Take a look at the relationship marketing strategies that have helped Kansas City real estate agent Rachel Kilmer grow her business and referrals. The greatest opportunities for growth come from reaching out and celebrating people, writes Jimmy Burgess.
When most agents think about growth, they go straight to lead generation. But one of the most overlooked opportunities for sustainable, long-term growth isn’t finding new talent. You begin to take better care of the people you already know.
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Rachel Kilmer is a Kansas City agent who averaged 74% year-over-year growth in her first five years in real estate. While many look at her social media presence and consider it to be the main reason for her success, Kilmer is quick to pass the credit on.
The foundation of her business isn’t social media. It’s a human relationship. More specifically, she consistently shows her appreciation to those who have supported her business by delivering thoughtful gifts with PopBuy that will always be remembered.
It started before she signed the contract.
Kilmer has invested in relationships since the beginning of his career, even before he became successful. Before completing her first transaction, she purchased miniature bundt cakes from a local bakery, wrapped them with ribbons and business cards, and personally delivered them to about 80 people she knew.
Friends Family Parents of children’s friends People she believed would support her new career
She understood something that many agents overlooked. That is, relationships are built long before they are needed. That simple action became the first step in a strategy that continues to drive her business today.
Marketing in real life
One of my favorite concepts she shared with me was what she calls “marketing IRL,” or marketing in real life. She now plans the entire year, including client events, drop-ins, and relationship touches, months before the year begins.
We use a large paper calendar and color-coded system to strategically plan customer appreciation events, stops, and communication opportunities to keep people in touch without overwhelming them.
Her goal isn’t to keep getting promoted. Her goal is a stable presence. She doesn’t want to go a month without receiving anything from her clients. That’s an important difference. Many agents only communicate when something is needed. The most successful relationship marketers communicate because they truly provide value and want to stay connected.
Surprising numbers every agent should know
One of the most interesting parts of our conversation was about investing. Many agents wonder how much they should spend on customer appreciation. Over the years, she has spent approximately 7% of her total fee income on event, pop-buy, and relationship marketing for her clients.
There were years when it was even higher. There were years when it was even lower. But what stood out was something else. The only year she experienced a decline in production was right after the year she spent the least on relationship marketing.
This isn’t scientific proof, but it certainly confirms what many top producers already know: It’s important to stay in the spotlight at all times. Relationships require investment. And in many cases, the most profitable marketing efforts aren’t digital at all.
3 pop-buy ideas for agents to use right away
Kilmer shared three pop-buy ideas he’s done so far that agents can implement regardless of their budget.
independence day celebration kit
One of her favorite summer pop-buys is:
Mini American Flags Freeze Pops Sparklers Small Novelty Fireworks Branded Lighters, Flashlights, or Sunscreen Items Personalized Notes
Depending on your budget, you can also pack them all in red, white, and blue bags or branded bags. The total cost may be less than a few dollars per household, but the impact is significant because it comes at a time when people are more patriotic and less overwhelmed than during the holidays.
mother’s day mimosa kit
This is one of her most successful customer appreciation pop-buy gifts and can be utilized on other important days for mothers, such as the first day back to school, the first day of summer, or like she did, Mother’s Day.
She packed these gifts into a small box with:
Mini Orange Juice Bottle Mini Champagne Bottle Sparkling Grape Juice Personalized Note
She has created an experience that feels personal and thoughtful. This was particularly effective in targeting specific members of the household. Instead of creating something for everyone, she created something that would make mothers feel seen and appreciated.
team spirit basket
Kilmer, who lives in Kansas City, is capitalizing on the Kansas City Chiefs excitement.
Some of her football-themed pop buys include:
Team Color Pom Poms Schedule Magnet Small Branded Soccer Ball Personalized Note
This lesson goes far beyond soccer.
Every market has something that draws people together.
Professional sports teams Collegiate athletics Local traditions Local events
Finding ways to connect with those passions creates opportunities for deeper relationships.
why this works
At its core, Kilmer’s strategy isn’t about gifts. It’s about thoughtfulness. Most people don’t remember how much you gave them. They remember how you made them feel.
In an industry where consumers are constantly being marketed to, valuations stand out. Relationships deepen when clients feel complimented rather than sold to. As the relationship deepens, the number of referrals will increase. The more referrals you get, the more your business will grow.
Rachel Kilmer’s story illustrates just that.
Many agents are looking for the next lead generation strategy, social media trend, or AI tool to transform their business. Those things certainly have value. But sometimes the biggest growth opportunities are even simpler. Please extend your hand. I would like to express my gratitude. Celebrate people.
Technology continues to change, but one thing remains the same. That means people still want to do business with someone who makes them feel valued. And it may be the most scalable of all growth strategies.
Connect with Rachel Kilmer on Instagram.
Jimmy Burgess is Chief Coaching Officer of HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with us on Instagram and LinkedIn.
