The Client
Lifecycle Playbooks

Their words + your expertise + a check.

"Based on what you told me about [their exact words], here is what I would suggest... How does that sit with you?"

"That is fair."

"I am glad you brought that up."

"Most people ask exactly that question."

"Help me understand what is behind that for you."

"When you say [their word], compared to what?"

"Is it the [X] or the [Y] that concerns you more?"

"If we solve that one, is there anything else that would hold you back?"

"Based on what you just told me about [their words], here is how I look at it..."

"I understand how you feel. A lot of my clients felt exactly the same way. Here is what they found..."

"Does that settle that one for you?"

"How does that sit?"

"Great. Then let's get that consultation on the calendar. [Time] or [time]?"

"That is fair, and honestly, I am glad you told me instead of just going with them."

"Can I ask, when they offered less, what did they say you would be giving up?"

"And is the fee the only thing between us working together, or is there anything else on your mind?"

"Based on what you told me earlier, the monthly number is what makes you nervous, and the houses you want get multiple offers. So here is how I look at the fee. The agent you hire is the person who negotiates the biggest purchase of your life. If they could not defend their own fee for two minutes with you, how do they hold firm on your price for thirty days against a professional? What I cost is usually found inside the contract itself, in the credit we negotiate, the terms we win, and the mistakes we do not make. I will show you exactly where at the offer table."

"Does that answer it for you? Good. Then let's sign the agreement and go find the house."

"Hi Mike, this is Jen with [Brokerage]. Did I catch you at an okay time?"

"You asked about the ranch on Kenny Road, the one with the big backyard."

"Sarah told me you two just found out you are expecting, congratulations, and that the condo is officially too small."

"We met at the open house on Third Street Saturday, you were the one asking about the school district."

"What caught your eye about that one?"

"Where are you two in the process?"

"What has the search been like so far?"

"Based on what you just said about needing to be out of the condo before the baby comes, here is what I would do. Let's grab twenty minutes this week and set the search up right so you are not scrambling in month eight. I have [time] or [time]. Which works?"

"Hi Mike, it's Jen with [Brokerage]. You reached out about the house on Kenny Road. I have the answers you are looking for on that one plus a couple of similar homes most people have not seen yet. I am also texting you right now so you can just reply there if that is easier. Talk soon."

"Hi Mike, Jen with [Brokerage]. Just left you a voicemail about Kenny Road. Happy to get you the full picture on it. Is a call or text easier for you?"

"Hi Mike, Jen again. I do not want to be a pest, so this is my last unprompted check in. If the timing changed, no problem at all. If you are still looking, I am happy to help whenever you are ready. Either way, good luck with the search!"

"Hi Mike, this is Jen with [Brokerage]. Sarah gave me your number and said you two are starting to think about buying. First, you are in good hands, Sarah is one of my favorite people.

Here is how I like to start. Before we look at a single house, I do a short consultation, about 45 minutes, where we get clear on what you can buy, what the market is actually doing where you want to live, and how we win the house when we find it. People tell me it is the most useful conversation of the whole process. I have [day] at [time] or [day] at [time]. Which is better?"

"Hi Mike, this is Jen with [Brokerage]. You asked about the house on Kenny Road, so let me get you what you wanted first."

"Can I ask you two quick ones? How long have you been looking? And are you already working with an agent, or still figuring that part out?"

"Based on what you just told me, that you have been looking for [their timeframe] and nothing has felt right yet, here is what I would suggest. Whether it ends up being this house or not, let's do a quick consultation where I show you what your money actually buys in this area and how to compete for the right one. Twenty minutes, and you will know more than ninety percent of buyers out there. I can do [time] or [time]."

"Absolutely, I can get you in. Let me set that showing up, and here is what I will do so the visit is actually useful: I will pull what it is really worth, what the sellers are looking for, and what similar homes went for, and walk you through all of it while we are there. If you love it, you will be ready to act. If you do not, you will know exactly what to compare the next one to. What works better, [time] or [time]?"

"Hi Mike, Jen from the open house on Kenny Road yesterday. Good meeting you. You mentioned you were [detail they told you]. I pulled a couple of homes that fit that better than the one you saw. Want me to send them? And if you are getting serious, the smartest next step is a quick consultation so your search is set up right from the start. I have [time] and [time] open this week."

"Happy to, and I will. Quick heads up though: without knowing your real range and what actually matters to you, I would just be guessing, and you would get the same noise the portals already send you. How open minded are you to twenty minutes first? Everything I send after that will be worth opening."

