To follow up with past clients without being salesy, give every message a reason that is about them: their house, the day they got the keys, something they told you. Never ask whether they are ready to move. Write one or two lines they can answer in a word or ignore, and do it about every three months.
| Question | Answer |
|---|---|
| How often | About every 90 days for a past client |
| How long | One to three lines |
| What must be in it | Something about them, and no ask |
The method
“Write down 2-3 things they like.”Top reply to "How do you stay top of mind with past clients?", r/realtors. It is the whole method: the notes come first, the message second.
- At completion, write down two or three things about them: the project they want for the house, the school, the dog, the job move. Put the date next to it.
- Pick the reason before you write. Good reasons: the anniversary of the keys, something they said they would do, a fact about their street, a question about how the house is working for them.
- Write it as a person would text it. One or two lines. No "just checking in", no newsletter voice, no question about selling.
- Record it at once: the date, what you said, and the date you will write again. People forget that they sent something, then find they never did.
- When they reply, answer, then count 90 days from that reply.
3 messages to adapt
Replace every [BRACKET] with a real fact. If you cannot, delete the line.
- Anniversary textHi [NAME], it is a year today since you got the keys to [ADDRESS OR "your house"]. How is it? If anything needs sorting, I know good [TRADE] people. No need to reply.
- Something they told youHi [NAME], you said you wanted to [THING THEY MENTIONED, FOR EXAMPLE REDO THE KITCHEN]. How did that go? If you want a second opinion on what it adds, I am happy to give one.
- Email with a local factSubject: [STREET]: a quick local noteHi [NAME], I saw [LOCAL FACT: A SALE ON YOUR ROAD, A PLANNING APPLICATION, A SCHOOL CHANGE] and thought of you. Only mention it if it is true and you have checked it. If you ever want to know what [ADDRESS] would fetch now, say so and I will tell you. No reply needed. [YOUR NAME]
When to send them
- Set a past client to "due" 90 days after the last time you spoke. The free tool counts it in calendar days.
- An anniversary message counts as a contact, so the next one is 90 days after it, not 90 days after the sale.
- If they ask you not to message them, mark them and stop. A reply counts as the start of the next 90 days.
What to avoid
- Asking "are you ready to sell?" or "are you thinking of moving?".
- Sending the same wording each quarter. They will see it.
- Quoting a price or a sale you have not checked.
- Writing to someone who asked you to stop.
- Mass-messaging with a first name inserted. If you could not say it to them in person, do not send it.
Marketing messages follow rules on consent that differ by country. A message about their own home is not the same as a promotion, but check the rules where you work. Not legal advice.
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Questions people ask
How often should I contact past clients?
About every three months is a sensible rhythm. That is our advice, not a rule. Agents on r/realtors describe everything from a monthly card to a task that fires after a month of silence. We use 90 days as the default because it is a rhythm you can keep. Pick what you will actually keep up.
Is it OK to text them?
If they texted you or gave you their number to use, yes. Use the channel they used with you. Check the consent rules where you work for anything that reads as a promotion.
What if I never wrote notes about them?
Start with the next conversation. For old clients, use what is on the file: the date of completion and the address are enough for an anniversary message.
What do I say if I have nothing to say?
Say nothing. Wait for a real reason, such as the anniversary. A message with no reason is the salesy one.