Today's Listing Agent Lifestyle Podcast episode is the first session in a series of Clubhouse rooms we're recording, exploring the five essential pillars for success- Getting Referrals, Multiplying Listings, Converting Leads, Finding Buyers and Getting Listings.
We run through the 50-Minute Marketing Sprint to identify your top 150, The Secret Psychology of Why People Refer Real Estate Agents, and How To Be The ONLY One They Refer.
Listen as we explore our "return on relationship" concept. Discover how bridging the gap between current transactions and your goals relies on referral power. Learn the primal psychology behind why people refer to agents and tools like the "world's most interesting postcard."
Links
From the session:
Getting Referrals Book
Worlds Most Interesting Postcard Example (front)
Worlds Most Interesting Postcard Example (Back)
Creating Google Maps Layers
Listing Agent Clubhouse
GoGoAgent.com
Be a Guest
Listing Agent Lifestyle Book
Listing Agent Scorecard
Highlights
1. This episode emphasizes the importance of referrals in the real estate business and provides a guide on maximizing referrals by starting with a list of your top 150 relationships.
2. Dean highlights the concept of 'return on relationship' in real estate and how to bridge the gap between your current transaction volume and your aspirations using referrals.
3. We explain the psychology that drives people to refer others and how to leverage this natural instinct to benefit your real estate business.
4. Dean shares a secret weapon, the 'world's most interesting postcard', which can be used to provoke your top 150 relationships to refer you more frequently.
5. We explore the strategy of creating a referral profile for your top 150 contacts to increase referral opportunities.
6. Insights are provided on how to identify who in your circle is most likely to refer someone to you, how to equip them with the right tools, and how to enhance your status among them.
7. Dean shares strategies for turning a single listing into multiple transactions, emphasizing understanding your referral base.
8. We also focus on increasing the return on relationships, aiming to generate 30 transactions from a group of 150 people.
9. In this episode we speak about the concept of Market Maker Monday, where agents can actively orchestrate referral opportunities by informing their top 150 about their current real estate activities.
10. Dean also encourages agents to build referral profiles for their top 150, considering each person's lifestyle, interests, and potential referral opportunities.
Transcript: Listing Agent Lifestyle Ep190
Dean: Welcome everybody. Welcome to the Listing Agent Lifestyle Academy Lounge, let's call it.
This will be a great, this will be a great name for us. I'm glad everybody's gathering in here. We'll give it just a second as people, gather in. I'm excited. This is gonna be a great week. We had a wonderful kickoff on Friday last week where I did the, The 50 minute Marketing Sprint. That was a fun, thing.
Of course, that's recorded and available in the Listing Agent Lifestyle Academy House. And, we're gonna record these as well, so you'll be able to refer back to them. And then as we go, I'm gonna be sharing some resources with you in the chat that you can download to. Take a look at as examples. so 1201, I'm gonna go ahead and start with a Anton departure.
So welcome to today's call, which is going to be about getting referrals and specifically a getting referrals action plan. And this is a topic that is near and dear to my heart. I've spent a lot of time. Observing and thinking about and creating systems to orchestrate referrals for realtors. And you know, it starts in the very beginning here.
It starts with this idea of understanding. Why referrals are important. And, you know, if you've been in business for, any amount of time, often the very first transactions that you get are a result of you telling all of your friends and family that you've started out in real estate. And somebody either refers you or says, Hey, can you help me?
And the,you know, the truth is, It's the way that we all prefer. To do business in any category. We prefer that we know somebody who does whatever it is that we wanna do. If we want to, you know, go do something new, we would, it would be great if our best friend or our closest friend, or our cousin or somebody we know, like, and trust is in that business.
And that's true for everything. And I. Real, real estate is no different. We all want to work with people that we already know, like, and trust, and preferably that we've had an experience, a direct experience of. And I always found it very amazing that if you look at the surveys, N a r does of buyers and sellers.
every year they put out an annual report that shows, you know, results of buyer and seller surveys, what's going [00:03:00] on? And it's always that, you know, 82% or more of buyers that they survey at closing. Say that they would definitely use their realtor again, and but only 24% or less of the time do people actually use the realtor that they used last time.
