Post Closing Content: What Elevated Agents Say After The Sale

You’ve generated the lead, nurtured and converted them.

You’re still high from picking up your commission check after the closing.

You’ve thanked your clients with a cutting board.

Cue the radio silence.

When it comes to getting clients to the closing table, agents and brokers are more than comfortable with constant emails and marketing because they know it takes a minimum of 30 “touches” now. However, agents will freely admit to me that they have no idea what to say or how often to stay in touch with clients after the sale.

They’re terrified to ask for a review.

They know they want referrals but they fear their clients will see them as greedy, sleazy, and ungrateful for the commission. 

Meanwhile, they’re growing more anxious by the day; worried many of their clients might feel used and abandoned after the sale.

Sound familiar?

That ends here because in this edition of The Elevated Agent I’m answering your top real estate email marketing questions like:

• How often should you be emailing your real estate clients after closing?

• What kind of content and stories should you email your list to get more real estate referrals?

• How can you monetize your email list beyond real estate transactions to scale your business with diversified, passive revenue streams that create stability and freedom?

I’ll also fill you in on how I get INSANE open rates like 49% (it’s so much more than subject lines).

This goes so much deeper than sales!

It’s about proactive customer service.

It’s about your reputation (a.k.a. Personal Brand).

It’s about your legacy.

So buckle-up Buttercup, because I’m exterminating your excuses for not emailing your clients regularly after closing. If you’re serious about scaling your real estate business, it’s time you learned to Spoil Your Subscribers like an Elevated Agent does. 

Why Your Social Media Posts Aren’t Enough Anymore

For years, agents have been able to “stay in touch” with clients post-closing by regularly posting to social media and sending a “Happy Anniversary” card. Those days are over, Sister. Welcome to the era of Interest Media and marketing where your followers rarely ever see your social media posts and you have to be more creatively compelling than ever.

If you want anyone to see your social media content it has to be extremely creative and entertaining. Content for the sake of content doesn’t play anymore and let’s be honest, 99.9% of agents are also clueless what to post to social media beyond closings, listings, and market updates. Maybe some generic how-to tips and listicles that provide no real value.

Total snooze fest!

And while we are keeping it 100 around here, they have no idea what else to talk about in their emails either. However, while your social media followers are no longer going to see your posts (unless you direct them there from an email) they will still read your emails if they’re juicy enough.

How Often Should Real Estate Agents Email Their Clients After Closing?

Hold onto your seats kids, are you ready for this?!

Daily. 

3-5X per week minimum.

But what matters more than the frequency is the intention.

Most real estate agents and brokers reading this right now are going to think a lot about it but do nothing differently. Others will be totally wound up and motivated by the opportunity that exists right now to stand out with this strategy but they will make a fatal mistake; they will create their campaign with sales at the heart of the mission.

At that point, you’ve already lost with this strategy. I know it sounds counter-intuitive but if you want to use your email list as a vehicle to scale your revenue beyond just real estate transactions you have to make it about your clients and not about sales. You have to launch from an altruistic place of truly wanting to make their lives better and the more altruistic you are; the more revenue you will generate from your list. 

How To Create Entertaining Real Estate Content That Converts

Ready for me to drop-kick you out of your content comfort-zone and extinguish another one of your biggest excuses for scaling in the era of interest media?

The best-selling real estate campaigns of the Interest Media Era won’t be polished; they will be entertaining.

Now before you try to tell me you can’t create entertainment or comedic content about something like real estate I’m going to remind you about the very popular insurance campaign that makes fun of millennial homeowners for becoming their parents.

One could argue there is no more boring topic than insurance and yet; they used data from their clients actual concerns, behaviors and blind spots to poke fun at them. And while my fellow millennials and I are laughing at ourselves, they are laughing all the way to the bank.

Of course, that campaign doesn’t work without Progressive taking the time to practice intense social listening with their most profitable client segment. The only reason those commercials are so hilarious and memorable to the point we look forward to a new one as if it was a show on Netflix is because they’re painfully accurate in calling us out. 

The key to this kind of humor stems from really exaggerating these relatable behaviors to a comedic degree. The goal isn't to mock, but to create a sense of "I've been there" or "I know someone like that." For example, the "becoming your parents" angle works because it's a common observation that many millennials can identify with as they settle into adult responsibilities.

