Do You Follow Up with Clients After Closing? OR Drop Them Like a Hot Potato?

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Do You Follow Up with Clients After Closing? OR Drop Them Like a Hot Potato?

I often hear complaints from clients and potential clients that they liked their former real estate agent but never heard from the agent after the transaction. I wonder why?

Could it be that the agent is more focused on the next transaction - rather than building a long-term relationship with current clients? This doesn't make too much sense to me!

After a closing, I always follow up with my clients either on moving day or the day afterwards to see if there is anything they need. (Chances are, they may have questions about something in the house once they've moved in.)

I also follow up periodically to say "hi" and let them know that I'm still here if they need something. (I have found that some clients won't call after closing - even if they have a question. One client said to me, "You did so much for us during the home buying process, we just didn't want to bother you."

My response? "It's no bother at all! My goal is not only to provide you with outstanding service during the transaction - but afterwards, as well."

And it's true! I am a resource for my clients - and plan to be for many years to come. When they need a plumber, I want them to call me. If they need an architect, I want them to think of me then, too!

I've always heard that it's more expensive to obtain a new customer than to keep an existing one. Think about it: If we do our jobs correctly, we were able to win the client's confidence and trust - so why not keep that alive?! Our clients will then tell their friends. I have found that people love to make referrals. It makes them a valuable resource to their family, friends, and colleagues. Let's make this a win-win for everyone involved - our clients and ourselves.

Don't get me wrong - keeping in touch does require some effort, but isn't the client worth it? I definitely think so!

So....How well do you stay in touch with past clients? What do you do (i.e. quarterly phone calls, a newsletter, postcards, personal notes, etc.?)

Darleen McCullen, REALTOR®, Broker
Keller Williams Realty
Phone: 919.454.8864
Email: darleen@darleenmc.com

Graphics courtesy of: ClipArtHeaven.com

Disclaimer: Opinions expressed by those who are part of the ActiveRain community, including those providing comments relating to this blog, are their opinions and their alone - and do NOT reflect the opinions of Darleen McCullen and Keller Williams Realty. Darleen McCullen and Keller Williams Realty are not responsible for the accuracy (or lack thereof) or content provided by others.

Posted by Darleen McCullen, Broker-Raleigh, NC Real Estate on 11/25/2007 09:27 PM

Comments (64)

clients, customer retention, customer service, real estate, raleigh, wake county, north carolina, realtor, referral, value, darleen mccullen

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64 Comments on Do You Follow Up with Clients After Closing? OR Drop Them Like a Hot Potato?

NOV

2007

OK Darleen, You got me. I admit to it ! This is my weak point ( well, one of many ! ) and I am in a 7 step program to try to do much better. Thanks for the reminder !

Bill, Hi ~ You made me smile. :-) I'm not familiar with the "7 Step Program." There are a set number of hours in the day, but we all have to strive to do better.

I see the transaction as only the beginning of the relationship. I have no idea how I got so lucky to have always had such great clients. I keep in touch at least once a month and try to see my clients at least once a year.

Sandy

Great post Darleen, we stay in touch with all of our clients. Word of mouth is the best advertising anyone could ask for. :)

Sandy ~ That's a great policy to see clients at least once a year. I'll add that to my list of ways to stay in touch, as well.

great way to followup! All my cformer clients go on my Spere of Invluence list, and they receive my e-newsletter once a month

My clients are always calling me for advice and many, many questions.

good post!

Darleen, I saw a statistic that I can't remember, but some huge percentage of buyers and sellers can't even remember their agent's name a year after settlement I'll admit to not doing enough to follow up with people, although I'm getting better. The one thing I do is to throw a party over the holidays, and I invite everyone to that. Cute graphic, by the way!

Darleen: You are so right on this one! I always follow up with my clients -- I like to keep in touch and find out how they like the home, the neighborhood, the schools, the shopping, etc. It is a great scource for referrals -- and they sell YOU so it is much easier to get a prospect to want to work with you.

I agree with you Darlene... we are all probably somewhat guilty of 'being too busy' with a solid follow up program. Our company just paid a national speaker to come in and present a training session on 'surviving this market', and guess what everyone took away with them... a followup system!

