The Power of Regular Check-Ins

Success isn’t just about closing deals—it’s about building and nurturing lasting relationships. One of the most effective ways to maintain and strengthen these relationships within your Sphere of Influence (SOI) is through regular check-ins. Consistently staying in touch with your network ensures that you remain top-of-mind, foster trust, and position yourself as the agent first in mind whenever real estate needs arise.

At MHC, we emphasize the importance of regular check-ins as a critical action step in the SOI farming section of our real estate agent roadmap. Regular check-ins are more than just a simple “hello” or “how are you?”—they are strategic touchpoints designed to deepen your connections, provide value, and keep your real estate business thriving. In this blog, we’ll explore why regular check-ins are essential, how to effectively execute them, and the benefits they bring to your SOI farming efforts.

Why Regular Check-Ins Are Crucial in SOI Farming

Maintaining Top-of-Mind Awareness:
In real estate, being the agent first in mind is critical. With so many agents competing for attention, it’s easy for clients and prospects to forget about you if you’re not consistently staying in touch. Regular check-ins ensure that you remain visible and memorable, making it more likely that your contacts will think of you first when they have a real estate need.

Building and Strengthening Relationships:
Real estate is a relationship-driven business, and relationships require ongoing attention to flourish. Regular check-ins allow you to nurture your connections, show that you genuinely care, and strengthen the bond between you and your SOI. Over time, these consistent interactions build trust and loyalty, which are key to long-term success.

Providing Value and Staying Relevant:
Check-ins are an opportunity to provide value to your SOI. Whether it’s sharing market updates, offering helpful advice, or simply listening to their concerns, regular touchpoints help you stay relevant in the lives of your contacts. When you consistently provide value, your SOI sees you as a trusted resource, not just a salesperson.

Identifying Opportunities:
Regular check-ins also help you stay informed about your contacts’ life changes and real estate needs. By staying in touch, you can identify new opportunities for business, such as when a client is thinking about selling their home, looking to invest, or referring a friend or family member.

Differentiating Yourself from the Competition:
Many agents neglect regular follow-ups and only reach out when they need something, such as a referral or a new listing. By making check-ins a routine part of your SOI farming strategy, you set yourself apart as an agent who genuinely cares about your clients and is invested in their long-term success.

How to Effectively Execute Regular Check-Ins

1. Develop a Check-In Schedule
Consistency is key when it comes to check-ins. To ensure that you’re regularly staying in touch with your SOI, develop a check-in schedule that outlines when and how often you’ll reach out to your contacts.

Steps to Create a Check-In Schedule:

• Segment Your SOI: Divide your SOI into different segments based on factors such as their relationship with you, their stage in the real estate process, and their communication preferences. For example, past clients might be checked in on quarterly, while prospects could be contacted monthly.
• Set a Frequency: Determine how often you’ll check in with each segment. This could range from monthly to annually, depending on the nature of your relationship with each contact.
• Choose Communication Channels: Decide on the best method of communication for each segment, whether it’s phone calls, emails, text messages, or in-person meetings. Use a mix of channels to keep your check-ins varied and engaging.
• Automate Reminders: Use a CRM system to set reminders for each check-in. This ensures that no contact is overlooked and that you maintain a consistent outreach schedule.

2. Personalize Your Check-Ins
Personalization is essential for making your check-ins meaningful and impactful. Generic messages can come across as insincere, while personalized communication shows that you’ve taken the time to understand and care about the individual.

Tips for Personalizing Your Check-Ins:

• Reference Past Interactions: Mention something specific from your last conversation or interaction with the contact. For example, “I remember you were thinking about renovating your kitchen—how’s that going?”
• Acknowledge Life Events: Pay attention to important life events, such as birthdays, anniversaries, or milestones, and acknowledge them in your check-ins. Sending a congratulatory message or a small gift can make a big impression.
• Tailor Your Message: Customize your message based on the contact’s current situation. If they’re a past client, you might ask how they’re enjoying their new home. If they’re a prospect, you could share relevant market updates or new listings that match their criteria.
• Use Their Preferred Communication Method: Some people prefer phone calls, while others might favor emails or texts. Use the communication method that your contact is most comfortable with to ensure your message is well-received.

3. Provide Value in Every Check-In
Check-ins should always offer something of value to the recipient. This could be useful information, helpful advice, or simply the assurance that you’re available to help with any real estate needs.

Ideas for Providing Value During Check-Ins:

• Market Updates: Share relevant market updates or neighborhood trends that might be of interest to your contact. This positions you as a knowledgeable expert and keeps your SOI informed about the real estate landscape.
• Home Maintenance Tips: Offer seasonal home maintenance tips or advice on how to increase property value. This type of information is practical and shows that you’re thinking about their long-term investment.
• Real Estate News: Share news about changes in real estate laws, financing options, or local developments that could impact their buying or selling decisions.
• Personalized Recommendations: Provide personalized recommendations based on their specific needs or interests, such as suggesting a mortgage lender, a contractor, or a moving company.

