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How to Personalize the Real Estate Experience for Your Clients

By Justin Kerby Oct 12, 2021

Buying or selling a home is one of the most personal decisions anyone can make. When selling, it involves stepping away from a life you’ve built. When buying, it’s all about imagining what kind of life you’ll be making. Either way, it’s about much more than numbers and area codes. 

When helping clients embark on their real estate adventure, the best agents will get to know who they’re working with and customize the experience. There’s no substitute for getting to know your clients and then demonstrating your listening skills. It’s what separates good agents from great agents. 

Here’s how you can personalize the real estate experience for your clients, from standing out online to speaking in your own voice to closing gifts and beyond. 


Demonstrate your value

Platforms like can help you stand out from the crowd in multiple ways, and most importantly, at a favourable time. Users on REW are interested in buying and selling, and when they engage with your profile, they should immediately understand your areas of expertise and experience. lets agents show off their personality by customizing everything from their header image to their about section, allowing you to showcase yourself properly. The platform also empowers you to highlight your past successes by showing off reviews and recommendations from previous clients, giving new potential clients confidence that you’re the agent best suited to help them. 

What’s most exciting about the recommendations on is how easy they are to obtain. Agents signed up with can send out recommendation requests directly from their One Account, or copy a unique link and write personalized emails to past clients requesting a review. Make sure that your hard work is recognized, and transform your clients into advocates as you collect their recommendations with the tap of a button.


Be social on social media 

You’d think it would go without saying, but social media is anything but social for many users and business pages. Too often, the content put out by real estate professionals is one-way only, with almost no emphasis placed on starting a conversation with a potential client. Take a look at your own social media channels and see how many people are doing the following. 


1. Reacting to your stories 

Posting content to your Instagram and Facebook Stories is an excellent way to reach new potential clients, as they can often reach people who don’t follow your page. Once you’ve started posting stories, you should monitor how many reactions you’re getting from your followers and continue to aim for more engagement. Whether it’s a story that someone likes, laughs at, or comments on, getting reactions to your stories means that you’re starting conversations with potential clients - which is how you build relationships. 


2. Commenting on your posts

Review your posts regularly to see how many people are leaving comments. When people leave a comment, it’s a good sign that they feel comfortable enough with you to reach out in a public forum. If you’re not receiving any comments on your social media posts, try asking more questions and starting more conversations with your content. You’ll be able to understand your audience better and can then tailor your content to their preferences. 


3. Messaging you for more information

If your inbox is cold, it’s probably time to adjust your social media marketing strategy. Social media should be one of the channels you’re using to fill your sales pipeline, and moving people from followers to leads should be a goal for your brand online. 


Communication is crucial

One of the first things you should establish with a new client is how they would like to interact with you. From dozens of messaging and social media apps to voice and video calls, there are a lot of personal preferences to uncover. If you work to reach out to your clients in a manner that best suits their needs, you’ll be on your way to building a healthy relationship. 

The way we communicate has changed an incredible amount in the last 18 months, with the COVID-19 pandemic accelerating all things video. While most real estate professionals previously communicated with their clients in person or over the phone before the pandemic, video calls have become one of the most popular communication methods. Whether it’s over FaceTime or a scheduled Zoom meeting, getting a little face time (no pun intended) in with your clients is a great way to stay connected. 


Closing gifts

Once you’ve helped your client buy or sell a home, there’s no better way to finalize a successful transaction than with a thoughtful closing gift. Make this your opportunity to go over the top and impress your clients with generosity, and by showing them you took the time to get to know them. Here are a few ideas to get you started. 


-If your clients expressed great interest in hosting dinner parties during the home search journey, include a kitchen-themed gift basket full of place settings and a decanter. 

-If they’ve just welcomed a new baby into their life, you could include some stuffed animals and toys and leave the gift near the baby’s room. 

-If your client insisted on a recreation room to watch sporting events, tickets to watch their favourite team or a branded set of beer glasses would be a great gift idea. 


No matter what kind of closing gift you choose to give your clients, be sure to write out a personalized thank you note that highlights why you chose a specific gift for them. You want clients to know that you took the time to get to know them and their tastes, and a card is a perfect way to express your gratitude. 

Personalizing the real estate journey is one of the best things you can do to ensure you retain your clients. When it comes time to buy or sell again in a few years, they’ll think back to how much care you put into their experience, and you’ll be sure to keep them as a client going forward. If you invest in your relationships, your clients will invest their business and trust right back into you.

Justin Kerby
Justin Kerby is the founder of Something Great, a digital marketing agency that specializes in real estate branding and content creation. They help companies create social media strategies, newsletters, blog content plans, and advertising campaigns.
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