Ep. 198: How to give thanks to clients all year long

How to Write a Thank You Letter to Clients for Their Business

When you want to write a “thank you for your business” note, don’t write “thank you for your business.”

In this week’s Silver Dollar episode, Luke and Josh talk about the importance of expressing customer appreciation not only during the holiday season but also throughout the year. They share five ways to show your love to clients, but one stands out—the handwritten thank you letter.

When it comes to deciding how to thank a client for their business, there is no shortage of ideas. But there is something especially valuable about a handwritten note.

In a world where “shoot me an email” is an acceptable substitute for genuine human contact, the appeal of handwritten thank you notes, not to mention the benefit they have for your business, can’t be denied:

150 The approximate number of emails the average user receives each day. Amidst this clutter, a handwritten note is guaranteed to stand out.

64% The percent of Americans who prefer a handwritten note over an email.

30%-50% The increase in client engagement attributed to recipient of handwritten communication.

300% The increase in response rate from clients who receive handwritten communication versus a printed piece.

50% The increase in retention rate among clients who receive handwritten thank you notes.

Expressing your gratitude doesn’t need to tax your writing skills. Remember the point—you want to show your appreciation, not your literary prowess.

If you are generous, sincere, and follow a few guidelines, you’ll make the perfect lasting impression.

The structure and content of a thank you letter

The structure of a thank you letter is simple and consists of five parts.

  1. Start with a greeting. As far as greetings go, “Dear valued customer” falls about as flat as a cold pancake. The whole point of a handwritten note is to make the recipient feel special. Address your client by name and separate them from the nameless crowd.
  2. Say thank you. Yes, sending a note of gratitude implies you are saying thank you. Regardless, start your letter by telling your client why you are writing. “I want to thank you for…”.
  3. Be specific about the cause for your gratitude. The home buying and selling processes give you tons of opportunities after which you can write and say thank you, including:
    • After a listing presentation
    • Upon winning a listing
    • When selected as a buyer’s agent
    • Following a home showing
    • At the conclusion of a sale or closing
    • After a meeting with a FSBO
  4. Repeat your thanks. You want to be generous in your appreciation.
  5. End with an appropriate sign-off. Of the many options, pick one that feels right given the relationship you’ve developed with your client. It may be more on the formal side, in which case “sincerely” or “regards” work well. If it’s more casual or friendly, then “best,” “best wishes,” or “good luck” are fine. Don’t forget to sign your name.

Guidelines to follow

When writing a thank you letter to clients for their business, there are a few guidelines to consider:

Be succinct

One or two lines devoted to each section of your letter should be sufficient. Don’t feel bound by this limit, but don’t be effusive either.

Be prompt

Don’t wait before writing and sending your note. Ideally, make it a part of your process and do it the day of an interaction rather than possibly forgetting or getting caught up in other work.

Always say thanks

Even if you don’t end up working with someone, be sure to send a thank you letter anyway. Remember that you want to make an impression, so thank them for their time, wish them success, and always leave the door open for future opportunities.

Saying “thank you” is polite and a sign of good manners. Showing gratitude can have a positive effect on your business and on the impression you make. But being grateful has its own rewards. Appreciating even the smallest gifts life has to offer can you give perspective about what it is important, how you may be more blessed than you thought, and how others may not be so lucky and are deserving of your kindness.


Key Points

  • Showing gratitude and saying thank you to your clients is something you should do throughout the year.
  • The halo effect can turn one good deed into an overall positive impression of you and your business.
  • Capture in your CRM every new detail you learn about your leads and clients.
  • Your perspective changes when you adopt gratitude as a mindset.

Action Item

Select one of the five ways to show your gratitude and act on it with the clients who are your core advocates.

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