This is a bad thing because repeat and referral business is about five to seven times cheaper than doing marketing and advertising to bring a new opportunity through the door. Plus, the sales close faster, too.

Sure, this happens from time to time, but there’s often no rhyme or reason as to why it does.

If you want to be top of mind with folks and have them seek you out for a second, third or fourth home or to refer their mother’s, cousin’s, stepson’s co-worker to you, then your name needs to be one of the first two or three that comes out of their mouths when it’s time to talk real estate.

Here’s a simple process you can follow

1. Quarterly calls: It doesn’t matter if they answer the phone or not to begin with. Call the folks on your target list and check in with them. Make sure you have their best contact information and their birthday. Let them know you’ll be sending a market update out each month to keep them abreast of what’s happening in the real estate market.

Also, employ the FORD method: Family, Occupation, Recreation, Dreams in talking with them. Get some good details on what’s going on. Each time you make a follow up call, bring up something from the past to build rapport and then get something new. The strategy is called Progressive Profiling and it’s about building strong relationships over time over the phone. It’s a super-powerful tool in creating a successful database. If you have to, leave a message. As long as you made an attempt and you show you care, that’s all that matters at this point.

2. Quarterly Hand-written notes: Send a note each quarter after your call (or message). Thank them for their time and always mention something you talked about. The power of remembering what you discussed with them and showing them you were listening is immeasurable in growing your relationship. Plus, it gives you the opportunity to build on that in subsequent calls and notes you send. It should look something like this:

5. Have an annual event: You want to get in front of these folks as often as you can so that they get to know you. Remember, people want to do business with those that they know, like and trust. The calls, notes and birthday cards are great and a super important part of this whole process. That said, no relationship can grow and improve effectively without some face time.

The event doesn’t have to be a formal dinner with crystal, Dom Perignon and Beef Wellington (that is, unless your audience is that kind of crowd). It just needs to be fun, memorable and a place where folks can bring their families. In the past I’ve had a barbecue in the fall and I rented out a movie theater in the summer when it was hot. Other folks have holiday parties, events at the beach, wine and cheese events (with juice for the kids).

Again, it doesn’t have to be anything extravagant, it just has to be done well. Again, if your budget is tight, hook up with your vendors and let them invite their clients as well. Remember to always send a thank you note and follow up with a call within a week of the event. You’ll get lots of traction in strengthening your relationship with your top 200 or 250 database members.

6. Celebrate a holiday: In the past, I’ve had coaching clients who handed out candy on Valentine’s Day, apple pies on Independence Day or pies at Thanksgiving. All of them have worked superbly and it’s a great way to get another face-to-face touch into your rotation.

Recently, one of our clients hand-delivered 200 packs of Girl Scout Cookies to his clients. I’ve yet to meet anyone who doesn’t like at least one flavor of Girl Scout Cookies.

It was a home run for him.

Again, do what you can do financially and then get help for the rest.

Getting this up and running takes some time. The more you set up as a repeater in your calendar, the easier it is to navigate going forward. As well, the more you systematize and schedule things out, the easier it will be for you to implement.

Remember, we’re looking to establish, foster and then nurture long-term relationships with people. We want to be such good friends with these people that they would never think of buying or selling with someone else.

Also, it’s okay from time to time to ask for a referral. In fact, it’s incumbent upon you to do so as part of the process. That said, don’t do it every time you speak with or contact them as it then looks like you’re giving just to get back.

When that happens, it’s not a great thing for any relationship.

This is a proven process to get more referral business. It’s a simple strategy that’s easy to implement. You just need to take action.

Best of luck...now go crush it!