You’ve completed the transaction, both parties have signed on the dotted line, and you have just earned yourself a commission check. With money in your pocket and a few more satisfied clients, you are fully prepared to bask in the glory of a closed sale.
But what if I told you that a year from now, these homeowners with whom you’ve invested your time, money, and effort into will not even remember your name? It’s true. The very people who you helped make one of the largest financial decisions of their lives may not even be able to pick your name out of a list of agents.
The sad reality is that a whopping 70 percent of home buyers forget their agent’s name after one year. To be remembered, you need to build and maintain relationships with clients—both old and new. So don’t take the once-and-done approach; follow these three guidelines to build long-lasting client relationships:
Many real estate agents use the same technique for farming new clients—postcards and magnets that alone add no value to the clients’ lives. This can be an expensive approach that yields a low return on investment. Keeping yourself on the forefront of your clients’ minds does not mean inundating them with fliers and e-mails. It’s about reaching out to your clients in a personal, yet subtle manner and sending something they’ll utilize and appreciate.
Personalization is an integral part of being remembered in our digital age. Share a personal story that will resonate with clients, such as your personal tips for empty nesters who may have just sent their youngest child off to college. Offer a short, but genuine anecdote, and you will no longer be thought of as the distant real estate agent, but more like the sympathetic friend who helped your clients cope in a difficult transition.
Remember, there is no advertising piece that can provide the same results as hearing from a friend (and agent) at just the right time.
By providing something of interest, you will not only generate talking points to use when calling your clients, but you will also initiate a dialogue in which clients will likely call you to say thank you. Don’t believe us? Just check out what our current customers are saying.
American Lifestyle magazine includes seven general interest articles in every issue. With travel, design, art, and food articles, there will be something to resonate with every recipient.
The thought of being forgotten scares every sales professional, but for real estate professionals who rely on repeat and referral business, building better relationships is critical.