Top of mind is the goal. The meeting is the win.
Why the meeting is the win
- Magnets do not sign listing agreements. You do.
- Posts do not handle objections. You do.
- Mailers do not build loyalty. You do, across a table or a video call.
Your marketing builds familiarity. The meeting converts familiarity into representation. That is the business.
Your CRM is the bridge between awareness and the meeting
Most agents stop at “being seen.” Big mistake. Your CRM is how you turn recognition into real conversations. It is where you organize names, track context, and schedule touches so nobody slips through the cracks.
Segment your database so every touch fits the person
Simple beats fancy. Use clear buckets and a cadence you will actually follow.
| Segment | Who belongs here | Primary goal | Cadence |
|---|---|---|---|
| Past Clients | Anyone you have represented | Loyalty and referrals | Quarterly call. One handwritten note each quarter. Monthly market or home value update. |
| Sphere | Friends, neighbors, colleagues, vendors | Top of mind and easy invites | Bi-monthly text or quick call. One coffee invite each half year. |
| Active Prospects | People who have raised a hand | Book the consultation | Weekly call or FaceTime. Short texts between calls. Relevant listing alerts. |
| Watch List | Longer timeline buyers and sellers | Nurture until ready | Monthly text. Quarterly call. Occasional handwritten note tied to life events. |
| Allies | Lenders, title, inspectors, local pros | Mutual introductions and co-marketing | Monthly check-in. Share a lead or idea each month. |
The 5-5-5 weekly system
Keep it simple. Do this every week and watch your calendar fill.
- Five calls from your CRM. Use your segments to pick who is due today.
- Five texts that are short and specific. Confirm interest. Offer one next step.
- Five handwritten notes. Congratulate. Thank. Encourage. Include a business card.
Rotate segments by day. Example. Monday Past Clients. Tuesday Sphere. Wednesday Active Prospects. Thursday Watch List. Friday Allies. Set repeating tasks inside your CRM so this becomes muscle memory.
Turn every touch into a meeting
Here are quick scripts you can copy and paste.
Past Client call
“Hi NAME. Quick check in. I pulled a quick update on your home. Do you want me to swing by for 15 minutes this week or would a FaceTime work better?”
Sphere text
“Hey NAME. I am grabbing coffee near YOU on Thursday at 10. Want to catch up for 15 minutes? I will bring a simple market snapshot for your place.”
Active Prospect text
“Got a new listing that matches the top three boxes you gave me. Want to see it Thursday or Saturday? I can also do a quick FaceTime tour.”
Handwritten note
“NAME, thinking of you. If you ever want a clear picture of your home value or next steps, I am happy to stop by for a quick visit. No pressure. Grateful for you.”
Use listing alerts as the engine
Email listing alerts are still one of the best tools for loyalty. They create natural reasons to reach out. When an alert triggers interest, move fast to a call or a brief in-person walkthrough.
Make it easy to book you
- Add a meeting link to your email signature and texts. Schedule a quick meeting.
- Include a simple CTA in every touch. “Coffee or FaceTime?” gives people an easy choice.
Common pitfalls to avoid
- Collecting leads without segmenting them.
- Letting your CRM become a graveyard of names.
- Posting on social without a plan to book a meeting.
- Overcomplicating the tech. Simple systems win because you will use them.
Finish strong
All the marketing in the world only matters if it earns you a conversation. Build awareness. Work your CRM with a rhythm you can keep. Ask for the meeting. Then show up ready to advise. I urge you to up your game and make this the week you start your 5-5-5.
