Learn about strategies to keep clients in the fold long term after closing
By Michelle Huffman
You’ve signed the papers. The deal is done. But the relationship isn’t over.
“I always walk out of the title company office and tell my clients, ‘The relationship doesn’t end here. It’s just beginning. Even if you have a problem in 10 or 20 years, call me and I can help you with it,’” says Rick Baker, CRS candidate, of Coldwell Banker in Dallas, Texas.
At this point, it’s up to the agent to foster that relationship, ensuring that this past client becomes a repeat client and refers other potential clients.
While you can put your clients on a list so they start receiving the standard touches everyone in your database receives, some CRSs prefer to put them on a personalized plan starting from closing day.
Other Touches Throughout the Year
There are also unique ways to handle monthly check-ins that may bring greater value to clients
or help you stand out.
Jeff Wu, CRS, Joy Carter, CRS, and Jeff Dowler, CRS, use a service called Happy Grasshopper, which creates off-the-beaten-path emails that skip the sales pitch (an example email on the company’s website talks about the conversion of a Blockbuster video store into an Airbnb).
Rick Baker, CRS, uses a service called From Your Friends, which sends a monthly free offer for something in the homeowner’s community, typically a free meal at a local restaurant.
Many agents host events throughout the year, whether it’s a Thanksgiving pie pick-up, a meet Santa event or an afternoon bowling party. New clients get added to the invite lists for these events, which may offer multiple touchpoints to promote, remind and follow up about the event.
Ricky Cain, CRS, with the Cain Realty Group-Keller Williams in Austin, Texas, developed a Client Concierge program to help homeowners through the early weeks after purchase, as well as years afterward. He also has a club program that rewards clients who engage in certain activities.
After closing, Jeff Wu, CRS, with Keller Williams Capital Properties in Fairfax, Virginia, makes great use of the pop-in by delivering practical home gifts to his clients, from a fire extinguisher to measuring cups.
These kinds of relationship-building activities are no small feat, but they are worth the effort, agents say.
Cain’s overall program resulted in a 30% increase in referrals and repeat client transactions, he says.
Meanwhile, Baker says he’s only spent $3,000 on marketing over the 10 years he’s been in Texas because his investment in relationship-building brings in the vast majority of his clients.
Take a look at what populates these agents’ post-closing touchpoint plans and see what might work for your clients.
The first six months after closing
Create a timed check-in touchpoint checklist
Wu has a simple 1-1-1 method: He plans to have personal follow-ups with his clients 1 day, 1 week and 1 month after closing. These are calls he places to personally check in. He also follows up at 30 days with a thank you card and any other new closings in the client’s area. Joy Carter, CRS, with Keller Williams Realty in Coral Springs, Florida, sets up her plan as 10 days/90 days/6 months. She also offers a Starbucks gift card at the six-month mark.
Help clients take care of business
Cain’s concierge service stays in touch with clients extensively during the six weeks after closing, and even years after that. They check in on items like ensuring the sign and lockbox are gone, helping clients change their mailing address if they haven’t already and letting their clients know about the company’s Cain’s Club, which offers rewards like gift cards, books, airline credits, etc. after they do things like make referrals, attend Cain’s events or volunteer in the community.
Remind clients of your vendor list
Most agents have some kind of vendor list with recommendations from painters, remodelers, landscapers and more. Cain plays on Angie’s List with his Cain’s List, which he offers to clients as part of his post-closing touches.
Offer practical tools that help homeowners
Wu wants to ensure that all his touches after closing are useful, so his pop-ins always offer “practical gifts that we line up to continue to add value in a way that’s not too much.” These include a first-aid kit, fire extinguisher, plunger, measuring cups, tool kit and a framed photo of clients in front of the home. “All are well received and super useful,” he says.
Organization is key to follow-through
All of these touchpoints are driven by a spreadsheet, database or CRM.
“I live and die by my database,” Carter says. “You can’t run a system without a database, and you have to religiously check in to it every day.”
Managing all the touchpoints, specifically when a client is on a personalized timeline counting back from their close date, can get tricky without one.
“I have stayed in touch with past clients in a number of ways but did not have a formal system for tracking what I was doing until a few years ago,” Dowler says. “My spreadsheet helps me keep track of all the client touchpoints during the year (right now there are a total of 26 items I track), so I know from month to month what I am supposed to do and can mark it done when completed.”
Ensuring that clients are well taken care of during the transaction is every agent’s job. But ensuring they know they are well taken care of far beyond that transaction is a sign of a truly stellar agent.
Check out “Don’t Play the Same Game with Repeat Buyer Business” at CRS.com/webinars.
Photo: iStock.com/LuckyStep48
