking for someone’s business, it’s important to offer something of value, De Grote says. She recommends tracking down anyone you haven’t spoken to in the last couple of months and offering them an annual real estate “checkup.” She even has a ready script for it. The conversation goes something like this: “Hi [insert name], I know you are busy, but I wanted to check in. Many of my clients and friends have been calling and asking me about the current real estate market—what’s happening with rates, prices and more. I wanted to reach out and ask you if there’s anything you would like to know. I’m happy to answer your questions and, in fact, I can provide a custom evaluation of your home. Would that be helpful?”

Reaching out in that way is not pushy or needy, De Grote says. “You haven’t asked anything of them; you’ve just offered incredible service. Sometimes we forget how much [prospects] value our information and us as their wise adviser. Then, during the annual real estate checkup, ask them, ‘I am curious; what real estate-related plans do you have in the future?’”

Perform a real estate checkup

De Grote notes that when you offer to answer questions and do a real estate checkup at no cost, the theory of reciprocity kicks in. “When someone does something for you, it’s human nature to feel an instant need to repay that favor,” she says. “This is the perfect time to say, ‘May I ask a small favor of you? I know you know a lot of people. One of the things I enjoy most about building my business is the opportunity to work with people like you and your friends and family. Is there anyone you can think of today who might need to ask me a question, want a real estate checkup of their own or might be looking to buy or sell? Can you think of one person?’”

To land listings, build a strong network, stay active in your community, find a niche and communicate consistently with your contacts. Do this, and your name will become synonymous with real estate when those in your sphere are ready to sell. #

Leslie C. Stone is a Vero Beach-based freelance writer.