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This article was last updated Dec. 11, 2024.
Believe it or not, one of the most overlooked sources of leads for agents is the list of past clients sitting there in their database. Why is that, you ask?
First, fear gets in the way. Based on the questions I often get from coaching members, I think a lot of agents are afraid to call. They don’t want to “bother” anyone. They don’t want to feel like they are “selling” anything. The best way to get past that fear is to understand that you are providing a service and you’re a good human being.
What do good human beings do? They stay in touch with people they have a relationship with. Not in a “let me see what I can get from them” way, but in a “let me see how I can serve them” way. Does that make sense? Can you see how that little shift in thinking makes picking up the phone a little less scary?
Secondly, organization, or lack of it, plays a poor hand. I can’t tell you how many agents I’ve seen over the course of 30+ years who have no database in place, no means or system for staying in touch with their clients. They have a transaction with a client, then move immediately to the next client and transaction.
In today’s market, it is more important than ever to have a CRM or some sort of system to track your clients. According to National Association of Realtors statistics, 88 percent of buyers would use their agent again, and 87 percent of sellers would use their agent again. If that is not a shining beacon for you to stay top of mind with a system for contact, I don’t know what is.
The bottom line: This is a reminder to get organized, get your contacts into a system, and get ready to stay in consistent communication with your sphere and farm.
Now, let’s dive into nine great ways to reach out to your database without being “salesy.”
1. Call just to check in
That’s it. Not real estate related. Not talking shop. Just check in. See how they are. Ask about their holidays. Ask if they’ve set any fun goals or resolutions for the year and share one of your own. Wish them well and let them know you’re there for them. This casual, friendly touchpoint helps start the year on the right foot.
2. Send a New Year’s wish
The new year is the perfect time to reconnect. A heartfelt text or email saying something like,
“Happy New Year! I hope 2025 brings joy, success and health to you and your family. If there’s anything I can do to help you this year, please don’t hesitate to reach out. Here’s to a fantastic year ahead!”
goes a long way in reminding people you care.
3. Invest in some pop-bys
You know what says, “I’m thinking about you,” in a powerful way? A simple stop by a great client’s house with a small gift. Kick off the year with items like:
- A cute desk calendar with a note: “Let’s make 2025 one to remember!”
- A cozy candle: “Here’s to lighting the way for a bright year ahead!”
- A small plant: “Here’s to growth and thriving in 2025!”
These thoughtful gestures aren’t about sales — they’re about connection.
4. Highlight home maintenance tips for the new year
People love actionable advice that’s helpful. Send an email or postcard with a checklist of home maintenance tips to start the year. For example:
- Change HVAC filters
- Test smoke detectors
- Declutter one room at a time
End with: “Need any referrals for reliable contractors or services? I’m happy to help!” This positions you as a resource without being pushy.
5. Celebrate milestones
Birthdays, home anniversaries and other special dates are excellent excuses to reach out. Send a card, drop off a small gift or make a quick call. For January, try,
“Can you believe it’s been [X] years since you moved in? Wishing you and your family a fantastic New Year in your beautiful home!”
6. Share a neighborhood market update
Frame this as a helpful resource, not a sales pitch. Use language like,
“I’m kicking off the New Year by helping my clients stay informed about our local market. Here’s a quick snapshot of what’s happening. Let me know if you have any questions or if I can provide more insights!”
People appreciate staying in the know.
7. Use social media to spread positivity
Adopt a “New Year, New Opportunities” vibe on your social channels. Post inspirational quotes, share local events or tag clients in posts that celebrate their successes. For example,
“Thinking of my amazing clients this New Year. Here’s to more milestones, memories and magic in 2025!”
It’s a light touch that keeps you visible.
8. Host a ‘New Year’s neighborhood snapshot’ webinar
Invite your database to a short, informal webinar or Zoom call where you provide insights on the local real estate market, trends for 2025 and tips for maximizing home value. Position it as an informative session with no strings attached. Clients appreciate the effort and information, and it’s a great way to re-engage with them.
9. Share a personal New Year’s reflection
Write a heartfelt email or social post sharing your reflections from the past year and your goals for 2025. Ask your clients to share their own resolutions or dreams for the year ahead. This creates a sense of connection and keeps your communication personal and meaningful.
Here’s the thing about all of these ideas — they aren’t meant to get you a sale. While that may sound counterintuitive for a “how-to” real estate article, people know when you aren’t being authentic. So, be authentic.
If you’re truly in this business to help and serve people, then these service and relationship-forward ideas will resonate with you. Better still, they’ll resonate with your clients because they will feel that you are truly just there to check in and serve.
What’s amazing and wonderful and fascinating is that when you do these things without the promise of reward, more often than not, you’ll find yourself fielding referrals, getting listings and really enjoying having conversations with your clients.
So, take the leap. Get in the groove. Connect. Be kind. Serve. You’ll amaze yourself, and you’ll feel way better about your business.
Darryl Davis is a speaker, coach, and the bestselling author of How to Become a Power Agent in Real Estate, as well as the CEO of Darryl Davis Seminars. Connect with him on Facebook or YouTube.
