10 Ways to Build Client Loyalty

Real Estate Technology with IXACT Contact Real Estate CRM

You know that the loyalty of your clients can be the factor that determines what kind of year you have in real estate sales. But do you know how much of a difference loyal real estate clients make to your business?

Consider this; a 5% increase in your customer retention can increase your profitability by 75% (Bain and Co). In spite of the astounding value in retaining clients, many REALTORS® struggle with gaining loyalty that translates into repeat business.

The foundation of building loyalty with your real estate clients is in offering them value.  Check out this list of 10 ways you can offer value and foster relationships that result in more home sales.

1. Homeowner’s Check-Up

Primarily intended for the top 20% of your clients who generate consistent referral and repeat business, a homeowner’s check-up involves meeting with a client to provide information about their home. This may include a local housing market update, simple inspection of the house, review of the current mortgage, discussion of the client’s home goals, and more. It’s a strong way to offer ongoing value to your client.

2. Send Monthly Newsletters

Relationships are nurtured through communication, so what better way to stay top of mind than to send monthly newsletters to your contacts? Build rapport and establish yourself as a home expert by including relevant information for home owners and a customized message. Many successful agents send the top 20% of their contacts (or their “A list”) a mailed newsletter while sending the remaining 80% an email version.

Monthly communication is easy for IXACT Contact customers.  Professionally written and designed emails are included in your subscription and Email Campaign Reporting can show you exactly who opened and clicked your email.

3. Home Seminars

A seminar is a great way to educate your clients on a wide variety of useful topics concerning home ownership. In addition to building loyalty, this type of event further positions you as a knowledgeable “home expert.” You can conduct a seminar on your own, or invite another expert, such as a kitchen remodeler or interior decorator to participate.

4.  Client Appreciation Days

As social events, client appreciation days can strengthen your existing relationships as well as help you make new contacts. You can organize a client appreciation day around a particular program, such as a movie, BBQ, bowling, bingo, fireworks, pumpkin carving, winter hay ride, and more. The possibilities are virtually endless.

5. Learn Their Goals

The next time you speak with your past clients, ask them about the goals they’ve set regarding their homes. Chances are some of them are planning to make some home improvements in the year. Take the opportunity to recommend a contractor or designer. Even if they don’t take you up on it, they’ll appreciate your offer of help.

You can use the Business Directory built into your IXACT Contact real estate contact manager to quickly pull up the name and contact details of a reputable professional.

6. Wish Them a Happy Birthday

Most people really appreciate a Birthday wish or home anniversary card. It’s a thoughtful gesture that makes your client feel special and remembered. Enlisting the help of your real estate CRM makes Birthday greetings a breeze.  You’ll be reminded of your contact’s special day, allowing you enough time to send a card, gift, stop by or give them a call.

7. Give Holiday Treats

Who doesn’t love a gift? Holidays are a great opportunity to remind clients that you appreciate them and that you’re around for any of their real estate needs. Drop off seasonal treats or token gifts like a welcome mat, baked goods, candles, garden supplies or a coffee table book.  The size of the gift will vary depending on your relationship with that particular client. Remember, the more thoughtful the gift, the better!

8. Pick Up the Phone

When you cruise past a past-client’s home and see they recently did some landscaping or have gone above and beyond with Halloween decorations – give them a call!  Let them know the house looks great and let that serve as a reminder that you are doing business in their neighborhood.  It’s a good practice to give your top contacts a call quarterly to remain top of mind and calling with a compliment is a great way to stay in touch.

9. Share Resources

When you work with someone on something as meaningful as purchasing a home, you’re bound to learn a lot about their interests, hobbies, and lifestyle. Keep an eye out for articles that may interest them, new restaurants you think they’d like, or books and websites they’d enjoy.  Don’t hesitate to pass the resources along.  A key way of staying on top of your contact’s interests is by building a rich contact profile in your CRM, to remind you of the points they’ve shared with you.

10. Be Reliable

Of course you’ll return a phone call or email if it’s a hot lead, but what about less pressing inquiries from past clients or “C list” contacts?  A large part of your reputation depends on how reliable you are with every contact.  Keep in mind that your loyal customers will refer you to their contacts, so be diligent about returning phone calls, emails and text messages in a timely fashion. It’s a simple way to make your contacts happy and establish trust.  Being a reliable communicator can have a positive impact on your reputation.

Building loyalty with your clients means building a relationship with them, and like any relationship, that can take some time. Stay in touch regularly and practice being a good listener and you’ll be on your way to retaining more clients and making more sales.

With the help of a powerful real estate CRM, you’ll easily be able to follow the steps above and gain the loyalty of more clients.  By maintaining rich contact profiles (including your contacts interests and hobbies), automating monthly real estate eNewsletters and reminders for birthdays and home anniversaries, you’ll have the tools to reach out to your contacts more meaningfully and effectively. 

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Comments (47)

Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

Rich Gaasenbeek Thanks for this great list ... I am doing a number of those things and will be reviewing your 10 items again.  Think I'll work on this for my 2015 planning.  Wishing you the best.

