Fort Meade - USNA - Andrews AFB: Hug Your Past Clients (Don't Take Them for Granted)

I hope that piece of advice is worth the money it costs!  Best of luck to you, and I agree, staying in touch is the best way to keep old clients new!

Margaret,

This is a post after my own heart.

My past clients have been the life-blood of my business, through think and thin, Every single closing this year and last has been a p/c or a personal referral. Four substancial closings this year came from second-generation clients. My p/c are the focus of all my marketing. It's a great way to do business.

Why don't you host a client party, or just stop by and say hello in person?  You will be amazed at their response! 

It's a Good Life!

Fran Rokicki, Clubnet~Mentor, Broker~CT

Keeping up with past clients is a very difficult thing to do when you are busy all the time.  I have made some great connections with people that I sometimes wish I had the time to foster into even better friendships.  Good luck with you 'hugs'...this is my goal for the next month!

Great Blog ..70% of my business comes from repeat customers and/or clients or referrals - sometimes I wonder why I advertise to get the extra 30% with the ROI so much lower......

Christopher - Do I detect a little cynicism in your reference to the "money it costs" for the program?  After 40 years in this business. I've learned that you can't ever stop learning, and every investment in training more than pays off.  One of the MANY lessons I learned/remembered this week is that there is a BETTER way to keep in touch, and I suspect there will be at least one extra referral to prove it.

Lynda - I've always had a lot of repeat and referral business, too, and you can be very proud of your record.  My ratio will go down this year, with so many referrals from friends here on ActiveRain - but that's good news, because my business will be UP.

Fran - Another great idea for the rookies.  After a while, you look around the room and can barely remember which friends started out as clients, and which were friends who became clients.  Talk about warm fuzzy feelings...

Jon - I used to always write a personal note to old clients on my "standard" mailing piece, but I'm thinking a few "special" mailing pieces might be a good idea...

Julie - That is about my ratio, as well, yet I realize I have been slacking off recently on making past clients feel special.  Hey, keep up your good work!

Every now and again I buy a bunch of $5 starbucks cards and mail them to my past clients with a personal  note. I may not have the time to sit with each of them and have a cup of coffee and chat, but want to remind them that I value our relationship..."thanks a latte!"

Margaret - I am curious about the voice mail program...does the voice mail come from you? As another idea there are some great follow up programs that are set up for the past client to receive mailings from you over a 5-7 year period.

Past Clients are definitely the core of my business promotion program.  And I wonder if it is possible to ever do enough.  You mentioned 40 years in the business.....that must add up to a pretty hefty number of past clients.  Congratulations.  I've been at this 12 years and the list is long enough that I have to keep narrowing it to the ones that are really valuable to keep in close contact with. 

Margaret my friend, you and I think a lot alike.  This post is perfect.  I truly love my clients and wonder how they are doing and yes the postcards aren't so personalized.  I call every other month and call to see if I can stop by to visit every once in a while.  A lot of my clients over the past year are single woman, so on September 15 I'm having a Thank You party for all the woman clients and sending the men gift cards.  The sweet woman and I will be going for pedicures.  I want to treat them to something special, but get to hang out with each of them at the same time.  Just from 1 client I've had a total of 7 closings in 3 months.  I'm not telling you that for any other reason than to say how important it is to give them that hug you're talking about and treat them with total respect before and after the transaction.  That way, they'll never have any reason to forget who we are. 

Don't worry, Don, you'll have natural attrition.  Past clients will move away, become real estate agents themselves, even die...   You know, I've always kept in touch with past clients, invited them to events, sent them updates on market values in their neighborhoods - but I don't believe I have recently told them how valuable they are to me; I just expected them to know that.  

Bill - I'll definately get back to you with that, but I'm in a rush.  If I get detoured for more than a few days, get back to me with that question again.

Kelly - That's a WONDERFUL idea.  I'll do that this week!  I've always felt my personal follow-up was better than any canned program - but now I realize that's not necessarily so.  Two good thoughts for real estate rookies.  Thank you.

Julie - What a nice thing to do for your clients.  'Sounds expensive, but probably a VERY good investment - single OR married, shouldn't matter.  Thanks for the idea.  I'm learning so much here today to help me in my new "Hug Your Past Clients" effort!  (I might even change the title of this post to that.)

