Lead Generation Playbooks / Referral

MATT FARNHAM

Database
First Rate Return on Relationships

MATT FARNHAM / DATABASE

Table of Contents

By the Numbers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04

Why Database? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 05

Matt’s Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06

Philosophy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 07

Team Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 08

Expertise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Areas to Improve . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Matt’s Toolkit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

3 Things You Can Do Now . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

6 Things Matt Will Do Now . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Matt On Coaching . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

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Lead Generation Playbooks / Referral

MATT FARNHAM

Database
First Rate Return on Relationships

Team Farnham
Las Vegas, NV
[email protected]
mattfarnham

MATT FARNHAM / DATABASE

Years in real estate: 18

2021 Results
v Transactions: 122
v Volume: $60M
v GCI: $60M

2022 Jan to July (C&P)

v Transactions: 72
v Volume: $40M
v GCI: $1,050,000

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Lead Generation Playbooks / Referral

By the
NUMBERS

Database size: 500

Percentage of business from database
+ referrals: 62%

MATT FARNHAM / DATABASE

2021 database transactions: 54
Referrals closed in 2021: 21
2021 total database GCI: $1,004,000
Yearly touch points with each client: 40
2021 gifts, events, salaries for database
and referrals experience: $86,000
Return on Investment for database
and referrals: 12x

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Lead Generation Playbooks / Referral

Why
DATABASE?

It’s a lot harder to build a client base than it is

to keep it. And it’s a lot easier to impress clients
so they recommend others than it is to pay for

MATT FARNHAM / DATABASE

referrals. Your database is a gold mine, and either
you’re mining it or another agent is.

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Lead Generation Playbooks / Referral

MATT FARNHAM / DATABASE

“The Playbook”

Matt’s APPROACH

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Lead Generation Playbooks / Referral

PHILOSOPHY

Faith, family and friends. In that order. No rush,

just healthy relationships with everyone he knows
and meets. A rock-solid real estate advisor living

MATT FARNHAM / DATABASE

up to his professional reputation. An agent others
promote without his ever asking for a referral.

Matt’s goal is not to solicit business, but to attract

it. He understands that a successful real estate
career is a marathon, not a sprint. And, with the
industry becoming a pay to play game, more
agents for less transactions means either joining
the race to the bottom or setting the bar for white
glove service.

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Lead Generation Playbooks / Referral

Team
STRUCTURE
Matt builds his business around relationships, so it’s not
surprising how he’s built his team. The goal is a seamless
customer journey.

• A Client Care Manager

MATT FARNHAM / DATABASE

• Team coordinator
• Assistant to Matt
• Event planning
• The one who makes sure every gift, surprise and
touchpoint is planned and delivered, essentially
“making the magic happen”

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Lead Generation Playbooks / Referral

Team
STRUCTURE
• A Client Relationship Manager
• The one who levels up communication with current
clients, past clients and new opportunities
• Primary team contact for nurturing new relationships
down the funnel

MATT FARNHAM / DATABASE

• Collector of information on personal interests,
hobbies, likes, dislikes – everything that makes a CRM a
database of unique individuals
• A Transaction Manager
• Responsible for everything contract to close
• Obtaining 5-star client reviews
• Executes high touch point escrow follow-up plan (client
experience starts with how they communicate and
guide the client through their transaction)
• A Marketing Manager
• Execute team marketing plan
• Mailers for farming, social media, newsletter, etc.
• Mobilizing and equipping team agents for success

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Lead Generation Playbooks / Referral

EXPERTISE

For those Matt already knows, his expertise is

proven. For those he meets for the first time, his
reputation precedes him. What are some of the

MATT FARNHAM / DATABASE

practices he follows to be the respected knowledge
broker in his area?

• Stay abreast of real estate news, Keeping

Current Matters, and micro- and macroeconomic
factors impacting the real estate market.

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Lead Generation Playbooks / Referral

EXPERTISE

• Know your hot sheets. Understand what’s

happening on a national level, but even more
importantly at a hyperlocal level.

MATT FARNHAM / DATABASE

• When you talk to others, be precise. Don’t say
the market went up 4% when it went up 3.8%.
Precision impresses.

• Know what’s relevant. Always have those “cocktail

party” nuggets ready to drop.

