The papers are signed. Keys have been exchanged. The room is overflowing with handshakes and grateful goodbyes.
Seasoned agents will tell you there is one more step if you’re looking to make a lasting impression and improve your referral and repeat business—the closing gift.
Rock star agents will tell you that this is one of the most underutilized opportunities to break through the noise and separate yourself from the competition.
Here are some of the key components to make sure that you’re a real estate agent that seizes this important moment.
Make It Matter
Real Estate agents have fewer opportunities for client gifting programs that nurture relationships, so they need to make the most each one, particularly on purchase anniversaries and closing day. Make it remarkable, and you’re almost certain to get referrals. Make it ordinary, and they might be just as likely to refer the agent that their neighbor was telling them about who went the extra mile.
What makes a closing gift remarkable? Keep reading.
Make It About The Client
You would think this would go without saying, but you wouldn’t believe how many of our customers tell us that, in the past, they’ve given gifts that included some sort of their branding. We’ve heard about clocks with brokerage branding in the middle and cutting boards with the agents initials or logo burned into the corner as a much more subtle example.
Either way, that type of closing gift says that you’re more interested in marketing and promotion than you are in enriching their life. Skip the branding and promotion. Let the experience of working with you do the talking.
Make It Useful
The best kind of closing gift is a gift that they will use. Decorative pieces are dangerous because style trends change and unless you’ve had a chance to really get to know a client through your process, it can be difficult to pick out something they will truly display.
Instead, choose closing gifts that enhance a particular experience in the home. That leads us to our last suggestion.
Make It About the Kitchen
The kitchen is the heart of almost every home. As I’m sure you’ve found in your own business, people will pay more for a house with a great kitchen and pass on a house they absolutely love otherwise if the kitchen doesn’t meet their expectations.
A good set of knives, an artisan cutting board (without branding), or dare we suggest, a luxury set of Olive Oils with pour spouts says that you care about making their new house a home that they love living their life in, that you’re invested in their family, and that you understand what people want to feel when it’s all said and done.
That last part, that’s what leads to referrals and repeat business.
We all know that closing gifts make a difference, but when everyone starts to invest in those gifts, you have to be smarter and more remarkable than your competition. Being good is no longer good enough.
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