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No agent needs telling that repeat business and referrals are vital – top agents can draw a significant chunk of their listings from these alone. But you can’t simply rely on the goodwill of a satisfied vendor five, 10 or 15 years down the line. Staying in touch is crucial to remaining top of mind. 

After you’ve secured the listing and successfully sold the property, what’s the right marketing approach? And crucially – how much marketing is too much?

Here are some tips for maintaining relationships with past clients. 

Follow their lead

Not all clients want or expect the same level of contact – it’s up to you to gauge individual preferences and tailor communications accordingly. Some will respond better to phone calls, emails or direct mail pieces, so keep this in mind when planning your approach. And be careful about how often you get in touch – too much is as bad as not enough. The last thing you want is to turn a client’s positive-post sale buzz into annoyance. 

Consistency is key

You must implement systems to ensure consistent follow up – sending a birthday card once every three years looks disorganised and sloppy. Regular communications are what help keep you top of mind. 

The personal touch

The generic phrase ‘to the homeowner’ isn’t an appropriate way to address a client you once worked closely with. It diminishes the relationship you worked hard to build; use their name on emails and mailouts. 

Keep them informed

Once a buyer is happily settled in a new home, the performance of the local market is something they’ll want to be aware of. Regular market updates are a great way to provide digestible, engaging information on market trends that may affect the value of their home. When someone is new to the area, giving them pointers on local tradespeople, facilities, restaurants and practicalities like recycling timetables can be much appreciated. Shameless selling is a turn-off, but information that helps them stay informed is highly prized.

Birthday cards – yes or no?

If you’re planning on going down this route, it’s important to make sure you have a system in place for keeping on top of these. Someone needs to make sure a card is signed and sent to each individual on or before their birthday – not two weeks later. Steer away from mailing anything to kids unless you have explicit permission from the parents.

Remember important occasions

Christmas cards have their place, but if they’re sent too late they risk being lost in a deluge of festive greetings from family, friends, acquaintances and other local businesses. A card celebrating the anniversary of the vendor moving into their new home, on the other hand, is an occasion that no one but you will commemorate. 

The key here is not to go overboard – don’t bombard people with marketing messages on every possible significant date. There’s a fine line between a friendly nudge and being completely overbearing. For example, if you’re already doing Christmas and anniversary cards, a birthday card is probably overkill.

Everyday brand building

Items like calendar magnets and coffee coasters are popular for a reason – they work. There’s nothing particularly complicated about these items. Just the fact of having your brand and contact details on a frequently used, everyday item can work wonders for staying top of mind. And everyone loves a freebie. The more creative and unique you can be, the more likely someone is to remember you. 

Call them directly

Maintain that personal connection with the occasional phone call. Five minutes to ask how the new house is going, how they’re enjoying the neighbourhood and what the family is up to makes a positive impression. 

Ask for feedback

Not only does a post-sale survey provide valuable data that will help you refine your approach in the future, it demonstrates that you have the client’s best interests at heart. 

Social media

This can be a great way to stay in touch. Platforms like Twitter and Facebook help you stay up-to-date and are a quick, easy way to connect with former clients. 

How do you manage client relationships after the sale is finalised?