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Recently while browsing the archives of NAR’s website, I found an interesting idea for closing gifts that I’m sure many agents have missed, and that is to create a VIP club for all of your past clients. You can read the original article here.
The VIP club for real estate clients works like this: Each client is eligible to accrue a number of points for things after the closing and later redeem those points for other things the agent provides, such as a discount in commission on a future sale. Member of the VIP club were also eligible for other free services or discounts. While the article has a very good idea, it didn’t really go into full detail on what you could do to implement your own VIP club. No worries, that’s why I’m writing this post is to help you develop your own VIP club if you’re interested in starting a VIP club for your past real estate clients.
The first thing to do to create your own VIP club would be to establish the points system and develop a way to track the points. How would the client be able to earn points? The article suggested awarding points for things such as clients updating their contact info with you and referring others to you that result in a listing, referral, or sale. It would be very easy to set up a database in Microsoft Excel or other similar programs for this.
You will also want to think of some added services you can provide them to make it worthwhile to be in your VIP club. Are there other professionals you can network with to provide them a discount or free consultation? For example, say your friend has a gift basket business. Would your friend be willing to offer them a discount to you as a member of the VIP club and for the business/exposure generated? Go through your contacts for people who might be interested in joining the VIP club.
Lastly, you will need to be sure you follow up with them. Send them periodic letters with the number of points they’ve earned, new services you are offering in the VIP club, etc. You will also want to make sure you offer them a VIP club card they can carry in their wallets for using the services, which you can have made from a local printer.
The VIP club for real estate clients sounds like a great way to keep in touch with your past clients. Have you heard of this idea before or know anyone who is using it with success? Feel free to leave your comments below.