"Most people assume six months out is too early to talk to an agent. It is actually the perfect time. The buyers who struggle are the ones who start the process the week they need a house. Just imagine it is five months from now, the right house shows up early, and it always shows up early, and you are ready instead of scrambling. I am not sure if this is for you, but how open minded are you to doing the consultation now, and then I leave you alone until you need me?"

"That is great, and I mean that. Can I ask, have you signed anything with them? Either way, hold on to my number. If anything changes, or if you just want a second opinion on a house, I am easy to reach. Good luck out there, Mike."

"Hi Mike, this is Jen with [Brokerage]. Good to finally meet you. Is this still a good time to talk?"

"Great, thank you for carving out the time."

"So Sarah sent you my way. How do you two know each other?"

"I helped Sarah buy her place two years ago. We looked at eleven houses and lost one before we won the right one, so she knows exactly what this process looks like. You are lucky to have her as a resource."

"What did Sarah tell you about working with me?"

"Before we get started, are you good to talk until about 11:00?"

"Here is what I want to cover today, and these are the three things buyers tell me matter most:

1. First, we get clear on what you can actually buy, because everything else depends on that number.

2. Second, I want to walk you through what the market is really doing in the areas you are looking, not what you are reading online.

3. And third, I will show you how we actually win the house once we find it, because finding it is the easy part.

If I cover all that and then some, would that be helpful?"

"My goal is that you leave this conversation feeling educated and in control, so that when the right house shows up you are not guessing, you are deciding."

"Quick background on me: I have been doing this for [X] years and closed [X] transactions. My business is almost entirely referral based, which means I do not survive on volume, I survive on people like Sarah sending me their friends. I am backed by [Brokerage], which means I see listings before they hit the public sites and I have a full team behind me when things get complicated."

"Before we get started, is there anything you specifically want to learn about or have concerns about, or do you want to ask as we go along?"

"I have a handful of questions so I really understand what you are after."

"Out of curiosity, what is compelling you to buy right now?"

"Have you spoken to a lender yet or been through the preapproval process before?"

"There are really three things that decide whether you get the house you want. Most buyers only think about the first one."

"Any questions, comments, or concerns on any of that so far?"

"So based on everything you just told me, let me play it back and you correct me anywhere I am off. You are looking in [areas], single family, three bedrooms minimum, garage is a must. You said the phrase 'done throwing money away' twice, so being in before your lease ends in October matters. You have been searching around $350,000, and once you talk to the lender we will confirm that range is the right one. What did I miss?

Great. That is exactly what I am going to build your search around. Anything that fits, you will see it from me before it hits the portals."

"Two more things before we go look at houses, and I want to be direct with you about both.

First, representation. Before I can show you homes, we sign a buyer representation agreement. What that document does is make me legally obligated to work in your interest, not the seller's. Without it, every agent you meet at an open house works for the seller. This is the document that puts someone on your side of the table.

Second, compensation. My fee is [X]. In most transactions we ask the seller to cover it, and that is negotiated as part of your offer. In cases where the seller will not, it becomes part of what you bring to closing, and that is exactly why I want you talking to the lender before we start looking, so it is part of the plan from day one instead of a surprise at the end.

Fair enough?"

"Based on what you told me about your timeline, what happens next is a conversation with my lender. Before you say you already have someone, hear me out on why this matters.

I am going to introduce you to [LO Name] at The Livingston Group. This is not a referral fee arrangement and you are free to use anyone you like. I send buyers there because when I call at 8pm on a Saturday with an offer deadline, someone picks up. Their preapprovals are underwritten before they go out, which means when a listing agent sees that letter, it carries weight. I have lost houses because a buyer's lender took four days to answer a phone call, and I am not doing that to you.

Talk to them, compare, and use whoever you want. But talk to them first, because everything we do next depends on knowing your real number."

"When they ask for documents, send them quickly. Here is why that matters. Right now you are excited and you are going to be searching every night. The perfect house is going to show up when you least expect it, and we will need to move within hours. If your paperwork is sitting in your inbox, we lose it. Let's be ready now."

"Once we have your letter, here is how we work. I send you properties that fit what we agreed on. You tell me yes or no. When you say yes, I get us in within 24 hours. When we find it, I will already know from the listing agent what the seller cares about before we write."

"Mike, I really enjoyed this. Did you find it helpful?

Here is what happens next. You will get an email from me tonight recapping everything we talked about, with [LO Name] copied so you can connect directly. Look for the representation agreement to sign as well.

I am going to be with you every step of this, and on your timeline, not mine.

One last thing. When we hang up, would you mind sending Sarah a quick text about how this went? Referrals are how I have built my entire business and I do not take them for granted."

"Hi Mike, it's Jen. How are you?! Is this still a good time?"

