Agents: Try These 5 Strategies to Stay Top-Of-Mind with Previous Clients
For a real estate agent, client relationships don’t end once those closing papers are signed.
In fact, long-lasting client connections can often be the best source of success. They mean more referrals. They equal more repeat business. And they offer revenue that spans years — sometimes even decades.
But cultivating those long-term relationships with your customers can be difficult, especially when you’re busy trying to keep your current buyers and sellers happy and your business afloat.
Need help? Want to make sure you stay top-of-mind with those past, satisfied customers and sources of continued income? Here are some tips:
1. Set up automated text and email campaigns.
You don’t want to bombard your old clients or spam them with a million messages, but you do want to remind them that you’re there once in a while. A text on their birthday, a clever email on April Fool’s Day, or even some well-timed industry tips, insights, or news can help you do just that.
There are companies that can set up these types of campaigns on your behalf (Smart Alto for texting and Contactually for email campaigns are just a few examples), or you could go the DIY route and configure it all yourself. Tools like Constant Contact, Mailchimp, and other email marketing services allow you to set up and customize automated drip campaigns just for your clients. You can even segment them into separate groups (buyer, seller, investor, etc.), so you can customize the email content even more.
2. Send out holiday cards.
Holiday cards are a lost art nowadays, so a nice postcard or Hallmark greeting around New Year’s? That’s not going to go unnoticed. For the most impact, make sure to choose a design that the buyer will want to display — and make it easy for them to do so. A magnet card is a great option, as it’s easy to post on the refrigerator and might even remain there for months after the holidays have passed.
You should also put birthday cards on your radar, as well as any other celebrations the customer might honor. Do they celebrate Hanukkah or Kwanzaa? Mark important days on the calendar, and be sure to reach out — even if it’s just with an e-card. Small efforts like this make all the difference!
3. Recognize their home buying anniversaries.
Buying a home is a big deal, and no matter how many years have passed, people generally like to remember it. They look back fondly on the day they closed on that house — the place they got a dog, welcomed their first child, or finally retired. Send them a quick note, card, or small gift to recognize this momentous occasion and thank them for their business, regardless of how long it’s been. You never know when someone might be considering a move. Your reach-out — and the reminder of the great experience you provided — could solidify their decision.
4. Keep them in the know.
Homeowners want to stay abreast of local real estate news — especially if it impacts their neighborhood, their property taxes, or their home values. Send a newsletter or postcard once in a while as the market changes in the area. Did two people down the street just sell their home for a pretty penny? Let them know, in case they want to leverage their rising home values. Are property tax rates changing in the area? Send them a heads up. They may consider buying a new property in a more affordable community. Is a new subdivision cropping up nearby? Send an update, along with an expected construction schedule and how the development could impact their commute or neighborhood.
5. Maintain an active social media presence.
Make sure you have an active presence on Facebook, Twitter, LinkedIn and other platforms where clients might follow you. Share industry insights, tips, and news, and post new listings, sales, and other business updates you might have. These can all be of interest to both past and current clients alike. You can also use your social media accounts to entertain; post funny (appropriate) memes, share a joke or two, or add personal photos and tidbits customers might find amusing.
To ensure your social efforts have plenty of impact, invite all clients to like your pages and follow you. Add links to your profiles on your email signature, website, and other online platforms as well. You should also interact with any clients who like or comment on your post. Let them know you’re listening!
Solidify Your Success
Don’t forget that referring your clients to other great vendors is key to long-term success as well. Want a knowledgeable, caring mortgage lender to send your buyers and sellers to? Get in touch with your local Embrace loan officer today to learn more about what we can offer your clients.