4. Be Authentic and Genuine
Authenticity is crucial in building and maintaining trust with your SOI. When checking in, be yourself, and show genuine interest in your contact’s life and well-being.

How to Be Authentic in Your Check-Ins:

• Show Empathy: Listen to your contact’s concerns and respond with empathy. Whether they’re dealing with a personal challenge or making a big life decision, showing that you care goes a long way.
• Be Honest: If you don’t know the answer to a question, be honest and let them know you’ll find out. Transparency builds trust and reinforces your integrity as a professional.
• Avoid the Hard Sell: Focus on building the relationship rather than pushing for a sale. Your check-ins should be about maintaining the connection, not about closing a deal. When the time is right, the business will follow.
• Keep It Light: Not every check-in needs to be about real estate. Sometimes, a friendly conversation about a shared interest or a simple “How have you been?” is all that’s needed to keep the relationship strong.

5. Track and Analyze Your Check-Ins
To maximize the effectiveness of your check-ins, it’s important to track and analyze your efforts. By keeping detailed records of your interactions, you can identify what’s working, what’s not, and where you can improve.

How to Track and Analyze Your Check-Ins:

• Use a CRM System: A CRM system is invaluable for tracking your check-ins, recording notes, and setting reminders for future follow-ups. It also helps you keep track of key details about each contact, such as their preferences and past interactions.
• Record Outcomes: After each check-in, make a note of the outcome. Did the conversation lead to a new opportunity, a referral, or a deeper connection? Tracking outcomes helps you measure the effectiveness of your efforts.
• Review and Adjust: Regularly review your check-in strategy to see what’s working and where you can make improvements. If certain segments of your SOI are more responsive than others, consider adjusting your approach or frequency of outreach.
• Ask for Feedback: Don’t hesitate to ask your contacts for feedback on your communication. Their insights can help you refine your approach and ensure that your check-ins are valuable and appreciated.

6. Follow Up After Each Check-In
A check-in is just the beginning of the conversation. To keep the momentum going, it’s important to follow up on any actions, questions, or commitments made during the check-in.

Best Practices for Follow-Up:

• Send a Thank-You Note: After a phone call or in-person meeting, send a quick thank-you note or email to express your appreciation for their time and conversation.
• Address Any Action Items: If your contact asked for information, resources, or a follow-up meeting, make sure to address these requests promptly. Timely follow-up demonstrates your reliability and professionalism.
• Plan the Next Check-In: Use your CRM system to set a reminder for the next check-in. Whether it’s a month, three months, or a year down the line, having a plan in place ensures that you continue to nurture the relationship.
• Keep the Conversation Going: If the check-in revealed a new opportunity or a potential lead, continue the conversation with relevant information or resources. This keeps the relationship active and moves the contact closer to a potential transaction.

The Benefits of Regular Check-Ins in SOI Farming

1. Stronger Relationships
Regular check-ins help you build and maintain strong relationships with your SOI. When your contacts know that you’re consistently thinking of them and offering value, they’re more likely to trust you and remain loyal to your business.

2. Increased Referrals
When you maintain regular contact with your SOI, you increase the likelihood of receiving referrals. People are more likely to recommend an agent who is present, engaged, and consistently providing value.

3. Higher Client Retention
Regular check-ins keep you connected with past clients, increasing the chances that they’ll return to you for future real estate needs. Client retention is essential for long-term business growth, and check-ins are a key part of maintaining those relationships.

4. Enhanced Reputation
By consistently reaching out to your SOI with personalized and valuable communication, you build a reputation as a dedicated and client-focused agent. This positive reputation can lead to more referrals, repeat business, and a stronger presence in your market.

5. More Business Opportunities
Regular check-ins help you stay informed about your contacts’ life changes and real estate needs, allowing you to identify new business opportunities. Whether it’s a client looking to upgrade their home, invest in property, or refer a friend, staying in touch ensures that you’re the first person they think of.

Conclusion: Mastering Regular Check-Ins in SOI Farming

Regular check-ins are a powerful action step in SOI farming that can significantly impact your real estate business. By consistently staying in touch with your network, providing value, and nurturing your relationships, you position yourself as the agent first in mind when real estate needs arise.

At MHC, we believe that regular check-ins are essential for building a successful and sustainable real estate career. By implementing a strategic and personalized check-in process, you’ll not only strengthen your connections with your SOI but also create a steady pipeline of referrals, repeat business, and new opportunities. Start making regular check-ins a priority today, and watch as your real estate business grows through the power of consistent, meaningful engagement.