"Congratulations on getting this house. Are you excited?"

"I am looking at the photos again as we speak and it really is a great house. What specifically do you love about it?"

"Have we got the inspection scheduled yet?"

"Just so you know, if this ends up not being the house because of what the inspection turns up, I will not be bummed. I want the right house for you, not this house. You will never feel pressure from me, and we are on your timeline however long it takes."

"I appreciate you giving me a few minutes. Here is what I want to cover:

First, we walk the contract together so you know exactly what you agreed to.

Second, we map every date between now and closing so nothing sneaks up on you.

Third, I want to reconfirm your numbers with the lender so there are no surprises at the table.

And last, I will tell you exactly how and how often you are going to hear from me. Sound good?"

"Before we start, is there anything specific on your mind that you want me to address?"

"Let's start with the contract itself so we are looking at the same thing. Do not worry if you do not have it in front of you, I have it here."

"Based on what you told me at our first meeting, the number that mattered most was [their priority], and this contract protects exactly that. We wrote it at [price] with [seller credit if any], which is right where we planned. What happens next is [LO Name] walks you through your exact payment and what you will bring to closing in the next day or two, so you will have real numbers, not estimates.

What I want to know from my side is simple: now that we are under contract, does anything about this feel tight or different from what you expected?"

"If anything ever feels off, tell me right away. We have room to adjust things now while we have leverage. There is very little we can adjust three days before closing."

"Here is everything that happens between now and keys, in order, and who is responsible for each one."

"Let me tell you about [Coordinator]. She has been doing this for [X] years and she is the reason my closings do not move. She tracks every date on this list and she will be in touch with you regularly."

"Same on the lending side. [LO Name] and [Loan Partner] at The Livingston Group have your file. Getting a mortgage now is essentially a series of audits. Their job is to catch things before the underwriter does, because if the underwriter finds it first, we have a delay. That is why they will ask you for documents that feel repetitive. Work with them quickly and this will be boring, which is exactly what we want."

"You always have access to me. But you will rarely have to wait on me, because they are in front of a phone all day."

"Will you be traveling or unreachable at any point between now and closing?"

"Any questions so far? Great. As we wrap up I want to give you two commitments and ask for one thing in return.

What every buyer tells me they want is to close on time with good communication. So here are the promises. One, we close on [date]. Two, you will hear from me or my team every few days, whether or not there is news, so you are never sitting there wondering.

Here is what I ask in return. When someone you care about is thinking about buying or selling, introduce them to me, if you think I have earned it. Every few weeks my team will check in and ask how we are doing on a scale of one to ten. If we are a nine or higher, they will ask if you have run into anyone who needs help. If we are ever an eight or lower, tell us honestly so we can fix it fast. Sound good?"

"It happens and it is not the end of the deal. We have three paths: the seller reduces, we cover the gap, or we split it. We also have the ability to challenge the value with better comparable sales, which I would handle. We agreed to specific terms in the contract about this, which is exactly why we walked that section together."

"Then we have real information and real options. We can ask for repairs, ask for a credit, or walk. Nothing found in an inspection forces you into this house. That is the entire point of having the period."

"Fair question, and it is really a lender question, so let me get [LO Name] on with us. What I will say from my side is that you bought this house at today's price with today's competition. If rates drop, everybody comes back into the market and prices move. You can change a rate later. You cannot change what you paid for the house."

"Hi Mike! It's Jen. Am I catching you at a good time, do you have two or three minutes?"

"I am calling first to congratulate you again, and second to say thank you for trusting me with this. It means a lot and I never take it for granted."

"How is the move going? Have you made any changes to the place yet? Any housewarming plans?"

"Now that you are officially in, there are a few things I want to make sure you know about. Would you mind if I ran through them quickly?"

"Excellent, thank you."

"[LO Name]'s team covered your first payment and how everything works before closing. Anything about that still feel unclear? If any mortgage question comes up, ever, call them directly, and if you can not reach them, call me and I will chase it down for you."

"Most counties offer some form of owner occupancy or homestead exemption. It is a small form and it saves you money every single year. Look yours up when you have a minute, or tell me and I will send you the link."

"Your deed gets recorded with the county, which makes your purchase public record. Two things follow from that. You will get official looking mail offering to sell you a copy of your deed for a fee. You do not need it. And you will start hearing from every home warranty and refinance outfit in the state."

"Some of it looks legitimate and is designed to. Shred it, and if anything ever makes you unsure, send me a photo of it. I will tell you in two minutes whether it is real. That goes for anything mortgage related too, just send it to me or [LO Name]."

