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Currently, there’s an all-out war being waged among Zillow, Homes.com and a new entry into the fray, Rocket Companies, which recently acquired Redfin. At stake is who will capture the consumer first and then convert that client into a customer for life for their company.
Realtors, particularly real estate teams, are uniquely suited to win this war because these large companies cannot afford to pursue local market niches. If you’re ready to beat the big guys to the punch, here’s what to do to begin building customers for life for your business.
Think beyond the sale by building a ‘customer for life’ strategy
A customer-for-life strategy addresses what best supports your clients while they live in the properties you sell them. A closing should never end the relationship but rather the beginning of your journey together as your customer for life.
Unfortunately, most teams and solo agents are inferior at keeping in touch with past clients. Most fail to stay in touch after the transaction closes. Part of the issue is that the industry is hyper-focused on lead generation, often ignoring the relationship-building opportunity that can create customers and referral business for a lifetime.
Roll out a concierge-level onboarding experience
The moment a client signs a contract with you, provide them with a digital “welcome kit” that outlines the key steps in the closing process, the timeline for completion for each contingency, how to reach you and your team, and a list of your most trusted vendors (movers, cleaners, contractors).
You can also include personal touches, such as a coffee gift card or even a Spotify playlist, “Your Home Search Soundtrack,” filled with songs from their favorite artists. This makes your clients feel heard and cared for.
Tag your clients by category and then develop a customer life strategy for each profile
For example, tag clients by stage of life, such as “newlywed,” “young family,” “empty nester,” “investor,” “downsizer,” etc. Also, store insights about them, such as their dog’s name, favorite sports teams, how they take their coffee, etc. These become conversation-starters and connection-builders.
What’s next for them?
The next step is to ask yourself about their future real estate needs.
- Is it a move from their condo to a home with a backyard in an area with great schools?
- Is there a vacation home or vacation home in their future?
- Are they planning to add an ADU to their property for a family member or a source of rental income?
- If they’re older and approaching retirement, will they be downsizing or searching for a home that can accommodate two or more generations of family members?
The 12-month post-close plan
If you want your buyer or seller to become your customer for life, the first year after their transaction closes is critical. Create a post-close plan for every client. It should include the following milestones.
Week 1: Conduct an in-person check-in to address any challenges they may be having and deliver a thank-you gift for doing business with you. Also, if you haven’t already done this while they were under contract, give them a list of places to get energy rebates for appliances and other improvements.
Month 1: An in-person, phone or text check-in to see if they have any post-closing issues and send maintenance tips for the next quarter. For example, changing the filters on the HVAC, clearing leaves from the gutters, covering outdoor faucets for winter, etc. Here’s a script for a 30-day post-closing phone call:
Agent: “Now that the boxes are (mostly) unpacked, just checking in. Do you need a recommendation for a landscaper, painter or home security system? Is there anything else I can help you with?”
Quarterly: Launch a “homeowner happiness” email with a mix of home tips, neighborhood events and personalized service offerings. You can also send print or digital coupons for a buy-1-get-1-free deal from your favorite local restaurant.
6 months: Send out a checklist of “The Top Five Spring Maintenance Musts for Your Home” or “Must Do’s to Winterize Your Home,” plus “We have also included our top three vendors for roof inspections and HVAC tune-ups, with special discounts for our valued clients.”
Annual review: Review the comparable sales to see if the property value has increased or decreased. If it has increased and your state assesses property taxes on full value, or your property has gone down, provide them with the names of services you trust that help homeowners reduce their property taxes.
Because most people have their insurance policies renewed on the anniversary of the day they closed their transaction, about a month before their first “Home-iversary,” encourage them to shop for both their existing home and auto insurance policies, since there are often discounts when policies are bundled together.
The best place to do this is with an insurance broker who can shop multiple insurance companies to see which policies will provide the maximum coverage while keeping their premiums as low as possible.
Also, if they had a home warranty at closing, remind them to renew it for the upcoming year so they won’t get caught with a massive bill for unexpected major repairs.
Create a calendar update in your CRM with reminders for these milestones.
Personalize your communications, even when they are automated
Two great tools for sending personalized cards to your clients are SendOutCards.com and Handwrytten.com. SendOutCards has a wide variety of professionally created cards that allow you to add your photos or even create your card. Handwrytten.com puts your words “in pen and ink.” As their logo says, “Handwrytten with Love and Robots.”
Make them smile when they least expect it
The best marketing is a memory. Make them smile when they least expect it, whether it’s a moving day kit with all the things clients often forget to pack separately, such as paper towels, toilet paper, snacks, soft drinks, etc., or a pizza delivered to their door at the end of moving day.
A different idea is to host fun and useful gatherings, such as “Shred-It-Day” for taxes or a “Pumpkin Patch Pickup” for Halloween. Thoughtful gestures under $50 can yield tens of thousands in future referrals.
Be a human 1st and a Realtor 2nd
Life happens, and not everything is celebratory. Be there when it matters. Congratulate them on great moments, including birthdays, anniversaries, first days of school, graduations and promotions. More importantly, be there when you hear about a seriously ill family member, divorce, death or even the loss of a beloved pet.
Show empathy, not just salesmanship. These are the moments that build real relationships. Ultimately, referrals don’t come from clicks or scripts but from genuinely showing that you care.
Although Zillow, Homes.com and Rocket bet on predictive AI, algorithmic targeting and massive ad spends to build customers for life, the one thing these giants cannot do is to be there personally for the important milestones in your clients’ lives.
When your clients feel heard and supported, when you are there for them when it matters most, that’s when the value provided will make them want to be your customers for life.
Bernice Ross, president and CEO of BrokerageUP and RealEstateCoach.com, and the founder of RealEstateWealthForWomen.com is a national speaker, author and trainer with over 1,500 published articles.