And that gap is where. The opportunity is that gap is that, you know, they lose touch or they don't know how to get in contact with them or they meet somebody else, or they develop a friendship with somebody who's,who does, who buys or sells, helps buy or sell real estate. So, you know, this is an important thing.
If we're going to establish a referral based business is to understand who is going to be the people who will refer us. And so we [00:04:00] talk a lot about identifying who your referral base is, and we talk about this as your top 150. The reason that we use 150 people is because there's been a lot of extensive research around this in evolutionary psychology and anthropology that show that the number of relationships that we can hold at any one time is 150.
People and that the definition of a relationship is that somebody, if you saw them at the grocery store, you'd recognize them by name. You'd stop and have a conversation with them, and you know your position in their life. You've had some. Interaction with them. It's not the same as what recognition is. So when we look at this, the very first thing on our action plan, and that's what I'm really framing this whole, this whole.
Call about is an action plan for getting more referrals. So action. Step number one is to identify who your top 150 are. Who are your top one 50 relationships and that you're in one of two situations right now. You either have. A list of identified, you know, 150 people, you have fewer than that, or you maybe have a mailing list of hundreds of people, your database, and we need to narrow it down and cordon off these top 150, people for you.
So let who should be. On your list. This is the first action step here is everybody that is living in a house that you help them find. They should be on that list if they're in the local, market that you still serve. I. Your friends [00:06:00] and family should be on this list, even the people that you might not think that you need to market to, and I'm using air quotes for market, but the people who think, well, they know I'm in real estate.
Okay. That's one thing, but that's not the same as, you know, being programmed to refer you, and I'm using that word very specifically 'cause we're gonna talk about some things that we can do to increase the likelihood that you get more. Referrals there. So your friends and family should be on this list.
Your neighbors that you know by name. If you were to kind of open up your front door and look up and down, up and down the street there on either side, and look and see who do I know by name? Who do I have conversations with? Who do I socialize with in the neighbors? Those should be on your list. The people that you golf with or you know, go to Pilates with, or trivia night with all the people that you do recreation with, the people that you have a good, relationship with, maybe former coworkers if you've come from another.
Another profession. Your favorite service providers, the people that are your vendors that do things for you, that you've developed a relationship with. Those people would be, great to be on the list. But what we want to do is gather it down to 150 people. Now, if they don't know you by name. It's unlikely that they'll think of you.
That's why we really want to really get this down to the people who have the, they're the closest to know you, like you, and trust you already. And so in order to get this list together here, it just takes a little bit of time to kind of just prompt yourself like that. Like hopefully looking at the prompts that I just gave you, we'll help you identify who those people are.
And the reason that we look at that 150 is we wanna maximize it because our goal is to manage that relationship portfolio. You'll notice I'm using very specific, asset based words that we're looking to manage that relationship portfolio for a 20% annual yield, meaning that we're looking, if you've got 150 people, we should be able to, our target should be to generate 30.
Transactions from that group of 150 people. Now, I mentioned that when we did our marketing sprint, call, and I wanna kind of go a little bit deeper into the math on that and what that could mean. So if you look at it, if you've only got 50 or 60 people, Even if you were managing that for a 20% annual yield, it's gonna end up being less of a return for you than if you truly, kept and managed the full 150 people that you know, like, and trust and that no, like, and trust you.
So when we look at that, do the math for yourself on what. Would 30 transactions be worth to you if we say, I think it's pretty safe. We've established to say that one side of a transaction based on national average house prices now should be worth pretty close to $10,000 or more for you.
Maybe more if you're in an area in the top half of the, of the media. So when you do that math, you know, 30 transactions times $10,000, $300,000 is what? Just this one. Division of your business could be worth, and each day this week, we're gonna be talking about a new division that could be that much or more valuable for you if you're just focused on any one of them.
Today we're talking about getting referrals. Tomorrow we're gonna talk about multiplying your listings, turning every listing you have into multiple transactions. On Wednesday, we're gonna talk about converting leads. Setting up a an, you know, an ironclad way that when somebody comes into your world, if they're not ready to buy right now, you've got an amazing way to keep in touch with them and nurture that relationship until they are ready, that you convert the maximum number of leads that you possibly can.
