Approximately 91% of realtors never contact the client again after completing a deal. In today’s episode of The Real Estate Sales Podcast, Jimmy is joined by real estate professional Heidi Harris to discuss how she keeps up that communication (and yields fantastic client retention as a result.)

What keeps her clients supporting the brand?

  • She does three “friends and family” events each year (note: it’s not called customer appreciation: The events are a Girl’s Night Out, Family Picture Day, and Pie Day for past clients.
  • These events keep her in contact with people in her database and target key groups to maintain positive relationships.

Girl’s Night:

  • This event invites women to come with two bottles of wine. One is to taste, and the other is given as a prize. The women taste the available wines, and whoever gets the most correct wins the bottles at the end.
  • The event is women-only specifically to target women (who are more likely to make a real estate decision.)
  • This past year, she had 150 women come with a guest, costing $14,600 and covered by sponsors.
  • It used to be a mail invitation, but now it’s by email invitation. Email works better, is cheaper, and serves as an excellent reminder for people.

Family Photo Event:

  • Paying an hourly rate for a photographer, Heidi sends out an invitation to schedule a block of time for their family to get their picture via SignUpGenius.
  • The event also has ice cream for kids, sponsored by local businesses.
  • Before the event, she emails her entire database outlining the event and how to schedule a time.

Pre-Thanksgiving Pie Day:

  • Exclusive to past clients, Heidi emails her database and offers a thirty-minute pickup window to get a free pie at her home.
  • She sets out signage leading to her cul-de-sac. Some people get out and chat; some people just pull through. This in-and-out event style is very successful, especially if COVID is a concern.
  • There are always people who can’t go that day, and she handles those instances on a client-by-client basis.

How does she approach sponsors?

  • The first sponsor was her mortgage lender, and he simply offered to sponsor an event.
  • When she took him up on that offer, she ensured he got over-the-top sponsorship. 
  • For new sponsors, she stresses that it isn’t a cash grab; it’s an opportunity to build a community.
  • There are always awkward conversations in the beginning, but the worst they can say is no!

Other Engagement Tactics:

  • Heidi sends postcards with the pie recipe after Thanksgiving and dresses up for Halloween. Her team has a Google sheet where they plan for the year ahead.
  • On social media, Heidi’s mentality is to add value and show her face each day.
  • She finds ways to introduce behind-the-scenes content that intrigues and interests people.
  • Heidi’s daily “Power Hour”: Makes sure she’s meeting new people or spending time in her sphere.

For more great information from Heidi (or to buy or sell a home), find her via the contact information below:

Do you have a video or content idea that is perfect for your business? Share it with Jimmy! Connect with Jimmy Burgess on LinkedIn and Facebook and his YouTube channel.  If you like what you heard today, we’d love it if you’d share a rating or review and then subscribe to the podcast and tell others about it as well. You can find The Real Estate Sales Podcast on Apple Podcasts, Google Podcasts, Spotify, Audible, and our website, The Real Estate Sales Podcast.


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