Some of you may be aware that my father was also in real estate and awhile back he was telling me the story of how one day he decided to clean out his office. After being in real estate for well over a decade, he had an enormous amount of paperwork in filing cabinets. Every time he went out to see a potential client to do a quote, he would start up a new client file, and he actually had hundreds if not thousands of these from over the years.
He was a very successful agent. In his day, he was often ranked in the top 10% in his field in the state.
Now he was cleaning out all the old files from potential clients that had never converted to business, or that had chosen to go with another company. As he continued to clean out file after file after file, the pile slowly got higher and higher, until it was almost taller than him.
He started to contemplate this pile of old files and he thought that it represented a tower of mediocrity. Equating to hundreds of thousands of dollars in business that he had let slip away.
I wonder, how many of us have our own tower of mediocrity buried in in-trays, in filing cabinets or in our computer databases? A pile of missed opportunities because we didn’t follow up or stay in touch well enough or for a million other reasons, that so many potential opportunities can slip through our fingers.
Relationships really are one of the simplest things we can learn to do well in business. Yes, they take effort, but they don’t cost us anything. We can spend thousands of dollars on marketing and advertising and branding that gets us nowhere. The statistics tell us that it’s 5 to 8 times cheaper to keep an existing client than to try and market to new ones and yet, we continue to do this.
When all we need to do is learn to connect and build strong lasting relationships. To be consistent and stay in touch regularly. I urge you to take a look through your pile of opportunities and turn it from mediocrity into excellence by picking up the phone and following up. By booking a time to catch up face to face and connect with past clients and new ones.