The Tale of the Out-of-Touch Agent

Let me tell you a story. It’s about an agent friend of mine who once sold a $2M condo to a young couple relocating from New York. The transaction was a smooth one, the buyers were pleasant to deal with, and it was a lucrative and fast sale for the agent. Happy story, right?

It was. Until last week, when the agent saw the same condo turn up on the market—listed by another agent.

If the purchase had gone so well the first time, why didn’t the owners call back when it was time to sell? I asked the agent when he’d last spoken to them. Sheepishly, knowing exactly where I was going with my questioning, he admitted that he had spoken to them a month or two after they had moved in, and then not again since. He wasn’t even sure if they’d been receiving his mailers and holiday cards each year.

You don’t need me to tell you the moral of this story. You don’t need me to explain the essentiality of staying in touch with your clients. It’s an easy thing not to do, but putting yourself in the right frame of mind will help you get it done. Think of closing a deal with a new client not as an end, but a beginning. Think of that first transaction as the beginning of a lifelong relationship. Think of yourself less as a buying and selling agent, and more of an all-around real estate consultant—an Agent For Life, if you will.

Looking at it that way, you begin to see many ways to keep yourself top-of-mind. Call them from time to time just to say hello. Remember their children’s birthdays. Send holiday cards. Let them know when a property similar to theirs comes onto the market—then let them know when it sells. Keep them updated on the value of their home; offer to consult on any improvements they are considering.

In truth, the reasons for contacting them and positioning yourself as their Agent For Life are almost endless. And they’re a great way to make sure your story has a happy ending.