Dave Philps
By Toby Welch
Once Realtors help someone buy or sell a house, they often lose touch with their client other than sending an occasional newsletter or card. But considering that studies show it takes at least five times the work and cost to get a new client than it does to retain an old one, it’s worth the effort it takes to keep past clients loyal.
Dave Philps, a sales rep with DFH Real Estate in Victoria says, “I’ve been working in real estate for the past 25 years and the best way that I know to keep past clients loyal is to do a great job for them each and every time you come in contact, either directly or through a referral. People remember good service. I also send out calendars at Christmas and a couple of other ‘contact’ items through the year (postcards, newsletter) just to let them know that I am still in the business, and will still provide outstanding service to them and their circle of influence.”
Cowboyd de La Boursodiere
Cowboyd de La Boursodiere, the broker/owner of Cowboyd Realties in Dollard-Des-Ormeaux, Que., says client loyalty is something that will come on its own if you do everything else right. “It happens automatically! I just keep doing more and making more people happy everywhere I go and all day long; not just with my services but more importantly with my presence and with everyone I touch everywhere. I make certain that I have a smile for everyone I bump into and always remember Thomas Carlyle’s saying, ‘A great man shows his greatness in the way he treats little men’. It is more important that they remember you because of your actions and strong commitment. I am certain not everyone likes me but none will forget me!”
Louisette Higgins, broker of Modern Realty in Yarmouth, N.S., uses social media as part of her client loyalty arsenal. “To keep my name foremost in the mind of my past clients, I do my best to keep in touch, be it via yearly holiday greeting cards, emails regarding new listings in their area, or via social media, like Facebook and Twitter. I have my own Facebook page and invite all of my past and current clients to it. That way I can simply update my page with real estate news articles, new listings and open houses and it will automatically be sent to them.”
Louisette Higgins
Other ways to keep your clients loyal include:
* Take a client to lunch once a month (better yet, once a week)
* Send clients a CMA with their home’s current value “just in case they were wondering”
* Call one past client every day to tell them you are thinking of them
* Host client appreciation events such as winter hay rides, Easter egg hunts, movie nights, or a barbecue or picnic in the park
* Get a dedicated cell phone for your long-term clients so they can always reach you
* When clients move into a new house, throw them a house warming party at their new place and invite their neighbours
Try swapping up your repertoire occasionally as loyalty is based on your client’s expectations of you and that changes constantly. If you don’t take care of your clients, someone else will.
Marty Green
Marty Green, broker/manager at Re/Max West Realty in Toronto, shared thoughts on client loyalty on his blog: “The reason that most people are not doing business with us again and again is because we are not showing them how much we appreciate them as a client. In today’s instant gratification world, people need to know how much we care about them. We need to remind them often, because when it is time to make a move, they will use someone who happens to appear right in front of them at that time.”
But how much is too much? How often should you contact past clients?
“This is not an easy one to answer,” says Higgins. “Some people do not want to be contacted at all and others wouldn’t be bothered if you updated your Facebook or Twitter feeds every day. I make an attempt to contact past clients at least twice a year at minimum. The holidays are a thoughtful time to send a greeting card wishing them well in the New Year, and a May greeting to wish them a great summer season. This way they know you are still active in the real estate industry, it makes people feel important and remembered, and it keeps you top of mind.”
She says: “Contacting clients 12 to 14 times a year ensures you are always top of mind and that your name will become synonymous with real estate. It also gives your clients the opportunity to discuss an upcoming transaction they may be thinking of, allows them to ask questions about real estate news and the current market, or to let you know of someone who may be thinking of selling or buying a home.”
Elli Davis
Elli Davis, a well-known top sales rep for Royal LePage in Toronto, aims to be in touch with clients four times a year. “I send a yearly calendar, which some people may think is a waste of time but I have found that people look forward to receiving them. I also send a monthly email newsletter and send many printed newsletters to different areas in which I am active. I think every three months, it’s a good idea to touch base in some way or other, however I do not always achieve this.”
Green says: “The more you appreciate your clients and remind them how important they are to your business, the more loyal they will likely become. If they are more than satisfied with your services then why would they ever go somewhere else? Loyalty is earned; it is not given or assumed. Real estate agents forget this. If we can put the onus on ourselves to stay in touch more, then we will have a much better ratio and a much better year.”
