Angela Yungk is a contributing writer and creative entrepreneur with a diverse background in media and real estate.

Building authentic relationships is the key to generating repeat business and referrals in real estate—and any other industry, for that matter. When I started my print publishing business, I grew our sales through one-on-one personal interactions, investing time to stop by and have real conversations with my prospects. This helped to foster legitimate relationships with my advertisers.

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Now that I’m a real estate broker, I’ve simply taken the same skills that have proven to work in the past and applied them to my real estate clients. People want to work with agents they trust and feel a connection with—not just someone looking to close a deal. Here, I want to share six ways that I nurture authentic connections that lead to genuine, long-term success.

1. Be a great listener

Authentic connections start with truly understanding your clients’ needs. Instead of focusing on your pitch, ask meaningful questions about their goals, concerns and lifestyle, and what outcomes they may expect. Pay attention to their preferences, and remember the little details; recalling the small stuff could be a defining factor in building trust.

When trying to land a deal with either a seller or a buyer, recall the preliminary details and avoid bringing up things that weren’t important to the client. The latter can sometimes make people believe you weren’t listening in the first place. For example, if your buyer doesn’t have children and mentioned that the school district wasn’t of importance, don’t tell them how great the schools are in the area where they are looking to buy.

2. Communicate consistently and thoughtfully

Regular communication helps keep you top of mind without being intrusive. Use multiple touchpoints, such as the following:

• Make check-in calls, or send messages. I do this when I see someone actively looking at my MLS. CRM systems typically let you know when someone is showing interest.
• Send email newsletters with valuable content. Include information that homeowners want and find interesting, like market trends, interest rates, and tips on upgrades with great ROI.
• Post social media content about area homes and lifestyle. Include hashtags like #[Your city]Homes, and anyone searching for homes in your area will find your content. Posting consistently will help to keep your brand in the minds of future clients.

3. Provide value beyond the transaction

Your relationship with a client shouldn’t end at closing. Offer ongoing support by:

• Sharing home maintenance tips
• Providing local market updates
• Connecting them with trusted service providers like contractors and landscapers

I keep all my past clients on my newsletter mailing list even if they don’t open the email. This is a great way for them to be reminded that I’m here for them or anyone they might want to refer.

 4. Be authentic and transparent

People, regardless of whether they become clients, always appreciate honesty and authenticity. If a property isn’t the right fit for a client, tell them why. If market conditions are challenging, provide straightforward insights and local data they can digest. They will respect and remember your transparency, making them more likely to return to you for future needs.

Remember, just because someone might not use you now doesn’t mean they won’t show back up in a year or two asking for your help.

5. Ask for feedback, and stay open to improvement

Showing that you care about your clients’ experiences helps strengthen relationships. After a transaction, ask for a testimonial and feedback on what went well and what could be improved upon. This will not only help you grow but also reassure your clients that you value their opinions.

6. Stay in touch long after the sale

Real estate is a relationship business. Set reminders to check in periodically, whether it’s a simple “How’s the new house?” message or a yearly home value update. Small gestures like these keep the connection alive and encourage repeat business and referrals.

Final thoughts

Building and maintaining authentic relationships in real estate takes a lot of effort and time, but it almost always pays off with loyalty and repeat business. Above all else, people remember how you made them feel. Demonstrate that you care, prove yourself a good listener, and add some value to their real estate experience, and you will stick in their minds. If you practice these proven tips, you’ll find that you can develop the long-lasting and genuine connections you need to succeed.

Angela Yungk is the creator of Media Savvy Agent, a community built to help real estate professionals gain press and authority. She cofounded Art Hive Magazine and currently serves as the lead real estate advisor at Arterra Luxe Florida.