Good relations and keeping a lasting relationship with past clients is a huge part of getting referrals, testimonials and other massively important parts that build and expand your sphere of influence. But there’s a fine line in keeping in touch with your past clients and becoming that annoying pest who’s always calling or e-mailing.
Reaching out to them is a necessary step. Any online or print type of marketing that you do will not appeal or apply to them, the majority of the time.
Ask About Their House or Their Sale
If you call them or email them, ask them real estate questions. See if there's anything they wish they had known. See what their favorite parts of their new homes are. The point of these questions is to drive the conversations and learn anything you can do differently.
You can use this information for new marketing campaigns. It's basically a form of market research and the client shouldn't have a problem with answering, especially if it's about their brand new house.
This is Not a Sales Call
You can ask for a referral, preferably at the end of the call, but it can't be the main basis of the phone call. You have to think of it as a relationship building phone call. Calling them up and asking for that referral as the main objective is just going to shut them off to you.
Make sure that the conversation always ends in a fashion that makes sure you'll be able to stay in touch with them down the line.
Ask About Their Personal Life
If you and your former customers are connected on social media, you shouldn't have any problem bringing up conversations with them about their personal life. It's just relationship building and it will show them that you have a genuine interest in them and how their lives are going. It works even better if you get in touch with them and hold similar conversations a few separate times. This tells them you remember them as much more than a sale.
But don't keep asking them questions, talk about yourself as well. Don’t overdo it, just let your clients know what is going on in your personal life.
Tell Them Some News or Community Ongoings
These are the emails and newsletters that they can be included in. The easiest and most generic thing to send out is an update that previews upcoming community events or anything local that might be of interest to people in that area.
Sending out updates on houses in the area and general updates on the housing market is a good strategy, but it would be the sort of thing that people who just bought a home may unsubscribe from. Mortgage rates are another good update to give as well.
Home improvement tips or reminders are something that past clients will appreciate as well. Changing smoke detectors once a year, remolding ideas, what gets the most return on investment when making those improvements or even redesign tips will keep them all involved.
Sending a Card for Big Events in Their Life
Sending a card or even just an email to your past clients will go a long way. Keep a calendar with all of their birthdays. You need to put in this effort because it really is important to stay connected to these people. They are the lifeblood of your business. When you send them birthday cards, include something interesting. A fun small gift or 5-dollar gift card.
Home anniversary cards are some of the best ones to send out as well. They will remind them of the good memories they have of when they moved into their home and hopefully of your good work as well.
Staying in touch with your past clients is a vital part of your business. Be sure to keep in touch with them and keep your relationships strong.
Joe Nickelson is a real estate professional dedicated to helping home buyers and sellers achieve their dreams of owning property, and helping real estate agents stop using the sometimes-vicious tactics that weigh on their consciences. He believes that the Smart Agents books will, quite literally, change people’s lives for the better. Check out his full bio here!