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Don’t Look Now, But Wasn’t That Your Client?

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RISMEDIA, Nov. 10, 2007-Your customers need you now more than ever. The current real estate market is highly volatile, with daily adjustments. And in the middle, homeowners unsure of what to make of it all, trying to figure out how what they’re seeing on the news is affecting their own real estate plans. Who should they call? Well, ideally, you, since you built a relationship with them during their last home transaction. But where the heck is that old business card anyway?

Maintaining contact with past customers is one of the most important business practices to follow. That rule has never been more important than today, when there is so much conflicting information about the market that people are actively looking for a reliable source to make sense of it all. As someone who has helped them with what is probably the biggest financial transaction of their lives, you hold a special, trusted position that will be recognized over that of an unknown agent. That is only, of course, if you stay top-of-mind by making an effort to maintain relationships with your past clients on a regular basis.

If you mail them, they will call.

Staying top-of-mind on a personal level means a lot of things to a lot of people, from face-to-face meetings, to regular phone calls, to updated blogs, to frequently mailed communications updating them on what’s going on in their area. Expensive, you say? Not when you recognize what business history has proved time and time again: that it is less costly to encourage a past client to use your services again than it is to find a new client- and that’s not even taking their referrals into consideration. Time-consuming? It can be, if you let it. But why not compare, as in the case of a monthly newsletter mailing, the time involved in writing, printing and mailing the piece yourself versus the time involved in using a company who specializes in customized marketing for real estate agents. You might be surprised at how easy and economical it is to automatically stay in touch with your clients, without actually doing any of the work!

Loyal customers are the cornerstones of any successful business.

Everyone likes to do business with someone with whom they’ve had a favorable experience, but let’s face it, if another agent has been marketing to your old client month in, month out, it is their name, not yours, that will come to mind first when the client is ready to move again.

Build on your success, re-establish trust and take back your clients by establishing an automated, customized communication plan. After all, your clients can only contact you and refer you to others if they know where to find you!

For more information, visit www.realtyreport.org.

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