• Keep your communication simple and clear.

Uncertainty brings anxiety. Be the certainty your
clients need. Expert advice does not always
mean perfect advice.

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Lead Generation Playbooks / Referral

Areas to
IMPROVE

• Matt’s team delivers best in class experience and

results for their clients. However, Matt realizes
he needs to do a much better job telling the

MATT FARNHAM / DATABASE

world about the quality of his service. After a
recent transaction, an influential client gave him
some constructive criticism: “Matt, I knew you
guys were good at what you do, but truthfully,
the experience you deliver is far beyond what
you let on. You need to do a better job of telling
people the value you bring.

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Lead Generation Playbooks / Referral

Areas to
IMPROVE

• Matt wants to make storytelling a bigger part

of the process, both in-person and online. He
says “we do so many things to wow our clients

MATT FARNHAM / DATABASE

and get them amazing results, but a terrible job
of capturing and repurposing those stories and
that content. As Gary Vee says, “Agents need to
be less concerned about creating new content as
just documenting what they already do.”

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Lead Generation Playbooks / Referral

Areas to
IMPROVE

• Matt also reflects on how he can better leverage

the work his team is already doing. “There is
still meat left on the bone. Open Houses, circle

MATT FARNHAM / DATABASE

prospecting and promoting the home run
outcomes for our clients. We need to do a much
better job milking all the opportunity out of each
listing we take and the buyers we help.”

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Lead Generation Playbooks / Referral

MATT FARNHAM / DATABASE

“The Playbook”

Matt’s TOOLKIT

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Lead Generation Playbooks / Referral

Matt’s TOOLKIT

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Lead Generation Playbooks / Referral

Matt’s TOOLKIT

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Lead Generation Playbooks / Referral

Matt’s TOOLKIT

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Lead Generation Playbooks / Referral

Matt’s TOOLKIT

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Lead Generation Playbooks / Referral

Matt’s TOOLKIT

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Lead Generation Playbooks / Referral

Matt’s TOOLKIT

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Lead Generation Playbooks / Referral

Matt’s TOOLKIT

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Lead Generation Playbooks / Referral

Matt’s TOOLKIT

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Lead Generation Playbooks / Referral

Matt’s TOOLKIT

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Lead Generation Playbooks / Referral

3 Things
YOU CAN DO NOW

01 02 03
Personalize your Consider hiring a Become known
client care. Turn full-time client care as the knowledge
your CRM into team to help you broker. Learn to
an inventory of maintain existing communicate what

MATT FARNHAM / DATABASE

individuals who can relationships and you learn. Always
each be touched develop new ones. be sharpening the
in a unique way. Maybe your next axe. A gifting and
Start somewhere. marketing dollar client experience
It doesn’t have to should be spent not strategy is
be hundreds of on a lead source or worthless if your
clients. Maybe you channel, but on a database doesn’t
start with your best person who can take also believe you’re
ten who trust you client experience to the best real estate
and refer business a whole new level. agent they know.
to you. Love on the people
who already love
you.

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Lead Generation Playbooks / Referral

6 Things Matt will do

MOVING FORWARD

01
Tom says, “Don’t save the good stuff for the kitchen table. Tell
them up front.” We actually do worse than that. We don’t even
share it at the consultation as well as we should. We wait until the
actual transaction. We need to be a little less humble and more
bold up front about the experience we deliver.

02

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Capture and repurpose the activity and moments we celebrate
with clients. Show the world what we do for those who work with
us.

03
As the market is shifting we are reevaluating all the touch points
from initial meeting to closed escrow with a client. Time to bring
even more value than before!

04
We need to move to a weekly newsletter and more frequent email
communication than we are currently doing.

05
Start getting video testimonials. We have great reviews but need
to capture more on video for our website, Google Business Profile
and social media.

06
Work with my Tom Ferry coach to help me implement and hold
me accountable!

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Lead Generation Playbooks / Referral

MATT ON COACHING

MATT FARNHAM / DATABASE

The relationships I’ve made from the
Tom Ferry ecosystem have been a
major influence in my business.
I learn so much from each of them,
seeing what other agents are doing
and the focus it brings me.
Agent-to-agent referrals from this
ecosystem are now second to my
sphere of Influence.

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