Many agents are struggling with follow-up, especially when it comes to staying in touch with previous clients.
NAR research shows that almost 80% of buyers would use their agent again. However, most of them can’t find their phone number when they are ready to sell.
Long term follow-up is very effective. And I have a personal story to prove it …
An Unexpected Rafting Trip in October
We spent this past weekend in West Virginia, in Fayetteville to be precise, the mecca of rafting.
Check the video out here!
You’re probably wondering why we were rafting in October when it’s freezing cold?
Long-term follow-up by Adventures on the Gorge is to blame.
We’ve been rafting with this company 8 years ago when they were called Class VI. They kept our information and stayed in touch over the years by email.
Most of their emails were deleted, but one caught my eye at the end of August. It said something like “Experience Bridge Day …”
That got me hooked. Bridge Day is like a national holiday in West Virginia. It’s the largest event in the State. Hundreds of daredevils jump down the 876 ft high New River Gorge Bridge and parachute to a small beach beneath.
So, I picked up the phone and booked a weekend at their resort including a rafting trip down the New River, to watch BASE jumpers on the bottom of the Gorge from our raft.
How Should You Follow Up?
Staying in touch with your clients is not difficult. It just takes a little planning and a system.
Our follow up strategy is simple. After each closing the client is added to our weekly email newsletter. Similar like the Agent-Insider, we write an original, real estate related email every Sunday.
This is not a canned newsletter we buy from an online service. Susanne and I write it ourselves, and it goes out to our database every Sunday morning.
Previous clients also receive a monthly postcard. We use a service called Sendsations. You select the postcards for the whole year on their website and simply update the mailing list after a closing.
Does Long Term Follow Up Work in Real Estate?
It absolutely works.
In 2017, 64% of Susanne’s clients (both buyers and sellers) were either previous clients or referred by previous clients. These are leads that called us, because they read our emails or received our postcards.
How Can You Set Up a Follow Up System?
When it comes to follow up systems you have 2 options. You can either create your own original content or you buy an off-the-shelve newsletter.
I am clearly in favor of creating our own content. It is fresh, local, and relevant. And, you can repurpose it for blog posts, videos or on social media.
It takes work, but it’s definitely worth it.
Of course, we share the content we create with our agents at RE/MAX 24/7. They can use or modify it for their own marketing. A small benefit that yields huge rewards.