On Thursday we're gonna talk about finding buyers. On Friday, we're gonna talk about getting listings, and Friday will be September 1st, and I'm very excited about Friday because that this September will mark the 10 year. Anniversary of a case study that we started in getting listings, and I'll have some amazing results to share with everyone on what we've been doing, with that category.
But I want you to wrap your mind around the financial. Opportunity that focusing on any one of these divisions could have. So today is all about getting referrals and I want you to first of all, calculate for yourself. How are you doing right now? What is going on? What happened in the last 12 months? For your referral category, for your referral division, what was your return on relationship?
And how we calculate it is we take the number of repeat. Referral and direct transactions that you did direct being somebody you know said, Hey, can you help me, buy a house or sell my house? That would be a, that those three things cumulatively, you had some number of transactions over the last 12 months.
Now the truth is everybody's got a return on relationship number. Every one of you has it. Whether you've consciously measured it or not is a different story. So we're gonna do it today. Let's measure it for you. Just looking back at the last 12 months, and I want you to think about this. Session that we're doing here, as if you and I are having a one-on-one conversation, and I'm looking at your business specifically because I want you to make this real for yourself and just see where you're at right now and what the potential could be.
You know, if you look at it that, let's say that you got 10. Referred 10 repeat and referral transactions last year, or maybe it was five, whatever it was. We divide that number into 150 people, which is your constant here for calculating your return on relationship. And we get a. Percentage. So if we say our goal is a 20% annual yield, that means that we did 30 transactions from that.
If you got a 10%, you were at 15 transactions. If you did seven transactions, you're at a 5% return on relationship. Five or six would be a 5% return on relationship. So knowing where you are, And then measuring that against what the ideal is. And if you heard me talk about Gamal Aziz counting backwards, looking at that as a loss, if we take the difference between 30 repeat and referral transactions and the number that you currently did, and we multiply that by $10,000, how much money are you losing by not having.
Your referrals getting system dialed up to 11. I'd love to see in the chat if you do some of that math, the amount of money that you may be sitting on as a gold mine here. If you calculate that difference, it would be fantastic to see what that could be. It could easily be a hundred thousand, $200,000. So how do we work into this now in a way that's going to make sure that we can bridge that gap?
And it starts with why we're not getting more referrals, and we may be blocking ourselves here. You may have a mindset, first of all, that asking for referrals. Maybe you're reluctant to ask for referrals because you don't want to seem like you can't get business on your own or that you may seem weak, that you're, you have to almost feels like begging for business for some people, or you don't wanna bother people.
And where that all stems is from this belief that people are referring as a favor to you. That you are asking people to do you a favor when you're asking them to refer somebody, but it's the furthest thing from why we actually refer, and this goes all the way back. We're wired evolutionarily in our genetics to.
Refer and we, you know, as long, the thing that got us as a species to be the most successful species in the history of the world is that we decided to play the cooperation game. And what that means is we decided that we'd be better off if we banded together. We'd be better off if we looked and maybe gathered people that we know, like and trust.
And then we could kind of, some of us do some things, others do, others that we look at that are, you know, be great if somebody could go out and hunt. And then somebody could stay back at camp and they can, you know, make sure the camp is all great and we all take care of kids, or have kids, or do all of these things.
We started gathering in the first earliest forms of. Society. And now in order to do that, you know, we would gather in tribes of 150 people and as soon as it got bigger than 150 people, the tribes would split and go form new tribes. And the reason is because our survival depended on it. Right? If I don't know you, if I don't know exactly who you are, then you could be a threat to.
Our tribe here. So we, that's why we limited for protection and trust like that. And when we all gather together, everybody has to contribute and be of value. If you're a drag on the tribe, you could be called from the herd here. So it's important for you to constantly demonstrate your value to the herd.
If I'm, if we, if you're a valuable, you're a skilled fisherman, well we can't get rid of Jason 'cause he knows how to catch all the fish. He's constantly adding his value, proving his worth to the tribe, and word would spread if you're not contributing or stealing. So if we fast forward now, We're constantly looking for ways to serve and protect our tribe.
