How to Turn Past Real Estate Clients into Repeat Customers

Written by Posted On Monday, 12 August 2019 15:07

Maintaining relations with clients is one of the essential responsibilities of being a real estate agent. A majority of business will come from customer retention. In fact, 69% of sellers would definitely use the same agent again. And referral is just as important, as 39% of sellers who used a real estate agent found their agents through a referral by friends or family, and 24% used the agent they previously worked with to buy or sell a home.

It’s crucial for agents to maintain a relationship with past clients for both repeat business and referral opportunities. However, with busy schedules, multiple showings, and running a marketing campaign, it can be difficult to make the time. For agents that want ways to reconnect with old clients without being too intrusive, here are six options.

1. Send physical mail

Real estate mailers are a way for agents to reach a lot of people and show some creativity. Mailers are typically a postcard that goes out to cold leads, but agents can also make a special set of mailers for past clients. Agents can thank the client for their business and leave any contact information, including social media handles to follow. 

For more of a personal touch, agents can write a handwritten message to their clients on holidays or just to check-in. People will always be impressed by the authenticity of writing out a letter versus typing one. Of course, this takes quite a bit more time, but clients may be more inclined to keep personal, handwritten cards. Agents can include some business cards as well for the client to send to friends and family.

2. Reach out at special moments 

One of the simplest ways to reach out to past clients and make them feel special is to remember and acknowledge life events and meaningful moments. An easy one to remember is the anniversary of buying a home, especially a first home. Plus, social media makes it incredibly easy to remember all of these dates. Agents can reach out right on social media to send a quick note or congratulations. It’s important to track these touchpoints and to reach out to people sporadically and not message the same client too many times. 

3. Stay active on social media

Agents should always make sure to follow their customers on different social media platforms and connect with them as well. By following what people are posting and what's happening with their lives, agents might be able to see future buying or selling opportunities.

Connecting with clients on Facebook, Instagram, Twitter, and LinkedIn is a fantastic way to gain repeat business. Even as the real estate industry has been somewhat slow in embracing technology, not having any form of social media presence is no longer an option. Having anything other than a powerful, professional, and highly active look online is a fast way to have business remain stagnant or even decline. Because most people have some form of online social network account nowadays, interacting with people on the web is extremely important. 

4. Become a resource

There's nothing quite like being the go-to person for information. Consumers who feel like they can receive helpful information and feedback from real estate agents will want to continue to do business with them in the future. Becoming a trustworthy, educated resource for the community will make people reach out with inquiries and develop a stronger level of trust.

Being aware of what's going on in the surrounding neighborhood is necessary. Providing clients with dates and times of seasonal festivals, a list of nearby restaurant recommendations, maps of the top hiking trails, or other neighborhood activities will solidify an agent's status as a local authority. This can be done through ways such as direct mail, phone calls, and social media posts. 

Also make sure to answer any and all real estate questions that come through via social media, email, or even phone calls. A past client may not be ready to buy or sell again quite yet, but establishing a trusting, solid relationship is vital.

Taking time to maintain a relationship with past clients is a fruitful exercise, especially because clients that have a good experience will refer friends and family. It does take time and effort, but these four tactics can help keep agents top of mind for past clients.


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Adrian Fisher

Adrian Fisher is the founder of PropertySimple, a social real estate platform.

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