Stage 6 – Closing 

”By closing, all the heavy lifting has been completed, and handling stressed and anxious buyers becomes the order of the day for real estate agents,” O’Neill says.

First, a final walk-through of the property must be performed.

O’Neill recalls a deal that was set to close at 9 a.m., and he decided to conduct a final walk-through with his clients the night before. The pipes had frozen and burst at some point following the home inspection, and had they not walked through the property, no one would have known until it was too late.

“If we had actually closed, it would have been a mess,” he says.

A smooth closing is of the upmost importance, not just for the clients, but for the agent as well. LaFido considers this stage an important one in building a long-term relationship between him and his clients.

“This is where most agents drop the ball. They count their money and don’t follow up with people, [and] that’s why we get the bad rap,” he says. “They don’t try to build the relationship. Ultimately, if you do what you say you’re going to do and over-deliver, you have earned the right to ask for a referral.”

Constant and meticulous communication of all the closing details will satisfy clients who may be running low on patience, depending on the circumstances, and will provide a springboard for referral business.

Stage 7 – Post-closing

With buyers in their new home, agents often find it beneficial to check in periodically. Brahm cooks dinner for her clients, and makes sure to drop it off on their first night in the new home. Customized long-term communication furthers the relationship between an agent and their former clients.

Staying in touch, especially with multiple clients, is a challenging but critical aspect of a great agent’s effective communication plan. The secret, Brahm says, is simple.

“It doesn’t matter how big or small the transaction; you have to be accessible, as well as stay on their minds,” she says. “Your clients need to be able to get a hold of you at any time…you just have to constantly be organized and follow-up in a timely manner. How you handle communication with them after a deal is over is just as important as during a deal, because you never know when they could refer you to someone.”

LaFido utilizes his team at ERA Feinstein to manage multiple clients and provide them with all the information they need, no matter what stage of the process. He has a staff member that calls all of his clients with a weekly update. He answers specific questions personally, and has a direct mailing campaign for sellers to remind them of important deadlines or developments.

“That’s how you become referable: by being able to over-deliver,” he says. “If someone doesn’t have a good experience with me, I don’t want it to be because of communication or lack thereof.” CA

Sara Brahm
Baird & Warner
Winnetka
847.881.2339
sara.brahm@bairdwarner.com

Michael LaFido
ERA Team Feinstein
Hinsdale
630.522.2018
mike@livingindupage.com

John O’NeilL
The JFO Group, Coldwell Banker Previews
Chicago
847.877.2215
jfoneill3@gmail.com