My husband casually suggested a few nights ago I might start thinking about getting a new car.
This is despite the fact my car only just hit 25,000 miles. Since I bought it in 2006, though, he thinks it is "aging" and thinks I should go ahead and get a new one.
See, I happen to love the car I already have, so my immediate thought was I would just get a newer version of what I already have.
And since I'm pretty committed to the brand I already have, it makes sense to go back to the same dealer who has serviced the car for the past 6 years. And probably the same salesperson, too, right?
I remember him very well, he was highly competent and I liked him a lot. He knew his product extremely well, knew exactly what model would fit me best and gave me what I thought was a very fair deal. All without high pressure, too, I must add.
I was impressed.
After 6 years, I still remember his name, even have his business card.
Thing is, I have not heard from him since. No thank you note, no Christmas card, no "pop bys" every six weeks. No emails reminding me how much he "hearts" referrals. Nada.
So, do I reward him for his knowledge, his competence and his ability to do his job very, very well or do I punish him for the sin of not having followed up with me every six weeks asking me if any of my family or friends or coworkers are thinking of buying a new car?
I have NEVER understood the obsession the real estate industry has with beating relentlessly reminding clients of the role we have played in their lives. We are urged to email, call, write, drop by/stop by/pop by, all the while breathlessly exhorting them WE HEART REFERRALS!!!
Do I stay in touch with my former clients? Sure. Well, except for a few (shudder) and they know who they are.
I stay in touch largely organically, when I forward to them an article I read in which I think they may have an interest, when I call to offer them concert tickets I just found out I couldn't use after all, when I order Girl Scout cookies from their daughters and popcorn from their Boy Scouts or when I send them holiday cards. Is it as organized as it should be? Not really, but I don't have any fear whatsoever I will not get their referrals and their future business.
Recently I had a rental client from four years ago contact me; they had been transferred out of the area two years ago, yet, here they were, contacting me from 1,500 miles away about buying a house in yet another state, 750 miles away, asking if I could help find them a good agent. Easy-peasy, I said, it's what I do. I referred them to an agent, a month later they were under contract and 30 days after THAT, I had a sweet referral check in my hand.
All done without begging and pleading.
So, yeah, I think I'll be giving my previous car salesman a call next week, see what he has in inventory. After all, he is good at what he does, I can trust him and he had the good sense to leave me alone all these years, letting me enjoy my car - and life - in peace.
39 Comments on Am I Really That Unmemorable?
I love this, Susan. I am one of those who email every now and again just to say hi and send the holiday whatever. I was a recruiter before becoming an agent and would make a call to see if someone knew someone who might want a particular job. I may have talked to them two or three times. 8 years later I still get the odd referral from someone even though I am no longer in the business. 8 years of never having made contact. Go figure.
Great blog i really enjoyed it. All to often we are busy pestering older clients when we should be balancing our attention to new and old sending a yearly reminder to the old and using the rest to generate new leads of solidify our name in the industry through consumer awareness and education. congrats on the feature.
I think staying in touch in a no-brainer... Enjoy your new car..
How did you manage just 25,000 miles on a 6 year old car? Mine is a 2010 and I have 66,000!
Jane: That's easy - you made a memorable impression!
Ashley and Eric: Thanks! You make a good point.
Richard & Beth: Thanks!
Jeanne: LOL...I am in a pretty densely populated area so I can show property all day long and only drive 10 miles. An agent in DC once told me he could show property all day and only drive a mile, maybe 2.
Susan:
I like the way you say it, "you keep in touch with your former client organically." That is what I have done in the past. I am trying a new tact of mailing a piece to them every month. I'll see how that turns out.
Susan ~ what a great story and post! I so agree with you that some folks get carried away with the incessant contact of previous clients. I'd be annoyed if my past Realtors kept after me like that. To me, the best Realtor does a spectacular job for you and then leaves you alone :-)
I had a Bed & Breakfast business in Ireland for a few years back around 1996-2000. I can't believe that I still get emails from some of my former visitors asking me questions about Ireland and if I can give them tips on other good areas to visit there!
BTW your car has VERY low mileage -- the dealer will say it's a "cream puff!"
Say Susan,
I am going to agree with you on this even though (as you mention) conventional RE wisdom is to hound our past clients constantly. I agree because I feel too much is worse than none because they start to delete everything with your name coming in. I like your way, just send them something meaningful occasionally.
As for your car problem; I would say it is borderline for age but still acceptable if it looks good. I am running a 2007, but it looks like a 2011 (condition/cleanliness) but of course the model years change some. Hey, treat yourself to what you want.
you know I honestly become friends with my clients... of course I also find it works the other way... salesman I bought furniture from, loved the job he did for me and we've kept in touch. I've sent him other customers and he sends thank you notes and occassionally a gift certificate. And the last car I bought I wasn't thrilled with the sales person. I won't use her again even though I'm happy with the dealer and brand. But I got a new car in June and nothing. So we'll have to agree to disagree.
Personally I would keep the car if you love it so much, especially if it's paid for and then find something else to do with the money saved. But, hopefully for him, the salesman is still at the same dealership.
I did put my last car salesman into my drip email/contact management system years ago, "she doesn't contact me as much as I contact her, but she has sold be 4 Ford F-150's, 1 Thunderbird and 1 Mustang and given me 6 Sold leads over the past 15 years so we are exactly even.
I like the way you think. I'm that way too, contact is organic, former clients that I enjoyed working with, etc. When you've done your job well people remember you.
Great post! I am curious to know if the salesman remembers YOU when you walk in the door of his dealership!
Susan, you've got the right idea for keeping in touch with past clients. Enjoy your new car.
A great advice for everyone. .
We all need to do the unmemorable and unforgettable!
I think you're right... some can go overboard in staying on top of former clients. It's tricky to find the right balance of making sure they remember your name, but not making them sick of you!
Gretchen
Evelyn: Thanks. "Organic" seemed to fit.
Maureen: After all those years to contact you, you clearly made a GOOD impression!
Dana: Exactly - I do not want them to run screaming when they see my name over and over again.
Liz: Great way to put it - those we impacted and those who impacted us. Love that.
Tammy: Service is everything, isn't it?
Steven: Smart system you have going there...hmmm...something to consider!
Carla: That is it - when you do a job well, people remember you.
Donald: I know he will because I see him occasionally when I drop the car off for regular servicing. ;-)
Michael: Thanks!
Fernando: Thanks, you are 100% right: we need to be unforgettable!
I love this blog Susan!!!! So very true!!!!
What a great comparison!