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Maintaining Valuable Relationships with Past Clients

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Continuing with the theme of relationships, this week, I want to talk about the importance of maintaining connections with our past clients. It’s natural that the majority of our efforts go toward our current clients and generating new business, but it’s important we don’t overlook the value of continuing these relationships with past clients as well. When it comes to strengthening your brand, receiving positive reviews, collecting testimonials, and earning referrals – this group can be incredibly helpful. So, what can loan officers do to keep the connections alive?

Express Your Gratitude

Saying thank you means a lot, and it opens the door to a connection after the process is finished. Rather than ending the relationship on the day of the closing, loan officers who send a thank you note afterward show their genuine care and appreciation. They’re demonstrating that the relationship is more than just a transaction and that they want to keep the connection going. It doesn’t take much time to write a personal note, and it can provide the perfect start to maintaining the relationship after the loan process is over.

Stay Active Online

To stay on the minds of your past clients, being active online is important. If they follow your page and are connected with you on a social-media platform, for example, each time you post and appear on their feed will be another reminder of your connection. This helps to maintain your positive image, and it means you’ll be in their minds should a friend or family member mention needing a loan officer.

Share Relevant Content

To really up the power of your online presence, it’s great to share content that’s specifically relevant to past clients. Things like tips for new homeowners and interior design ideas are likely to appeal to your past clients as they settle into their new homes. This not only maintains the connection but also strengthens it. It reinforces you as an industry expert, a helpful resource, and someone they’d be comfortable referring friends and family to.

Reach Out

Finally, don’t hesitate to reach out to your past clients directly. A quick email or card is a great way to stay in touch. Some loan officers worry that this might be too much, but when done correctly, it doesn’t need to be an intrusion on your past clients’ time. Keeping notes short and simple is key. As is spacing them out. You don’t want to be filling up past clients’ inboxes. It’s also important that these outreaches feel personal. Can you mention a specific detail they told you about? Or follow up on something they may have shared? Maintaining that personal element is important in keeping these messages from feeling like spam.

How do you maintain connections with your past clients? Is it important for your business? Is it something you’d like to do more of? I’d love to hear your thoughts on this!

Don Riggs

VP – Retail Market Leader

NMLS 132702

303.249.8274

Don.riggs@cardinalfinancial.com