All real estate agents know that they should be texting, calling and emailing their database regularly to get the best real estate referrals, but most don’t do it because they aren’t sure what to say.

All real estate agents know that they should be texting, calling and emailing their database regularly to get the best real estate referrals, but most don’t do it because they aren’t sure what to say.

“Are you or someone you know looking to buy or sell real estate?” can only be asked so many times.

Michael Maher

Agent, author and real estate expert Michael Maher has a simple solution to this common problem. As an agent, he used it personally to generate over 500 high-quality referrals per year, and he’s adamant that any agent can make it work.

What is it?

The answer might surprise you. According to Maher, direct mail is the key to communicating better with your database. Obviously, not just any direct mail postcard will do. To open the lines of communication with contacts, you need to send them invitations to your client appreciation events.

Read on for an overview of Maher’s strategy for leveraging invitation mailers to get the best real estate referrals. For all of the details, including information on the best events for agents to hold, listen to the podcast below.

 

The best direct mail postcard: an invitation

So, why is an event invitation the best piece of direct mail to send contacts?

For one, invitations make people feel special; they make them feel like a part of your circle, which is exactly when referrals occur. When you treat contacts like friends, not prospects, they’ll be more inclined to send business your way.

Secondly, after sending out event invitations, you’ll have multiple opportunities to follow up with contacts purposefully. As you engage in more meaningful interactions with contacts, maintaining top-of-mind awareness will only get easier.

Maher’s strategy for getting the best real estate referrals

Leveraging event invitations for real estate referrals isn’t hard. The entire process can be boiled down to three simple steps.

1. Select an event, and send out invitations

Once you’ve decided on an event to host (listen to the podcast for ideas), it’s time to start planning your direct mail campaign. Maher recommends sending save-the-date postcards to contacts about two months prior to the date of your event.

2. Reach out to contacts regarding the event

In the weeks between your invitation going out and the actual event, you should reach out to contacts multiple times. Call, text and email them regularly as your event approaches. Make the most of this opportunity to get quality interactions with your database.

3. Follow up once the event is over

Once the event is over, follow up with contacts one final time. Call or email attendees to thank them for stopping by. Let contacts who didn’t attend know that they were missed and that you hope to see them next time.

Once it’s all said and done, you can expect an average of 10-12 touches per contact for each event you host. By hosting three events per year, you’ll have enough interactions with your database to ensure that your business always has a heathy number of referrals coming in.

Get more details on Maher’s direct mail strategy

To hear more about using direct mail invitations to get the best real estate referrals, listen to the complete podcast with Michael Maher. Not only does he go into more depth on how he communicates with contacts regarding events, he discusses the best events for agents to host.

Pat Hiban sold more than 7,000 homes over the course of his 25-year career in real estate. Now, he dedicates his time to helping others succeed as agents and investors. As host of the Real Estate Rockstars Podcast, Pat interviews real estate experts to explore what works in today’s markets. He also founded Rebus University, an online training platform for real estate agents and sales professionals.

Show Comments Hide Comments
Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Success!
Thank you for subscribing to Morning Headlines.
Back to top
×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription
×