In real estate, relationships are the foundation of success. The stronger your connections, the more natural your lead generation becomes. One of the most effective ways to build those relationships is through genuine conversations—conversations that go beyond surface-level small talk and open the door to meaningful connections.
The Power of the FORD Questions
Larry Kendall’s Ninja Selling introduces the FORD method, a simple framework that helps agents start and sustain engaging conversations by asking about:
- Family
- Occupation
- Recreation
- Dreams
These categories provide a natural roadmap for getting to know people. Asking about someone’s kids, their work, recent travels, or future aspirations not only keeps the conversation flowing but also shows you truly care.
Listening for Pain and Pleasure Points
While using the FORD questions, it’s important to actively listen for “pain” and “pleasure” points—life changes that could signal a real estate need. For example:
- Marriage or a new baby (needing more space)
- Divorce or downsizing (needing less space)
- Career changes or relocations
- Retirement plans or second homes
If the timing feels appropriate, you can gently ask: “What are your real estate plans for the future with that in mind?” This keeps the conversation natural while identifying potential opportunities.
Turning Conversations Into Opportunity
One of the easiest bridges into real estate comes from asking about Occupation. When you ask someone about their occupation, the natural flow is that they’ll share about their job—and often, they’ll ask follow-up questions about how your business is going. Since they already know you’re in real estate, this is your chance to give a quick, natural update.
For example, you might say something like:
“Business has been good—I’ve been helping a lot of families with [upsizing/downsizing/relocating]. It’s always rewarding to be part of such an important transition in their lives.”
This keeps the conversation light but also reminds them you’re active in the business. From there, you can easily add:
“If you ever come across anyone thinking about buying or selling, I’d love if you kept me in mind as a resource.”
It’s not a sales pitch—it’s a subtle way of reinforcing that you’re the go-to real estate professional in their network.
Follow Up and Nurture
Not everyone will be ready to make a move right away. If they mention something that may lead to a change down the road—maybe in 6 months or even a year—schedule a follow-up call. In the meantime, nurture the relationship:
- Stay in touch with friendly check-ins
- Act as a resource for any real estate questions
- Share value (market updates, homeowner tips, local resources)
- Keep adding notes to your CRM so every conversation builds on the last
This approach ensures that when the time comes for them to act, you’ll be the agent they turn to.
Use Your CRM as a Relationship Tool
Adding your conversation notes into your CRM makes future interactions more authentic and effortless. For example:
- Last time, they mentioned their son started playing soccer.
- They were planning a trip to Florida.
When you reach out again, you can say: “How’s your son liking soccer?” or “How was your trip?” These follow-ups show genuine care, deepen the relationship, and make people more likely to refer you.
Consistency Builds Referrals
When you consistently have meaningful conversations, listen for life changes, and nurture your contacts, people begin to view you as their trusted real estate professional. Over time, this leads to more referrals, introductions, and opportunities to serve.
It’s not about selling—it’s about building relationships. And relationships are what drive long-term success in real estate.
Ready to Grow Your Business?
At Baird & Warner Frankfort, we believe in the power of relationship-based selling. If you’re looking for a brokerage that gives you the systems, support, and culture to grow your business through authentic connections, let’s talk.
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