Recognize and Acknowledge Your Clients

Past clients have worked directly with you. They know you. They know how you work. And if you’ve done a good job, they have a positive impression of you and have given you a 5-star review. The best agents consistently nurture the relationships they have with former clients. You don’t have to spend a lot of time or money to get their business again. Any sincere gesture on your part — big or small — will let a client know how much you truly appreciate them. A simple thank-you is always welcome and appreciated.

Best practices

Reward reviewers. Acknowledging online reviews shows clients that you truly appreciate their business, and it demonstrates to potential clients that you’re a caring and responsive professional. The key is to show your appreciation after your clients complete a review. Here are a few ideas:

• A small token of thanks — a VISA gift card, a Starbucks card — is perfectly acceptable when given after the review is made.
• Hold a private event just for reviewers. Take them to a sporting event, treat them to a movie or take them out for pizza.
• Make your client a star! Create a video testimonial of them talking about your great service.
• Hold monthly drawings that clients enter to win by submitting a review.

Give a unique closing gift. Give services instead of stuff — for example, meal delivery, spa treatment, lawn maintenance or housekeeping. Jot down items that clients mention they like or want, then present it as a thank you or housewarming gift after closing.

Hold a client appreciation event. Host a great annual holiday party. Craft your party around a theme — superhero characters, an awards show, Halloween — and offer snacks, activities and giveaways so that everyone remembers what a good time they had with you. Or, if your holiday party is open to all (prospects, clients, SOI), host your client appreciation event in the summer.

Recognize clients who send you referrals. Receiving referrals from past clients is what every agent strives for. You should immediately call the client or send either a handwritten or electronic message. This is a built-in strategy for staying in touch. Update them about the market; ask about their home, their family or their job. Ask some open-ended questions about their situation and identify opportunities to stay connected. When the referral buys or sells using you, send a gift to the referring client and follow up with a second thank you.

Other ideas.

• Send birthday, anniversary and holiday cards to your current and past clients.
• Donate in your client’s name to a local charity that’s near and dear to them.
• Initiate a referral reward program for past clients.
• Host a series of how-to classes — take the opportunity to highlight your network by inviting guest speakers from your pool of lending, home improvement and interior decorating experts.
• Connect with clients on LinkedIn and endorse their skills.

Related resources

• Real estate agent reviews: 19 tips to get more
• Five agents reveal their most successful real estate promotional items
• 15 last-minute gifts for clients
• Free download: Real estate newsletter templates