One of the biggest mistakes agents make is assuming that a cold or hesitant prospect isn’t worth the follow-up, but the agents who succeed long-term are the ones who understand that “no” today often means “not right now”, writes Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions.
But to be top-of-mind when that timing changes, you need a layered, consistent, and value-driven follow-up plan.
Stay relevant with the 90/30 rule
Your follow-up needs structure.
Bo recommends following the 90/30 rule as the absolute minimum:
- Reconnect every 90 days: Phone call, coffee catch-up, and face-to-face check-in. This keeps the relationship personal.
- Add value every 30 days: Email newsletters, market updates, or insights that educate and support the client – not sell to them.
This simple rhythm ensures you stay relevant without being pushy.
Build ubiquity through layered marketing
Being remembered isn’t about one email or one phone call. It’s about building presence from multiple angles.
To become an attraction agent, Bo recommends adding layered marketing to your strategy:
- Social media content
- Letterbox drops
- Door knocks
- REA banner advertising
- Local sponsorships
- SMS campaigns
- EDMs (email direct marketing)
Each of these channels works together to create saturation marketing – where your name, face, and brand appear consistently and naturally in your prospect’s environment.
Own a piece of their mind
The goal isn’t just to stay visible. It’s to own a small piece of mental real estate in the prospect’s mind.
This happens over time, through repeated, relevant, and positive impressions.
So when they’re finally ready to list, there’s no need for them to Google or compare. You’ve already earned the opportunity – – subliminally and strategically.
“No” isn’t the end of the conversation. It’s the beginning of a new timeline. Use the time between now and when they’re ready to build trust, add value, and create mindshare.
Because if you do that well, you won’t be forgotten.
You’ll be the only agent they think of.
By Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions
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