BIC TIP #1194: The Fortune Is in the Follow-Up
You will hear it in every sales business on earth: the fortune is in the follow-up. Stephen Long, The Notorious BIC, puts a simple question to every broker in this tip: how are you following up? Because the people in your database who want to buy, sell, or invest are usually not ready right now, and the agent who stays in touch is the one who gets the call when they are.
Most of Your Database Is Not Ready Yet
Your database is probably full of people who said “maybe next year,” “after the kids finish school,” or “once rates come down.” That is not a no. That is a “not yet.”
The trouble is that many brokers make one or two contacts, hear “not yet,” and move on. Months later, that same person lists with someone else, simply because the other agent was there when the timing finally worked.
Let Your Tools Do the Heavy Lifting
There are plenty of tools available in your CRM, or contact record management system, to help automate reminders, schedule touches, and track conversations. If you are still relying on sticky notes and memory, you are leaving money on the table.
Stephen also notes that with the arrival of artificial intelligence, brokers may be able to streamline follow-up even further and become more efficient. AI can help draft messages, organize contacts, and suggest timing. Just remember that you are still responsible for what goes out under your name, so review everything for accuracy and compliance before it is sent.
Until They Buy, Die, or Tell You to Bugger Off
There is another fun adage in sales that Stephen shares: follow up with people until they buy, die, or tell you to bugger off. It is tongue-in-cheek, but the message is serious. Persistence wins.
Consistent, helpful follow-up is not pestering. A market update, a quick check-in call, a note on their home anniversary, or a useful article keeps you top of mind without being pushy. And if someone does ask you to stop, respect it and honor any do-not-contact requirements.
The Practical Takeaway
Take an honest look at your follow-up system this week. Is every lead and past client on a plan? Are your CRM tools working for you? Could AI help you save time? Build a consistent rhythm and stick with it, because the fortune really is in the follow-up.
This BIC Tip is general real estate education for licensees and consumers, not legal, tax, or financial advice. Rules and forms change, so verify current NCREC rules, MLS rules, and standard forms, and consult a North Carolina attorney or qualified professional about your specific situation. See Disclaimers & Disclosures.
