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In case you’re questioning what it takes to construct an actual property enterprise that not solely sustains, but additionally grows and thrives 12 months after 12 months, look no additional than Olyvia Salyer. Serving the historic and coastal communities of Virginia, Salyer has constructed a referral-based actual property enterprise of greater than 60 transactions yearly, all whereas maintaining her coronary heart anchored in group and relationships.
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What makes her story highly effective isn’t simply the amount she does. It’s the manner she does it: with a scientific plan that any agent can duplicate, no matter funds or expertise.
Right here’s how she constructions her 12 months, month by month, to remain prime of thoughts together with her sphere, deepen relationships and serve her group in ways in which create lasting influence.
3 core tenets that drive her enterprise
Salyer organizes the whole lot she does round three rules:
- Ship wonderful service. Meaning above-and-beyond advertising, realizing her contracts and negotiations chilly, and all the time elevating the bar in how she represents purchasers.
- Develop sturdy relationships. From remembering birthdays to dropping off care packages when somebody is sick, her strategy is considerate and real.
- Construct group. Salyer views her enterprise as inseparable from the group she serves. Whether or not supporting native Woman Scouts, serving on the financial improvement authority or internet hosting a Christmas parade occasion, she all the time provides again.
These rules aren’t simply beliefs. These rules are mirrored in her calendar by the systematic manner she stays in contact together with her most essential folks.
Begin with the record
The inspiration of her service-focused enterprise is her High 50 record. This record consists of her purchasers, referral companions and buddies who constantly assist her enterprise.
She grades her database utilizing a system she realized early from Brian Buffini:
- A’s are prime advocates, typically sending a number of referrals annually.
- B’s are strong connections value nurturing.
- C’s/D’s could fade over time if there’s no engagement.
Each month, Salyer updates this record. If somebody new sends a referral, they transfer up. If somebody drifts away, they transfer down. The purpose is easy: Give attention to the folks more than likely to refer enterprise and champion her.
As soon as she establishes her record, she systematically reaches out with particular actions all year long to bolster and reward her High 50 so that they proceed to do enterprise together with her and refer her new purchasers. The next is a breakdown of what she does to gasoline her referral-based actual property enterprise.
January: Handwritten gratitude with a direct ask
Salyer kicks off the 12 months with handwritten notes to her prime 50 – 60 purchasers.
The script is easy: “Thanks a lot for supporting me this previous 12 months. As I head into the brand new 12 months, I’d love to assist extra folks identical to I helped you. Please let me know if you realize anybody I can serve this 12 months.”
She tucks in a enterprise card and makes it a transparent name to motion. Out of fifty notes, she averages 10 – 15 replies and books three to 5 itemizing appointments — proof {that a} easy contact can ship massive outcomes.
February: Valentine’s Day ‘pop-by’
As an alternative of generic giveaways, Salyer creates considerate “pop-bys.” In February, meaning small Valentine’s sweet luggage with a notice:
“My purchasers are the guts of my enterprise. Thanks in your referrals.”
She hand-delivers them, typically leaving a fast video message on a Ring digital camera or sending a follow-up textual content with a photograph. The non-public supply and connection spark conversations and referrals.
March: Woman Scout cookies with a trigger
For March, Salyer buys 100 bins of Woman Scout cookies, and she or he delivers them with a notice:
“Irrespective of how the cookie crumbles, your referrals are the sweetest a part of my enterprise.”
This contact does triple responsibility: It helps the Woman Scouts, delights her purchasers and generates social media buzz as she paperwork the method.
These actions result in a busy spring. Throughout that point, she retains in contact together with her prime 50 by way of cellphone calls, textual content messages and direct messaging on social media.
July: Flags for Independence Day
After her spring pause, she kicks July off with one other direct contact. Salyer buys cheap American flags. She delivers them and locations them in her shopper’s yards with a notice:
“I’m devoted to serving to folks obtain the American dream of homeownership. Your referrals make an enormous distinction in my enterprise.”
This contact resonates deeply in her military-heavy market and offers a visual, community-oriented gesture.
September: Pumpkins for fall
In September, she buys small, regionally grown pumpkins and drops them off with a notice like:
“I’m able to carve out your referrals!”
It’s seasonal, native and memorable, plus it helps small companies in her space. Purchasers adore it, and the pumpkins final via fall.
October: Halloween sweet
Halloween is one other straightforward win. Salyer places collectively deal with luggage for her purchasers with a notice:
“My purchasers are the sweetest a part of my enterprise. Thanks in your referrals.”
This playful, surprising gesture all the time will get a smile and sometimes a referral.
November: Handwritten gratitude
Whereas many brokers hand out pies, Salyer zigs the place others zag. As an alternative of pies, she sends Thanksgiving-themed handwritten notes with no ask, simply gratitude.
“I’m so grateful in your assist of my enterprise. I’m grateful to have folks such as you in my life.”
These heartfelt touches spark conversations and deepen relationships.
December: Group parade celebration
Salyer’s crown jewel is the annual Christmas Parade in Colonial Williamsburg. Her residence occurs to be the first home on the parade routeso she turned it right into a shopper occasion.
At first, it was easy: chili, sizzling canine and an open invitation. Over time, it grew with companions:
- Her title firm runs a sizzling chocolate and cider bar.
- The native radio station DJs the occasion.
- Purchasers convey toys for the Joshua Chamberlain Mission, a charity that helps kids in hospitals.
As an alternative of presents for her, she collects carloads of donations for youths in want.
The outcome: 200-plus purchasers, buddies and group members gathered at her residenceall associating her with generosity, group and pleasure.
She sponsors the parade itself, helps plan it via the Chamber of Commerce, and even will get to chop the ribbon starting the parade. It’s an ideal instance of mixing private pleasure, group service and enterprise progress.
Most cities or cities have annual occasions. Chances are you’ll not have a Christmas Parade, however odds are there may be an occasion you could find to host a kickoff celebration for.
Why this works
Let’s break down the mannequin:
- Consistency: She has a structured, repeatable touchpoint plan of motion.
- Authenticity: The notes, presents and occasions are true to Salyer’s character.
- Group-first: Each motion ties again to supporting her city, native companies or charities.
- Direct asks: No less than annually (January), she clearly asks for referrals.
For an funding of about $1,500 – $2,000 in pop-bys and $5,000 – $6,000 for the parade occasion, she generates 60-plus transactions a 12 months. One deal pays for all of it. The remainder is pure return.
How one can apply this
Even in case you don’t have an enormous funds or a home on the parade route, you possibly can apply Salyer’s system:
- Construct your High 50 record: Grade your database, and give attention to the folks more than likely to refer you. It is probably not 50 to start with, however one is healthier than none.
- Create a calendar: Plan 4 to 6 touches a 12 months, tied to seasons or group occasions.
- Hold it considerate, not generic: A $3 pumpkin with a handwritten notice beats a mass postcard.
- Ask instantly: Don’t shrink back from asking for referrals.
- Leverage group occasions: Associate with native companies, assist causes, and let your occasions develop 12 months by 12 months.
While you take a look at Salyer’s enterprise, it’s tempting to give attention to the amount. However the actual lesson is within the system. She’s proof that you just don’t must chase each on-line lead or spend hundreds on adverts.
As an alternative, in case you constantly serve your folks, deepen relationships and construct your group, you possibly can create a referral-based actual property enterprise that not solely produces 60-plus offers a 12 months but additionally feels fulfilling, sustainable and genuine.
