As previously revealed, real estate agent Glen Coutinho of RT Edgar has built a 25,000-strong client list, in large part by going out of his way to connect with everyone he meets on a daily basis.
“Here’s an example, right. I was in Tasmania, yesterday. The girl [and] the lady that looked after me in the restaurant downstairs both provided me great service. Both got a thank you letter sent to them the same day. Both have written back to me to say thanks and both of them have now gone into my database,” explains Glen.
While an admirable feat, we at My Business and several readers alike are curious to know some of the more practical elements of how he does this on a daily basis. So we have contacted Glen to reveal more insights into how he operates his business:
What CRM do you use to manage such an extensive database?
“I use Top Producer. It’s really easy – I just jump in, log on and talk to my clients,” Glen tells My Business.
He adds that he has it synced with Outlook to manage his diary and enable him to talk with clients and prospects using the data from the CRM.
Do you send your thank you letters by post or email?
“Both,” replies Glen.
“I always email first and then follow up with a written letter.”
According to Glen, emails often get lost, overlooked or sent to junk folders, so following up with a letter by post ensures your correspondence reaches the intended person.
Plus, he says letters are more commonly shared with other people or stuck to the fridge for future reference, allowing better longer-term engagement from your prospective client.
How much time does it take to do this?
“Not that much actually,” explains Glen.
“If I go to a really good restaurant, before I leave, I’ll send an email as I’m leaving, then take a business card and follow up later with a standard letter.”
Glen shares he has letter templates he can access quickly and easily, which can be easily customised before printing and sending.
“I send at least 20 a day,” he says.
What are the financial costs of this level of correspondence?
Again, Glen says the cost of posting so many letters each day is negligible compared with the return he gets from making new sales.
“I would say you should be investing 10 per cent of your income back into client marketing,” he says, noting that this forms part of his marketing budget.