Closing gift company encourages homeowners to shop 'til they drop

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Silent Marketing Solution is a post-closing marketing tactic to help agents stay top-of-mind with their clients. The hope is that the homeowner will call again in a few years.

Instead of a toaster or case of wine, this involves providing a gift card to TheShoppingCompany.com, a membership-based retailer that sells everything from coffee makers to skin care creams.

After a client buys something, they’ll see a purchase confirmation page and email receipt branded to their agent.

Like all sites of this kind, members receive discounts.

However, as of this writing (11/1), the store wasn’t available. The page wouldn’t load.

I was told it was a lingering issue from the hack that impacted major websites on October 21.

Why this store has yet to recover would leave me a little concerned about hinging my closing gift to its uptime percentage, let alone my clients’ financial information — should they ever buy something.

Silent Marketing Solution, which was developed by the owners of The Shopping Company, claims a 73 percent membership renewal rate.

When the shopper pays for their own membership, theoretically the agent is no longer paying for the marketing that’s reaching the homeowner.

I find this be a somewhat clever but transparent way to stay in front of clients after closing.

Provided the homeowner can reach the site.

I find this be a somewhat clever but transparent way to stay in front of clients after closing. Sure, the branded receipt page and email promotions are another marketing touch, but the store itself has a fraction of the marketing prowess of Amazon, which any online shopper uses to compare prices, and in most cases receive their stuff in 48 hours.

Plus, how many agents consider a gift card to a relatively unknown online membership retailer a thoughtful demonstration of gratitude?

It’s my belief closing gifts should be meaningful and about the client, not about winning more business a few years down the road. Do you agree?

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