Margaret,
We seem to think alike on some things.  Must be a RE/MAX connection!  Handwritten notes and the personal touch items do seem to take a little longer, but they are worth it in the long run.  We have one day every week where we set aside some time to take care of the personal touch communications.

I send out a birthday card and a quarterly newsletter-to stay in touch and let them know appreciate

them--thanks--mike

Margaret: I don't know why you would promise me!  I don't write short ones either.  You're funny....although I will go hug mine too!  Mr. W's birthday is in Oct. (Halloween) and he lives here so I'll go trick or treat. haha.

 

Margaret-I was going to mention to you that this was pretty inexpensive.  I have a coupon and all together it will be $280.  That to me is not bad at all.  Especially figuring, by the time I send out thank you's with a gift card, I get to enjoy the time with all of them.  There is a mix of married and single woman.  It should be a lot of fun. 

Hi, Sally - 'Just a reference to our earlier exchange today, where you bookmarked one of my long blogs for later...   Don't get spoiled because I don't think I can do this again.

Michael - You didn't mention it, but you probably write a note on the newsletter and call them, too.  Rght?  I'm actually planning to double my contacts from once a month to twice a month.  I'm not so worried about losing repeat business as I am about past clients' enthusiasm for sending me referrals, and just one more referral would more than cover my extra expense.

David and Kristin.  You're so right!  I did that for years, but I've been in the business since '67 and I have too many past clients to manage hand-written notes.  For years, I also took a wrapped Hickory Farms cheeseball to clients' homes in December.

What a great post Margaret. We love our past clients and you know it is hard to create the balance between getting the new ones and working on relationships with the past ones. We have parties for ours and invite them on the holidays. Everyone gets that warm fuzzy feeling. We also hand write notes to 5 people a day, saying Thank you or how are you or whatever. Katerina

Bill - Here's the answer to your question earlier today:  "My Agent Phone" and "Voicecast" - 888-827-0607.  www.myagentphone.com.  Voicecast is for the broadcast phone calls.  The other is a toll-free number with extensions for various recorded messages.  Hope this helps.

Katerina - Glad you can still do those hand-written notes.  My referrals were much greater when I was able to do that (now I just have too many).  'Still do okay with the repeat business, but you need a higher level of excitement to get those referrals.  And that's where it becomes important to let past clients know they are valued by saying so directly.

Excellent advice, Margaret.  First I give God the glory for my success in real estate and I thank him for giving me a heart for people and the wisdom on how to maintain long lasting relationships.  It's so important to "hug" your past clients in whatever way that works best for you.  I make it a point to remain in contact with all of my past clients.  I know as the numbers grow, it may become difficult to manage, however I do things such as making a simple phone call to them to see how things are going for them - just to let them know that I am thinking about them.  I have gotten so much business through referrals from my past clients that at one time I didn't have the time to market to new prospects.  In a world that is becoming void of compassion, it's comforting to know that there are people out there who still love people.

Margaret - Thanks for getting back to me - much appreciated. I will check it out.

Margaret:  Oh I actually think I like the longer ones lol! (this one didn't seem like the Margaret I know and love!)

Margaret, I think that your past clients will greatly appreciate the hugs and it will ensure that they continue on to become future clients and referral sources for you.

Kevin - Thank you, keep up the good work!

Bill - I'm just getting set up with it myself, so maybe we can learn together.  If I find the business card of the gentleman I met with about this, I'll pass on the info to you.

Sally - Geez!!!  Well, that's reassuring, I guess, because you're likely to see more long ones than short ones.

Brian - 'Not sure if they'll notice the difference... they probably just trash it all anyway.  But I'm feeling good about making that extra effort, and it will only take one extra referral...

MARGARET:  This is good advice, and something that we all need to be mindful of, especially with the current market conditions.  Thanks for the reminder.

Great advice, once again by the great Margaret Woda. I am a fan.

Thank you.

My first client became a real estate agent for a competitor.  I see her at events.  Hmm. 

(she works in a town fairly far away, where the competitor is strong). 

 

 

Adam - I can't believe I got sloppy with this over recent years.  I used to be the queen of customer care and repeat business/referrals.  I was glad to get the reminder, and thought I'd pass it on.

Karen - The "great", hmmm... that's a lot to live up to...  'Hope this is helpful stuff, because I'm trying to just share, not be a know-it-all.

Jeff - I had a lot of those in the early days, but once I figured it out, I made sure they all realized what long hours I worked.  That seemed to cut down on the client-to-agent issue.