It’s also worth mentioning that you need strong, memorable characters that embody the exaggerated traits of the target audience. They would have distinct catch phrases, personalities, and maybe even recurring bits that make them recognizable and surprisingly endearing; even if they are silly. 

With that in mind, here are some ways you could create funny, memorable, relatable real estate content that “slaps” as the kids say:

• Create skits around common situations in real estate offices

• Start a bite-sized show featuring local business owners making fun of themselves

• Create a character or set of recurring characters doing things that matter to your audience in comedic ways (think Home Improvement’s Tool Time with Tim Allen)

• Launch your own mini-sitcom campaign with episodic scenarios highlighting the everyday life of being a real estate agent in your niche or market specifically 

Look at your niche, local market, and inside jokes within your local community for more inspiration and never feel afraid to reach out to me for a brainstorming session. 

The Elevated Agent’s Approach To Spoiling Your Subscribers 

The first thing you need to do to transform your email list into your company’s most lucrative asset is put yourself in your clients’ shoes right after closing.

What little things are keeping your clients up at night now that never occurred to them before?

What don’t they know that they don’t know?

What are they looking to purchase to go with their new property?

What local businesses will enhance their lifestyle?

Visionary real estate coach Lynea Carver knows the best way to get those answers accurately is to physically pick up your phone and call your previous clients to ask them. This not only gives you invaluable insights into exactly what content they want from you but also starts a meaningful conversation that will almost definitely lead to your next referral. Keep notes as you speak with each of them and look for patterns, recurring problems and opportunities to provide something your competitors don’t.

Now here is where it gets good…

Rather than just sending random or seasonal tips and stories to your subscribers, you’re regularly going to surprise and delight them with printable and digital products that:

1. Entertain them

2. Solve their most urgent X important problems after closing

3. Build lasting trust in you

4. Position you above your competitors

The idea is to spoil your subscribers with gifts so often they’re excited to buy from you because they will feel like they owe you. They will be constantly compelled to refer you. You will be so much more than just a real estate agent to them.

I did this with huge success several summers ago when I created an immersive 12-week episodic newsletter filled with gifts that addressed my ideal clients’ most recurring requests. This newsletter was more like an immersive email course that helped visionary female leaders scale their companies while spoiling themselves like queens. I called it The Summer of Sovereignty, and it was one of my most successful campaigns to date. 

Printable & Digital Products Elevated Agents Use To Surprise & Delight Email Subscribers

1. Gorgeous Google Sheets that help them maintain their home like this Spring Cleaning & Decluttering Dashboard I created for a previous client to gift their list and sell on their website to non-subscribers. Budgets and calculators like this one I was asked to design for another client are also popular best-sellers that you clients would love to receive for free.

2. If you serve families, both adult and kids' activity and coloring books like these which I have designed for clients in the past are a huge crowd pleaser! Especially during the holidays, Summer, or any time that kids are out of school. They’re also really popular with the home-schooling families and my clients always report back that parents were thrilled with them.

3. Niche planners & journals are another consistent homerun gift with real estate subscribers. For example, if your niche is divorcees you might have a line of journals with guided prompts that help each member of the family through each stage of the divorce process along with planners and checklists that make the process easier. 

The best way to make your previous clients feel truly spoiled with these gifts while generating extra revenue for yourself?

List all of these products for sale in an ecommerce store on your website and gift them to your clients for free. Your clients will love you for it and refer you, search engines will love you for it and refer you, and you will be opening up a new revenue stream.

In fact, selling real estate digital products from your website is far more profitable than you think as this previous edition of The Elevated Agent proved a few months ago. 

Stop Abandoning Your Clients 

Now you know that your clients DO want to hear from you after they close.

You know how often they want to hear from you.

I’ve even told you what to say and how to say it; so you’re fresh out of excuses.

I know it can feel awkward or uncomfortable at times but the last thing you should do is abandon the steady stream of communication between you and your real estate clients after the closing. Instead, set up a simple automation that segments them and sets them up to be spoiled for years to come. 

What’s your biggest takeaway or question from this edition of The Elevated Agent? Comment below and I might just surprise and delight you too.