With so many tools, websites and vehicles available to us to extend our reach and communicate with the general public, I think too often we forget about one of our most valuable resources - our past clients - when it comes to growing our business. They are one of our greatest resources for new business and in this post I would like to share some thoughts and ideas for enhancing your image and becoming one of their greatest and most valuable resources.
Does this scenario apply to you? You're at the closing table with your client, the keys are handed to them, maybe you have a phone call with them shortly afterwards, a few emails are sent to them or dare I say - you have no contact with them after than transaction?
Past clients loyalty can easily be broken unless you have a plan for maintaining these very important relationships.
I've seen it happen and have been employed by agents to assist them in reestablishing these relationships. It doesn't have to be this way - you can maintain your emotional connection with your previous clients and here are a few things to focus on to make that happen.
1. Database
Organize your clients in your database. Move them from "current client" status to "previous client"or to a group that makes sense. See this post in which I described how to organize your database and email campaigns so they make the most sense and keep you efficient with regular contact and with content that matters to them. If you have not been in regular contact (within the last 2 years) you may need to face letting them go, but please learn from this mistake and don't let it happen with any of your clients you are currently or will be working with going forward.
2. Your Personal Story
Twice a year send them a personal note - a story of what you're doing but don't make it all about real estate - you can certainly relate it to what you're doing but share a part of you - the same way you do in your blogs. You may be saying "why would my clients want to know what I'm doing?" Because you've just spent a lot of time with this client, handling a very personal and emotional transaction for them- that's why. Maybe you're known as a Realtor® who handle and specializes in a certain niche that you can relate to your personal life. The point of this letter is to create, maintain and further the personal and emotional connection that was started with this client he minute they decided to hire you.
3. Real Estate Letters/Newsletters/Emails
This is where you keep your clients informed about what is going on in real estate, your market (market updates, highlighting new businesses in your area), your business (classes you are taking, new team members, etc .) and providing helpful advice and information, for example, the Homebuyer Tax Credit.
4. Fun Contact
This is a great way to share your fun side with clients and shows them just how approachable you are and will encourage them to engage with you. Here's a fun site that gives you some "fun" holidays to celebrate and you can tie them into things you are doing in real estate. For example, February 8th is Clean out your computer day, what a great way to remind your clients to back up their computers and remove any unwanted files, etc. If they're a fairly recent client you can even send them a disk or zip file with all of their real estate documents especially since tax season is coming up. Talk about being a valuable resource!
5. Your Brochure and Business Cards
Twice a year send them a reminder of your services. Ever hear the phrase - out of sight, out of mind? This is a great opportunity to let them know you're still active in real estate and to let them know how much you value their business and any referrals (you never know if putting this little reminder out there will bring you a new referral if you simply assume it won't work.) This along with all the items you are sending throughout the year is what builds and increases the likelihood that your sphere of influence will reach out to their sphere of Influence. Do you honestly think they will refer or mention you to anyone they come in contact with if you haven't been in "regular" contact with them?
6. Special Events/Community Involvement
Another great opportunity to not only share what you're involved in, but a great way to engage your clients. So many of you are involved in giving back to your community - perhaps a client would also love to be involved and you just sparked their interest. This not only gives you the opportunity to interact with them again on a personal level for a cause you both believe in but it helps promote your cause and that's something that everyone can benefit from.
The point is throughout this process, you have shown your clients you care to stay in touch with them and you did it in both a fun and informative way.
Important Reminder:
Be sure to review your all your contact content and make sure you have your blog, website and social networking sites not only mentioned but hyperlinked so it's easy to connect with you.
I hope this post helped you in the following ways:
- Got you thinking about how important it is to stay in touch with your clients (both past and present)
- Created an easy step by step plan for how to connect and stay in touch with clients
- Reminded you to treat your sphere of influence as a valuable resource
- Convinced you that you can be a valued and trusted resource for your clients
What things are you doing for your clients to consider YOU their most valuable resource?
Other helpful posts on the subject of connecting with clients:
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