When “Loyal Clients” in Your Real Estate Database Hire another REALTOR®

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When “Loyal Clients” in Your Real Estate Database Hire another REALTOR®You hear through the grapevine that a past client is thinking of making a move.

“No problem,” you think. “He’s in my real estate database and I’ve stayed in touch with him and his family for more than four years. He recently mentioned to me that he enjoys the real estate newsletters I send out every month. He’ll call me when he’s ready to speak to a Realtor.

Will he?

What happens if days or even weeks go by and you haven’t been contacted? If your past client is really serious about moving, he would have been in touch with a Realtor by now.

Did he contact another agent and not you?

Never take client loyalty for granted. Even if you’re certain that — due to your real estate referral marketing tools and your real estate database you use to generate repeat business — your past client is loyal to you, don’t be so presumptious as to think you’ll automatically get the call and, by consequence, the listing.

Client loyalty significantly increases your chances of getting repeat business, but it doesn’t absolutely guarantee it.

So you can’t rest on your laurels. You must be proactive.

When you hear that a past client may be moving, treat that information as a hot lead.

“When you hear that a past client may be moving, treat that information as a hot lead.” [Click to tweet]

Contact your past client right away. Explain to them that you’re available to help with any information or assistance they may need — and that you hope you’ve earned their confidence in your services.

What if you discover that your past client is indeed considering hiring someone else?

Then at least you can deal with that issue right away (instead of finding out about it too late). It may be that your past client doesn’t realize you handle out-of-town relocations or real estate in a different part of the city.

Whatever the reason, you now have an opportunity to get the listing you might have otherwise lost.

Takeaway point: Loyal clients are your most valuable business asset. Never take them for granted.

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Comments (1)

John Mosier
Realty ONE Group Mountain Desert - Prescott, AZ
Prescott's Patriot Agent 928 533-8142

Thanks for your post, Rich.  You are right, we cannot take any client for granted. We may sometimes lose out because the client can develop tighter or closer relationships with another Realtor. If a client has moved into town, he is likely to develop new friends and likely several of them could be other agents. In this circumstance, no amount of drip campaigns, newsletters or even phone calls will allow one to maintain loyalty over real personal friendships and relationships.

Sep 04, 2012 02:23 PM