Many Realtors out there feel like they are on a never-ending hamster wheel running from one closing to the next. You probably know the feeling. You hustle, hustle, hustle until you get a new client. You sell their house or find them a home and then you breathe a little easier and then you hustle, hustle, hustle until you find another client. You close and then you breathe a little bit easier and the cycle starts again. Basically, you are just moving from one new client to the next and hoping that that previous client will call you in 7-10 years when they look to sell or purchase another home. But what if you could turn that previous client into a predictable and reliable referral source?

Your client likely has other friends that are moving or that will be moving sometime in the near future. Most people talk about things like who their Realtor is and whether they liked them or not. This is a pretty common conversation and assuming your client is happy with your services, chances are, they will recommend you. However, what are the chances they will remember your name in one or two years after you help them buy or sell a home? And even if they remember your name, what are the chances that they still have your contact info? And even if they remember that, do you think they will stop mid-conversation to search their email database and forward their friend your information? It is very unlikely that four years after you worked with this client that they will remember your name or have your contact info. However, it is very likely that in four years, they will be in an opportunity to refer you a client but will not do so because they can’t. It is not their job to remember you. It is your job to make sure they remember you.

The truth is, all of us would prefer to ask someone for a recommendation rather than search google. This is especially true when it comes to looking for a Realtor. There are literally thousands of Realtors out there and we all get mailers or see signs and could probably find a Realtor by turning over a rock. However, most people will still ask a friend, family member or colleague if they have any Realtors they would recommend. So, what can you do to make sure your clients recommend you?

Some typical things Realtors do is to send an “anniversary” card to celebrate when the person moved into their new home or a birthday card or holiday card. These aren’t necessarily bad and if you want to do them, go for it (just make sure you are sending cards by mail and not only e-cards). But you can do better than this.

Here are some ideas:

• Call the client every 90-120 days just to check in. Maybe a new restaurant opened up near them and you just wanted to let them know. Find a reason to actually call. Do this regularly – at least 4 times a year. Just let them know that you are thinking of them.

• Send a “just because” package. This does not have to be an extravagant gift but what if once or twice a year you sent them a small gift. Make sure part of the gift is branded with your contact information. Maybe even send two with the idea that they give the gift to a friend of theirs looking to buy or sell.

• A Monthly Newsletter – this should be printed and mailed (not emailed). Also, this is not an “update on the real estate market” type of newsletter. This is a personal newsletter that talks about you and what you have going on. People like to see photos and read about the individual. It makes them feel connected. Maybe you highlight a client each month as a way to promote them as well. Be fun with this.

• A Quarterly Report – this is the more traditional “update on the market” report. This certainly has its place as it can help distinguish as an expert. However, I would contend that this would be one of the last pieces you put together. Frankly, most people are not going to read this. However, sending it out once a quarter is a good idea because it is another touch point with the client and if written well, can be valuable information.

• Host an Event – Throw a summer block party, rent out a movie theatre or host a BBQ for any and all past clients and prospects. Have them invite their kids and make it fun. The emphasis should be on the party itself and is not an opportunity for you to get up and share for 30-minutes about how great you are. Yes, you can, and should, have a booth with your information but this is really just a time for you to show your clients how much you appreciate it them. This is even better if you have your clients invite a friend. Naturally they will all be talking about you!

It is much harder, and more expensive, to find new clients. You have already put in the time and money and likely have a list of several clients you have worked with in the past. Those can and should be your best referral sources. Again, assuming you did a good job, they like you and would gladly refer you. But if you are not on their mind, they just will not remember. We have too much to do and remember as it is. Start looking at your existing clients as a way to get more clients and not just as a way to make money. Clients lead to more clients. Do that, and you will have a never-ending stream of referrals!

About me:

In my day job, I am the owner of The Probate Law Firm, which operates in all 67 counties of Florida. We handle exclusively probate and estate planning matters. Find us at www.probatefirm.com. In my “spare” time, I love reading and writing about all things marketing and business development.