My adorable grandmother used to say those words to me when I was a little girl, growing up in Philadelphia. She said that new friends are always fun and interesting, but don't forget Mary Elizabeth...she's been with you through thick and thin.
As I grew up, My Grandma Selma proved to be right. And in many ways in our instant gratifcation society...we're always looking for "the new". I want the "newest PDA", we're trying the "newest" video on our website, and yet sometimes in seeking the new, we forget the tried and true.
That idea resonated with me years ago. People and companies are mostly interested in acquisition programs, so are all of our clients. They spend the biggest money in that area. Retention (keeping customers) takes a back seat. In fact, I wrote a book several years ago, Response! The Complete Guide to Profitable Direct Marketing. My publisher had a book signing for me in Barnes and Noble in midtown Manhattan. There was a big crowd there, and they sold lots of books. That book is about acquisition.
A few years later, I wrote another book, Customers for Keeps. The publisher went to the same Barnes and Noble, had a big sign made in the window, and I appeared to do my 10-minute speech and sign books. In the audience were 4 people, my friend Andrea, my son, my friend Michael and my art director. That book is about retention...keeping customers coming back over time.
People don't spend money on keeping old (I mean past) customers...in real estate either. Oh, they bought their house last year, they're done...is one comment I heard from an agent in Pittsburgh.
Yet, that person knows other people, works with lots of people, and may be in the market for other types of properties. Most important is that they probably had a great experience with you. so they are an advocate for you.
When I moved my company down here to care for my Mom, my general manager had been living in Connecticut for about three years, and moving to Florida...he called his agent, Bob Mori to find his home here in Westin. Bob found him the right agent, and they bought the house in 2 weeks. Bob shared the commission, and I wrote about Bob in my new book, Sold!, because Bob kept in touch with Dwain, sent him newsletters, called him and made several other sales from him after that.
So, maybe we can all look through our database of past customers, and call them up, drop them a note, and say "hello"....remember the old friends are the gold friends.
Have a good day, guys!
Lois
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