GET FREE CONTENT TIPS DELIVERED 2X PER MONTH
How to stay top-of-mind with past real estate clients
Follow Up Guide For Past Clients
You already have your best leads in your database. Your past clients must not be ignored.
Of course you want new business. If you spend all your time chasing the shiny object, you’ll miss the opportunity that is waiting in your database. The reality is, your past clients already know you and trust you. If you stay connected, they won't just come back to you for their next real estate transaction; they'll happily refer you to their friends and family.
The ugly truth is that most agents disappear after closing. They get caught up in the pursuit of the next lead and forget the goldmine they're sitting on. The result? When your past clients are ready to buy or sell again, they've already forgotten your name.
Don't let a potential client for life walk out the door
Staying top-of-mind through thoughtful, well-timed follow-ups is how you turn a one-time transaction into a lifetime of business. Stop leaving money on the table. Start nurturing your past client relationships today.
The Post-Closing “Thank You” Email
Your client has just closed. Your first post-closing email must not be a sales pitch. Instead, it should be a warm thank-you. It should be a celebration of one of life’s major milestones. Even more, it should remind them that you are here for them, especially now as they begin to transform the house that they just purchased into their home or they take the money you helped them earn with the sale of their house to move on to the next chapter of their lives.
Sample emails:
(For the buyer)
Subject: Congratulations on your new home, !first_name! 🎉
Hi {{c.first_name}},
Congratulations again on your new home! Working with you has been a true pleasure, and I'm so glad we found the perfect place for you.
I want to remind you that my job doesn't end just because we've closed. Think of me as your go-to resource for all things home-related. Need a plumber recommendation? Looking for a new landscaper? Just want to know where the best local coffee shop is? I'm here to help.
Wishing you many wonderful memories as you begin life in your new place!
Warmest regards,
{{u.first_name}}
(For the seller)
Subject: Congratulations on the sale of your house!
Hi {{c.first_name}},
I hope you're feeling a mix of excitement and relief now that everything is official. I wanted to reach out again to say thank you for trusting me to help you sell your home. It was a pleasure working with you, and I truly appreciate your partnership throughout the entire process.
Remember, I'm always here if you have any questions or need help in the future.
Wishing you all the best on your next adventure!
All the best,
{{u.first_name}}
Milestone & Anniversary Emails
It's important to reconnect with clients on moments that are important to them. In doing so, you build a stronger relationship and let them know that you’re always thinking about them.. Sending emails to acknowledge milestones like a home purchase or sale anniversary, a birthday, an anniversary, or other significant events shows you remember them, which can make a lasting impression and lead to future business from them and referrals to their friends, family and neighbors.
Sample Email:
Subject: Happy 2nd Home Anniversary, !first_name! 🎉
Hi {{c.first_name}},
Can you believe it! It's already been two years since we closed on your home. It feels like just yesterday!
I certainly hope these past two years have been filled with many happy memories that will last a lifetime. Most of all, I hope that you're loving the place just as much as you did on day one.
I'd love to hear about any projects or upgrades you've tackled since moving in. And if you're ever curious about your home's current value, I'd be more than happy to provide a complimentary market analysis for you. (It never hurts to know.)
Wishing you many more wonderful years in your home!
Warmly,
{{u.first_name}}
Seasonal Tips & Community Connection
Staying in touch with your past clients is crucial, but not every interaction needs to be about their next real estate transaction or market updates. The key is to provide value beyond just buying and selling. When you diversify the content you share, you build a stronger, more personal relationship that keeps you top of mind long after the sale closes. This is key to establishing “clients for life.”
Focus on sharing content that is practical, fun, or community-driven. This approach helps you stay connected in a way that feels helpful and friendly, not just transactional.
Here are some ideas:
By sharing a variety of valuable content, you establish yourself as a trusted advisor, not just a salesperson. This helps you maintain a strong relationship with your clients, which can lead to future business and referrals.
Sample Email:
Subject: A little tip to keep you cozy (and save some money!) 💡
Hey {{c.first_name}},
Hope you're having a great week!
With the changing of the seasons, I was thinking about home maintenance and wanted to share a super quick and easy tip that can make a big difference to your wallet, especially now that changes in the weather will be coming.
It’s really simple. Just take a moment to check the seals around your doors and windows. Here’s why: A worn-out piece of your weather stripping might seem like a small thing, but it can let a surprising amount of air out and send your energy bills soaring. It's a quick and easy fix that can lead to real savings!
As always, if you ever need a recommendation for a trustworthy local pro, I'm happy to help.
All the best,
{{u.first_name}}
Why Consistency Wins
Former U.S. Senator Lincoln Chafee once said: “Trust is built with consistency.”
Whether or not you agree with his politics, he is spot on with that message. And that’s why we say that consistency is the most powerful tool in your follow-up strategy. It's not about crafting the perfect email or finding the most amazing article every single time. What truly matters is showing up consistently over months and even years.
Those simple, consistent check-ins remind your past clients that you are trustworthy, reliable, approachable, and genuinely invested in their long-term success as homeowners.
The payoff is huge: when they, or someone they know, needs a trusted real estate expert, your name will be the first one that comes to mind.
"Trust is the glue of life. It's the most essential ingredient in effective communication."
–Stephen Covey, author of The Seven Habits of Highly Effective People.
Wrapping It Up: From Past to Lifelong Clients
Your past clients are more than names in a database. They’re people whose lives were changed with your help when you guided them to make the right real estate decisions for them. You made a positive impact in their lives. While that’s a great reward in itself, memories have a way of fading over time. That’s why a consistent email campaign will bring more rewards from these past clients when they drive future business your way, both when they come back to you with their inevitable next move and when they refer family, friends and neighbors who are looking for a trusted REALTOR®.
With milestone reminders, seasonal touches, and friendly, conversational follow-ups, you’ll stay top-of-mind, build loyalty, and spark referrals.
Ready to get your database in shape?