10 Strategies for Reconnecting With Past Clients

In this article:

• Update clients on market changes
• Share comparable homes
• Refer a contractor for home repairs
• Say 'thank you' for referrals
• Create a real estate client follow-up system
• Send mini CMAs
• Mail real estate postcards
• Publish a real estate newsletter
• Prepare pop-by gifts for in-person visits
• Determine the most effective ways to stay in touch

As part of a yearly business plan, every real estate agent should have goals for reconnecting with past clients. The best agents consistently nurture their relationships with former clients. As a Zillow Premier Agent, you can use the CRM tool to keep track of past clients and set reminders to contact them on anniversaries or other significant dates.

The golden rule is to only contact clients when you have something of value to offer. If you’re annoying or pushy, they’ll be less likely to refer future customers to you or use you as their agent the next time they move. Here are 10 strategies you can use to start reconnecting with past clients:

1. Update clients on market changes

If the market becomes favorable or there are other major changes happening, keep your clients up to date. This is a great conversation starter and lets them know you’re a subject-matter expert for their area.

2. Share comparable homes

If clients ask about a home for sale down the block or tell you about a home they drove by in a neighborhood, use it to follow up with the sale price or information about the home.

3. Refer a contractor for home repairs

Clients may mention an upcoming kitchen or bath renovation — provide them with a referral to your favorite contractor or architect. According to the Zillow Group Consumer Housing Trends Report 2019, 73% of sellers make at least one improvement before selling.

4. Say 'thank you' for referrals 

A referral from a past client is a great way to stay in touch. Send the client a handwritten thank-you note or give them a call to show your appreciation. Always take this opportunity to stay top of mind and show them you care. 

5. Create a real estate client follow-up system

If you find out one of their kids is graduating or has reached a major milestone, follow up with a gift in the mail. Zillow Premier Agents can track these milestones in the CRM tool, making it easy to manage multiple clients.

6. Send mini CMAs

Part of your marketing plan should include sending a mini CMA to your clients once or twice a year — put a reminder on your calendar to send them out. Make sure it doesn’t come across as you wanting your client to buy or sell, but just as an update on their local market. It’s a creative real estate marketing idea that keeps you top of mind if they’re looking to buy or sell, or if they know anyone who is.

7. Mail real estate postcards

Consistent mail marketing showcases your expertise and experience in the neighborhood. Send postcards with information on newly listed and newly sold homes to your clients so they can stay informed about the local market.

8. Publish a real estate newsletter

Real estate newsletters are a very easy, low-impact way to keep in touch with past clients and stay top of mind. Two important considerations when creating newsletters are frequency and content. The minimum frequency should be once per quarter — ideally, you should send one out every six weeks.

If you can provide excellent content regularly, your clients will be excited to open your newsletter and will even look forward to it. In addition to real estate market updates, localized information is key. Topics can include:

• New shopping and dining opportunities
• School changes/news
• Community events

Bret Calltharp, who trains real estate agents, recommends a personalized market update, complete with the agent’s thoughts on the market. “Then I usually suggest one or two articles, maybe two to three spotlight listings and, if you have one, a testimonial,” he says.

9. Prepare pop-by gifts for in-person visits

It’s important to know how to keep in touch with real estate clients. Gifts are a great way to nurture the relationship, and an in-person visit is always nice when reconnecting with past clients. A small gift goes a long way toward showing past clients that you’re still thinking of them.

10. Determine the most effective ways to stay in touch

Don’t forget that many of your past clients simply go back to their lives after they’ve bought or sold a home. If they’re not receptive to your efforts, take them off your list — know that it’s not personal, but many people just don’t want to be bothered.

That being said, the key to success in real estate is a solid book of business and a constant stream of referrals from past clients. For the referrals to come, you have to consistently stay top of mind. But make sure your communications always add value. Ask yourself before contacting a client: Would I find this interaction helpful? If not, don’t do it. We recommend the CRM tool for setting reminders and maintaining consistency — a calendar is the best way to keep track of clients.