Even the most well-meaning real estate agents lose touch with past clients.
You get busy, and new leads and opportunities become your priority. It makes sense! If you just sold someone a home or helped them sell, they are unlikely to do it again in the near future. It’s only natural you go looking for the next paycheck.
Although counterintuitive, the fact is that you’re actually more likely to get your next paycheck from that same client. Just look at the stats:
According to the National Association of Realtors, 36% of sellers found their agents through a referral, and 27% used the same agent they’ve previously worked with.
More importantly, you’ve already done the work! You put your best foot forward to deliver an exceptional client experience. Now, it’s your job to take it one step further. Clients expect a wonderful experience while you’re earning a paycheck, but now you have the opportunity to show that you are just as wonderful when there’s nothing on the line. That’s where the magic happens!
If you don’t have an active, flourishing post-close communication plan for buyers and sellers, the time has come to make it a core part of your strategy. Using the below timeline and tips, you can make sure clients continue to be surprised and delighted by your attention and care. In the process, you’ll also make sure that they mention your name if anyone they know happens to be considering a real estate transaction (also known as referrals).
Tip 1: Get the timing right
The most important part of the post-close communication process is getting the timing right. Your communication plan should begin right when the client goes into escrow. Here is a general timeline I follow starting at closing:
Month 1:
Congratulations + thank you letter or email: Make sure to genuinely thank them for letting you guide them along their real estate journey. Congratulate them on this next step.
Welcome to the area letter or email: Share some information on their new area if relevant.
Month 2:
General check in call: This is when they start to feel settled. Maybe there is a contractor you can suggest or some information you can provide regarding a home warranty or taxes.
Month 3:
General check in call/email: It’s time to follow up! Check in on whatever you helped them with or any issues they were having during month two.
Occasion gesture (birthday, anniversary, holiday): Don’t force it, but consider sending a small gift if there is an occasion in month 3-5. Birthdays and anniversaries are good excuses to show up again.
A few important things to mention: don’t wait too long to stay in touch! This process should begin immediately after closing. You don’t want them to think you’ve forgotten about them the minute you get paid.
I often get asked if you should keep in touch if the transaction didn’t go smoothly. My answer is a resounding: yes! This is even more reason to make sure you leave a fantastic final impression.
Tip 2: Personalize the closing gift
During your first month post-close, you will also likely be delivering your closing gift. At one point in my career as an agent, I thought I had a brilliant idea for a closing gift idea. I ordered a case of pricey wine labeled with a photo of me. Unfortunately, not only was the photo totally cheesy, but the wine went rancid en route to my office. There is one positive: it taught me an important lesson.
I like to say that I spent too much money on bottles of red wine for whiskey drinkers. The point is this: a personalized gift will mean so much more than the dollars spent. Instead of stocking a closet of cookie cutter closing baskets, put a little more thought into making each one unique. Here are some creative ideas for closing gifts to get you thinking a bit differently:
- Tickets to a game for a favorite sports team
- Movie tickets / night out for parents
- Stock the fridge for a big game day (if it happens to fall on move in day)
- Cookie or candle of the month club
- Customized home sign or cutting board for new homeowners
Tip 3: Build your client profile
The only way for this plan to be effective is to make it feel personalized. Nobody will have an emotional response to an automated email series; we’re smarter than that. This is why it’s crucial to build and finesse your client profile.
A client profile is a working log of information about your client. After every conversation, be sure to notate anything that helps you understand your client better. Add things like their favorite sports and teams, their kids' names, their anniversary, etc. If you do your due diligence, creating a wonderful post-close communication plan will be simple.
Tip 4: Read the room
What happens after the 90 days are complete? The good news is that this process will easily determine what comes next for your relationship. If they haven’t answered a single one of your calls, you’ve got your answer right there: this likely isn’t a relationship worth continuing. On the contrary, if you’re finding that your relationship is feeling natural, the client may be a great fit for your sphere. In that case, you’ll continue your check-ins every two weeks according to your sphere process.
If you need help formulating your post-close communication plan, templates are available on-demand for Sellwell Coaching Club members in the Agent Hub. Consider joining today with our limited time deal.
Aaron Hodson
Aaron Hodson is a keynote speaker, business strategist, and CEO of SellWell. He’s spent 25+ years in the real estate industry in various capacities — from selling homes, to becoming CEO of one of the fastest growing real estate companies in the world, to coaching high-level sales agents and executives. Fair warning: Aaron originally hails from New Zealand, so Kiwi-isms are to be expected.
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