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Eight Ways to Keep in Touch With Past Clients

Oct 31, 2014

Posted by

Matthew Collis

Matthew Collis is part of the Sales and Marketing Team at IXACT Contact Solutions Inc., a leading North American real estate CRM firm. In addition to overseeing many of IXACT Contacts key sales and ma Read more

Ongoing relationship-building and keeping in touch with past clients is instrumental to building that coveted “referrals-based business.” While many Realtors struggle with cold calling and daily prospecting, others have past clients and referrals reaching out to them every day. The difference between these two types of agents is that the former are experts at building relationships and staying in touch while the latter need work in this area.In this article I’ll discuss eight ways you can keep in touch with past clients both easily and effectively.

#1 Monthly e-Newsletter

A monthly e-Newsletter is a great way to stay “top of mind” with past clients while providing valuable information that your clients will enjoy receiving. Examples of great articles for your e-Newsletter are “How to Choose a Contractor” or “The Best Renovations to Add Value to Your Home.” A good real estate CRM, like IXACT Contact, will give you a professionally designed and written e-Newsletter every month, which means there’s virtually no work involved on your end. Just hit the send button!

#2 Drip Marketing Campaigns

Drip email marketing campaigns should be a key part of your keep in touch plan. A drip email marketing campaign can be sent through your real estate CRM and consists of a series of emails designed to help you keep in touch with past clients and other close contacts (friends, neighbours, family members, etc.) that will likely do business with you and refer you if you stay in touch effectively. A good CRM will also have specific drip email marketing campaigns you can use which are designed to keep in touch the first six months or so immediately after your client purchases a new home. Emails are sent automatically from the CRM which is a big time saver and essentially allows you to put your marketing communications on auto-pilot. The CRM will also prompt you when you should make a phone call to the client and what to say.

#3 Quarterly Calls

It’s a good idea to make quarterly “keep in touch” calls as a way to stay in touch with your sphere of influence (SOI). Phone calls can go a long way in building the relationship with your sphere and making them once a quarter won’t take up too much of your time (the time it does take up is well worth it!). When you’re communicating solely by email, you lose that personal touch that you get with phone calls or face-to-face meetings. Many agents also like to follow-up with their clients a few days after they move in to check on how they’re making out with the transition and see if they can be of assistance in any way. Use your real estate CRM to schedule these on-going calls so you never forget.

#4 Events

Plan and organize events such as home buyer seminars, client appreciation days, and BBQs. Events are an instrumental part of your keep in touch plan. Seeing clients face-to-face and having them participate in your events will help you build client loyalty. One of the biggest benefits of events is the opportunity you’ll have to meet the family and friends of your clients – great sources of potential new business.

#5 Sponsorships

Sponsoring local sports teams, clubs, or community events is a great way to increase your referral business and get more leads from your SOI. Pick sponsorship opportunities that are popular amongst your clients and if possible, that their kids participate in. Imagine the impact of a client sitting in the stands saying to the parent next to them, “The sponsor of our team is my real estate agent!” News of a helpful professional travels quickly among groups, and you’ll be the one to benefit!

#6 Direct Mail

Direct mail can be effective because, if done right, it can be highly impactful. I recommend sending out direct mail as part of your keep in touch plan. Because direct mail tends to be costly, especially in comparison to communication channels like email, you’ll want to send direct mail pieces to only your most valuable clients. Conversely, because emails are free or very inexpensive (often less than a penny each), you can use this type of communication to keep in touch with your entire database. If you’re looking for a reputable direct mail company that specializes in real estate and produces great work, consider Morris Real Estate Marketing Group


#7 Birthdays and Home-Purchase Anniversary Dates

Make sure you make a note of your clients’ birthdays and home purchase anniversary dates. When you reach out to a client to say “Happy Birthday,” they’ll appreciate it more than you think. They’ll be impressed that you’ve noted and remembered their birthday. It’s something they’ll remember and will help you stay “top of mind” so next time they need a Realtor or are asked for a recommendation, your name will come up. The same thing goes for home-purchase anniversary date. It’s a nice idea to send a small gift to your clients on their home purchase anniversary date as a way for them to remember you and the great service you’ve provided.

#8 Social Media

If you don’t have one already, consider getting a Facebook and Twitter account. Social media gives you another, less formal, way to communicate with your clients and build relationships over time and is a nice “change of pace” from email and direct mail marketing.

The more channels you can use to keep in touch with past clients, the better. That being said, I’m not advising to send past clients’ daily emails and call them multiple times a week. Moderation and creating a keep in touch schedule is important so you don’t come across as a “pest.” Your goal is to stay memorable and “top of mind” with past clients so they’ll refer you and use your services time and again. You also want to position yourself as a real estate expert who’s always there to help and provide recommendations to reputable service providers when needed. Undeniably, real estate is a relationship business and keeping in touch is a key component to building strong and long-lasting relationships. I hope you’ve found the information in this article useful and can apply it to your business.