I’m going to be honest with you: if you’re not reaching out to your clients this holiday season, you’re doing yourself a huge disservice.
Whether you’re a real estate agent, a financial advisor, an insurance agent, or any other service-based salesperson, your business is built on relationships. Part of your job is building and maintaining those relationships, which will make people want to refer you or work with you again.
Your competitors are going to be marketing heavily around the holidays, and other businesses your clients work with will definitely be following up. You need to have your own outreach strategy to keep your business top of mind into the new year.
Keep reading for three holiday outreach strategies you can start implementing right away.
Send personal greetings to your clients.
It’s simple, but highly effective. Reaching out to let your clients know you’re thinking of them is an incredibly powerful gesture.
Make sure your messaging is relevant to the occasion, as well as to your clients. For example, it’s appropriate to text most of your contacts around Thanksgiving to let them know you’re thankful for them and are thinking of them.
When it comes to the December holidays, you can extend a general “happy holidays” to anyone. If you’re sure that a client celebrates Christmas or Hanukkah, you can send more deliberate messaging around those dates.
If you’ve got a CRM, you can even segment your list to guide your outreach. Yes, you can record whether they celebrate Christmas, Hanukkah, or another holiday. But, just as important, you can include details of your relationship to each client.
If you’re a real estate agent who helped sell them a house, you should also record the closing date. That way you can send a message that says something like, “Merry Christmas, [name]! Hope you have an amazing first holiday in your new home.”
Your clients will appreciate these small details—knowing that you took the time to write a personal message instead of copying and pasting the same text to all your contacts.
Throw a holiday party.
One-on-one outreach is great—and you should definitely do it—but there’s also something to be said for reaching a lot of people at once.
A creative way to do this is to throw a holiday party specifically for your most valued clients.
On our podcast, Stay Paid, we talked to Tony Ray Baker, who is a top-producing agent from Arizona. Tony Ray is able to work almost entirely on referrals, and that’s because he treats the people he works with like old friends.
One of the things he does is host regular customer appreciation happy hours. It’s a cash bar setup at a local hotel, and all he does is provide snacks. Tony Ray has found that he gets a great turnout and is able to generate a lot of amazing buzz around his business without spending much money at all.
You can take Tony’s model and use it yourself, or you can host a small get-together at your home. The idea is to create a memorable experience for your clients, which will leave you top of mind in the months ahead.
Sean Carpenter talks about his principle of the bullseye—the 20 people who are the most invested in your success. During the holiday season, you really want to go above and beyond for these people.
Help out a non-profit.
The holiday season is the perfect time to give back to your community. Partner with a local non-profit. Try to focus on charities with a public, physical location where you can go and volunteer your time. For example, we work a lot with Philabundance.
Once you’ve settled on your charity of choice, call all of your clients to invite them to join you. This lets them know you want to give back to your community—which builds good feelings around your business while giving you an in-person touchpoint with your clients.
Send gifts—even after the holidays!
Many businesses like to send gifts to their clients around the holidays. Let me just say this: it’s arguably even better to send gifts beyond the holidays—say, a random day in January or February.
Everyone expects a gift around the holidays. No one expects something later. When you give something of value to your clients a month or two after the holiday season, it causes such a buzz.
These are just a few suggestions for how you might connect with clients around the holidays. But really, the sky is the limit. Have some fun with your holiday outreach, and be sure to keep it personal.
When you let your clients know you care this time of year, they’ll be far more likely to remember you in the months (and years) ahead.