Relationship Building for Realtors: The Power of Give-and-Get
How one Realtor turns everyday relationships into a steady source of sales by setting clear expectations for referrals.
Glen Stegemann, broker of The Agency Northwest Florida Beaches in Miramar Beach, fired his dentist—and not because he was unhappy with his teeth.
“Every time I choose a doctor, a hairstylist, attorney, dentist, accountant or financial planner, I tell them I will refer people to them as long as they refer people to me,” Stegemann says. “I’d been going to this dentist for 10 years and referred at least one or more patients to her every month. But last year she didn’t send me a single referral, so I found another dentist.”
Stegemann says he sees these reciprocal relationships as having an unwritten agreement that needs to be met.
“Once you set the expectations with the people you work with, this generates at least a handful of sales every year,” he says.
In addition to establishing these relationships, Stegemann has a few other marketing tips to share:
• Lean into your personality. Whether it’s as simple as always wearing a flowered shirt or a crazy hat, Stegemann says people will remember “that guy” or “that woman” for their individuality. “One agent started recording blooper reels,” he says. “Another one likes to joke around, such as pointing out that a house has a fabulous chef’s kitchen, but we all know you’ll just order in from DoorDash. What matters is that you don’t have to be perfectly polished.”
• Have fun. Remember that real estate is a relationship business, so agents need to build rapport with clients. “People like to do business with someone they like and trust,” Stegemann says. “But if you don’t have a sense of humor, you can also just lean into being a tough dealmaker.”
• Be consistent. Whether it’s social media or email blasts, Stegemann says the key is to create a schedule and stick to it. “An agent who wanted to get into a gated community sent email blasts every other week to all the homeowners in that community with information, such as recent sales, just-listed homes and market analysis,” Stegemann says. “One week would be an email, then the next he would mail a hard copy. He got five listings in six weeks. The email open rate was over 26%, when the average is 8%.”
• Don’t stop too soon. Stegemann says that a common mistake agents make is to try a new marketing technique and decide it doesn’t work if they don’t get immediate results. “There’s always a new marketing tool out there, but successful marketing is more about your mindset than any particular tool,” Stegemann says. “There’s no wrong tool to try—you just have to use it for six months to a year.”
Stegemann stays up to date on real estate information sites daily and shares that information with his agents. “People want information, so to gain traction with your marketing, you need to make sure you have the information they need,” he says.