Your Client Pipeline:
A Permanent Pipeline of Prospects
A client pipeline is one of your most valuable valuable marketing resources.New Clients
There’s no question that new clients are important.You need a constant flow of new clients to replace those whose transactions have closed.
New clients are the lifeblood of your business. ..they also make a critical contribution to ongoing sustainability of your business...by driving the flow in your permanent pipeline of prospects.
Client Pipeline
This pipeline illustrates the process whereby you move from prospecting for leads through serving clients to receiving referrals from satisfied clients.
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Effective Prospecting
Regardless of your views on prospecting, it is a critical part of your marketing...it starts your flow of new business.
In the simplest of terms, effective prospecting is all about generating leads that you can convert into clients.
For whatever reason, too many people make prospecting more difficult...and stressful...than it really is and needs to be.
To increase the overall effectiveness of your prospecting, see 5 Easy Steps To Effective Prospecting
For more help in increasing the effectiveness of your prospecting, see Astute Marketing: How to Succeed In Real Estate Marketing.
Chapter Eight will help you offer prospects a compelling reason for choosing you as their real estate agent.
The more compelling the reason for choosing you, the easier it will be to convert prospective clients to actual clients.
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Communicating to Convert Leads into Clients
Critical as it is, prospecting does not instantly establish client relationships.Potential clients must respond positively to your prospecting.
People who have responded positively to your prospecting become leads.
Once you have identified leads, your task is to convert them into clients.
A key component of converting leads into clients is properly qualify them.
Do they have the resources to buy the kind of property they are looking for?
Do they really own the property they want to sell?
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Communicating to Satisfy Clients
Satisfying clients is all about
meeting their needs and exceeding their expectations. This strategy is primarily about matching purchasers to appropriate properties and marketing sellers’ properties.
In a nutshell, it’s all about satisfying clients.
Satisfying clients completely means going beyond meeting their needs and wants.
It's about exceeding their expectations.
To learn more about satisfying clients, see see How To Achieve Better Marketing Results ... Sooner.
Chaper Ten outlines how to satisfy clients.
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Communicating to Generate More Referrals
Satisfied clients represent your major source of new business.This new business comes in two forms.
It is either repeat business from clients. These people liked what you did for them before and want you to help them again.
Or they liked what you did for them and would like to refer others to you.
But this new business doesn’t just happen.
You must actively encourage it.
In effect, these activities regenerate the flow-through your pipeline.
However, instead of entering the pipeline as a result of your prospecting, referrals and repeat business enter the client pipeline as qualified leads.
To succeed over the long term, your business needs a continuous flow of new business.
As well as providing this flow, your client pipeline also ensures the lifetime value of your clients.
As noted above, Chapter Ten How To Achieve Better Marketing Results ... Sooner will help you satisfy clients, which will generate repeat business.
Also, Chapter Seven of the same e-book will help you generate more referrals.
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Successfully Maintaining the Flow
There are 2 critical points at which extra effort is required to maintain the flow of uour client pipeline.The first is prospecting, which is the entry point for those new potential clients who have not been referred to you.
At this point your challenge is attracting prospects whom you can convert into clients.
The second point that often requires extra effort is maintaining the loop at the end of the process.
At this point, your challenge is keeping touch with satisfied clients in order to encourage them to hire you again...and also refer others to you.
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