I recently wrote a post concerning the "closing being an opening". Since writing that piece, i have had some time to consider additional strategies to use to keep my name, and my presence, before the client. It is a truism that the best sales efforts are directed not at attracting new clients, per se, but rather at enhancing the opportunities for referrals based on a continuing positive with an existing client.
How many times have all of us promised at a closing that we will "keep in touch" or "you will be hearing from me"? The secret to effective post closing contact is BALANCE. What I mean by this is you need to get yourself in front of your client; you also need to make sure that you do not become a pest.
In my practice as a Massachusetts real estate attorney, I have found the following post-closing techniques to be effective, non-offensive, sales techniques. You may have others, and I, for one, would be interested in hearing about them.
1. Send a handwritten note to the client shortly after the closing. If you have engaged the customer in conversation at the closing [I cannot believe you have not], allude to a specific aspect of that conversation, like a favorite hobby or child's activity, that shows you were really "listening" to what the client was saying. That concern will make you stand out as someone who the client would want others to work with.
2. If you have any print media which is relevant to the client's situation, send it along to the client. I write a weekly blog post (500 words or so) for my local Milton, Massachusetts newspaper, the Milton TIMES. Like my posts on ActiveRain, the posts have varied categories. This week I wrote a post on "The Elements of an Estate Plan". I purchased 50 copies of the paper, and sent them, with a short note, to clients whom I believe have not completed their Estate Plans. Seeing my name in print makes me a a type of expert, even it is not always the case.
3. Send the Settlement Statement from their closing to the clients around tax time.There is a lot going on at a closing, and even the most sophisticated client can get inundated with information. The closing agent may explain the Settlement Statement in detail to the client. Not all of it sinks-in. If you send out the Settlement Statement, with advice that this may come in handy for the person helping you with the client's taxes, you have provided a positive benefit without any exposure for giving tax advice.
As I said, there are other ways to engage post closing. Once you commit to the concept, you will discover these, I am sure.