As a real estate agent, it's important to generate leads continually, but it's just as important to nurture previous real estate clients. After the home sale or purchase, developing a deeper relationship with your clients results in more repeat business and referrals.  Nurturing your past clients can lead to 80% in return business!

More Business + Less Work = Higher Profits

As a real estate agent, more business with less work means higher profits. So how do you make more money with less effort? Nurture past clients in your CRM program to increase repeat business. Implement social media marketing, consider snail mail, create videos, and more to continually engage customers and generate repeat business.

Only 13% of home sellers rehire their RealtorⓇ.

Craig Grant, CEO of Real Estate Technology Institute, recently stated that only 13% of sellers rehire their RealtorⓇ again. Why is that? Most of the time, clients don't rehire their real estate agents because their agents didn't stay in touch with them. Clients have forgotten you! Today's the day you turn around your approach to nurturing past clients so you can generate more repeat business.

Snail Mail

If you think sending your clients just-listed, open-house and recently-sold postcards is a thing of the past, think again.

Sending attractive postcards featuring beautiful interior and exterior photos of homes is a great way to get the attention of your past clients, especially if they are baby boomers and beyond. Not only do homeowners like to see the latest home listings, sales, and open houses, but they enjoy seeing their agents rock real estate sales in their area. When they're ready to sell their home, they'll favor seeing their home promoted similarly. Remember to post a digital image of the postcard on social media to garner more interest.

Social Media

Consistent use of social media will keep your real estate brand top of mind and help you stay in touch with past clients. Social media is essential for engaging with past clients, can be used for free, and you don't have to invest much time.  

• Go live
• Offer tips to buyers, sellers, and homeowners
• Show your personal side

When creating social media content, start by thinking about the people you enjoy following on social media. Why do you follow them? Beautiful photos? Great educational content? Getting a sneak peek of their personal life? Use similar types of content to promote your business on social media. Creating videos is the best way to share information on social media and creates the most remarkable connection with customers. Try the following video examples today:

• "This is my morning routine."
• "I'm listing this house tomorrow, and I have to show you the pool. Check this out!"
• "This is why Realtors wash their car regularly" (photo of the muddy exterior and dirty floor mats)
• "If you're considering refinancing, you'll love this new article."

80% of future business comes from 20% of existing clientele. Pareto Principle

Drip Email Campaigns

According to Email Tool Tester, there are 4.3 billion email users today, so you'll want to take advantage of email to nurture your real estate clients. Enter past clients in a drip email campaign and focus on what value you can deliver after a home sale or purchase. As you provide valuable, time-sensitive information, you'll keep your customers happy and loyal to you, their forever real estate agent.

"Customers expect you to recognize and value them no matter when or where they [are] in their journey."

- Sal Pecoraro, Data Axle's Senior Vice President of Technology Solutions

Email your clients relevant information like how to maintain a new house, simple landscaping tips, how to prevent water seeping into your home, cleaning tips for appliance longevity, or when to refinance a house. When past clients receive emails from you, they recognize that you value them no matter where they are in the home journey.

To gain more engagement from your real estate email, combine it with text messages and social media posts. When you deliver the same information using various mediums, you'll improve engagement and increase customer loyalty.  

"The value is accelerated when you can combine email with other channels like SMS and mobile app notification and social media. This accelerates conversions and increases loyalty. Consumers decide how they want to engage with us, not the other way around. But there's always a foundation, and that is email."

- Jessica Mok, Product Marketing Manager at Acoustic

Conclusion

When you want to create more business, simply pop into your CRM program and start nurturing past real estate clients. Engage them on social media, send them personalized emails, text them, send postcards, share videos, etc. The more you nurture past clients, the higher chance of gaining their loyalty.