How to Master the Art of Follow-Up with Past Clients
Most professionals go silent after the handshake. That silence costs repeat deals and referrals. This guide shows you how to master the art of follow-up with a tiered CRM, a simple 36-Touch plan, and value-first messages your clients actually welcome.
A simple 36-Touch plan inside your CRM keeps past clients engaged and turns your SOI into steady repeat business.
The Gold Mine You’re Leaving Untouched
Most professionals sprint through the transaction, shake hands, and disappear. The file gets archived. The relationship does too. That silence is costly, because your past clients are your warmest audience and the fastest path to repeat business.
Your Sphere of Influence (SOI) should not be a loose list of names. It is a renewable asset that compounds when you treat it with care and intention. In this guide, you’ll build a simple client retention strategy that uses a tiered CRM, the 36-Touch framework, and value-driven communication that people welcome. The goal is an evergreen business built on trust, not pressure.
The Philosophy Shift: From Transactional Hustle to Relational Evergreen
The true cost of neglect
Silence after closing creates a psychological gap. Clients assume you were friendly because you needed the deal, not because you care. Competitors fill that gap with newsletters, market notes, and quick favors. Six months later, your past client asks someone else for a referral. You didn’t lose on price. You lost on presence.
The power of the second sale
The second sale is belief. When clients trust your intent, they return and refer. That belief does not come from a grand gesture. It comes from small, reliable touches that show you remember details, anticipate needs, and deliver helpful context without asking for anything first.
The referral machine
Referrals are a byproduct of being easy to think of and simple to recommend. Your system should make both happen. A clear plan keeps you visible and useful, which turns clients into advocates who bring their friends to you.
The Value Test
Every touch should pass a simple test: does this make the client’s life easier, clearer, or better today? If yes, send it. If not, fix it. The Value Test keeps your follow-up sincere and prevents the “vulture” feeling that turns people off.
Part One: Building the Follow-Up Infrastructure (The System)
1) Categorize for optimized effort: A, B, C tiers
Not every client needs the same frequency or depth. Create three tiers in your CRM and align your time with impact. Use this as a starting point and adapt it to your calendar.
A/B/C Client Tier Model
A/B/C Client Tier Model
Use this simple structure to concentrate time where it returns the most. A tier gets the most personalization, B tier stays warm, C tier remains in your orbit.
| Tier | Who belongs | Contact frequency | Touch mix per year | Primary goal |
|---|---|---|---|---|
| A — Champions36 touches | Past clients and advocates who refer, engage, or have high lifetime value | Monthly plus replies within 24 hours | 4 calls, 8 personal check-ins, 12 monthly market notes, 6 social touches, 4 mailers, 2 invites | Protect and deepen relationship, earn referrals |
| B — Fans24 touches | Happy clients and warm contacts who engage occasionally | Every 6–8 weeks | 2 calls, 6 check-ins, 8 monthly market notes, 4 social touches, 4 mailers | Stay top of mind, develop into A tier |
| C — Keep-in-touch12 touches | Wider sphere, long-cycle prospects, one-time users | Quarterly | 1 call, 3 check-ins, 4 quarterly market notes, 2 social touches, 2 mailers | Maintain awareness, surface timing and needs |
Touch definitions
- Call: quick “how are you” or congrats call.
- Personal check-in: short text or email tied to a life event or past service.
- Market note: brief update with pricing context or a tip that fits the client’s situation.
- Social touch: thoughtful comment or DM that adds value.
- Mailer: handwritten card or concise postcard with a useful point of view.
- Invite: client event, webinar, or neighborhood meetup.
Tier criteria
- A: sent a referral in the last 12 months, replied to your last two touches, or owns multiple transactions in your niche.
- B: positive past client with occasional engagement and a likely life event in 12–24 months.
- C: distant past client or acquaintance, low engagement, unknown timeline.
Soft ask language
- A: “If someone in your circle mentions moving, want me to share the prep checklist I used on your place?”
