The Power of Follow-Up: Staying in Touch With Your Database

Closing a real estate transaction is not the end of the customer relationship. It’s the beginning of future opportunities. Around 90% of home buyers said they would use their real estate agent again. When that “again” could be four, six, ten, or more years down the road, how do you stay connected with clients without being intrusive or overwhelming?

Smart real estate agents know how to follow up tactfully and effectively. That way, when it’s time to sell and buy again, they are their client’s top choice. And you’re top-of-mind when their colleagues or friends need to sell their home. Here are a few ways to keep up with your clients. 

Follow Up One Month After Move-In

Settling into a new place can be a whirlwind. The buyers are excited, but there’s so much to do on their end. Give them space to get settled, but drop a friendly message a few weeks later. Ask how things are going or for any feedback on working with you. 

Another idea is to send some useful tips a month later. It takes a few weeks to get their house and affairs in order, but after that, the new homeowner could be ready to explore their new community. Share a newsletter of upcoming events or a list of seasonally appropriate services. 

Sample Copy:

“Hello [Name], I hope you’re settling in nicely. Here’s a helpful guide on community services to make your transition smoother. If you have any questions, I’m just a call away!“

Anniversary Notes

Remembering special dates goes a long way in showing personal interest and care. Sending clients a note on the anniversary of their home purchase reminds them of your services without being pushy. This friendly nudge renews their memories of their positive experience with you. And it keeps your name at the forefront should they or someone they know need an agent in the future.

Sample Text:

“Happy Home Anniversary! It’s been a wonderful year since you found your perfect nest. Wishing you many more joyous moments in your home!”

“Congratulations on your first year in your new home! I’m so grateful to you for letting me share in the experience.”

Database Nudges

The whole point of any follow-up is to keep providing value to your clients. No one likes spam, and as a real estate agent, you don’t like wasting your time, effort, and energy. So keep your database clean with a yearly check-in email. Added bonus: it’s an excellent way to ensure that contact information is correct!

Think of it as a “Do you want to hear from me?” email asking them to update their preferences.

Sample Text:

“Thanks so much for being part of my circle of clients!

I noticed we haven’t engaged in a while. Not everyone is constantly in the market to buy or sell homes—it’s just how it goes. Still, I want to make sure I’m still providing the information you want about your home. Let me know if you want to keep receiving my emails or if there’s anything you want to know about real estate near you.”

Quarterly Market Reports

Prospects and past clients alike appreciate staying informed about the real estate market. For many, a home is the most expensive asset they own. They may hope their home gains enough value to fund things like retirement or college education.

Sharing quarterly market reports is super valuable, and at only four times a year, they are less spammy than monthly ones. It could lead to a chat with curious clients now thinking about selling or buying. Keep those market updates short, sweet, and relevant to their neighborhood.

Email Newsletters

Email newsletters are a chance to back up your brand image as a market leader. As for the content, the keyboard is your oyster. Share upcoming events, home maintenance tips, or real estate news—all can keep clients engaged with your brand.

The trick is to provide valuable and interesting content to your audience. Know the kinds of buyers and sellers you tend to work with and create the newsletter around them. Always ensure the emails have an easy opt-out option to respect their inbox preferences. And don’t use the email newsletter as a hard sell. The point is to remind them of your services subtly. 

Incentivize Referrals with Valuable Rewards

Referral programs encourage past clients to spread the word about your exceptional service and ensure your name stays in mind.

Make the reward something of value to your client list. Think local restaurant gift cards or a home improvement voucher. For example, in the spring, the incentive could be a discount on lawn care from a local service provider.

If you get a client from their referral, follow up with a handwritten thank you note. It cements their image of you as a professional real estate agent who cares about relationships with people.

Follow-Up Tips

Nailing the follow-up game is key for real estate pros to keep strong client connections. It’s not only about sales; it’s about staying connected and nurturing that human connection. Weaving in these low-key touchpoints shows you’re in it for the long haul with your clients. So, keep on building a solid network of happy clients who’ll spread the word about you.