Advice on the best ways to follow up with clients
By Rene Ryan
Following up with prospects and former clients is one of the most important traits of any successful salesperson. And while the strategies may differ from industry to industry, characteristics like personality, persistence, smarts and sheer determination are key.
For real estate agents, following up is a no-brainer. According to the National Association of REALTORS®, 64% of buyers and sellers use an agent they previously worked with or a referral from a friend or family member. A statistic like that makes it reasonable to assume that if you fail to follow-up with one prospect, you will miss out on more down the road.
But what’s the best way to follow up and stay top of mind with your clients, especially in the midst of a global pandemic? Two RRC members, Joy Carter, CRS, broker/associate with Keller Williams, and Michael Lee, CRS, broker/associate with Realty One Group Feature, shared their tips and modifications.
Q: How valuable is the follow-up in real estate?
Carter: I’ve been in the business for 35 years and started with 3-by-5 cards in an indexing box, with the days of the month and the year written on them. I would make a call and rotate it to the next suggested day to call. The longest I ever followed up was seven years. And yes, that person did buy from me. That is why following up is valuable.
Lee: One of the biggest reasons to stay in touch with past clients is the potential for getting referrals to the client’s friends or family. But you don’t want to just ask about referrals every time you contact a client. That’s such a turnoff.
When a client says “Thank you,” it’s easy to respond with, “You’re very welcome, it was my pleasure. I was wondering if you know anyone else who could use my services.” But the problem is that saying “anyone” doesn’t bring up specific people and faces in your client’s mind.
I suggest adding something like, “How about someone at work or someone who you golf with?” That will help jog their memory.
Q: COVID-19 has presented new challenges in terms of staying in touch with clients and potential clients. How have you been reaching out to them during the pandemic?
Lee: COVID-19 has made potential clients much more skittish and uncertain, requiring unique follow-up systems to cut through the noise. I’m hosting Zoom meetings with past and potential clients, virtual showings for potential clients and video recordings. But I’m also trying to be an additional resource for clients. For instance, I let my elderly clients know when senior shopping hours were at local stores, and I offered free toilet paper, paper towels and masks when they were in short supply. I even went grocery shopping for a few of my older clients who were afraid to leave their homes during the pandemic.
Carter: During the COVID-19 lockdown, we are making “care” calls to check on our past clients and the ones who were considering a sale or purchase. We’re staying in touch even more than we usually do. I called one client who never answers the phone. I worked with her on her home purchase 27 years ago and I call her twice a year. She never picks up. This time, during the pandemic, she answered, and we had a very nice conversation. We even started sharing books on CD. She is elderly and has been in the same home since she purchased it three decades ago. By keeping in touch and being of service, I will likely get a listing opportunity from her.
Q: How do you stay organized when following up?
Carter: We haven’t advertised in years and the majority of our business is from referrals. Because of that, I rely heavily on my CRM for reminders and details of past clients’ transactions or experiences. If you don’t keep in touch, how will they remember you? It’s not like you are their neighbor who they see all the time. By staying organized, I keep up with memorable moments and know what’s going on with their lives. This relationship building has led some of my client’s children to become clients of mine.
Lee: My CRM system helps me keep track of all of my clients and when I last contacted them. While I’m building relationships with my clients, I find out details about their lives, which enables me to reach out to them on their birthdays and anniversaries. Now, during the COVID-19 pandemic, I’ve increased my level of contact with my clients because many of them are very afraid of what’s going on. I reassure them that I’ve gone through many crises before and we’ll get through this one. I offer to be of help by providing referrals to painters, contractors, landscapers and other tradespeople.
Q: What attributes are critical for a successful follow-up strategy?
Lee: A key to a solid follow-up strategy is that you have to build trust, be authentic and show you’re different. I send potential buyers a pre-buying packet with my bio and a manual explaining the homebuying process. Then I send them a home-viewing checklist so they can rate each house they see. I send along local market statistics, locations of parks and playgrounds, school scores, etc.
Carter: Authentic is the easiest way to be with prospects and clients because it is your truth. If you live a lie, you always have to remember which lie you told—and that doesn’t instill trust in anyone.
Want to dive deeper into follow-up strategies? Check out the recording of “How to Follow Up with Your Clients” at CRS.com/catalogsearch.
Photo: iStock.com/utah778