- B: “If a friend starts exploring next steps, I can send a quick pricing snapshot for their neighborhood.”
- C: “If anyone asks what homes are doing near you, I can share a simple quarterly update.”
Why tiers work
Time is finite. If you spread it evenly, no one feels priority. If you tier the list, your A group gets white-glove attention while everyone else still hears from you in a helpful way. The Champions in A drive a disproportionate share of repeat deals and introductions, so invest accordingly.
2) The CRM: your non-negotiable master scheduler
Your CRM is headquarters. It should do three things reliably:
Data integrity
Store clean contact data, life events, key preferences, and conversation notes. “Bought in 2022 near Jefferson Park. Loves trail access. Two kids. HOA questions last time.” Notes like that make you relevant on every call.Task automation
Create recurring tasks for the 36-Touch framework, birthdays, home anniversaries, school calendars, tax prep reminders, and seasonal maintenance. Use task queues and templates so nothing falls through the cracks.Scheduling the 36-Touch framework
The 36-Touch framework creates steady visibility without noise. A common breakdown for a year:
4 calls per client, tiered in tone and length
12 market briefs or simple neighborhood updates by email or text
12 social touches that are real replies, not generic likes
4 notes or small thank-yous that mark meaningful moments
4 value assets such as checklists or how-to guides tied to the season
Adjust the mix by tier. A-Tier receives the full cadence with personal touches. B-Tier leans on email briefs and a couple of calls. C-Tier gets quarterly value and one call or text.
If you want to tighten your habits on the prospecting side as well, land a simple rhythm inspired by these habits that consistently win clients from our Learning Center, embedded here with context: review two past conversations daily, then act on one small promise you made in each. That routine pairs well with the follow-up system and keeps your pipeline honest. A Daily Rhythm That Creates Momentum
Part Two: Mastering the “What to Say” (The Sincerity)
The Value vs. Vulture principle is simple. Vultures circle when they want something. Value shows up with something that helps. People can tell the difference in a sentence.
Below are four pillars you can rotate through. Keep the tone plain, warm, and brief. Use the scripts as a starting point and adjust to your voice.
1) The Home Anniversary or Event Touch
Purpose: Emotional anchor. Remind clients that their decision still makes sense and that you remember details.
Ideas:
Year-one home anniversary note with a quick “what surprised you most about the house” check-in
Welcome-to-school-year text with a neighborhood event list
Property tax calendar reminder with a link to local resources
Script examples:
Text: “Happy one-year in the house on Maple. What do you love most so far? If you want a quick price check for tax planning, I can send one.”
Note: “I still remember your first backyard barbecue plan. Hope the patio has seen a lot of good evenings. If you ever want a quick equity snapshot, I’ve got you.”
2) The Market Value Touch
Purpose: Authority reinforcer. Translate the market into practical guidance. Keep it plain.
Ideas:
One-page snapshot: median price, days on market, active inventory with one or two lines of context for their neighborhood
Short text: “Inventory ticked up. If you refinance or remodel in the next 12 months, timing matters.”
Script examples:
Email subject: “Quick neighborhood check: two numbers and a note”
Body: “Two quick numbers for your area this month: median sale price and average days on market both eased a bit. If you’re wondering how that maps to your street, I can run a two-minute estimate and send it tonight.”Call opener: “I pulled a fast check on your block. If curiosity ever strikes, I can send the three closest sales that tell the story.”
If you want a deeper foundation on how a Sphere of Influence works and why consistent contact wins, read this primer: How Your Inner Circle Fuels Growth
3) The Local Authority Touch
Purpose: Helpful hub. Share practical resources that save time or prevent small mistakes.
Ideas:
Seasonal maintenance checklist with local contractor numbers
HOA rules summary for common questions you hear
City services checklist: bulk pickup, average permit timelines, curbside recycling rules
Script examples:
Email: “People keep asking about roof tune-ups before winter, so here’s a short list of pros who actually pick up the phone. If you want me to ask for a quote on your behalf, say the word.”