For instance, if I'm out, let's say we're back in tribal times and I'm out hunting and gathering and I find a big patch of blueberries, and then on the trail back to, back to camp, I run into Ava. And I see Ava and I say, Hey, Ava, there's a big patch of blueberries there over the hill. Go get some. And when we get back to camp, Julie can make some blueberry cobbler, and so Ava will go get the blueberries.
I've saved her time because now she knows exactly where to go to get the blueberries. But in that moment, I am of more value to the herd than Ava. So Ava feels like she needs to balance the books here, so she needs to tell me. She feels compelled to say, well watch out on the way back to camp, because I saw some lions behind those rocks and now we're even.
I told Ava where the blueberries were, Ava told me to watch out for the lions. Everybody was benefited by that, and we both equally contributed. Now that sounds like, I mean, it you, there's no refuting it, but it sounds like, well, how does that equate in modern times? We're constantly balancing our books with this.
We're constantly looking to add value. To our modern tribe here, and we're continuously scanning our environment for ways to add value and protect our status in our social herd. So now how that might play out is if we go to Starbucks, and let's say I go to, we go to Starbucks and I buy you a coffee. Now that's one thing.
I'm being nice and that's great. Now, let's say we go back to Starbucks again tomorrow. Odds are that you're gonna feel compelled to buy me a coffee. I'm, we get there, the order comes up. Oh, no, let me pay 'cause you paid yesterday. We're constantly keeping these balanced books in our thing. Now, if you don't, if you forget and I go ahead and pay for the copy again, if we go back to Starbucks again the next day and you don't offer to pay, that's a different thing.
Now you're in a situation where you're taking advantage. A situation, and so we're constantly looking for opportunities to keep our. Books balanced here and you know when we soften this thing to social things, you see immediately these things in play. We're constantly looking to let people know about books that we read, movies that we see, restaurants that we try in these conversations we're constantly either.
Alerting people to something wonderful or warning them about something bad because we don't want them to have a bad experience, and we do want them to have a good experience. And if they go and have that experience, we get credit for it. I added value to you, and this sounds like so farfetched, but when you really think about what's happening, it's exactly what's going on here.
So now we figured out now why we refer, it's not as a favor to you. It's because we want to add, we want to add to our status. We wanna protect our status in the herd. So some of the mistakes that our mindset can happen is that when we're approaching. Our top 150. Some of the mistakes that we make are that we might confuse being nice to people with an orchestrated referral process, and we may be asking for referrals instead of asking for specific help.
Now, when we look at how these referrals actually happen, One of the things that is irrefutable is that referrals happen as a result of conversation.
Excuse me. So people are in conversation all the time. They're talking about all kinds of things, but three things have to notice, have to happen for a referral to take place. First of all, they have to notice. The conversation is about real estate. Then they have to think about you, and then they have to introduce you to the person that they had that conversation with.
All three of those things have to take place in order for a referral to happen, and keep in mind that. Introduce is far different than tell people about you. Even if they rave about you, it's far more important. It'd be better that they whisper about you and tell you about them than that they rave about you and leave it up to them to contact you, right?
Every referral that you get followed that pattern. Odds are that they hear a conversation about real estate. And they tell people about you and they ended up calling you. If you just do this kind of test for yourself, just think about the last referral that you got. You know, you look at that person and you kind of think to yourself, okay, how did I get this referral?
And one of two things most likely happened, either the client called you up. And said, Hey, I'm a friend of John, and John told me that you could help me sell my house. Now that's 80% of the referrals that we get. That's how it happens. The other 20% might be that your client, John, called you up and said, Hey, my friend Jason is gonna be selling his house.
I was telling him all about you. You should give him a call, and that is what we call a reactive referral. But where the big opportunity is to orchestrate these referrals. Otherwise, you are leaving it up to chance. People may tell people about you. Whatever you in struck them to do. They do. They may tell people all about you, but you've got the opportunity right now to orchestrate, to present them with a referral opportunity that is right in their wheelhouse that will get them to notice those conversations.
