Whether you’re refining your business model, mastering new technology, or finding a strategy to take advantage of the next market boom, Inman Connect New York prepares you to take a bold step. The next chapter is about to begin. Please join us. Join us and thousands of other real estate leaders from January 22-24, 2025.
In New York, where everything moves at a “New York” pace, it’s easy to get caught up in the hustle and bustle and move on to the next deal. But in the real estate business, taking the time to cultivate lifelong relationships with your clients is paramount, and it’s more important than ever.
It’s not just about selling. It’s about building a foundation of trust, providing ongoing value, and keeping customers coming back while introducing new business. As someone who has been fortunate enough to represent clients throughout multiple chapters of their lives, I have found this relationship-building mindset to be the key to long-term success.
Here are five specific strategies I’ve adopted to foster a lasting relationship with real estate and leverage it for future business.
1. The power of “surprise and joy”
One of the most effective ways to establish lasting connections is to create memorable moments for your clients. I’m a big believer in “surprise and delight,” the small thoughtful acts that show a client that I value them as more than just a transaction.
I recently met with one of my long-time clients, Fiona Shaw. I helped her find her first apartment in New York City. This was her first investment in intricate New York City real estate.
When I met Fiona in the fall of 2015 and we signed a contract in January 2016, I sent her a birthday present to her home in London and left a surprise in her new flat when she visited London for the first time. I decided. spring.
These personalized touches are what will make you stand out and stay remembered for years to come. Almost 10 years later, not only does Fiona remember that time, but we have developed a close friendship. She even insists that I bring my family with me whenever I’m in town.
By showing your clients that you care on a personal level, you can foster a bond that lasts long after the initial sale. This can be done in a very simple but thoughtful way. One way I do this is if I know a client is heading out for dinner for an anniversary or birthday, I go over the details and order dessert and champagne for the table.
Sometimes all you need in life is a simple gesture. Top tips for applying this to your business: It’s a good idea to keep a notes section on your phone or the notebook you use for work to keep detailed notes of important things to note about your customers.
You can use the app to remind yourself of birthdays and important milestones, and it takes just 30 seconds to send a note to show you’re thinking of them.
2. Testimonials: The ultimate social proof
Written testimonials are great, but video testimonials are even more persuasive. I’ve kept in touch with Fiona over the years and couldn’t resist asking her to take part in a video testimonial as part of a series I’m currently filming. These client video stories are a great way to build trust and credibility, especially when they feature high-profile clients or clients who have had extraordinary experiences.
I incorporate these testimonials into my listing presentations, newsletters, and social media posts. Potential clients often feel more comfortable working with an agent when they see first-hand success stories. In a world where social proof is important, testimonials validate your skills and make your message resonate with a wider audience.
Success stories can go a long way in attracting new business, especially if they can be tied to personal engagement and customer satisfaction.
Every time you complete a deal, reflect and write down the lessons you learned, the positives and ways you added value to close the deal. I find it easiest to write down all the details. That way, when you come back in a few weeks or months, you’ll have an overview of this and can start brainstorming ways to leverage this into your networking and marketing.
Fiona Shaw and Evan Ross | Provided by the Agency
3. Highlight case studies and success stories
One of my favorite strategies for demonstrating value is through case studies, or what I like to call “deal stories.” These are detailed stories of transactions where my involvement resulted in tangible changes for clients.
For example, I recently helped a buyer save nearly $75,000 in mortgage taxes, which required knowledge of the specific financing process and delicate negotiations between the parties to the transaction.
Another case study I used to showcase my abilities was when I negotiated a strategy to secure a townhouse for a client despite significant structural issues and an uncooperative seller. is.
Sharing these stories on social media and during client meetings is an effective tool to demonstrate my expertise and problem-solving abilities. The line between a case study and a success story can sometimes blur, but remember that each example adds further credibility and confidence in your ability to deliver results and value.
Be sure to create these case studies and apply them to your business pitch. It can be as simple as telling a story, printing a custom one-sheet to give to your client, or sending a follow-up email with a positive quote from your client.
4. Provide continuous support even after sales
A client’s lifecycle does not end when it exits. One of the most effective ways to foster lifelong customer relationships is to provide continued service after the transaction is completed. This may include assisting clients with relocation by connecting them with carefully selected vendors (designers, landscapers, maintenance teams) in the new city, or assisting with post-sale home improvement projects. There is.
Whether you’re providing guidance on an out-of-state move or facilitating an international real estate transaction, solidify your value by being a resource for your clients long after they’ve moved into their new home. Masu.
Contact your office’s marketing team to discuss the resources they offer and how you can leverage the network of leading brokerages.
5. Empathy and understanding: the emotional side of real estate
A real estate transaction is one of the most emotional decisions a person makes, whether they are a first-time buyer or someone who has lived in their home for decades and is downsizing. Empathizing with your client’s emotions is the key to building lasting relationships. We’ve found that clients who feel truly valued often stay with you for life.
As an example, I once worked with a couple who were selling their longtime family home to downsize. It was a very emotional process, but by being attentive to their concerns and handling the transition carefully, I was able to not only keep in touch with them, but also gain referrals from their friend circle. I did. If your customers feel emotionally supported, they’re much more likely to think of you when their real estate needs arise in the future.
In today’s business, generating leads is essential, and the most untapped resource is often your past customers. As you can see, I’ve been using testimonials to set myself apart in a crowded market and really demonstrate how I approach long-term relationships and business.
Take a moment to reflect on your past transactions, both good and bad. There’s always something to learn and share in your messages to clients. Whether you create a series around testimonials that is a way to start a follow-up or a thoughtful moment to show your value, how do you drive these experiences through marketing and the pace of the year ahead? You need to plan what to share.
Ultimately, these efforts will not only bring back past customers, but also open the door to new business for years to come.
Evan Roth is an agent with The Agency New York. Follow him on Instagram or connect with him on LinkedIn.