All my clients get a follow up visit and then I put them on my monthly mailer.

Keith ~ Most definitely - referrals and word-of-mouth is the best advertisement for us in this business, especially since real estate agents are a dime a dozen, as they say. :-)

Donald ~ I haven't tried the e-newsletter yet. Is it effective for you? (I was thinking that we all get so much email that it may not be very effective, but I don't know.)

Armando ~ Thank you for the compliment. Yes, we want those phone calls to keep coming, which signifies that we're top-of-mind with our clients.

Patricia ~ A holiday party is an excellent idea. I've heard of agents who have had success with that.

Joan ~ Exactly! The more contact we have, the better. Clients want to feel that they matter after the sale.

Jeff ~ Systems are definitely the key to making it in this business. While it sounds simple, it sometimes takes awhile to get things running smoothly like clockwork.

Steve ~ What type of monthly mailer do you send?

Hi Darleen,
I do try to stay in touch but there is always room for improvement and that is what I am going to work on, doing better. Keep reminding us. Thank you.

Darleen~ You are exactly right. As the local Top Producer rep in the Carolinas for the last 4 years I have heard the stories from many agents failing to follow-up after a closing due to a number of reasons. Most of the reasons could never justify such a misgiving especially considering the fact that over 90% of customers enjoy their relationship with their real estate agent. After 2 months of a closing the follow-up drops off dramatically and within 6 months is almost non-existent. Considering the fact that most people in the US today are looking for a new place to live every 5-8 years who will be picking up that business? What about all those referrals? Agents should never take any of their customers for granted especially the ones that you have closed!

Newsletters, calendars, magnets and most drip campaigns are the typical run-of the-mill follow-up utilized by the real estate industry today. Nothing wrong with it if it's working for an agent but think about the amount of newsletters, direct mail postcards and the like that never get opened or actually find their way from the mailbox to the garbage can. Over 11 billion dollars was spent on marketing last year by real estate agents in the US.

Since last year Top Producer has revolutionized the way agents can follow-up as well as establish new business with one product called Market Snapshot. The data provides real-time MLS market updates and trend analysis to your prospects and clients on your behalf. The Market Snapshot provides up-to-the minute MLS graphical reports - automatically delivered and updated without any effort on your part. It is the perfect ice-breaker for any agent that has failed to follow-up with past clients- who would not want to know the value of their home in relation to what is happening in their local market?

Just like you I am commissioned based so if anyone is interested in seeing how the Market Snapshot program works and how it is being utilized today by thousands of agents across the US please contact me by phone or email if you are working in North or South Carolina. For anyone else beyond the Carolinas please click on the link which will give you access to your local Top Producer rep that covers your specific territory. Here's the link: http://www.topproducer.com/Company/Rep/Default.aspx

Darlene - I have a followup program for my past clients that involves mail, phone calls, birthday cards, and client appreciation events. As a result, about 50 percent of my business is repeat.

Thanks so much for reading and commenting on Why I Unsubscribed From Your Blog

Cynthia~ Yes, there's always room for improvement. But something tells me that you're one for staying in touch with your clients. I can tell from reading your blogs that you're quite conscientious.

Tim ~ Thanks for stopping by. When I saw your name, I knew you were the Top Producer rep for my Keller Williams office in Raleigh. Thanks for reminding us that Top Producer can help us stay in touch. There's so much that the software can do that many of us just aren't aware of.

Dan ~ That's outstanding that 50 percent of your business is repeat. I see that you do quite a bit for your clients. This is the second time that someone has mentioned client appreciation parties. I'll have to give that a try sometime.

Darleen - When I conducted business in South Florida my 3rd year of business I was upto only being able to handle my referral business.

Since moving back to NC slowly but surely my referral business is growing. I try to stay in touch with everyone. I become friends with the majority of my clients. But I must confess I need improvement. My motto for 2008 "getting back to the basics"

If one does not follow-up then they go elsewhere. Good post.

Darleen

I try to keep a regular contact with people after the closing, sometimes you have the nicest people and they just don't want to be bothered afterwards, its not that they don't like you its just their way of life. I don't send out Christmas cards as many agents do, I do not like to commercialize the holiday. Often, I will just call someone and say I was thinking about you and was wondering how you are doing!

