In the fast-paced world of real estate, many agents don’t see past the closing of the deal. You hand over the keys and move on to the next home buyer. If this describes you, you’re missing out on a world of opportunity. When you nurture a relationship with customers, you build a solid foundation for creating clients for life — a source of referrals as well as future business, and recipients of your expertise and advice.
Building on a Great Experience. You have become a trusted advisor and valuable resource to your customer; keeping in touch with value-add communications as well as market information, newsletters, and event notices will grow the business transaction you’ve just completed into a true relationship and turn the customer into a client.
Maximize the satisfaction you’ve provided to your client by being proactive. Send holiday and anniversary cards. Provide interesting, relevant newsletters on home ownership and market trends, and invite them to open houses or events at your offices so you can keep in touch regularly and communicate on a more personal note.
When you keep up this level of communication — even if you’re using an automatic marketing system from which you select appropriate communications to send to different clients — you’re creating a long-term relationship. Your clients will be impressed with the service and follow-up they receive and they’ll want to ensure their friends and family also receive such high-quality and professional attention and service.
Referrals and Repeat Clients. Satisfied past clients provide high-quality leads. As your database of satisfied clients grows, so does your business: more satisfied customers leads to more hot prospects as your services are recommended to more and more people who are more likely to be actively in the market for a new home.
Setting the Client Machine in Motion. Cultivating your customers into clients saves you time as well. You’re basically developing a self-perpetuating client-making system, which allows you to concentrate on providing excellent service and closing deals today. The future of your business practically takes care of itself because you’ve invested in building these relationships. You may have heard that it costs 10 times as much to find a new client as it does to keep an existing one. When you build your network of referrals through excellent service and regular contact, you’re exposed to more potential clients, creating more chances for hot leads that turn into closed deals.
In the end, you’ll see that turning customers into highly valued clients with whom you have a true working relationship is the best way to organically develop and grow your real estate business, promoting yourself through word-of-mouth and referrals while freeing up your time to devote to your current clients and deals. Maintaining a stellar reputation through excellent service and thoughtful advice will turn those customers into clients for life.