So how can we raise the odds? If those are the logistics, right? They have to notice, they have to think about you and they have to introduce you to the person they, they we're just talking to. Luckily, our brains are very easy to program, and with the power of suggestion, we can program people to refer you even when without them even noticing what's happening.
I had a great experience that really brought this home for me several years ago in our forum, I had someone say, does anybody know where we can get carpet replaced? Today, we have a closing tomorrow and the painter just spelled paint all over the carpet and it's ruined. Now without even thinking about it, my brain immediately started singing 805 8 8 2 300 Empire, and I realized in that moment that they had been programming me.
They'd smuggled that in without my permission, it'd been living their rent free programming. Me to just wait for the moment. When someone says, does anybody know where you can get same day carpet? Same day carpet 805 8 8 2 300 Empire. Now I realized then that's the power of suggestion and programming. And when we realize, when we multiply these opportunities by the conversations that your top one 50 are having, let's just do the math, let's calculate it out that, let's say on average they have three conversations a day.
That means that you are, you know, a hundred conversations a month. Roughly rounded up times 150 people is 15,000 conversations that your top one 50 will be engaged in. Now, it's inconceivable that some number of those conversations could not be turned into referrals for you. So what conversations do you think that they might hear?
I mean, is it possible that they're gonna hear somebody talking about buying their first house, or somebody's kids buying their first house, or maybe somebody buying a bigger home? I. Moms sitting at a coffee shop are on the playground announcing that they're pregnant with their third child and they're in a two bedroom home and it's time for them to get a bigger house now, or somebody announcing that they're getting transferred or they're up for a job, promotion or maybe moving out to the country or getting a pool home.
Or buying an investment property or a vacation property or a house for their kids when they go off to college. There's so many conversations that are happening, and when we are very specific in how we program people to notice those conversations, it can make an amazing difference. Now I have a book for everybody that we've, that I wrote called Getting Referrals.
And it's all about this, the secret psychology of why people refer real estate agents. And so we're gonna post in the chat here, you can download a copy of the book and it explains in more detail all of these things, but a tool that we use to program those. And by the way, if you're listening, To the replay of this, you can get that book@gettingreferrals.com.
You can download a free copy. And so when we look at this, we've hit on a formula for programming your top one 50 to recognize those conversations and to know what to do. And so we've created something, we use a tool we use called The World's Most Interesting postcard. It's a postcard newsletter with just interesting facts on the front side of the card.
That would all be, by the way, things that you might use in conversation. And that when on the backside we hear conversations that come up about real estate, we can start programming people. And the secret kind of formula for programming language that we use follows an arc that goes Just a quick note in case you hear someone talking about insert high probability conversation here.
So just a quick note in case you hear someone talking about selling their house this fall. Then a little bit of amplification about why somebody might be selling or why they might hear those conversations right now. And then we want to instruct them on what to do. If you hear someone talking about selling their house, give me a call or text me and I'll give you.
A copy of my How To Sell Your House for Top Dollar Fast Book to give them or insert some item of value. So just a quick note in case you hear someone talking about insert high probability conversation, give me a call or text me and I'll give you this insert. Something valuable to give to them. That is going to set them up to raise their status in the herd because they can give somebody something that makes them seem very thoughtful.
They give them something that's going to raise their status. So if we program people every month with a high probability conversation like that, you've got 15,000. Conversations that are happening. Odds are that some of those conversations are gonna be about the things that we're talking about. Now, that foundation here, if you're following along on the action steps here, is gathering your top one 50, getting the addresses and who they are so that we can start. Programming every single month, those people to notice conversations about real estate, think about you, and then instructing them on what to do, then we can layer on top of that foundation now that they're never more than 30 days away from having your contact information right there in their hand. Some programming about what conversations to notice or to take, to take note of.
And now we can start to think about how can we proactively orchestrate these referral opportunities. And one of the greatest things is what we call Market Maker Monday. That could be any day of the week, but I like Market Maker Monday, where each day we think about what's going on in your world right now.
