3 Ways Agents Can Improve Their Customer Retention Rate

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Updated November 2021

It’s no wonder you’re having a problem with your customer retention rate. A whopping 70% of home buyers forget their agent’s name after one year.

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’re 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 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.

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The sad reality is that 70% of home buyers forget their agent’s name after one year. To be remembered and retain clients, you need to build and maintain relationships with clients—both old and new. So don’t take the one-and-done approach—follow these 3 customer retention strategies to build long-lasting client relationships:

1. Provide value

Many real estate agents use the same technique for farming new clients—postcards, calendars, 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 doesn’t mean that you need to inundate them with fliers and emails. It’s about reaching out to your clients in a personal, yet subtle, manner and sending something they’ll use and appreciate.

2. Be memorable

In the digital age, personalizing your messaging is an integral part of being remembered. 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 or the trials and tribulations of finding your first home. 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.

3. Start conversations

By providing something of interest, you will not only generate talking points to use when calling your clients, but also will initiate a conversation with clients who will likely call you to say thanks—really! Just check out what our clients are saying.

Depending on which of our 3 personally branded, professional publications you select, you can send your clients a free subscription to your magazine that includes articles about travel, design, art, food, home and garden, health and wellness, DIY projects, and much more. We specifically create every issue so that there will be something every recipient will enjoy.


The thought of being forgotten scares every sales professional, but for real estate professionals who rely on repeat and referral business, being forgotten is particularly frightening because it means fewer and fewer leads. We ensure agents stay top of mind by delivering a gorgeous publication every two months that features your picture, your business, and your contact information in 6 strategic locations—and we’re able to do it for less than the price of a typical Hallmark card!

Request your FREE PDF sample today, and imagine the impression you’ll make. It won’t be long before you’ll become known as “that agent with the great magazine!”

Getting Started with Relationship Marketing