I have a follow-up program using both e-mail and snail mail. If people have an e-mail address they go on a monthly follow-through via e-mail, if they don't have an e-mail address then they go on my quarterly follow-through snail mail program. If they have an e-mail and a snail mail they go on both programs. I also try to call all past clients at least twice a year.

Hi Darlene, great post! I follow up with my clients and keep them added to my monthly marketing mail outs and a call once a year. You gotta keep your name fresh in their minds and keep them thinking YOU think about them and that they weren't just a paycheck!

Nice post Darleen. Follow-up with clients is especially critical at this time of year.

They are surely worth it! It's these clients we have done a wonderful job with that we have created a relationship with as well. It is not only a part of my nature to keep in contact but also a great connection for future referrals.

When I purchased my home, my realtor called me every month. Seriously - I hated it, will never ever recommend her for anything again. Once a year is fine, but every month was not. It's a realtionship killer.

NOV

2007

Rebecca ~ What courage it took to move from another state and begin a real estate business! It's like starting over. Congrats on being able to build your referral business so quickly.

Bob ~ Thanks for dropping by and for the compliment.

Gary ~ Great point. Some folks don't want to be bothered after closing. We should perhaps ask them if it's okay for us to contact us after closing. (I think we assume that if we did a good job it's perfectly fine to keep in touch.)

Mary ~ Sounds as if you're great at keeping in touch through snail mail and email.

Jennifer ~ Thanks for the compliment! I agree totally that we must keep in touch and let our clients know that they're not just a paycheck. No one likes to feel "used" which is what I think happens sometimes.

Tracy ~ Thanks for the compliment. Yes, it's crucial that we stay in touch. In just a few months, it'll be Spring again - and who knows, our past clients or sphere of influence may be getting ready for a move of some sort.

Sally ~ Sounds as if you do a great job of keeping in touch.

Sharon ~ I'm sorry that the REALTOR® practiced "overkill" with you. It sounds as if she didn't take the time to really know you and didn't explore how to best keep in touch. Maybe once a year would have been sufficient for you.

Darleen,
I came back to congratulate you on the "Gold Star - Feature"!

I did too, congrats! You go girl!

I definitely stay in touch. They are an excellent source of future business and referrals.

Cynthia and Jennifer ~ Thank you for the congratulations! I was delighted when I saw the gold star.

Darlene, I stay in touch forever. I recently had first time home buyers with problems after they moved in. We were in touch more after the transaction than during. I call my clients on a rotating basis. I call 10 clients each week and just check in on how they are doing. I love staying in touch with my clients. Nice post!

Darlene,

I always stay in touch with my clients after closing. What better way to get referrals? Besides, eventually they will be selling and possibly buying again somewhere down the line. Why not have them think of you when they do. You were right about being less expensive to keep a client than find new ones. If they were happy with you, they will come back to you, and send you referrals, if you stay in touch. Very important message! Thanks!

I put each client in outlook and mail to them regularly, newsletters, calendars, etc. I don't call a lot but like Sharon said, I don't know sometimes if they want me to call? Some people are all business and just want to call when they want your help business-wise, but others have become friends. We've been to 2 parties already for one of our clients who just moved to Crofton in September, his open house and birthday party - what an honor! I think that's what it is all about.

This sounds very "By Referral Only -ish...." our clients and customers are lifetime members of our sphere and the source of 86% of our business last year....lots of reasons to stay in touch....!

The shine a light on a difficult topic for many of us. It is not easy to stay in touch with past clients, but it certainly is worth the effort. After reading this I am going through all of my closed loans for the month and contacting all of them to give them my best wishes. Great post.

This is something that I need to work on, if I am being honest. I have been doing this for 11 years, and I don't have a great system in place for past client contact. Thanks for the reminder and congrats on the featured post!

I always stay in touch with my clients, they are the best source of referrals!

I show up on moving day with hot coffee and donuts and then come back at lunch time with enough lunch for the home owners and movers. I also keep in contact with my past clients and send them gifts during the holidays.

