After the 2018 Success Summit, Luz’s coach challenged her to choose a new lead gen source – one that she knew she should be taking advantage of but wasn’t. Impressed with one of the speakers who spoke about A2A referrals, Luz recognized the revenue-generating potential she couldn’t afford to be missing out on any longer.

Since then, she has built a thorough process for meeting agents from all over North America, building lasting relationships with them, and when they do refer, keeping them fully informed on every stage of the transaction. She didn’t know it then, but A2A would become Luz’s most profitable lead source by 2022 – and the one she most enjoys cultivating.

It’s very important to Luz to let her network know how much they’re valued. One of her favorite ways to do this is by hosting – in partnership with a few other Tom Ferry clients – a cocktail hour the day before Summit. It’s quite a party!

Participation has been remarkable. For her first event in 2019, only eight people attended. But right before the 2022 Summit, that number had grown to over 700 agents! And best of all, beyond her coaching and the events she attends, this party is her only real expense for receiving so many A2A referrals!

NETWORKING

Like any other lead source, you have to know where your prospects gather and where they focus their attention. Since Luz seeks A2A referrals within the Tom Ferry ecosystem, she never misses a Tom Ferry event, and virtual attendance isn’t even a consideration.

Here’s a breakdown of how Luz approaches networking:
1. Keep the goal in mind: “If anyone thinks of Miami, they think of Luz.”
2. Follow Tom’s advice: At events, never have a meal by yourself.
3. Come to each event with a goal to meet a certain number of people. Luz doesn’t have a qualifying criteria for whom she reaches out to. She doesn’t focus on the color of someone’s lanyard and she doesn’t come with a list of people she intends to meet. That said, people with positive energy gravitate to others with positive energy, so Luz’s networking isn’t exactly random.
4. Be authentic. You are who you are, so be who you are. Of course it helps if, like Luz, you are cheery and outgoing.
5. Don’t underestimate a handshake. It has the ability to convey that you are sincere, personable, and confident.
6. Let curiosity drive the conversation. “Are you on a team?” “What’s your marketing focus?” “What’s your biggest takeaway from the event so far?” “Have you ever been to Miami?”
7. Fully embrace networking: “Every encounter is an opportunity. I put my heart and intention into getting to know that person.”
8. Always have a physical business card. Don’t just have someone scan a QR code. That said, “People do not connect with cards. People connect with who you are and what you bring to the table. Focus on creating relationships instead of distributing marketing materials.”
9. Don’t just try to make quick connections. The goal is to connect with as many people as possible at a quality level.
NURTURING

When seeking A2A referrals, agents are your leads. And as with any other lead, follow-up is key. This means you need a nurturing plan. As Luz says, “Treat your network the same way you treat your sphere.”

• After an event, Luz gives her assistant all the business cards she collected and her assistant inputs them into their CRM. Luz also provides her assistant with a list of all those who attended her pre-Summit event. (See Luz’s Special Sauce.) The initial follow-up is through Instagram and Facebook. Each person receives a direct message from Luz. These aren’t customized to each individual but are a BombBomb video from Luz. (See Luz’s tools.)
• She uses videos, text messages, cards for special days, and biweekly email newsletters.
• The newsletters aren’t just about real estate. They always include information about real estate, but she leads with information about Miami, keeping them a lot more interesting. (See Luz’s tools.)
• Every month she creates a few generic videos that can be used with any number of agents, such as “happy birthday” videos.
• If someone is really close to her heart, she’ll do a personal BombBomb.
BUSINESS STANDARDS

Just as you need standardized processes for working with home buyers and sellers, you need processes for working with other agents.

• Communication
• Find out from the agent you are working with how they like to communicate. What are the key events and how often?
• With a buyer, there are a maximum of three communication touchpoints:
• Initial buyer consultation
• Under contract
• Closing
• For sellers, the maximum number of touchpoints is six:
• Listing presentation and listing agreement signed
• Going active
• Under contract
• Price reductions
• Appraisal
• Closing
• Compensation
• Just as you should have standards regarding your baseline commission with your clients, you should also have referral fee standards.