According to Chris Stuart, CEO of Berkshire Hathaway HomeServices, 91% of home buyers loved their again, but only 13% of buyers used their previous agent for their next transaction. What does that say about how we nurture our past real estate clients? I know we can do much better and secure more repeat business with these tips.

Only 13% of home buyers used their previous agent for their next transaction. Chris Stuart, CEO of Berkshire Hathaway HomeServices

As a real estate agent, you're nurturing incoming Reazo real estate leads as you work to grow your business, but what about past clients? Are former real estate clients getting the attention they need so they're inclined to use your services again in the future or refer friends? When working to generate more business, nurturing also needs to overlap with past clients.  

• Make it personal: video marketing/nurturing
• Be one of the few agents consistently marketing on social media
• Email marketing to get referrals
• Call your clients at least 3x a year
• Snail mail marketing to older clients

Video

Video marketing is an excellent way to engage with your leads and past real estate clients. Being in the video makes your message more personal and impactful. Send video via text, email, and post on Instagram Live and Facebook live. Are you using TikTok to promote your videos? Try creating 15-30 second TikTok videos highlighting past clients, then share them with the client.  

"Ben purchased a house in 2019, and we had a great time working together. His testimonial touched my heart [read his testimonial]. Ben, if you're watching, I want you to know you were an amazing client, and I hope to work with you again."

Creating engagement through video brings past clients back to you. To make a good impression with your clients when recording a video, be excited, have fun, offer the pros and cons of buying their next house, tell them you look forward to seeing them in the following video, etc.

In a past Reazo article about video marketing and capturing your audience's attention, these areas proved to be very effective in engaging leads and clients:

• Build trust
• Add suspense
• Entertain
• Provide solutions
• Address possible objections

Trust

Former clients and new real estate leads want to know they can trust you as their real estate agent. Record a video highlighting a former client that you bonded with and became friends with after closing on their first home. Many people will be able to relate, new home buyers will feel relief hearing your story, and your past clients will be personally touched when you mention them in your video.

"When I worked with Xavier and Clare, first-time home buyers, I made a point of reassuring them that I had their backs. I shared information about buying a house in a great location for resale value, finding a home that needed a little work (their request) to save money, buying in a walkable neighborhood since they share one car, and so much more. We built trust in our relationship because we understood each other, and I wanted them to find a home they would love for many years. When they bought their house in Stalberg, I couldn't have imagined a better fit for them. Xavier and Clare, if you're watching, thank you for working with me and becoming true friends. I look forward to helping you find your next home!"

Connection

If you want to stay connected to past clients to create repeat business and referrals, you'll want to call them at least three times per year. There is nothing more personal than a phone call. Call past clients during the holidays and birthdays, and invite them to lunch or to have drinks together, and you'll strengthen your connection with customers. By making time to call and connect with past clients regularly, you stay top of mind and build closer relationships. There's no denying that past real estate clients will feel a stronger connection to you through phone calls and be more likely to think of you when they're ready to buy a new house.

Conclusion

There are many ways to engage with past clients to improve your chances of recurring business and referrals. Stay top of mind with the suggestions above, and remember that snail mail and email are still great ways to engage with past real estate customers, especially when targeting older generations. Now that you've read this, I encourage you to record a short, personal video using your phone and post it on various social media channels and in an email. Blast it out to the masses! I'm rooting for you and your success!