David Hale, Broker of Keller Williams Realty in Victoria, B.C., shares his thoughts on past clients, “Past clients are a large part of my business and although I spend a considerable amount of time, effort and money on them, I still need to do a better job of staying connected with them. I have been very careful to make them feel cared for, and my client care department is very skilled with their communications, letting past clients know that we really do appreciate their business in the past and that referrals are our lifeline.”
Client Database
Before you can effectively mine your past clients to ensure your future business, you need an effective system for keeping track of clients. Whether you use a notebook, index cards or a computer contact database management program, make sure it is the most practical for you. It should be simple and not time consuming.
Peter With, a Realtor with Re/Max Realty Enterprises Inc. in Mississauga, Ontario, uses computer contact management systems to stay in touch. “I use data specific to the client, to flag reminders of a number of activities such as anniversaries, birthdays, family events and so on. Nothing slips through the cracks.”
Dan Gies, Broker of Ken Gies Real Estate Ltd. in Hamilton, Ontario, uses a different system. "I have to admit that I am a little old school in this regard. I do have my mailing list of past clients stored on a thumb drive but my file folders in my desk are what I work with on a regular basis. It gets updated as soon as I establish a new client. I think what makes it most effective for me is that it is right at my fingertips as I am completing the initial paper work for a new client.”
Call Past Clients
What about phone calls? Hale feels, “Touching clients with a phone call is one of the best ways to communicate you care and a wonderful opportunity to ask for referrals. I use Top Producer to record my conversations with clients so it’s easier to remember the last conversation we had. The time from 9 a.m. to 11 a.m. is time put aside for prospecting time and is the best time to make those past client touches and ask for new business. I try to keep top of mind that people who have had a good experience with me in the past are the ones most likely to provide a good referral for future business.”
How to Handle Referrals From Past Clients
When a past client refers you to someone, Realtors often send a thank you card or a small gift of appreciation. Others don’t. Wilf Stark, a Realtor for Calgary and surrounding area with Alberta Independent Realty Ltd. has mixed emotions about that. “I do it rarely and only when my judgment indicates that it will be appreciated and not misunderstood. Since I have no problems referring others to good mechanics, car dealers, plumbers, electricians, home handypersons, etc. without expecting or getting a 'thank you', I continue to harbour the hope that my clients will feel likewise about me when telling their friends and acquaintances about the quality of my services. So far, I have not been disappointed so I'll continue in this vein.”
Beyond newsletters and calendars, what do the above sources do?
Wilf Stark: I send e-mails from time to time with pertinent or interesting info – not always real estate-related. I will also call them up (not as often as I should) just to say 'hi'.
David Hale: Some of the things we do for clients on closing are wine, flowers, and gift certificates. After that within a few weeks we will send out popcorn and a gift certificate to Blockbusters with a note – now that you’ve settled in, sit back, relax.
We are using Send Out Cards now as a client follow-up and we use the Dave Beeson letter writing campaign which has seven years of letters for past clients. Our electronic newsletter is sent out monthly and we are collecting birthdates so we can be on top of sending out birthday and anniversary cards on schedule. The Keller Williams client touch program believes in touching the past client 33 times. At present we do our best to provide 12 touches with newsletters, one birthday, one anniversary, four casual mail touches for the seasons, and one calendar for a total of 19 or 20 touches a year.
Dan Gies: I do believe that the calendar/newsletter concept is still effective, but I also believe that you have to be more creative today and try to differentiate yourself. I now send greeting cards out to my past clients. I can do my entire client list and send them a “welcome fall” type of card or contact one at a time by using a “1st anniversary in their home” card. The options are as open as your imagination and you don’t always have the cost of sending a mailing out to your entire client list all at once.
Peter With: I give gifts for newly-born grandchildren. Schmooze the children of former clients, especially with a small gift for their newborn, and you’re the guy they call when it comes time to buy. These grandchildren have parents that are buying and selling homes faster than the baby boomers. It is a source of business that I had not anticipated having at this stage of my career. The kids of previous clients are more than happy to place their trust in you, as their parents have in the past. And they have lots of friends too! Former clients love receiving monthly market updates and area sales to their inbox.
According to Dan Gies, “Taking the time to have your past client information up to date and having a plan and schedule to carry out your plan will certainly save you some time and ensure that you keep in touch with your very important asset, your past clients.”
Toby Welch - Toby is a full-time freelance writer who specializes in magazine articles, online writing, e-books, and manuscript editing.
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