Text: “Heads up: the city posted new permit lead times. If you’re planning a deck, start the paperwork earlier than last year.”
If paid ads are part of your nurture plan, keep your audience reminded without being everywhere. Contextual and retargeting ads can carry your market notes and checklists to the right people without spamming. Here’s a deeper breakdown from our Learning Center:
How Smart Ads Keep You Top of Mind
4) The Social or Casual Touch
Purpose: Authentic connector. Be human. Respond like a friend who happens to be a pro.
Ideas:
Congratulate a job change on LinkedIn and offer a quick relocation checklist if they mention a move
Comment on a garden photo with a quick tip about the local plant sale
Share a list of kid-friendly weekend events near their neighborhood
Script examples:
DM: “Saw the post about the new role. Big congrats. If office location changes your commute, I can send a few neighborhood options to compare drive times.”
Text: “City farmers market opens Saturday. If you go, the early coffee line is shorter on the south side. Enjoy.”
Tone notes:
Short lines. Direct words. One clear offer. People ignore long paragraphs and vague favors.
Part Three: Using Your SOI for Evergreen Business
Consistency creates familiarity
Clients remember you when you are predictably helpful. The steady 36-Touch routine keeps you in their circle without taking over their inbox. Over time, you become the easy default.
The gentle art of the referral ask
Aggressive asks make people tense. A soft ask rides on the back of value.
Soft ask example:
“Glad the contractor list helped. If a friend mentions buying or selling this year, feel free to connect us and I’ll send them the same quick starter plan.”
No pitch. No pressure. You simply made it easy to introduce you.
Recognition that locks in the habit
When someone sends a referral, two steps matter.
Immediate recognition
Reply fast. “Thanks for the intro. I’ll take great care of them. I’ll keep you posted on next steps.”
The gratitude call
After the first helpful step with the referral, call the referrer to share a small win. “We booked a consult on Thursday. Thanks again. I appreciate your trust.” That call cements the behavior and often sparks another introduction.
What Successful Realtors® Are Reading
Frequently Asked Questions About Follow-Up
Q: How do I get over the fear of being annoying?
A: Use the Value Test. If your touch helps them understand the market, avoid a hassle, or feel seen, it will not read as annoying. Keep messages short. Offer something specific. End with a simple option to decline.
Q: Should I use email, text, or phone calls? Which is best?
A: Match the message to the medium. Quick facts or links fit email. Fast favors and confirmations fit text. Nuance and decisions belong on a call. Rotate channels so your touches feel natural, not repetitive.
Q: I have hundreds of past clients. Where do I even start?
A: Rank by warmth and recency. Create your A list with top referrers and recent closings, then your B list with engaged clients, then your C list. Launch the 36-Touch tasks for A first. Add twenty contacts per week until everyone is placed.
Q: If a past client doesn’t need my service for 5 to 7 years, why contact them so often?
A: People move, refinance, remodel, and refer long before a sale. Your steady presence makes you the easy call in all those moments. Light touches maintain trust and keep your name attached to real help.
Q: Should I give gifts to past clients?
A: Small and thoughtful beats expensive. A hand-written note, a neighborhood guide, or a useful seasonal checklist lands better than something flashy. If you do give an item, tie it to a real need, not a logo.
The Art of the Long Game
Great follow-up is not loud. It is steady, useful, and personal. Build the system once, run it every week, and let your SOI power an evergreen business.
What to Remember
Retaining a past client is about five times more valuable than chasing a new one.
A clear CRM with A, B, C tiers keeps effort aligned with impact.
The 36-Touch framework maintains presence without noise.
The Value Test protects your tone and builds trust.
Soft asks ride on consistent, value-first contact and create a referral machine.
Multi-channel Realtor® marketing made simple. We plan and manage your social media, online ads, email campaigns, blog, direct mail, and optional IDX website, ensuring you stay top-of-mind and turn more leads into clients.
