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5 easy ways to build client loyalty

It is a well tested fact that current clients cost less to procure than new clients, so save time and money prospecting by building loyalty with current clients.

real estate agent

real estate agent

Referrals still reign supreme

In the National Association of REALTORS® (NAR) 2011 Profile of Home Buyers and Sellers, NAR found that 70% of home sellers found their real estate agent through a referral or used a REALTOR® they’ve worked with in the past.

Only 3% found their agent from a website and only 1% from the newspaper, yellow pages, or home book advertising. And when polled, the vast majority of recent sellers said that they would probably or definitely use their agent again or recommend him or her to others.

What does this research tell us? It points to the importance of building loyalty with existing clients. If you have a satisfied client who’s in a position to use your services again and refer you, make sure you continue to build the relationship with him or her for years down the road. Never assume a client will remember you and the great experience they had with you.

Five easy ways to build client loyalty

Research has shown that it costs far less time and money to retain an existing client then to acquire a new one. So focus on your existing clients. Here are five easy ways to build client loyalty:

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  1. Acknowledge clients on their birthday and important dates like their home purchase anniversary. Send small, thoughtful gifts on special occasions or simply to show that you appreciate your relationship with them.
  2. Call every now and then to say “hello.” As you learn about your clients over time, you’ll be able to ask about key events in their lives (showing genuine interest).
  3. Offer recommendations on home-related service professionals such as handymen, interior designers, plumbers, and landscapers. If your clients are business owners, try to refer their services to others if you trust the work that they do.
  4. Thank your referrers. Be sure to send clients who refer you a Thank You card and perhaps a small gift (if it’s allowed within your board guidelines) to show your appreciation and make it clear that you value referrals. Make sure you keep the referrer informed and updated on how everything is coming along with the individual they referred to you.
  5. Send a monthly real estate newsletter or e-newsletter. Clients love to receive information that’s helpful and relevant to them, which is why you should be sending a monthly real estate newsletter. You’ll want to send articles on topics such as tips to remodel a kitchen, ways to assess the value of a home, and advice on boosting curb appeal.

When you master contact management and relationship-building, you’ll spend less time prospecting and more time with loyal clients – clients who use your services repeatedly and refer you to friends and family members.

Written By

Matthew Collis is part of the Sales and Marketing Team at IXACT Contact Solutions Inc., a leading North American real estate CRM firm. In addition to overseeing many of IXACT Contact’s key sales and marketing programs, Matthew works with REALTORS® to help them achieve their real estate goals through effective contact management and relationship marketing. IXACT Contact is a web-based real estate contact management and marketing system that helps REALTORS® better manage and grow their business. The system includes powerful email marketing capabilities and a professionally designed and written monthly e-Newsletter.

6 Comments

6 Comments

  1. Tinu

    September 12, 2012 at 7:39 pm

    Great article. I would add to this list hosting or sponsoring community events. Top of mind awareness can get you leads that are low-effort.

    • MatthewC

      September 13, 2012 at 10:29 am

       @Tinu Great suggestion, Tinu! Thanks for the input!

  2. Woodforest_Dev

    September 14, 2012 at 2:57 pm

    @CENTURY21 @AGBeat Great tips for our #Realtor followers!

  3. PerfectInstalls

    September 17, 2012 at 3:17 pm

    @CENTURY21 @agentgenius that is good advice for alot of different types of business’s!

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