Nurturing real estate leads through a long decision-making process

Referrals Blue Marker

For most real estate professionals, the simple truth is that the vast majority of their new business comes from referrals and word-of-mouth. So while you should never stop marketing your business to new prospects, it seems clear that you should be focusing most of your efforts on previous clients and your existing list. There’s only one problem: a client you help to buy a dream house may not need your services again for years. How do you stay in touch without becoming a nuisance or getting discouraged?

The solution is simple: consistent outreach, valuable content, multiple channels.

Consistent outreach

It’s easy to put off marketing to your existing client base on the theory that they’re already familiar with what you offer. While it may not make sense to reach out to past clients as frequently as you do prospective clients, you should definitely do it consistently.

You can’t always predict when a previous client will be ready to make another move, or will decide to buy an investment property, or will have friends or family moving to the area and in need of your services. If they haven’t heard from you in months (or years!), they may not remember your contact information. They may wonder whether you’re still in business, or if you’re too busy to help them. Consistent marketing outreach helps keep you top-of-mind, so your clients will always think of you first.

Valuable content

You surely already know that people value great content. But when you’re focusing on your existing client base, the type of content you’re offering needs to change. After all, people who aren’t actively in the market are unlikely to place much value on home buying and selling tips.

Instead, focus on advice that’s relevant to homeowners (like energy-saving tips or remodeling inspiration), general-interest items like recipe postcards, and local-interest highlights like the great new restaurants or parks in the area. People value information that they can use right now.

Multiple channels

Don’t assume that you can add a former client to your email list and be done with your marketing efforts. Email addresses change. People decide to unsubscribe when they’re no longer in the market. Newsletters start to feel impersonal.

Whatever the reason, it’s important to continue to reach out to your existing client base in multiple ways. Send them a card on their birthday, or during the holiday season. Interact with them on social media. Send them useful promotional items like notepads or real estate sports schedules. Make sure that your clients know that you remember them and value their business, and they’ll remember you in turn.