Duplicate Your Clients, Multiply Your Opportunities
By Coach Beverly Cairns
In coaching, we spend a lot of time helping agents build a strong database and work by referral. But there’s another piece that’s just as important when you want to create momentum in your business.
We call that duplicating the client.
Duplication is designed to turn active and pending transactions into a predictable stream of income. It’s the process of engaging your clients when real estate is at the very top of their mind — and turning that engagement into referrals to you.
Did you ever have the experience of considering buying a particular type of car and suddenly, you see that car everywhere? Or maybe you’re expecting a baby and you start seeing a lot of other moms-to-be as well. That’s your “reticular activator” at work. Your brain’s neurons are noticing and filtering what you deem important.
That happens to buyers and sellers as well. When they’re in the process of making a move, they start noticing others who are thinking of doing so, too.
The key for you is to get your clients to a) be aware of those people and b) refer them to you.
If you don’t encourage your clients to take advantage of these moments, the opportunities are lost.
Why Duplication Matters
One of the biggest challenges agents face is simply waiting too long to ask for referrals.
They focus on doing a great job for the client (which they absolutely should) but they forget that the client is surrounded by people who may also be thinking about moving.
That’s why duplication has to become a habit. In fact, many agents need to ask more than once during the course of a transaction. That’s completely normal.
The Three Conversations to Have on Every Check-In Call
One of the simplest ways to build duplication into your business is through regular check-in calls with active clients.
Whenever my clients connect with someone who is buying or selling, I encourage them to focus on three things during those conversations.
1. Share what’s happening
Start by updating the client on what’s changed since your last conversation. A quick update helps them feel informed and confident that everything is moving forward.
2. Make sure they’re taken care of
Moves create a lot of moving pieces — timelines, contractors, utilities, packing. Use the call to check in and ask where they are in the process and whether they need help coordinating anything.
3. Ask about referrals
Finally, ask if they know anyone else who might need help buying or selling. Because real estate is already part of their daily conversations, this question often feels very natural when it comes from someone who’s actively helping them through the process.
Aim for each of your buyers giving you two referrals, prior to their close. For each seller, aim for one referral, post-closing. In doing so, you’ll be well on your way to your goal of keeping your pipeline filled year-round.
Following this duplication process will boost your lead generation and help you reach your goals faster.
The Ultimate Year in Real Estate
At Buffini & Company, we call this duplication process “Dupli-Care”. Because it plays such an important role in building a referral-based business, we’ve made it a key part of our year-long lead-generation program, The Ultimate Year in Real Estate.
Each year, Buffini Members take part in three lead-generation Blitz sprints: Launch Your Year, Summertime Surge and Finish Strong. Each sprint lasts 60 to 75 days.
After each of the first two Blitz sprints, the program shifts into Dupli-Care, where you’ll receive videos, dialogues and resources to help you stay focused on duplicating your database and generating more referrals. After participating in the third Blitz sprint, you’ll move into a Season of Organization, where you’ll review the past year and set yourself up for the next.
For more information, talk to your Coach or click here.
