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Nearly 90% of home buyers and sellers say they’d recommend their real estate agent, according to National Association of REALTORS® data. Unfortunately, many never do it because they forget their agent’s name, says Shay Hata, Team Lead of The Buy Sell Love Chicago Team at BHHS Chicago. The reason? Instead of post-transaction follow-up (PTF), many agents focus on how quickly they can segue from contract to closing and onto their next client, observes Isaiah Hazward, a real estate agent and Director of Sales at Coalition Properties Group in Washington, D.C.
To ensure your team doesn’t miss out on repeat and referral business generated from PTF, “lighten the load for agents,” urges Hazward. Streamline some of this outreach so your agents can focus on what they’re best at: selling real estate. Here’s how.
Provide Perspective
Explain to agents that real estate is a long game. National Association of REALTORS® data finds that buyers expect to live in their homes for a median of 15 years. That’s why they must build client relationships over time, staying in touch long after closing day. If they’re doing enough PTF, agents who’ve been in the field for more than a couple of years should expect at least 80% of their business to come from past clients and their sphere of influence, shares Hata.
Systematize Follow-Up
To make sure agents stay on top of PTF, automate it via an integrated CRM and transaction management system, urge Hazward and Hata. Once you’ve chosen a system (Hata uses Realvolve and Hazward uses Brivity), write follow-up messages and newsletters and establish workflows.
Since workflows begin on closing dates, message content can be tied to the stage of home ownership. For instance, an email sent to someone five years post-closing might suggest a sump pump replacement. Then ask an admin to help individual agents learn the system and tailor messages to reflect their communication style. After closing, all agents need to do is initiate that client’s workflow—and the system will automatically send targeted messages. In addition, brokerages can create holiday cards and weather-related newsletters, which their agents can send to their databases.
Encourage Additional Outreach
Make sure agents supplement these automated messages with calls and texts, suggests Hazward. Of the 36 times clients hear from Coalition post-closing, about two-thirds of this outreach will be event invites, calls and texts, he explains. To prompt agents, take a cue from Hata and program your CRM to send quarterly reminders to text clients. Also encourage agents to follow and engage with their clients on social media, which will help them keep tabs on their life events (like moves).
Automate Reviews
Hata suggests that to ease the load further on agents, use RealSatisfied to automate customer reviews. All agents need to do is enter their client’s name and email address and whether they’re a buyer or seller. Then, the system will send the client a survey and review request. If they leave a review, the system can generate and share a post about it on realtor.com®, Facebook and Twitter. It also sends the client a thank you message with an e-gift card.
Ease Client Gift-Giving
Client gifts shouldn’t be limited to closing gifts or the holiday season. If an agent is to stay top-of-mind, sending small trinkets to clients to celebrate a milestone or life event makes a big difference.
To send gifts, all Coalition agents need to do is use a basic app the brokerage created with Jotform. Once they choose from a curated gift selection and enter basic client data, a Coalition admin handles the rest. Meanwhile, Hata’s team configured specific gifts for specific occasions: a branded onesie for a baby, windchimes for bereavement, chocolate-covered berries for a new job, and a branded poop bag holder for a new dog. This method streamlines the process and makes it easier for everyone.
Host Events
Both Hazward and Hata recommend hosting gatherings, like annual client appreciation parties. Since party planning can be time-consuming and agents don’t have the bandwidth, Hata suggests brokerages use staff to do the legwork, while individual agents pay a set per client fee.
For instance, brokerages can rent a hair salon for a day, with agents paying for individual client blow-outs. Using the same cost model, agencies can put together photoshoot sessions, movie nights, pick-your-own-pumpkin outings and Thanksgiving pie giveaways. “The key is for events to be close to your clients,” says Hata. So, if your farm area is big, consider smaller events in multiple locations. In the interest of lead generation, tell agents to encourage their clients to bring friends and family. After events, remind agents to follow up with clients and their invited attendees.
Track Follow Up Efforts
Monitor your team to ensure they stay on top of PTF, suggests Hazward. Since Brivity includes a tracking tool, Coalition is aware of all calls made on company-owned devices. To supplement this data, his agents fill out daily KPI trackers. Each week, the brokerage’s leadership team reviews this information and, when necessary, advises agents on outreach efforts.
Motivate Wth Incentives
Consider following Coalition’s example and offer agents monthly awards for PTF and other business-promoting activities. Since they began such a program a few months ago, Hazward estimates a 20-30% increase in contacts and appointments.
