Revised: October, 2023
WHAT IS NRM?
NuWay Relationship Marketing (NRM) is a brokerage system designed to help you create an on-going, step-by-step method of building, organizing, and communicating with your Relationships List (R-List); people you know and people who know you, with the ultimate goal being an “On-Growing” R-List of people you know who will do repeat business with you and refer people they know to you and your services, over and over.
THE NRM GOAL
To build a 100% repeat and referral-based business.
To create a predictable and abundant flow of high-quality leads; those who are ready, willing, and able to buy and/or sell real estate with you.
To know where the next transaction is coming from and make it happen instead of wondering if or when it will happen.
OUR PRIORITY
Our priority is to produce financial rewards without sacrificing family, freedom and personal time. We want our time at work to be fun and productive and everything else is our own.
THE PRIMARY TOOL: YOUR NUMBER ONE JOB
Of all the things you do as a real estate professional, your number one job above all else, is to generate leads. It is the most important thing you do every single day. It is the successful agent’s secret to success. There are three rules for the successful real estate professional: 1) Lead generation. 2) Lead generation. 3) Lead generation.
The NRM system will outline daily and weekly goals and tasks to make this happen in what we call the NuWay 3-Month Year, specific goals and game plans worked into four 3-month “years” within each “calendar year.” 1) January-March; 2) April-June; 3) July-September; 4) October-December.
The primary tool of working by repeat and referral business is your database. Not just a list of names, phone numbers, and email addresses, but a list of relationships. Your family, friends, past clients, colleagues and more. Others call it your sphere of influence (SOI). At NuWay, we call it your Relationships List (R-List).
TOUCHPOINTS
Maintaining touchpoints in relationship-oriented ways is critical for your success. Touchpoints are a variety of creative ways to consistently communicate with your relationships list.
And when the time comes for those on your list to sell and/or buy, your name is on the top of their mind and at the top of their list. They know you. They like you. They trust you. You are a real, real estate professional.
Real (rē′əl, rēl), adj: The action of being true to one’s self as well as being true, to others. 2) being exactly as appears or as claimed; 3) free from any intent to deceive or impress others. 4) not fake in any way; 5) unmatched customer service.
You are good at what you do and your only goal is to help your clients get what they want.
But you must build a Relationships List (R-List), you have to ask, you have to stay in touch, and you have to be “real.” And you need to do all four consistently without any excuses. They can only say “yes or no.” But you only know when you ask. Don’t hesitate to ask because you think the answer will be “no” because it very well could be. But give them a chance to say “YES” again and again! They will not say “Yes” unless you ask. They won’t just randomly seek you out. The word “no” is irrelevant. It has no value for us, so don’t be distracted by it. We are looking for “yes’s.” Put all the “no’s” on you D-List and ask again at a later time. “No’s” can eventually become “yes’s,” but not if you don’t ask. Find a lot of ways to ask.
Keep asking and keep building your R-List every single day.
CREATING YOUR RELATIONSHIPS LIST (R-List): Add, Sort, Rate and Engage (ASRE)
A. ADD people to your list (first time list, then “on-growing” list).
Brainstorm people from you SOI; family, friends, past clients, colleagues, etc. Maybe “100” real good prospects to start with.
Start off simply with a yellow pad or composition book, move to a Excel Spreadsheet, or an email list in something like Mail Chimp or Constant Contact, and perhaps eventually to a simple CRM (Customer Relationship Management software).
The information needed initially is: their name, mobile number, and email address.
Always be adding names to your list each day or when they present themselves. Use a “Get Connected” link to capture this information.
Other ways to build an R-List: (add)
B. SORT them into specific groups or categories; who are they, how you know them.
Categorize all the people on the list. Some will fit in multiple groups. Tag them in each group; examples: Family, friends, co-workers, baseball players and coaches, Mayberry friends, neighbors, life group/church friends, people who like my blog, my Facebook friends, people who like my posts.
C. RATE THEM (As A’s, B’s, C’s or D’s)
A-Listers–VIPs – The people who are most likely to refer you and use you when the time comes to buy and/or sell; those closest to you. Repeat buyers and sellers and those who make multiple referrals are A+’s (A Plusses). These are your VIPs and should be treated as such. Reach out to them personally at least once a month; every month. Weekly newsletter. Invite them to special events, even to lunch or dinner, to a baseball game.
B-Listers – The people who would probably refer you if you asked and were shown how. Everybody else you know. Weekly newsletter. Reach out to personally on a quarterly basis. B’s could become A’s.
C-Listers – The people who might become A’s and B’s in the future. New people added to your list start here. Included vendors, lenders, inspectors, builders, etc. Big list. All new relationships start here. Add them to you newsletter list. Reach out to monthly.
D-Listers – The people who are longshots; the maybe’s. But you never know until you ask or even ask multiple times. Even a D might even eventually become an A or B.
