In the first 3 parts of this series on generating more referrals this holiday season, we unpacked the importance of having a methodic, ROI-generating referral strategy for the holiday season with the Referral Generation Matrix, tips to host an impressionable holiday party without going over budget and 3 best practices to gifting clients via pop-by visits this holiday season.
In part 4 of our 5-part series on generating more referrals this holiday season, we’ll explore philanthropy and how you can increase client interactions, leave a lasting and positive impression with your client-base, while making a positive impact in the community along the way.
What originated as a time of year to celebrate religious, historical milestones, has evolved into an internationally recognized season of love, giving and thankfulness for the blessings of our lives. Did you know that 90% of consumer retail sales annually occur in the months of November-December? From an early age, we’ve become socialized to accept this time of year that our gesture of love and appreciation is best demonstrated through gifting to family and friends. Sadly, we know many people this time of year are in-need and lacking basic essentials to make the holiday season comfortable, let alone celebratory.
What do you think of when you hear philanthropy? To some, philanthropy is simply donating money to local charities who then disperse the funds to those in need in the community. While monetary donations are impactful and noteworthy means to approach philanthropy, we suggest a more hands-on approach to addressing philanthropy during the holiday season. Lets dive in!
Self-Less AND Lucrative Philanthropy
As a real estate agent, you benefit from being visible to your past clients. When you are top-of-mind, you are more likely to be contacted for a personal real estate need, or that of a referral’s. Fulfilling a philanthropic endeavor at the holidays gives you a positive and memorable excuse to directly interact with your clients! You’re providing a positive community service that has no direct benefit to your business, making the interaction easier for the customer as they don’t need to feel guarded about your intentions. Lets be honest, some salespeople who are too direct and pushy can spoil the sentiment for the rest of us! Having an excuse to interact with a past client where they won’t feel guarded from a salespitch can lead to deeper emotional intimacy in your relationship, fostering trust and a stronger sentiment to work together in the future. Lets discuss philanthropic activities that can create personal and direct interactions with your clients in-person!
Asking for Client Participation on Their Terms
So, the goal is simple. Use your philanthropic gesture to get face-time with your clients on their terms! Since organizing an activity where people have to come to you can be less convenient for your clients, like serving at a homeless shelter, we recommend you visit your clients at their homes. This gives you the perfect chance to check-in and visit face-to-face for 4-5 minutes while you collect donations. We suggest donations like a food drive, coat drive, or toy drive are perfect ways to help those in need.
By communicating with your clients that your business will be helping the local community through charity donations, you demonstrate your commitment to the community and provide yourself as a service! For clients that want to participate, as many do during the holiday season, you can help make their participation even easier by visiting them to pick-up their donation.
You can start by searching for local non-profits that collect donations and select a cause that is important to you. Research how the organization accepts donations, like day, time, and location for deliveries, then start contacting clients with email and text messages to inform them of your effort and volunteerism to pick-up any donations. Your clients will appreciate the sacrifice you’re making for the community, and for them!
Philanthropic gestures are free and easy ways to jumpstart a relationship for possible referrals in the future. In our final instalment on ways to generate referrals during the holiday season, we discuss strategy #4, social posting. Social posting is a great way to showcase the impact of your philanthropy to the masses in your database and social networks. Done well, you can make a lasting impression with all of your clients in a way that can warm-up some conversations in Q1.
Read Part 5: Get More Referrals This Holiday Season (Social Posts)
