After closing, your clients will likely meet other realtors along the way who have great work ethics, resources and expertise. Have you done enough to create points of contact and foster brand loyalty so they don't look elsewhere, or point others in another direction for their realty needs?
People lose track of connections for a variety of reasons, but you never want those reasons to be because you made yourself inaccessible, your interactions weren’t significant, or worse, because they’d prefer to forget you and go with someone more attentive.
If having clients' continued business and referrals is one of your goals as an agent, here are four ways you can create a lasting connection with them.
If your schedule is hectic and you’re juggling several listings and showings, prioritizing your time is essential. Answering questions from clients who have already closed, potentially long before, might incidentally go to the bottom of your list. But that continued customer service goes a long way in making your clients feel valued instead of forgotten. Don’t drop them the moment they sign the dotted line and offer little or no follow-up support. Since time is money and a finite resource, have a list of contacts you can quickly supply to clients to help address their needs. They will appreciate and remember your efforts to treat them as lifelong customers.
If you're having difficulty keeping track of and responding to all inquiries, consider adding a Chatbot to your website to field common questions and keep new leads engaged.
Strike While the Iron is Hot
Have clients follow you on social media while they're in the thick of the buying or selling process. They'll get extra perks like seeing listings streamed live if they're unavailable to look in person, as well as additional channels of communication if they want to quickly comment or message a question.
If substantial time passes before you begin attempting to connect with clients through social media, they may lose interest or fail to see the need. Pursue these connections early to ensure you have every platform at your disposal to follow up with previous leads and impress current ones with personalized content.
Most businesses drop a line every now and then to remind you of appointments or just to let you know they’re still around. Make a point of sending out refreshers to keep clients in the loop and remind them that you’re actively seeking out their business. If you don’t want to invest money into paper flyers, a digital newsletter is an accessible and effective alternative to keep you in the forefront of their minds.
Give Them a Reason to Stick with You
According to Discover’s piece on forgetfulness and memory, “Forgetting is essential ... because the biological goal of the brain’s memory apparatus is not preserving information, but rather helping the brain make sound decisions.”
People constantly consume information that their brains must parse to decide what is essential and what to discard. From a necessity standpoint, clients who have settled into their new homes won’t need to look through an unbroken stream of listings. Give them a variety of relevant information they can utilize in their day-to-day lives. Homeowner tips, community news, and entertainment recommendations are topics people seek out when they aren’t in buying or selling mode, and can help make you one of their go-to sources for great information after closing.
Lay the foundation now to continue wooing clients and demonstrate your ability to adapt to their evolving needs and goals. If you go out of your way to support them, present and future, they’re not likely to forget about you.
It’s your turn! We’d love to hear from you—what are your go-to methods for standing out in clients’ minds for continued business and referrals? Share in a comment below.