Over the course of my adult life, my ex-husband and I bought and sold multiple homes in the mid-Atlantic and Southeast. He frequently moved for work and preferred the stability of a home purchase instead of rentals. In fact, being immersed in real estate every few years was what led me to pursue it as a career.
We’ve worked with a lot of real estate professionals, some better than others. We found, however, that even when we had great experiences, most of our real estate agents faded away after the closing. We literally never had an agent who stayed in touch in any consistent, systematic way.
According to the National Association of Realtors’ Profile of Home Buyers and Sellers:
88 percent of home buyers would use their agent again or recommend them to others.
Most sellers — 87 percent — said that they would definitely (72 percent) or probably (15 percent) recommend their agent for future services.
90 percent of sellers sold with the assistance of a real estate agent, up from 89 percent the year prior, and only 6 percent were FSBO sales. The share of FSBO sellers was at a historical low.
All told, the vast majority of buyers and sellers would use their agent again. Are you staying top of mind?
According to some studies, the cost to find a new client is five to seven times more than the cost to keep a client. If you're not staying in touch, you may lose that satisfied past client to someone who's more engaged and more in their face.
Here are 25 creative marketing ideas to help you stay connected with your sphere of Influence (SOI), including past clients, long-timeframe leads, friends, families and colleagues:
Monthly email newsletter: Share market updates, home tips and content that’s focused on buyers, sellers, investors and homeowners. (Looking for a done-for-you solution? Reach out to find out about my monthly newsletter subscription service.)
Social media posts: Regularly post engaging content about listings, market trends and success stories. Use a platform like Canva or MAXA to make your designs pop.
Birthday and anniversary cards: Send handwritten, personalized notes and cards for birthdays, anniversaries or special life events.
Seasonal home maintenance tips: Share checklists for spring cleaning, winterizing or summer projects.
Market analysis mailings: Provide updates on changes in home values in their neighborhood.
Home anniversary check-ins: Congratulate clients on their home-buying anniversary with a note or small gift.
Holiday cards: Send festive greetings for major holidays or seasons.
Home valuation offers: Offer free customized home valuations to keep them informed about their property’s worth or create video CMAs.
Community event invitations: Invite them to local events, open houses, or real estate seminars you host.
Social media contests: Run fun contests, like a photo submission for the best holiday décor.
Local business partnerships: Partner with local businesses to provide discounts or promotions for your clients.
Personalized video messages: Send a quick “just checking in” video via email or text. Check out BombBomb for an easy screencasting or video messaging platform.
DIY home project ideas: Share cost-effective DIY home improvement projects or host project demos for members of your sphere.
Referral rewards program: Offer small incentives for referrals, like gift cards or exclusive perks.
Neighborhood news updates: Share local real estate trends and community news.
Pop-by gifts: Drop off small seasonal gifts like candles, plants, or cookies with your branding and a fun note.
Thank you notes: Handwrite thank-you notes to show appreciation for referrals or past business.
Client appreciation events: Host gatherings like BBQs, happy hours, trivia nights, holiday pie giveaways or cookie swaps.
Quarterly phone calls or coffee dates: Schedule check-in calls to stay top-of-mind without being pushy.
Educational webinars: Host webinars on topics like market conditions, home staging, or investment strategies.
Local guides: Create and share guides for the best restaurants, parks, or services in their area.
Social media shoutouts: Celebrate milestones like birthdays, promotions, or achievements.
"Just Sold" postcards: Show your activity by sharing recently sold properties in their neighborhood.
Home decor trends: Share updates on popular styles, colors, and design ideas.
Charity involvement: Invite your SOI to join you in supporting local charities or community initiatives. Host a table at a charitable gala or organize a cleanup day in a local park or recreational area.
These ideas will help you nurture relationships, provide value, and stay top-of-mind with your sphere of influence.
12-month SOI outreach plan for real estate agents
Here’s how to put these ideas together in a year-round plan that incorporates consistent, value-driven, and seasonal touches to keep your SOI engaged throughout the year.
January: New Year Kickoff
Email newsletter: Share market trends, predictions, and your goals for the year.
Social media post: Post “New Year, New Home?” content with a call to action.
Personal outreach: Send handwritten New Year cards to top clients and contacts.
February: Show Appreciation
Valentine’s cards: Send a note saying, “We love our clients!” with a small token (e.g., a branded coaster or magnet).
Email newsletter: Share tips for making a home cozy during winter months.
Social media contest: Host a "Share Your Favorite Home Feature" contest.
March: Spring Forward
Email newsletter: Share a spring cleaning checklist and market updates.
Pop-by gift: Drop off small plants or seed packets with a note, “Helping you plant roots this spring.”
Social media video: Create a video on prepping homes for spring selling season.
April: Local Engagement
Community event: Host or promote a neighborhood clean-up or local event.
Email blast: Send a reminder about property tax deadlines or seasonal home maintenance tips.
Social media post: Share the best local events, like Easter egg hunts or spring festivals.
May: Celebrate Homeownership
Home anniversary cards: Pre-write cards congratulating past clients on their home-buying anniversaries, and schedule mailing one week ahead of each.
Email newsletter: Focus on curb appeal tips and summer-ready home updates.
Client spotlight: Share a success story of a client who bought or sold a home with you.
June: Summer Kickoff
Pop-by gift: Deliver branded sunscreen or water bottles with a note: “Stay cool this summer!”
Social media series: Highlight “Best Summer Activities in [Your Area].”
Email newsletter: Share summer home safety tips, such as pool or BBQ maintenance.
July: Mid-Year Check-In
Market report email: Share an update on how the market has performed so far this year. Look for statistics and infographics at your local association’s website.
Personal outreach: Call your SOI to ask if they need any real estate advice.
Social media content: Post about your favorite spots to watch 4th of July fireworks or local events.
August: Back-to-School
Email newsletter: Highlight school district rankings and tips for family-friendly home setups.
Pop-by gift: Deliver branded notepads or pencils with a “Back to School, Back to Business” note.
Social media poll: Ask followers about their favorite fall activities to engage your audience.
September: Fall Prep
Email newsletter: Share fall home maintenance tips, like gutter cleaning and lawn care.
Social media post: Create content on "How Fall Affects the Real Estate Market."
Pop-by gift: Drop off pumpkin spice candles or mini pumpkins with a thank-you note.
October: Seasonal Fun
Email newsletter: Share fun Halloween décor ideas and seasonal market updates.
Social media contest: Host a photo contest for the best-decorated home or pumpkin carving.
Client appreciation event: Organize a fall festival, pumpkin patch outing, or trunk or treat party.
November: Gratitude Month
Thank you cards: Send handwritten notes thanking clients for their trust and referrals.
Email newsletter: Share gratitude-focused content and tips for preparing homes for holiday hosting.
Social media post: Highlight local Thanksgiving events or charities to support.
December: Year-End Wrap-Up
Holiday cards: Send a festive card to your SOI with a heartfelt message.
Email newsletter: Share a “Year in Review” market summary and tips for preparing to sell in the new year.
Social media content: Post about your achievements and thank your SOI for their support.
Consistent monthly actions
Social media engagement: Like, comment, and engage with your SOI’s posts regularly.
Birthdays and anniversaries: Send personalized greetings for key dates.
Networking: Attend or host local events to maintain visibility. Network with colleagues to cultivate referral and co-listing partnerships.
This plan ensures that you stay top-of-mind with your SOI by offering value, fostering relationships, and leveraging seasonal opportunities throughout the year. It ensures that the people who need you most never forget that you’re their go-to real estate expert.
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