I try my best to stay in touch. I carry my contact list with me in the car. When I have a few minutes between meetings etc. I will randomly pick a past client and call. Now the problem with this method is that I pick the ones that I am most comfortable calling NOT necessarily the ones I SHOULD be calling.=) My new goal is to develop a system to call all my past clients on a rotating six week basis. Just to say Hi and using the FORD method. I feel that this will keep me in front of them enough to be memorable and to generate referral business.

Best wishes,

Scott Cowan
Rainier Real Estate
www.scottcowan.com

I try to keep in contact with them. Sometimes i'm not the greatest doing that. Most recently i helped move a client into their new home( 4 transactions with them) and a client i sold a house 2 in May of 99 called to buy again. It's nice when thy come back to you but your right it's our responsibility to stay in contact.

Al ~ Thanks for stopping by.

Jeanean ~ I think that it's really important for first time home buyers to know that we're there. As real estate professionals, we are supposed to be resourceful - even if we don't know all the answers, we should be able to find someone who does.

Brigita ~ I believe past clients are the best way to get referrals. How can people who have never worked with us provide a good referral? (When someone gives me a referral for someone, I want to know how they know the person, what type of job they did for the person, etc.) Our past clients will be able to go on and on about how terrific we were.

This should be how we run our business, we have all been spoiled recently with the amount of business that we have been able to do. The time of client service is back (should never have left) the days of quantity over quality are past. Buying a home is the single largest investment we make, we owe it to our clients to be with them all the way and to follow up (not only for repeat business) but as an interested person talking with another.

we sometimes forget about the 'after the cosing' thing and move on to the next deal. thanks, for the reminder! trevor

I work with National Property Inspections. We are a property inspection franchise organization. We produce a monthly e-newsletter that includes home maintenance tips, home safety tips and other information that many of our franchisee's Realtors find appropriate to send to their past clients. It is still another newsletter, but the information is appropriate for current homeowners. We also have a Home Maintenance Tips widget that Realtors can place on their website. The tips change once a week. This could be a good reason for former clients to return to their Realtor's website for safety and maintenance information.

If inspectors you work with provide energy audit services, or radon inspections, that provides another reason to team up and send clients information after the purchase of a home. Many people will think of having an energy audit on their home after being their for a few months. Radon poses the same opportunity, plus you have provided a safety service for your clients.

I used to just add past clients to my drip mailing system; but, what I learned is that they really need and want you to be plugged into the transaction beyond closing and into the move-in and initial adjustment stage. If not, they tend to feel like you left them as soon as you got paid. I've found that the best initial after closing follow-up must be personal and still in the loop of the transaction. I simply schedule 3 phone calls:

First call: Move-in Day. "How's it going... any surprises... anything I can help with?"

Second Call: 7 days after move-in. "How's it going... any problems... anything I can help with"

Third Call: 30 days after move-in. "Are you getting settled in? FORD relationship building questions? How did I do... can I count on you to refer me to people you know? By the way, who do you know that might be thinking about a move?".

I also add them to my bi-weekly People Farming Drip System. Mailings alone are not as effective as taking the time to call and let them know you care!

I always try to keep in touch with all my past clients. Yes, it takes a lot of work, but I know that they are just as important as a new like. They can help advertise me for free!. Always try to keep in touch.

David & Lisa ~ It seems as mailings have worked well for you. It is indeed an honor to be invited to events by clients. Recently, I had clients who invited me over for dinner, and it was quite a treat to see all the neat things they did with their new home.

Sally & David ~ I prefer to work by referral. It's a win for my client and a win for me. My client scores points with their sphere of influence for recommending such an awesome REALTOR®, and I win because I get to work with great new clients (because chances are, my clients will recommend someone like themselves.)

Christopher ~ Thanks for the compliment. Glad you're inspired to connect with past clients.

Jason ~ Systems are the key to succeeding. It takes time to get everything set up, but in the end, it's worth it. Thanks for the congratulations.

Christina ~ It sounds as if you are leaps and bounds ahead of so many agents. Kudos to you for keeping in touch with clients. And yes, past clients are the best source of referrals. If they can't speak to our professionalism, who can?

Christi ~ Wow. What a great idea! I know your clients love the fact that you bring them food on moving day and provide gifts during the holidays.

