How to Build Your Real Estate Brand – Learn from Harley Davidson

Unbelievable fact: The most common tattoo is “Mom” and the second most common tattoo is a Harley Davidson motorcycle logo. Can you imagine having that kind of client loyalty—where your past clients are getting tattoos of your brand on their arms, legs, chest, neck, and beyond? Creating client loyalty is something that Harley Davidson seems to have down pat.

Here are my friend, real estate copy writer, Marte Cliff’s suggestions for how to create client loyalty (and loyal clients ain’t nothin’ to complain about, right?) After all, it’s loyalty that creates your real estate brand!

The first step is, of course, to provide service above and beyond their expectations.

The second is to make sure they remember you, and make sure they know where you are should you happen to change agencies.

The third is to make sure they remember you in a positive light.

If all of your past clients and prospects are in the territory where you are regularly mailing Just Listed, Under Contract, and Just Sold cards, then you don’t have to worry. They can’t possibly forget you!

For the rest, you simply need to stay in contact in a manner that causes them to welcome your calls, letters, and emails. I think once a month is ideal, but if you can’t manage it, once per quarter should keep them from forgetting you entirely.

The nature of your contact is important.

If all you do is write or call to see if they need your services or have a referral, they probably won’t bother to return calls or read your emails and letters. Instead, make it interesting.

The easiest way to be sure you maintain contact is to set up an autoresponder to automatically mail something every month for the next year or two.

Then all you’ll have to do is add names. You can pre-write your own messages or use something like my keeping in touch letters that offer trivia about various holidays and events for each month of the year.

When you have the time, you can also mix it up by adding a quarterly market report, or something of a more personal nature. For instance:

• You can write about attending a conference and share some interesting tidbit that you learned.

• If there’s a new law or regulation that could affect them, you can tell them about it.

• If you’re involved with a non-profit group that’s having a fun event, you can invite them to attend.

• If there’s happy news in your personal life – such as a marriage, a birth, or even a college graduation, you can share it.

• If you change agencies or create a new website – definitely share that news!

  There is no shortage of ways to create client loyalty, and Marte has tons of tips and tools for getting up close and personal as well. Just don’t expect that all your clients will get your info tattooed on their arms.