The Reticular Activator

A couple years ago, my car expired unexpectedly after 107,000 miles and I decided to consider that ultimate practical vehicle, a Subaru Outback. As soon as I started to think about them, Outbacks seemed to appear EVERYWHERE! They even showed up in nearly every driveway in my neighborhood. Who knew—was it magic? Of course, we’ve all experienced this phenomenon, and I had just tuned my interest and attention so that I actually noticed the Subi’s that had been there all along.

Thank you, Reticular Activator!

Whether it’s a new pair of boots, a new laptop, or a vacation to India, our brain heightens our awareness of things we are considering and we suddenly discover that nearly everyone we meet has just returned from New Delhi with a new pair of cobra-skin boots and the latest MacBook Air!

So, what’s this have to do with Real Estate? Enter Brian Buffini and Peak Producers.

We all know the key to long term success in our business is through relationships with folks—our sphere of influence—who can give us referrals to others who may be considering buying or selling. It’s our goal through all our calls, notes, popby’s, and great service to keep their Reticular Activator alert to thinking about real estate and their favorite Broker.

Brian Buffini, in his Peak Producer training, talks about the Reticular Activator and how he uses this awareness with current clients to get three—yes, THREE—referrals from each of them during the period of their active buying/selling process! Again, who knew? Buffini makes the point that, of course that current client is far more immersed in real estate than the average person, and is probably chatting about it with friends, family, neighbors, co-workers, and pals at the gym, ad infinitum. Our current clients’ Reticular Activator for real estate is on high alert.

Thus, Buffini tells us that we can help our current clients a wee bit by more finely tuning their Reticular Activator since no doubt in all their chatting about the process, they will surely meet other people who might be considering buying or selling, right? Buffini suggest that we REMIND our current clients to think about helping us by being aware in their conversations (that Reticular Activator) and proactively getting someone’s name or giving out our information when appropriate, ie, giving us a referral.

How three? Buffini suggests we should have three separate phases of great client satisfaction during our active buy/sell process, and that with each one, our client is highly likely to be happy to do their best to help us in our business by thinking about referring someone.

First, as we begin the process and have maybe done a first buyer tour or a first open house, we’ve impressed our new client with our expertise, our proactive communication, and of course our charm, so that’s the time to remind them they can help us with a referral.

Second, once we have an accepted purchase agreement, usually our clients are again delighted and excited, so we can once more remind them how they can help us with a referral.

Finally, of course, as we walk out after the closing and thank them with a gift of wine or chocolates or flowers, a third time we can remind them how much we appreciate their trust in us and their referrals of great folks like them.

Since our goal is to serve our clients so they are delighted with our excellent service, that little tweak to their Reticular Activator should yield a referral or two, if not more!

Thank you, Reticular Activator!

David M. Hassler

VP, Professional Development