Who are you showing houses to? Who are you going to see about selling their house? What have you got going on that you can look at your top one 50 we take and create a Google map. With your top one 50 so that you can see with a dropped pin where your top 150 are. So you can look at that map and say, here's the opportunity.
there's where my people are. So if I'm showing homes in River Run, I can look and I can see that Donna lives in River Run. I can send a quick email or a text to Donna and say, Hey Donna, I'm showing houses this week in River Run and there's only a couple for sale. Have you heard anybody talking about selling?
Maybe we can match them up with this couple from Atlanta. Now, Donna May have just been out, on the, in the backyard talking across the fence with her neighbor who just announced that they're having their third child in their two bedroom townhouse and that they're gonna get a house before the baby comes.
And she's got that inside scoop. Now here we are asking Donna. Have you heard anybody talking about selling? Imagine what it would do to Donna's status in the herd. If she could go, if she could connect me with her next door neighbor and we're able to get her townhouse, her neighbor's townhouse sold without them even having to put it on the market, what would that do to Donna's status in the neighborhood?
She would look like a hero because she added the ultimate value to her neighbor. She's gonna get a reputation as well. If you're gonna sell, you better tell Donna 'cause she just snaps her fingers and things happen. We all want to get that glow and that. Thank you. When we get the scorza dopamine, when we get that acknowledgement from people, So we want to engineer situations where people can get that level of, they can get that level of acknowledgement and more importantly, that they get those referrals.
So I think when we look at it right now, that, you know, you've got so many opportunities. To really shore up what you're doing in those, with your top one 50 and, you know, really get as much. As you can from those relationships. So I want to, it, I've been talking for a while here and I kind of set, this is just the tip of the iceberg of the referral action plan for you.
But I want to, open it up in case we've got, you know, you want to talk about some of the strategies that you are using to get referrals or any questions around the things. That we've been talking about so far. So forgive me, but I'm kind of new to hosting rooms here in Clubhouse. I believe that there's somewhere along the bottom where you can raise your hand and we can bring you up, onto the stage here and make this as real as we can for your situation.
I'd love to hear from any of you, Ava, Donna, Linda, Julie, any, anybody there? And while you are getting situated, if you'd like to have a conversation about this, I can share a couple of other ways that we may be able to increase the number of referrals that you're getting. Some other things in the action plans here.
And I mentioned this idea of Market Maker Monday, and that the first opportunity you have. Is with your own activity, you know you're going to see somebody or you're going to show homes. You give people an opportunity to, be a market maker or a matchmaker, by just letting them know, letting everybody know what's going on, what you're doing right now.
Also, you've got an opportunity to scoop what's going on in the market. So the, one of the values of having this map, this market maker map, is to look at visually what I call the hot zone around each of your. Top one 50 and the hot zone is the five houses on either side and the 10 houses across the street.
Those are the ones that we're likely to have the closest neighbor relationships. You generally know the people one or two doors down, and right across the street, the people that you can see, the whites of their eyes when you go out to the end of the driveway, those are the ones you probably. Have the conversations with, and if a house comes on the market in the hot zone of one of your top one 50, it would be a great opportunity for you to reach out to them and say, Donna, did you see the house across the street?
Just came on the market? I've got all the information. Have you heard anybody, any of your friends? Say, let me know if anything comes up in your neighborhood. There's a great opportunity for you. Right? So to be able to reach out to those people and let them know about that activity. Now there's another opportunity.
Same time. How sells in that hot zone? Hey Donna, did you see the house across the street just sold? Can you believe it? They got. $850,000. Does that tempt you?
That's kind of a, that's kind of a great opportunity there to find out who's got thoughts of moving on their mind and they're always looking at you. As their source of the most up-to-date information, you are the one that's keeping them on top of the market. Now, one of the things as you're doing, you're gathering your top one 50 and spending time with them each week, is to start building referral profiles.
On them and you start thinking, maybe take a couple each week and kind of just go through and think to yourself, if they were to refer. What would be the likely scenario? Who would they likely refer? This is where you can build out your referral profile to include, you know, what kind of house they have or what their next move might be, or where they work or what age they are.
If they have any special, recreational pursuits or their kids do something noteworthy, something that you know about them. What would be the cool things? So I'll give you an example here in Winterhaven, if I were, had my top one 50, my friend, lane Bowers would be in that top one 50. And this was something that we actually, I.
