Calling Your Client Database

Okay team, so now I want to talk with you about the subject matter of nurturing your annuity income, which is your past client database. Database management is relationship management. And it’s critically important that you have a plan to stay in touch with your past client database. Now, like I said in Vegas, “Set it and forget it is not what I’m talking about.” Yes, Homebot is an incredibly valuable tool, so don’t hear that I would not have that as a part of my plan, but if you’re just relying on something that just drips on people and doesn’t have and maintain and further evolve the personal connection, then you’re really missing the entire point of database management. There are people in your past client database that will have a need this year. The question is, will you know that they have the need and maybe more importantly, will they think of you as the person that can fulfill that need?

So you have a document contained within this download, which is the annual financial review with the questions. And I’m not going to go into too much depth on that right now other than to say that what I want you to do is discipline yourself to calling your past client database on an annualized basis and reviewing that document with them. Because this is what’s going to help you uncover if they have needs for other financial services, where you can make outbound referrals to accountants, financial planners, life insurance agents, etc. And the more business you refer out, the more you will get in return. So make sure that you are practicing the annual financial review strategy. Now, additionally, I want you to call everybody in your past client database. If you haven’t started doing that, I want you to do it now. I want you to discipline yourself to calling two to three people a day, five days a week, over the course of the next six months or however long it takes to get through everybody, and be strategic about it.

Okay? So run a report. Call the people that have higher interest rates first and the people that have lower interest rates second, just so you’re kind of prioritizing. But do not, do not, hear me clearly, do not fail to call the people that are at 2 7/8 or 3 1/8 or 3 1/4. And I’ll get into why in a second. So the first philosophical thing, as we discussed in Vegas, that I want to revisit and hammer home, is the reason that most originators do not call their past client database to say hello is because they do not know what to say. And the reason that they don’t know what to say is because they have the wrong intention behind the phone call. If your intention behind the phone call is to get a deal, you’re absolutely right. In many people’s cases, there isn’t anything to say. But that’s not the intention. And I want you to take that pressure off of yourself.

The intention is to connect. The intention is to be top-of-mind consciousness. The intention is to show that you care. So when they do have a need, you are the person that they are going to think of. Now here’s what happens. You don’t call people; rates stay high. Two or three years go by, and now all of a sudden, there is no relationship anymore. And again, if you just think that the Homebot or the newsletter is going to keep that connection, you’re wrong. It’s an addition to, but the primary objective is to be personalized and to reach out to them and to show them that you care, so there is loyalty that is being built and so you can be in service to them. So what if there was no intention other than to say hello, to see how they’re doing, to show that you care?

That’s easy. And that’s what I really want you to do. And if the conversation ends right there with just you letting them know you were thinking about them and you were wondering how them and their family are doing, you’ve won. It’s a successful phone call. And here’s why. Because when rates do drop, the phone call you make to them with an offer will not be the first phone call you’ve made to them. Think about this for a minute. If you call them to say hello and see how they’re doing, their guard comes down, you’re not selling them anything, and they start to view you as an ally and a friend. And when interest rates drop, they’re very open to the conversation with you. But if you don’t call them for two or three years and then all of a sudden you’re competing against their servicer, you’re no different than their servicer who’s also calling them, or some other mortgage broker that’s calling them that’s run a report on who has interest rates at certain levels.

You’ve left yourself prone to competition because you did not nurture the relationship. Now here’s the real money script and, ultimately, where you want to be going. And I’m going to go ahead and lay it out in a role-play-type format, and then I’ll make some comments at the end to make sure you understand the importance of it. So it goes something like this.