Why “Keeping In Touch” Post-Sale Isn’t The Answer

Why is it that some of the simplest and easiest methods to increase business are seldom followed by Realtors?

I’m talking about post-sale follow-up. And something more than simple recipe cards on the holidays.

To really win repeat business with post-sale follow-up means not just “keeping in touch” but helping your clients consume their new home. Let’s take a look because there’s a big difference.

It’s not your fault

Frankly, I don’t think it’s the fault of Realtors who aren’t following up post-sale. It just happens to be a part of the real estate culture to focus on what’s right in front of you. The here and now.

Unfortunately, that’s no way to grow a business or your income. But, it’s a trap that ensnares more than a few agents.

Just in case you’ve been snared, let’s take a look at how to break free and how to mine your greatest asset (past clients) for gold.

The easiest business in the world

You already know that repeat clients are the easiest to work with. They come to you pre-sold on your skills and expertise.

New business… you have to invest the time and dollars in finding them, pitching them, convincing them, even struggling over commissions.

So, yeah, repeat business is even more profitable. Why do you think so many stores offer “loyalty programs” and the like?

Would you like a meal or a feast?

You know this to be true so why do so many Realtors fall into the trap of “chasing new business?”

The simplest answer I can think of is that they need to eat tonight.

See, there’s a saying that if you need to eat tonight you need sales. If you want to have a feast in the future you need marketing.

Clearly, there’s really no sales necessary for pulling in repeat business. It’s a matter of continuing to market to your clients post-sale.

Feedback on post-sale follow-up

So, I basically asked in this post on AgentGenius, “What are you doing post-sale to add value to that relationship?”

A few tips came out of that conversation:

• Post-closing letters to the client
• Monthly newsletter or magazine with recipes
• Holiday cookies
• Client-only BBQ parties

While good (especially the BBQ parties and cookies – I’m awaiting my invitation ) some of these activities seem rather… plain.

Can you do better?

Do you really think a monthly newsletter adds value to the relationship above and beyond what another agent might do?

Adding value and creating evangelists should show you as the purple cow in the meadow full of brown cows, as Seth Godin would say. Besides, you’re a StomperAgent and far from average.

Now, I’m not saying that a monthly newsletter is bad but if you know that these clients are some of the best for your business… why simply “keep in touch” when you can actually add value from your continued interaction?

Consume that house

One way of doing this is through a follow-up strategy that helps your client get value from the home they just purchased.

You’ve no doubt received follow-up or a “quick-start” guide to some product you purchased that revealed tips on how to start using your new product. This is known as a consumption strategy and I’ve talked about how to apply consumption in lead-generation but…

Use consumption (help them use their home) in your post-sale follow-up. Some real quick examples:

• Provide a guide full of moving tips
• Host a post-closing party with their friends and neighbors (at their new home)
• Give tips on how to keep utility costs down
• If there are seasonal upkeep tasks to be done, send reminders
• Tell them how to avoid the “7 Hidden Dangers of Home Ownership”

You probably already have a handful of other ideas but clearly, this isn’t just about keeping in touch with recipe cards. It’s about helping them get the best use out of their home… and in a context within which they continue to know and think of you – as their friendly neighborhood Realtor.

Sure, some of these things are probably included in that newsletter you send out but I suggest you also provide consumption tips separately. It can be tough to sit and read through a newsletter – a quick tip is far easier to consume.

These folks are valuable to you and they’ll continue to find value in you the more you help them get value out of their purchase after closing.

What are some other ways you can help your clients consume their new home?