10 Ways to Stay in Touch with Your Past Clients Throughout the Year Without Being Too Pushy

March 3, 2023
7:51 am

Ah, the long forgotten art of keeping in touch. Some small business owners (realtors included) say that sure they keep in touch with their clients and of course they nurture the relationships they have by sending a Christmas card every other year. That’s nice and all, but it’s not what it’s about.

Why exactly paying attention to your past clients is so important? First of all 25% of real estate agents generate more than 50% of their business from repeat clients, second because getting new business from them is up to 7 times less costly than from someone you haven’t worked with before. That includes both: them choosing you again and the tons of referrals they can send your way.

Now, sending an email put together with a template you found online is not a good idea but we totally agree that you probably won’t be able to take every and each one of them to lunch too often as well. Where’s the right balance?

Here’s 10 simple ideas that won’t let your past clients forget about you!

1 Adjust to the way they like to communicate – first be observant and find out what is your client’s preferred way of communication, then start using the same channel! Phone calls, emails, messages on social media platforms, in-person meetings? It’s all good as long as it’s what the client wants. If you follow their lead you’ll show them that you actually understand their needs and are able to adapt.

2 The more you know about your clients the better. A tool like Google alerts lets you receive email notifications on topics you are interested in without having to search for it yourself. How does it help? Whenever your client’s name or company name pops up on Google you’ll know. You can then use that information as a conversation starter when you contact them.

3 Note down bits of information you get from them while you work together. Do they have kids? What’s their name? When’s their birthday? What school they go to? Do they have pets? What do they like to do in their free time? Where have they traveled to? Do the play sports? Which team do they cheer? Like the point above, this information is priceless when you want to rebuild the personal connection you once had.

4 Use your CRM or a simple Google Calendar and mark every important date associated with the clients you’d like to keep close. Their birthdays, the date they sold or bought a house with you, their relationship anniversary, their kids birthdays. Send them a handwritten note or contact them the way they’d like (see point 1 above) every time you get an alert.

5 Be social and connect with them on Facebook, Instagram, LinkedIn – basically any platform they have a profile on. It’s good for two reasons, you get to see what’s going on in their lives, it’s easier for you to engage with them AND they can see how buoyant your business is! If you don’t forget to be active, share listings, milestones and industry information on your profile…

6 Handwritten notes work magic – make it a habit to write and send one note a week. That’s not too much is it? In a world where everything’s turning digital and all you get in your real, brick-and-mortar mailbox are bills getting something handwritten specially for is simply amazing! Don’t worry, the note doesn’t have to be long. Use the information you have on the client (points 2-4 above) or simply thank them for their business. You can attach a $5 Starbucks card to the note or a recent CMA of their home, even your favorite recipe! Whatever you do, don’t try to sell them anything, it’s supposed to be a greeting and a greeting only.

7 Recommend their business. Don’t offer or wait to be asked, if they are a small business owner like yourself they need all the help they can get with that! Yelp reviews, Facebook recommendations – go ahead, write them one. If they’re not a business owner they might still use a recommendation from you on Linkedin. When you’re done, don’t brag about it. Don’t go and call them that you did. They’ll notice and remember it for sure!

8 Host an event for them from time to time. A Christmas party, a BBQ party, a wine tasting event, a gratitude dinner at your home – there are lots of possibilities. Organizing a get together like that gives you the opportunity to talk to a lot of past clients on the same day and allows you to meet their family and friends. Plus, it shows that you’re willing to go that extra mile and that you’re not all about business.

9 Drop-by their house – pick the best of the best, your most loyal and referral bringing clients and arrange to drop-by their house with a gift. Do it around the holidays (fresh flowers for Easter or a pumpkin before Halloween), their birthday (knock on their doors with cupcakes) or other anniversary. Don’t stay too long, just a couple of minutes to chat and catch up and not seem too pushy. If they ask you to stay longer just ask them out for lunch the following day!

Last (but not least) Set up a newsletter – work on a nice template and send it out regularly. Once a month, once a week? Whatever you feel is doable for you. Don’t make it too long. Include 3 or 4 topics related to real estate, home improvements, DIY projects, your business etc., a graphic and a link to the resource (would be best if it was your website or social media profile). That’s all you need to show your clients you’re knowledgeable and to stay on top of their minds in case any of their family members or friends need a realtor.