Dec 11, 2014 09:30 AM
Trent Dalrymple (248) 854-0625
Home State Bank - Bloomfield Hills, MI
Allowing Mortgage Professionals to Lend Nationwide

Quite the list, something in there for everyone.  I think I'll print this out and post it on my wall.

Dec 11, 2014 10:15 AM
Travis "the SOLD man" Parker; Broker/Owner
Travis Realty - Enterprise, AL
email: Travis@theSOLDman.me / cell: 334-494-7846

VERY good list! I copied/pasted it as a reminder to myself.


Dec 11, 2014 12:19 PM
Donna Foerster
HomeSmart Realty Group - Parker, CO
Metro Denver Real Estate Assistant

Great ideas for buildig client loyalty and for staying top of mind with past clients.

Dec 11, 2014 01:15 PM
Sharon Parisi
United Real Estate Dallas - Dallas, TX
Dallas Homes

Rich Gaasenbeek Every item on your list is worthwhile.  I also like the idea of doing CMAs for clients when they receive their proposed property tax assessments.

Dec 11, 2014 02:43 PM
Kimo Jarrett
Cyber Properties - Huntington Beach, CA
Pro Lifestyle Solutions

KIT is essential. Providing invaluable information consistently either as a source or resource distinguishes yourself as a valuable asset with lifestyle solutions. Great post.

Dec 11, 2014 06:02 PM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Fabulous list, Rich. None of it is brain surgery--it's just putting a system in place and keeping up with it. I also keep track when I can of wedding anniversaries and send cards for that occassion as well.

Dec 11, 2014 08:37 PM
John Grissom
Berkshire Hathawy HomeServices Elite Properties - O'Fallon, IL

The paper copy of the newsletter is a great idea.


Dec 11, 2014 10:27 PM
Kathy Booth, Setting the Stage
Setting the Stage - Newmarket, ON
Home Staging and ReDesign Professional

Great reminders, thank you!

Dec 11, 2014 11:46 PM
Rich Gaasenbeek
IXACT Contact Real Estate CRM - Toronto, ON
Real Estate CRM & Marketing Made Easy!

Seesan - Thanks for your feedback!

M.C. - I'm glad you enjoyed the post. Hope some of these tips are useful for you in the new year.

Debra - Sometimes the best tactics are the most simple! Thanks for your comment. 

Gene - I'm pleased you enjoyed the post. Thanks for your feedback.

Fred - Thank you for your kind words! 

Daniel - Love your addition to the list! Referring clients to trusted professionals is a strong way to add value.

Diane - You're welcome! I'm so glad you enjoyed it.

Diana - Thanks for your comment. All the best in 2015!

Trent - Glad you found the list helpful. Thanks for your feedback.


Dec 11, 2014 11:52 PM
Laura Gaither
Crye-Leike - Bartlett, TN
Memphis, TN (901) 239-5284

 Great list!!  Thank you

Dec 12, 2014 02:29 AM
Nancy Middleton
Counselor Realty, Inc. - Excelsior, MN
Nancy Middleton, Counselor Realty, Minnetonka, MN

Thank you, Rich, for sharing your LIST. There is a lot of good stuff there to build and keep client loyalty. I've needed flexibiity in how I handle some of the ideas such as the older generation, in many cases, tells me they want only printed Newsletters mailed to them, so I listen to their requests. The younger generation requests emailed versions. Each to his own. Thanks again.

Dec 12, 2014 03:33 AM
Ron Buck
The Ron Buck Group - Laguna Niguel, CA
Associate RE Broker at Keller Williams Realty

Great list. Now all I have to do is "follow through".

Dec 12, 2014 09:48 AM
Jeremy Joslin
Coldwell Banker Residential Brokerage - South Windsor, CT
Professional Real Estate Marketing and Sales

Great tips Rich. This is something I plan to focus on for 2015.

Dec 12, 2014 10:28 AM
Ric Mills
Keller Williams Southern Az - Tucson, AZ
Integrity, Honesty, and Vast Real Estate Knowledge

Awesome list and well thought out.

Dec 15, 2014 03:34 AM
Deleted Account
Fort Myers, FL

Excellent list, I have been doing about half of these and need to start doing all of them!

Dec 15, 2014 05:24 AM
Connor Dowd
Middletown, RI
2013 Newport Realtor of the Year

great post with great ideas! thanks for sharing

Dec 16, 2014 12:12 AM
Troy Erickson AZ Realtor (602) 295-6807
HomeSmart - Chandler, AZ
Your Chandler, Ahwatukee, and East Valley Realtor

Rich, these are all great ideas to stay in touch with past clients and build some loyalty. Thanks for sharing.

Dec 16, 2014 03:07 AM
Thom Disch
Broker Dynamix - Libertyville, IL
Our Broker Dynamix System generates quality leads

Having the right tools helps a lot when managing these tasks.

Jan 14, 2015 11:23 PM
Winston Heverly
Winston Realty, Inc. - Atlantis, FL

I think Active Rain has done a great job in bringing out the best potential in all of their members blogs like this one.

Mar 23, 2015 08:09 AM