A tale of two follow-up strategies


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Think long-term lead follow-up isn’t important? Think repeat business from loyal clients is a foregone conclusion? Check this out.

My wife and I bought our current home 12 years ago. We were referred to a great real estate agent who clearly was used to working with people spending far more than we would, but she treated us like we were her most important client. She worked hard to narrow in on options that met our needs, and literally the second house we went to with her was the one we bought.

We’re still in that house (did a big remodel a few years ago), but have kept in touch with that agent throughout. We’ve sent her a ton of referrals, too. And over the past 12 years, without fail, she’s sent us a postcard every month.

These postcards feature her information and picture with a message on one side, and a recipe on the other side. We’ve tried some of these recipes. They’re awful. Really bad food.

But you know what? I’m not hiring her to cook for me, nor am I buying a cookbook from her. She was a great agent. And her monthly postcards are a reminder of what she could do for us, or for people we know.

Would I be giving her so many referrals if it weren’t for those monthly reminders? Maybe.

But 12 years ago we also worked with a mortgage broker. She was also great. We weren’t spending a lot of money, and had lots of questions as first-time home buyers, but she was pleasant and patient with us throughout. She too treated us like her most important client.

After the deal closed, she subscribed us to Seattle Metropolitan Magazine. For the next year, every month, we got a copy of the magazine in the mail with a “courtesy of…” sticker in the corner. Very classy.

A year later, the magazines stopped coming. And we never heard from her again.

Over the past 12 years, we’ve refinanced our mortgage twice and also done a jumbo construction loan to finance the remodel. Three separate, additional financing transactions that could have been hers.

I literally can’t remember her name.

You can argue that recipe postcards are cheesy, but Sally Gregg has made more money from us over the past 12 years than she-whom-I-can’t-remember.

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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