Ongoing Contact
You'll see some of your clients more often than others. People who share your hobbies or interests might be in the same clubs or organizations. Your client might be a fellow member in your religious organization. Maybe your client is someone who works in the grocery store where you shop regularly. But even if you see them frequently, will they remember to mention your name to family and friends who want to buy or sell real estate?
Fact
Buyers new to an area may depend on you to direct them to other services such as a good doctor or car mechanic. Be sure your clients and customers know that you are their agent, even after the sale has gone through.
Most people need to be reminded that you are in the real estate business. Add every client to the database you started when you first became an agent. Flag their names in some way (either manually or in a computer program) to make them stand out as true clients, not simply casual contacts who might be interested in buying or selling.
Using a software spreadsheet program, such as Microsoft Excel, makes it easy to sort your client list in different ways for different mailings. Flag your clients so that you can see their real estate interests. Are they homebuyers or sellers, people who bought or are interested in land, investors, or commercial buyers or sellers?
You can also develop special marketing packages for the different categories of clients. If they just bought or sold a house — maybe both — they aren't likely in the market for a new one yet. You won't need to send those people flyers about your current listings, but you'll definitely want to add them to your holiday card list and make sure they receive mailings from you on a regular basis. At the anniversary of their purchase, send a card or a simple gift and congratulate them on their first year in the home. Even clients who have sold and moved away may still have contacts in their old neighborhood. They are a great source of referrals if you stay connected. Mailings are not enough though — be sure to call these people periodically. Ask them if they need anything and, if they do, follow through and take care of their needs. Whether or not they have a need, be sure to thank them for their business and ask them for referrals.
Question
What types of mailings are suitable for someone who just bought a house?
How about a postcard in the fall that offers suggestions for home and garden winterization tasks, like checking the chimney and covering roses? A spring mailing could focus on spring-cleaning and organizing.
Investors are people whom you should stay in contact with on a regular basis. Mail or e-mail information to them as new properties come on the market. Design your mailings to suit each specific group of people who will receive them.
Referrals
Always tell your past clients that you appreciate any referrals they can give you. Most people don't remember to do this unless you remind them in person or in a special mailing. Send out at least one mailing each year that specifically asks your past clients for referrals. If you send out monthly or quarterly mailings, insert a short statement in each one that lets people know you appreciate their referral business. Follow up your mailers with phone calls for greater impact.
Written Testimonials
People tend to put things in writing more often when they're unhappy about a person or service than they do when they're pleased. Keep that in mind when dealing with your clients, because they won't normally give you written endorsements unless you ask for them.
Put one or two short, written recommendations from satisfied selling clients in your listing presentation. Insert buyer testimonials in a resume you prepare for new buyer clients. Many agents use client testimonials on their Web sites. Recommendations from others make a powerful statement to new clients that you are the agent who can get the job done for them.
