We recently heard Client Strategy Director Samantha Noble speak about Audience and Personalized Marketing at Pubcon in Las Vegas this past October. Though much of what Sam discussed about how to remarket to clients applied mostly to ecommerce businesses, we definitely gleaned the very best advice to help real estate agents like you get something valuable from it, too!
Let’s start with the basics. You invest a lot of resources into acquiring your real estate clients. Hopefully, you are keeping careful track of just how much you are putting and measuring how that investment translates into new clients.
Most people, real estate pros included, forget that there is life after converting a lead into a client.
Consider these stats:
- Out of all clients, 20 percent are nonprofitable, 60 percent are profitable, 20 percent are very profitable.
- It costs 500 percent more to acquire a new client than to keep a current one.
We work so hard to help a customer go from being unaware of who we are to awareness to choosing us that we forget that it is only the beginning. By making clients loyal, lifetime ones and advocates of you and your real estate brand, you, too, can extend the value of your relationship with every client.
Remarket through Loyalty
Sam mentioned many strategies to boost the lifetime value of a client. In real estate, coupons, rewards points and the like may not apply, but what does?
Simply put, it’s adding value. In what other ways can you act as a resource for past clients? Here are a few that we came up with:
- Recommend home service providers
- Check in on specific house-related issues post transaction
- Send them holiday cards or greet them on occasions specific to them (wedding, new baby, etc)
Remarket through Advocacy
According to a 2015 Bright Local survey, 88 percent of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts. Ninety-two percent regularly or occasionally read online reviews for businesses. And 40 percent formed an opinion about a product or business after reading just one or three reviews.
What does that mean? For one, make your service so stellar, your clients can leave only excellent reviews. And two, be sure to ask your clients for them!
A few ways that, as a real estate agent, you can showcase those reviews:
- Remarket them in different areas of marketing (newsletters, landing pages for past clients, postcards) to leave review on certain sites (don’t forget link if its online!)
- Use star ratings within Google Ads to highlight positive feedback
- Embed Google or Yelp reviews on website
- Add a testimonial in every newsletter
If it’s difficult for you to focus on how to remarket to your new clients, just remember, you worked hard to obtain them in the first place. Don’t make it easy for clients to leave you and use happy clients to gain new ones.