Did with him. we were doing a, with another realtor here, a, we had a system for finding lakefront home buyers, people who were, and listing lakefront homes. Now looking, thinking about Lane, he. Is constantly, he has a ski school. People come from all over the world to learn to barefoot water, ski with lanes, spend time with him in the boat on one of the many lakes here in Winterhaven.
And if you think about what are the high. Probability conversations that he might have. It was very likely that somebody coming from Wisconsin in February to ski with Lane and it's 80 degrees would say to Lane at some point, how much do the houses here sell for? Which is exactly what happened. And we sat together with Lane.
We had prepared a guide. It's a Winterhaven lakefront house prices where we profiled all the lakes. We showed the price ranges for all of the homes on the lakes, along with all the activity,the lakefront price report. And so we said to Lane, we gave him some business cards that were many, you know, like a little certificate for the, for the guide.
And we gave those. For Lane to keep on the boat, but Lane always loves to raise his status. Whenever somebody would ask, he would call Cindy our realtors, assistant and say, Hey, I'm on Lake Eloise. And I've got a couple that are, they want to get information about the lakefront homes, and Cindy would run over and put in Lane's truck.
A package with the report, with the thing so that when Lane got off the lake and they go for lunch, he'd have the package right there for them, you know? And we ended up selling, Julie ended up selling several homes to clients of Lane's ski school, because we thought about Lane as this. Created lane's referral, profile and gave him the opportunity to raise his status among his tribe, the people who know him like him.
And he did a great job of that. And so that became a wonderful source. So you start to think about that. Who among. Your top one 50 has opportunities that you could present them with for that. Another opportunity might be every January to have an annual review, a state of the union type of address where you let all of your clients know everything that happened in the real estate market in the last 12 months and.
Give them an opportunity to let you know ahead of time what the next year holds in store for them. Because it would be valuable to them if you knew that they were going to be selling their house in the spring or they were considering buying an investment property, or they were considering buying a property, moving up or whatever it is.
If you can in January, create this opportunity for all of your people to let you know ahead of time. What their plans are. That could be a big advantage for both of you. But these are things that require a little bit of pre-planning and a little bit of orchestration here, but the reward would be outsized.
So I want you to think for you about what would this be like if you were to look at the opportunity that you have with your top 150? What's the gap right now? The number of referrals that you got last year subtracted from 30, which is the goal. Multiplied by the average commission amount, how much money are you losing or how, if you're motivated by how much money is sitting there, you might be sitting on a gold mine right now, just waiting for you to collect it with a little bit of orchestration.
So let's, Okay, I'm going to stop the talking right now and I would love to see if anybody has anything we can add or we can talk about, with regards to getting referrals here. I hopefully can see if you've. Got an opportunity to, raise your hand and if you wanna continue this conversation about referrals and get access to all of the tools that we have to raise this, I've got a whole community of people who are installing.
What we call this listing agent lifestyle. And it's all at gogoagent.com and we can, you can see all of the field reports from people who've been installing all of these systems in their own business and best practices for, for getting referrals. So we have, in the chat. I placed for you, several things.
We've got the Getting Referrals book, which you can download. It's in a link that Stewart has posted up in the chat here called Getting Referrals. If you're listening, As a replay, you can go to getting referrals.com and download that for yourself. Then we've got an example of the world's most interesting postcard.
There's a front and back of the postcard there for you to download, and you'll get that same thing at gettingreferrals.com. And Stuart posted up from Google on how to create your Google Map layer, which is something that would be an outstanding, opportunity for you there. And then if you want to join us, goagent.com, we’re installing this listing agent lifestyle, in their own business. So that is what I have for you in the getting referrals. Action plan category. tomorrow we're going to talk about multiplying your listings, meaning every listing that you get, how can we turn that into multiple transactions? How can we get it so that every time you take a listing, you're getting.
Five transactions from every listing. So I will look forward seeing.
And, hopefully you will come back and, and join us then join us all week, every week we're gonna talk about a new action plan. So that's it, that's what I have to share for you, and I'm glad that you were able to join us, and I will talk to you tomorrow.