Anthony Malafronte directly addresses camera:  Did you know that 91% of consumers say they'll use the same agent again, yet a small percentage do so? That's according to data from the National Association of Realtors. Why do so many buyers and sellers forget about us?

I'm Anthony Malafronte, a team leader and owner of My Tampa Agent with Florida Executive Realty in Tampa. Let's take five minutes to talk about a surefire plan to keep top of mind when your past sellers and buyers want to buy or sell again. Not only that, but these activities can also help you build lasting relationships with people in your sphere.

As a team leader, I'm putting systems in place through our client relation management program to ensure our agents stay in front of those who already like us and have used us. We call it our SMALL VIABLE AUDIENCE  ala Seth Godin. It boils down to this: Get UP, Show up, do the work, build relationships, solve problems and have fun.

Let's start at the beginning. When talking to any prospective buyer or seller, the conversation needs to be about the prospect, not about you. I put it this way:
1. Show up before they know they need you.
2. Be a resource and bring value by asking the right questions and uncovering essential information.
3. Ask one more question.  

I developed a system that works for me. It may work for you, too. It's called one-three-three-five. I make one phone call to someone I don't know every day. I have three conversations with people I do know every day. Then, I interact with three people in a meaningful way on social media every day. I comment on a post or answer a question. Finally, I send out five handwritten notes each day.

In a perfect week, I've called five people with whom I've never spoken. I've had 15 conversations with people I do know, I've had 15 conversations with people I don't know or need to know better, and I've sent out 25 handwritten notes.

In my phone calls, I ask questions. With someone I don't know, I want to find out what they need and become a resource to them. When talking with someone I know, I ask about their family or whether they renovated the kitchen as planned. I always talk about something personal and offer help. For example, if they haven't had the kitchen renovated because they can't find a good contractor, I send them some names of people I trust. Because of this, most of my clients know to call me if they have electrical or plumbing issues. They rely on me and my team for these kinds of things. Our team has compiled a detailed list of vendors, including plumbers, electricians, AC guys, who we all have used personally. Our clients know that they can call us for advice or suggestions when a home project is being considered. 

The handwritten notes can be about almost anything. It could be a congratulatory message if they just had a baby or a child graduate from high school. But, rather than just saying congratulations, I may get creative and address the note to the baby and write, “Welcome Baby, congratulations on where you decided to land. You picked a good spot. I wanted your 1st piece of Real Estate junk Mail to be from someone who knows and likes your parents. If you're ever looking for a new crib, your parents know how to get in touch with me! Have them give me a call!”

The result of our system? Our team's business has been almost 80% referred from our past clients, sphere, vendors and a loyal set of professional agents across the country, who know like and trust us … our SMALL VIABLE AUDIENCE.