F’ers are those to be eliminated from your list. These are past clients who were not fun to deal with. We don’t have time for the drama. There are more than enough good clients out there.
Designate the A, B, C contacts in your phone to make it easier to group when phoning or respond to quickly when they call. *A, *B, *C.
D. ENGAGE THEM (Touchpoints; always be adding new touchpoints)
Start with an intro text or if it’s been a long time, a get re-acquainted text. Let them know that you are in the business as a real estate professional and connect them with your NuWay LinqApp (your digital business card) with a “Call to Action” asking for their contact info. #1 is my intro video. #2 is a form that collects their name, mobile number and email. Ask them to watch the video and then connect. Every relationship starts with access to the NuWay LinqApp. Make everything start here. It makes it easy for them to find you when they need you. (Use an easy to remember weblink). rickclarke.com (make sure they know it’s Clarke with and E. My text and email signature is Rick, NuWay.ms. NuWay.ms is the same thing as rickclarke.com. Make is simple and easy to remember. Maybe even rickclark.com should be added. The clickable weblinks are the best. Put them everywhere.
You can design your NuWay LinqApp any way you want to. Get a simple web address to make it easy to access. I use rickclarke.com for mine. Click on the link and take a look around. My menu is numbered. 1) This Week’s “Get Moving With NuWay” video. A 30 second greeting with a new one each week. 2) Contact Rick with a Click (buttons for text, email, and call). Then a block with all of the FYI contact numbers and links. 3) Get Connected with Rick, asking the visitor to submit contact information. 4) About Rick and NuWay. 5) NuWay Links and Documents. 6) You can even add other links of interest; Other “Rick Projects.” Finally some promo photos. You can even Share your page in a variety of ways.
Next will be your ongoing email newsletter if you choose that option. Send on the same day and at the same time each week.
Click here for a sample of Jake’s weekly email that has worked so well for him. He uses Constant Contact and he is in constant, consistent, weekly contact with his huge mailing list.
Thirdly: Create a consistent social marketing campaign. Facebook, Instagram, Snapchat, etc.
For new agents or for the old timers restarting their business, we would recommend Ricky Carruth’s Zero to Diamond 60 Day Challenge. Check it out. It’s free.
ONGOING TOUCHPOINTS: How to reach out to and communicate with your R-List.
Schedule a time on a regular, weekly basis to focus only on adding, grouping, rating and engaging (AGREing) your Relationships List (R-List) through the use of touchpoints. Reach out to “x” number of people on a specific working day(s) during a specific timeframe. Block out a day or days and time each week to focus only on building, growing, and nurturing your R-List. This day. This time. Without fail. Without interruption. Nothing else going on. You are not available during this timeframe. Building and communicating with your list is the most important thing you will do.
Use texting. Text first. Start the conversation here. Everybody texts. Everybody is busy. Just because their phone is with them 24/7/365 doesn’t mean they have time at that very moment to take a call. In fact, nobody likes cold calls. Texting is polite and non-intrusive. And they can become those follow-up calls, emails, and other things. Text to let them know you will call at a certain time or ask them if they are available to take a quick call or what would be a good time to call. Texting is a way to let them know who is calling, and what the call may pertain to, in advance. There is a distinct difference between a cold call and a cold text. And in most cases, you can see when they’ve read the text.
Always include a Call to Action in your texts. A call to action is an invitation to perform a desired action. Even a casual, non-business text can include a link to something business related. Add a referral link, a link to your NuWay LinqApp, links to a web page, a web link to collect numbers and emails, a PDF, a property site, a contest, fun promos, and much, much more. Be creative.
Create effective, ready-made messages for them with a “Copy and Paste Library” that you create. Take the time to edit and personalize your communication. You also have a record of the conversation on your phone. Go to the NuWay Marketing Center for examples. (add link)
Engage your R-List in a variety of ways, real ways, that sound like you and not like some marketing machine or some random shameless marketing pitch.
Methods of communication: Text, call, pop-by with a small gift, email, email newsletter, messenger, invite to a meal (breakfast or lunch) or an event, maybe even reserved seats at a baseball game. Always offer them a link to connect with their mobile or email.
Use mobile video on special occasions. 30 second to a minute. They see you and hear your voice. Don’t over-do it. Use it to say hello. Use it to say thanks. Facetime with them, but text first for permission and fair warning.
Use social media. Invite them all to be your friend. Comment on their posts. Like. Wish them a happy birthday or happy anniversary. Congratulate them on special accomplishments. Effective. Separate politics from friendships and business. Perhaps even create a private Facebook page for clients.
Thank people for their referrals. Thank them for doing business with you. Encourage them to do it again.
Keep good records of who you reached out to, how, when, and what the message was.
Connect people with your NuWay LinqApp. Moving starts here. Example: rickclarke.com
Rick Clarke's Diary of a Mad Baseball Coach 