| How often have you seen a customer buy from | | | | is, you must make sure that the seller knows |
| one agency and then a few years later, list | | | | you're doing something regularly to promote |
| with a different agency? I've seen it far | | | | the house.OK, you sold the house. Everyone |
| too often! I always wonder if the agent did | | | | passed go and collected their money. Now |
| something wrong, or just didn't bother to | | | | what?Now you send a thank you letter with a |
| turn that person into a lifetime | | | | brief questionnaire asking for feedback on |
| customer.I'll admit, real estate customers | | | | your service. It will let you know what you |
| aren't known for their loyalty. In fact, if | | | | did right - and occasionally you'll hear what |
| you list a house and it doesn't sell right | | | | you did wrong! Don't be afraid of that. |
| away, they might take their listing elsewhere | | | | Welcome that kind of feedback because it |
| even if you've spent hundreds on advertising | | | | gives you the opportunity to make a friend |
| for them. But there are ways to improve your | | | | out of an unhappy customer. Write back and |
| chances of keeping them. And there are ways | | | | thank them for letting you know and for |
| to turn satisfied buyers and sellers into | | | | helping your career by letting you improve |
| "Lifetime customers."And remember, if your | | | | your service.Next, put those names and |
| commission averages $10,000 per transaction | | | | addresses in a data base and start staying in |
| and people move every 5 years, you stand to | | | | touch. Every 2 to 4 months is often enough, |
| gain an extra $30,000 over the next 15 years. | | | | unless you know that they have friends or |
| Then consider those buyers who like to do | | | | relatives who are about to make a move.Send a |
| rehab. They sometimes buy more than one each | | | | magazine article about their hobby, birthday |
| year. Add in the friends and family each | | | | cards, a postcard with a funny joke, a pretty |
| customer could bring you, and there's only | | | | picture, or perhaps an article about getting |
| one conclusion: Customers are worth | | | | the house ready for winter. Anything that |
| keeping!How to keep a listing: Stay in touch | | | | will interest them and keep your name in |
| during the listing period. I can't count how | | | | front of them will do.I wrote a monthly |
| many times I've gotten listings that used to | | | | newsletter, and if I was late getting it out |
| belong to someone else, just because the | | | | customers would call to see why it wasn't |
| sellers felt ignored.So, rule #1 is "Stay in | | | | there. That was before email became so |
| touch, even when it's difficult."It is | | | | popular. Now you could do it electronically |
| difficult to call and speak with the seller | | | | at zero cost if you write it yourself, and |
| when there's been no action, but call anyway. | | | | you could add a personal note to really |
| You can tell him or her where you've | | | | special customers.You're going for "Top of |
| advertised, how many flyers you've given out | | | | mind awareness," and you can only get that |
| to office drop-ins, how many flyers you've | | | | through regular contact. Your goal is for |
| mailed to long distance inquiries, etc. | | | | them to think of you first when anyone |
| Perhaps you took new photos and posted them | | | | mentions needing a Realtor.That brings me to |
| on your virtual tour. Whatever you've done, | | | | Rule #2: Stay in Touch!Marte Cliff is a |
| let the seller know you did it.In my office | | | | Freelance Copywriter and former real estate |
| we kept track of all activity and mailed a | | | | broker. She has extensive experience in |
| monthly report, along with copies of each ad | | | | writing for the real estate industry and |
| we had placed in a newspaper or magazine. In | | | | related fields. Visit her at and sign up |
| addition, we called mid-month just to stay in | | | | for her complimentary real estate marketing |
| touch. This practice was responsible for | | | | ezine. |
| most listing renewals. The important point | | | | |