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"Thank You" to create commitment and loyalty

Real Estate Agent with ReMax Realtec Group

We all know about the 'Thank You' note and each of us has a drawer of various types of such acknowledgments to send to those from whom we want repeated good behavior...especially in regards to referrals.

What inspired this deeper dive into 'THANK YOU' was the indelible outcome of such a dive into the components of a proper apology. Knowing is empowering. The same is true with 'Thank You."

Let me share with you these four elements of a 'Thank You' that will result in a deeper devotion to the shared outcome. Unlike the PAN letter advocated by Joe Stump, I suggest a separate message for each element of a "Thank You."

  1.  Thank You as acknowledgment of the act. "Thank you for introducing me to Uncle John. This is the highest compliment I can ever receive. "THANK YOU."

  2. The next element of the thank you is describing How and Who was helped.
    "Uncle John and I worked for 8 weeks and finally found the perfect house. John shared he always wanted, but never had, a room with the natural light needed for further developing his art skills. He is so excited about what the future holds for him as he further develops skills of artistic expression. Thank you for introducing us."

  3. What a unique person you are is element 3 of the 'Thank You."
    "Of course you know I ask all those who know me for referrals since referrals are crucial to my real estate business. Your insight based on the experiences we have shared together, your understanding that I don't just do real estate and my heart is in the creation of 'transformational experiences' resonated with what was in Uncle John's heart. Only you could facilitate such a meaningful introduction. Thank you for being the incredibly unique person that inspires others to be the very best version of themselves."

  4. The final element in the "Thank You" series is the expression of gratitude.  Gratitude is the expression that reveals to oneself they have been the benefactor of UNMERITED FAVOR, the recipient of something they neither earned nor deserve. For example, exceptional parents is something for which one can express gratitude.
    "Caring and kind people just like you are the reason I remain in the real estate business. I would have no business, I would not live in Tampa and my life would be unimaginably different without you. When I assess all that together we have accomplished I know for what I must be thankful. It is my inspired purpose to touch the lives of others in the same dimension you have touched mine. Thank You."

    Active Rain reader, what do you think?  Would such an effort be worthwhile in creating that 50 Golden list?
    Best of success,
    Annette Lawrence, REMAX
    Palm Harbor FL
    727. 420. 4041


 Example of thank you #3

Dear Joanna and Mark,

You are wonderful. Really. You are. I often write to you to ask you for a referral or introduction to someone you know thinking about real estate or moving. I am not doing that today. I have done a lot of it over the years, and you can bet I will do it again some time very soon, too. But not today.

Today, I want to tell you that you are the real gift. You’re a member of a very select group of friends who celebrate in gathering for the Adventure Kayak River Ride and Ice Cream Safari. Why are you part of this? No one said you had to participate. You know you can do these things on your own. So can your neighbors and their families. Everyone in the area can do it.  You didn’t beg off, though: “Hey, I can do this myself. Thanks a lot!”

Instead, you made the principled decision to support your friends and community with your presence, effort and occasionally your hard-earned money.

You know what really makes my hairs stand on end, though? You gave me your trust. No kidding. You stood shoulder to shoulder with more than 500 others to say, “Yes! This is important. I want celebrating 'natural Florida,' fellowship with friends, a part of my life. My community needs this kind shared experience. Experiences that will bind us together. I’m going to help and you can count on me."

THANK YOU!!! Your TRUST speaks with a loud voice. Your trust says "My work matters". It matters today and it matters for the future. Thanks to true believers like you, who remember me when their family or friends need help with real estate. When they need help, you my friend know I remain deeply committed to delivering vibrant, meaningful and engaging professional help. Help that is relevant in the stories of their lives and our time together, stories that are or may be enlightening, controversial or just plain entertaining.






Comments (3)

Laura Filip
Laura Filip Broker , Opening doors for All Seasons of Life - Whitesboro, TX
What can we do for you today?

Annette, I have a question for you concerning your Thank you notes, are you handwriting these notes?  And if so how can you keep the writing of such a long note or one might say a letter to your clients neat and clean? 

To me, a note is just a note, not a letter which is what it appears you are doing. Love the idea of what you are presenting and it is something that might be great to do. 

Thankyou note to me is saying thank you in a handwritten note. Short and sweet Thank you. 


Dec 27, 2019 02:51 PM
Annette Lawrence , Palm Harbor, FL 727-420-4041

This suggestion or strategy is a series of messages with the first being the traditional 'short' thank you. Nearly identical to what appears in the blog text NOT the example of #3. Included in the blog text is an perfectly acceptable abbreviated version of each element in the series.  However, I believe one MUST tie the gratitude to real life events where character is revealed. Sometimes being stingy on words is counter-productive. Remember, the goal here is to create something tangible they can carry and read and the result will create within them that 'I am big enough for this' confidence. These notes change lives. Those who are not on the transformational journey may see little value in this blog. That is ok. For the 2 or 3 that are, this blog will prove beneficial.

I am a south-paw so keeping the note/letter clean has been a life-long problem. The solution is a good pen and ink, cloth content stationary, and for extra-insurance a parchment cover sheet. Be aware, this is an issue I've dealt with my entire life so very little change from normal for me.

This blog should be identified as the method to draw clients into the 'Top 50" echelon of referral sources.   Not appropriate for everyone you meet.  

It is a layer of cultivating the ripples created from activity the agent already engages. 

NOTE: a series of notes/letters such as these are for those who have already sent you more that one referral. So this is beyond thank-you but creating loyalty and advocacy within your referral community. Every other agent is trying to poach this friend but history is on your side if they are reminded of that history and its indelible impression on their heart.


Dec 28, 2019 06:10 AM
Endre Barath, Jr.
Berkshire Hathaway HomeServices California Properties - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Annette there are so many ways to get the message out and yours is clearly one way. My thank you notes are short since my handwriting is awful:)Endre

Dec 27, 2019 09:04 PM
Annette Lawrence , Palm Harbor, FL 727-420-4041

For those whose scribe is unintelligible, resorting to equipment is better than skipping altogether.

It is the message not the method that will prevail.

Dec 28, 2019 06:24 AM
Debe Maxwell, CRS
Savvy + Company (704) 491-3310 - Charlotte, NC

I love this and I too, am a fan of writing thank you notes - congratulatory notes, condolences, etc. I love cards and when I die, my boys will probably never have to buy a note card and I think I have millions!

I collect them when others collect jewelry! LOL

Love your thank you letter too - very nice and hits all of the points. Perfectly penned!

Dec 28, 2019 01:18 PM