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As you’re making your gift list this holiday season, there’s one group that should definitely make the nice list – your clients! We know that 91% of buyers say they will use their agent again, but only 9.6% actually do [NAR]. What’s a better way to boost retention than creating a personal memory and spreading holiday cheer? Just be careful. Leaving your clients as an afterthought on your holiday card list could save you some time now, but cost you future business. Not sure where to start? We’ve broken down the top three things you need to make sure your gift-giving is a success!
1. Make it authentic
We’ve all been there. Each December, a pile of holiday cards make their way to our fridges, windows, and kitchen islands. And while they add a bright touch to the holiday decorations, they are inevitably destined for the trash with the turn of the new year. We’re not saying you should get rid of holiday cards! It’s a great way to share your family and highlights from the past year. However, your client outreach should not stop there. Follow it up with authentic communication to check in on their family and their year. Send something with the card to start a conversation. Even better, use video to boost your response rate by up to 8 times!
2. Make it personal
Real estate is all about building a genuine relationship with your clients in order to best know what they’re looking for in a home. Lucky for you, those details also translate to gift giving! Don’t just mass order chocolates for everyone on your list. Try and tailor your gifts to your clients’ hobbies, tastes, and preferences. That wine subscription service will be wasted on someone who only drinks whiskey!
3. Don’t overdo it
It’s easy to get caught up in giving during the holiday season. When budgeting for client gifts, make sure you’re not overdoing it! Keep gifts in proportion, depending on the client’s business through the year. It’s also important to note, as important as the gift itself is, the packaging is just as important! In a year like 2020, where the majority of gifts will be delivered rather than personally given, the packaging is especially important as a way to stand out. Don’t over-spend on the gifts you purchase and leave no room in the budget for packaging!
The great thing about gift-giving is that it’s not relegated to just the holiday season! It’s an easy way to keep track of big life events in your clients’ lives and add a personal touch 365 days a year (366 in leap year!) Did the newlyweds that just bought their first home with you bring home their first puppy? What about the downsizers that just celebrate their youngest’s high school graduation? Not only are these milestones a great time for a gift, they are indicators of a potential move. Use these best practices this holiday season (and beyond) to enrich your relationships and boost your retention.