Scott ~ I feel you there. Sometimes, we do what we're most comfortable doing. We just have to work to push through that constantly.

Robert ~ I'm sure your past clients appreciate you helping them move. And yes, repeat clients are great!

Douglas ~ I do believe that real estate agents did get spoiled when the market was booming all over the country. Staying in touch with past customers will help sustain our businesses when the market slows. Past customers can definitely help propel our businesses forward.

Trevor ~ We can never forget past customers. We all have failed at one time or another.

T. Sykes ~ Thanks for the ideas of helping clients with their home safety issues.

Jim ~ Good idea to schedule 3 phone calls. Sounds easy enough to put 3 appointments on the calendar as soon as the client closes we put the plan into action.

Collette ~ Free advertising is always great!

This is definitely something I need to work on, thanks for reminding us how important this is.

I think there are three types of agents out there: 1) don't care about clients for life, 2) care but don't do the work to keep them, 3) care and do the work to keep them. When statistics come out that show the public's opinion that "all real estate agents are the same", I get a feeling that they are talking about the first two groups because the third group has evolved into a higher level of retention. That business, in addition to the referrals that come hand in hand, can really make an huge income difference.

Thanks for bringing up this issue. I know I should do a better job at holding on to my clients and posts like this remind and inspire to do it!

How about I post my comment while logged on, duh! ... I think there are three types of agents out there: 1) don't care about clients for life, 2) care but don't do the work to keep them, 3) care and do the work to keep them. When statistics come out that show the public's opinion that "all real estate agents are the same", I get a feeling that they are talking about the first two groups because the third group has evolved into a higher level of retention. That business, in addition to the referrals that come hand in hand, can really make an huge income difference. Thanks for bringing up this issue. I know I should do a better job at holding on to my clients and posts like this remind and inspire to do it!

NOV

2007

Great post. I take pride in the fact that I have sent a monthly letter to all of my clients. Some for 7 years now. They love them and they think of me when it is time to sell their home or have friends that need a Realtor.

Duane Hosek in the Black Hills of South Dakota

Lisa ~ You're welcome. We all need reminding sometimes - because there is A LOT to do to keep our businesses on track!

Tim ~ I can't tell you how many times I've had to apologize for the wrongdoings of other agents. Just last week, I spoke with a flooring contractor one of my clients was considering - and he gave me an earful about how he hates real estate agents and how we are all dishonest. I was like, "Sir, I'm so sorry that you have had such a terrible time with your previous 3 real estate agents, etc." It was terrible!

Duane ~ A monthly letter sounds like a great idea. There are so many ways to keep in touch. Thanks for sharing.

Great post. I take time to call, email or write my past clients. I do it in a frequency that's comfortable for sides, you know when you're staying in touch too much.

NOV

2007

Craig ~ I am very social so I need to figure out when too much is just way too much. If it was left to me, I would call everyone all the time! :-) Thanks for stopping by...

Darleen: Oh wow! I just saw an adorable townhouse in Raleigh that you have listed. I think this post is so true and I think I for one, get too attached to my clients so it's easy for me to keep in touch with them. I still contact my very first buyer periodically. And I really do encourage them to call me no matter how much time goes by if they need me. I love building those kind of relationships. It brings so much more meaning to being a Realtor.

Donna ~ Thanks for the compliment on the townhome. It's an awesome place in an awesome location!

Yes, it is easy to get attached to clients. I speak with my clients so often that I go through a "mourning" period after the transaction is closed. It's all about building relationships.

NOV

2007

70% of clients, WOULD work with their same Realtor again, but can't remember their name, according to NAR.

What a shame !!

Missy ~ What a shame, indeed! I think what happens with a lot of agents is they are too focused on the here and now - rather than repeat business. Yes, it does take effort to keep in touch for 2, 3, 4, or 5 years, but the payoff can be significant in referrals and repeat business.

DEC

2007

This is a terrific post ! Just so you know I added you to this weeks Week in Review ! Merry Christmas

Week In Review 11/25/2007 - 12/02/2007

Melissa ~ Thank you so much for adding me to the Week in Review this week!! I really appreciate it.

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Darleen McCullen, Broker-Raleigh, NC Real Estate

Raleigh, NC

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