How to Reconnect With Your Past Clients
See if this sounds familiar:
They loved you when you were their real estate agent. After the closing it was the most normal thing in the world to check in occasionally with a friendly call.
But, somewhere along the line a little too much time went by between conversations. Now the thought of picking up the phone fills you with uneasy questions.
"Will it seem strange? Won't they just wonder why I'm calling? Will they think I'm desperate for business?"
The problem here is a big one. Past clients are the beating heart of your referral business, and sometimes nothing tops a phone call when it comes to touching base.
Losing the option to call past clients drains massive potential income from your business, and that's especially dangerous when times are tough.
So, what's the fix? How do you EASILY reconnect with clients when too much time has gone by?
The good news is, it's easier than you might think. Here are three simple steps:
Step 1: Have something for them
Let's face it - if you haven't called someone for a long time, then yes, you do need a reason or it will feel strange. (They'll spend the whole conversation wondering when you're going to ask them for something.)
The fix: Have something to give THEM. Here are examples of things that people love to receive:
- An update on recent sales and listing in their specific neighborhood.
- An emailed or written update on the regional housing market.
- A list of your trusted local service providers, such as plumbers, electricians, and roofers, who have gotten good reviews from your other clients. (This is an extremely popular item, and can be just one page. Keep it simple so that you get it done.)
Tip: Fun gifts are fine, but items related to real estate remind them you're a pro without you having to say it.
Step 2: Take the pressure off
Now that you have something for them, how do you make the call without feeling odd?
Well, remember this: People have very little time these days, and they're afraid to get stuck on the phone - with anyone.
The fix: Tell them right away why you called, and give them ample opportunity to escape.
Here's an example:
"Hey Paul, it's Karen from Hill Real Estate. Listen, I know you're at work/with the kids so I won't keep you, I just wanted to let you know that I'm sending you something by email/mail in the next week, so please keep an eye out for it. Did I catch you at a bad time?"
(If you get voice mail, just replace that last sentence with "Take care!")
You've now done two HUGE things to relieve pressure:
1. You've told them exactly why you're calling.
2. You've let them know they can leave at anytime.
You'll typically get one of two responses:
Response A:
They might say that it is a bad time, and/or can they call you back?
Make it easy for them! Say something like,
"No problem! Just keep an eye out for an email/envelope from me, and if you feel like sending me feedback on it later I'd love to hear it. Take care!"
Don't initiate a new topic, and don't say anything about them calling you back. They probably won't get around to it, and instead will feel guilty whenever they think of you.
Response B:
Typically there's a second or two of hesitation, then a cautious "I have a couple of minutes."
That means they're trusting you with their time! Handle with care, is the motto.
Give a short explanation, like:
"I just put together a market analysis/service provider resource list/etc. for you. You'll get it by mail/email this week and I wanted to let you know so that you'd be sure to not miss it. If you feel like sending me feedback on it later I'd love to hear it.
Listen, I know I'm calling you at work/when you're busy. I just wanted to ask though, how are things with the house/kids, etc.?"
(You don't want to be so careful with their time that you come across as not caring about them.)
If they don't initiate a whole lot at this point that means they're busy, so end the call swiftly.
What you'll find, however, is that once people realize they're not stuck on the phone, they often relax and ask you all kinds of questions about yourself and the real estate market. This can be the start of many a great conversation.
Just remember: Leave the party while the champagne is still flowing!
It's easy to over-talk, especially when you're answering questions. Stay in tune with your client, and end the call before they start getting restless. (Better to leave people wanting more, instead of thinking "That was nice, but it sure took a while.")
Step 3: Bag the referral language
OK, Buffini-ites, I heard your collective gasp of horror. Let me explain.
Yes, asking for referrals works, and I totally believe in it.
However, on this phone call you're making a first impression again. First impressions are memorable.
Therefore, do NOTHING to create stress. That includes asking for a referral, especially if it will make them feel nervous because you feel nervous about asking.
You're going to follow up in a week or two to make sure they received your gift, and there will be plenty of opportunities in the future to remind them to refer you. On this first call, take it off your plate so that you can relax.
This was kind of a long article, but it's such an important topic. I can think back to just one of my previous clients who brought me nearly $100K over the course of 4 or 5 years through referrals, and subsequent referrals from those referrals - including around 50K in just one year.
Could you possibly have one or two people like that hiding out in your contact list?
I bet you do. Use these tips, and go get 'em!
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From the July 2008 issue of Agent Straight Talk. Sign up here to receive tips like this twice a month!
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