I’ve coached thousands of agents, and I’ve seen the same pattern over and over: an agent spends hundreds, sometimes thousands, of dollars a month on leads from strangers, while the people who already know, like and trust them haven’t heard from them in a year.
Bought leads aren’t evil. But they’re expensive, they’re shared with other agents, and most of them aren’t ready to move. Your past clients and sphere are different. They already trust you. They just need to remember you. Here are seven ways to make sure they do.
1. Build (and clean up) your list this week
Every past client, every open house visitor you had a real conversation with, friends, neighbors, your kids’ coaches, your dentist. Put them in one place with a phone number and a note. Most agents are surprised to find 200 to 400 people they could be talking to.
2. Call before you mail
A postcard is nice. A voice is better. Start with ten calls a day, no pitch:
“Hi Mike, it’s Rose! You popped into my head today and I wanted to check in. How’s everything with the house? … I’m always here if you ever have a real estate question, or if someone you know is thinking about a move.”
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3. Give them a reason to hear from you
Homeowners love to know what their home is worth. Offer every past client an annual home value update. It’s genuinely useful, it starts a conversation, and it’s often how you hear about a move before anyone else does.
4. Celebrate their milestones
Home anniversaries, birthdays, a new baby, a graduation. A handwritten note on a home anniversary (“Five years ago today, you got the keys!”) is remembered far longer than any ad.
5. Be the local expert, not the salesperson
Share useful local information: a monthly market snapshot, a trusted vendor list, a guide to your town. When people think of their community, you want them to think of you.
6. Host a client event
A pie pickup before Thanksgiving, a spring flower giveaway, a family movie afternoon. Events give you a reason to invite everyone and a reason to follow up afterward. And ask your clients to bring a friend.
7. Ask, every single time
Referrals come from asking, not hoping. Close every conversation the same way: “Who do you know who might be thinking about buying or selling this year? I’d love to take great care of them.”
Make it a system, not a mood
I will always believe that systems support success and experiences strengthen the systems. Block one hour a day for these conversations, track every call, and review your numbers every Friday. In 90 days, you’ll have a pipeline you didn’t have to buy.
Your 7-day starter checklist
- ☐ One list, one place, with phone numbers
- ☐ Ten no-pitch calls a day, five days
- ☐ Home value updates offered to every past client
- ☐ Home anniversaries added to my calendar
- ☐ One client event on the calendar
- ☐ “Who do you know?” asked in every conversation
Every agent’s business is different. For a more in-depth discussion about yours, call or text Rose at 781-248-6069.
ELEVATE! Sales, Training & Coaching
You don’t have to build your business alone.
I’ve spent 30+ years in this business: listing and selling homes, leading 31+ offices as CEO, Regional VP and VP of Sales, and coaching thousands of agents to do it at the next level. I still list and sell today. I do what I teach, and I teach what I do.
Every agent I coach gets an individualized plan, built around your market, your goals and where you are right now.
- Call or text: 781-248-6069
- Meet on Zoom, from any state
- In person: one-on-one, or at your office or sales meeting
Licensed agent? Request free access to my Agent Resource Center, and join the conversation at Real Estate Elevate Support.
Rosemary Kelleher, Realtor®
Helping People Make Smart Moves in Real Estate for 30 Years
Founder, ELEVATE! Sales, Training & Coaching
Direct/Text: 781-248-6069 · roseterrykell@gmail.com