How Do Real Estate Agents Stay Top of Mind for Six Months?
You are out the door the day that the house sells, and 18 months later, their brother-in-law asks someone else. How to keep the real estate agents’ top of mind, without having anything to tell them. Here is how to stay top of mind real estate agents can manage alone.
In this Guide
- Why the months with no listing matter most
- The four content types and what each does
- A twenty-six week plan you can run yourself
- What to hand over when you cannot keep up
How do real estate agents stay top of mind for six months?
Contact the same people on a steady rhythm, because the one who gets the call is the agent they heard from last, and the move comes months after the first talk.
Closing day is a separation, a celebration. The texts pause, the drive is silent, and you go on. Your sphere of influence is in a database that no one ever opens. It takes months to move and you have no idea how many referrals you get. Agents that look good are taking a cadence.
What goes out when you have nothing to announce?
Proof, usefulness, place and person, in rotation; a closing note, a question answered, a local business named, and sometimes yourself; nothing that reads as inventory.
| Type | Example | What it does | What it will not do |
|---|---|---|---|
| Proof | A closing, a sold note, a review | Shows you are active | Reach new people alone |
| Usefulness | A process explained, a question answered | Earns saves and shares | Produce a call this week |
| Place | A business, a school, a road, a park | Makes you the local expert | Work if you do not live there |
| Person | You, told briefly | Makes you memorable | Replace the other three |
A feed composed of only listings is not followed between purchases. If you ask what should realtors post, the answer is these 4, and if you are producing the four content types in one sitting each month, they will be easy to do all year.
The twenty-six week plan
Two public touches a month and a batch of one to one contact, repeated for six months, is enough to be remembered and not too much for a full-time agent.
| Weeks | What goes out | Channel | Who it is for |
|---|---|---|---|
| 1 to 2 | One sold note, no commentary | Feed post | Owners in that pocket |
| 3 to 4 | A question you were asked | Post plus story | Possible movers |
| 5 to 6 | A local business you use, tagged | Feed post | The neighborhood |
| 7 to 8 | One closing, with permission | Feed post | Past clients, their network |
| 9 to 10 | A short inspection walkthrough | Video | First-time buyers |
| 11 to 12 | Message or call to ten past clients, no ask | One to one | Your database |
| 13 to 14 | Half-year neighborhood note, one pocket | Post plus page | Likely movers |
| 15 to 16 | A mistake you watched, told without blame | Feed post | Sellers |
| 17 to 18 | A contractor or lender you would use again | Feed post | Everyone |
| 19 to 20 | Closing anniversary notes to this month’s closings | One to one | Past clients |
| 21 to 22 | A school, park or road change | Feed post | Owners |
| 23 to 24 | Message or call to the next ten past clients | One to one | Your database |
| 25 to 26 | A review request to three recent closings | One to one | Past clients |
Three rules: Make sure production is monthly, that one-to-one contact is really one to one, and that you never miss a week to list, as those weeks work the magic.
If you can’t do this weekly, do it half weekly instead of giving it up in March; a 11-week plan is worse than a 4-week plan run for a year.
Which channel does the remembering?
The one that your past clients already use; usually Facebook for people over 40, Instagram for people under 40 unless they use something else.
Look at referrals that came from your last 10, not platform stats. If your real estate referral business relies on older owners, chances are where your past clients already are is Facebook for owners in that older crowd. One channel per week is better than three channels every now and then.
Why does neighborhood content outperform market content?
The national market update is based on 100 sources and the elementary school boundary change is from you.
Local detail is what a rival cannot copy, and Google’s advice on helpful content emphasizes first-hand detail that only a local writer could provide about the place they live in.
This works for Houston, Cypress and Katy, and then get it down to the subdivision, the school zone, or the one road everyone complains about. Could it be someone from the next county that wrote the post? If it is not farming, then agents across Texas markets can illustrate how it manifests in each school zone and suburb they serve.
The one search asset most agents ignore
If a past client can remember your name and type it into Google, the Google Business Profile with reviews and a photo decides whether they call.
Few agents have claimed one, so first of all, make sure you have the listing that shows when they search your name, and make sure it’s complete with reviews, a photo and your correct service area.
There are rules for an agent under a brokerage on how to name and where the listing points and Google’s guidelines for representing your business say what an individual practitioner can list.
The closing-day ask
Ask for the review on closing day when the client is happiest and least busy.
Ask them in your own words, on their cell phone, with the link open, and if they forget, send a reminder the following morning. That is asking on the day it is easiest, and the lowest hanging fruit is the closing anniversary note a year later, the cheapest touchpoint, which gets the repeat client.
Where does the neighborhood report live?
On one page you control, not in a caption, so a follower who wants the detail becomes a contact.
Don’t put the report in a caption on social media; put it on a page that captures the follower: one page, one offer, one field a report nobody gets without a call is never read.
Who runs this when you are at a closing?
You batch it monthly, or someone else does the calendar, and you maintain the one-to-one contact, as the ten personal messages can’t be delegated.
The actual alternative for most busy agents is to hire an assistant, so look at the Bureau of Labor Statistics page, which lists salary data for marketing managers, a fair benchmark for the assistant role.
With that salary number in front of you, compare their yearly cost with someone running the calendar for you, and the hours you spend briefing them and checking their work each month.
If replies pile up while you are at a closing and you can’t answer them all, handling the replies you cannot get to is a job you can hand to someone else on the team.
Before paying someone to run the calendar for you next month, read what to ask before handing it over to know what you should demand. Production can be handed over, but personal contact cannot, and any vendor claiming to send personal messages for you is selling something that will embarrass you.
How to Stay Top of Mind Real Estate Agents Can Keep Up
Six steps:
- Pick one channel.
- Claim the profile.
- Construct the four types of content.
- Run the calendar.
- Maintain one-to-one contact, but personal.
- Ask on closing day.
To learn more about how an agent is supported by us, check out how we work with agents and learn about marketing based on a transaction cycle from first call to closing day.
This plan does not bring in referrals or repeat business, nor does it bring in a listing next week, so an agent who has no pipeline and has rent due has a different first move.
We are a digital marketing agency located in Cypress, TX, at 13121 Louetta Rd. Pink Socials can assist you in creating a real estate agent social media plan that you can follow.
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