"Last practical thing. You are going to need a plumber, an electrician, and someone for the gutters within the first year. I keep a list of people I actually use. Ask me before you search online, that is free and it saves you a bad experience."

"And you are not getting rid of me that easily. Look for the occasional birthday call, an invite to our client events, and once a year I will reach out for a quick home review to look at your value and equity and whether anything has changed for you. Everyone likes those."

"Thinking back on the whole thing, how do you feel we did for you overall?"

"I know there is no such thing as perfect, but we chase it. What is one thing we could have done better? Please be honest."

"I am writing all of this down, it matters. And what was the one thing we did really well? Anything else? Thank you, that lets me go praise the people who earned it."

"Based on what you just said about how this went, can I ask you for two things?

First, we are chasing a hundred five star reviews as a team. If you think we earned it, would you post a few words? Can I email you the link? It takes about three minutes.

Second, when real estate comes up with a coworker or a friend, would you be comfortable saying you have an agent you trust? That is how my entire business works."

"Out of curiosity, did you feel I explained things well at the start? Did you feel you got good communication? Did you feel I was responsive? Were the showings organized? Did you feel like I was on your side in the negotiation? Did we close on time? Did I make this less stressful than you expected?"

"Great. Then can I ask you for two favors? Are you sure?"

"Did I do a good job? Can I ask a favor then. I am now officially one client closer to unemployed now that you have your house. Can you send me one person in the next sixty days? Will you do that for me?"

"Last thing. Around this time next year I am going to reach back out for a quick fifteen minute Annual Home Review. I will pull what your home is worth, look at where your equity sits, and walk you through anything worth knowing. It is like a yearly checkup for the house. Everyone gets value out of it, so when you hear from me, that is what it is."

"Hi Mike! It's Jen, calling to congratulate you. When you have two or three minutes give me a ring, I have a handful of useful things to pass along now that you are officially in the house."

"Hi Linda, this is Jen. I represented the buyer on [address]. Can I steal two minutes?

I have been meaning to call. Honestly, very few agents on the other side make a deal feel that smooth, and you did. I think we could do good things together.

I know you probably have relationships already, and I am selective too, I can really only take on one or two new partnerships at a time. Let me buy you a coffee and see if I can bring you something useful. Can I throw out a couple of times?"

"I understand. Visit with me anyway. I promise you will get value out of it even if we decide we are not a fit."

"Hi Mike? Hey, it's Jen, your real estate agent! Do you have two minutes?

As promised, I made a commitment to check in with you once a year, and can you believe next week is your home anniversary?

"I know, not the most exciting reminder. First things first though, how are you doing personally?"

"So I called out of the blue, but can we set up a quick fifteen minutes for your Annual Home Review? I will pull your current value, look at where your equity is, and share the one or two things I am walking every homeowner through right now. Can I send you a link to grab a time?"

"Hi Mike! It's Jen, how are you? Is this still a good time?

Before anything else, how are you personally? Anything new and exciting?"

"And how is the house? Still loving it?"

"Thanks for making time. These are honestly my favorite calls, I get to catch up with people and make sure their biggest asset is working for them.

Here is what I usually cover:

One, what your home is worth today and what that means for your equity.

Two, your tax assessment and whether it is in line with reality.

Three, if you are thinking about improvements, which ones actually return money in this market and which ones do not.

Four, a quick look at whether your insurance coverage has kept pace with what the house is worth now.

And five, if you are thinking further out, whether a move up or an investment property makes sense and what that would look like.

If I cover that and then some, would that be helpful?"

"So you bought at $310,000 three years ago. Based on what has actually sold near you in the last six months, I would put you somewhere around $[X] today. Here are the three sales I am basing that on."

"So the value has moved roughly $[X] since you bought. I do not see your loan side, but between that appreciation and what you have been paying down, you have built real equity. Based on what you shared in the questionnaire about [their answer, staying three to seven years, or the improvement plans], that equity is worth understanding precisely, and [LO Name] can give you the exact position in about five minutes if you want it."

"And how is the overall cost of owning the place feeling? Taxes, insurance, upkeep, the whole picture. Any pressure anywhere?"

"And not that you have a crystal ball, but how long do you see yourselves here?"

"As we wrap up, any questions, thoughts, or concerns at all?"

"How was this, helpful?"

"Quick reminder, I have a referral network across the country, so if you ever have family or friends buying somewhere else, send them to me and I will connect them with someone I trust and stay involved.

It would also mean a lot if you posted a few words about your experience. Can I send you the link?

And last, real estate comes up constantly. When a coworker or a friend brings up buying or selling, would you feel comfortable recommending me?

Thank you. That is the whole business.

If you need anything before next year's review, call me. Do not wait for me to reach out."