Your #2 Source of Commercial Real Estate Commissions
You probably know that your top source of income as a CRE broker comes from actively prospecting for new clients. But did you know your second best source of commissions is right under your nose?
This is one of the easiest commissions you will earn, and it’s generated by reconnecting with a group you might be overlooking—your inactive clients.
Are inactive clients the same as past clients?
Notice how I said “inactive” clients and not “past” clients. At Massimo, we don’t believe in “past clients.” Once someone has worked with you, they’re your client for life; they’re just not currently active (whether you did business 15 years ago or just last quarter).
Let me repeat that—once someone has worked with you, they’re your client for life.
Keeping these relationships alive and well can mean more business and more referrals, which is why it’s crucial to keep these clients in your orbit.
Why inactive clients matter more than you think
In CRE, it’s easy to get caught up in the “transaction treadmill”—focusing solely on the next deal and leaving your past clients in the rearview mirror. But here’s the catch: ignoring those clients is like handing them over to your competition. If you’re not reaching out to them, chances are your competitors are.
Think about it: Your competitors know these people have transacted before and will likely transact again, which makes them highly desirable prospects. Without consistent follow-up, you may one day find yourself reading the morning paper only to discover your client just closed a deal…with someone else.
Inactive clients are easier to reach than new prospects
The beauty of re-engaging with inactive clients is that the relationship groundwork is already in place. These are people who know you, trust your expertise, and have experienced your results firsthand. Reaching out to them is more natural and typically better received than a cold call. And best of all? Staying top-of-mind with inactive clients can organically bring in renewals, expansions, and, most importantly, referrals.
How to keep inactive clients engaged
Here’s a simple follow-up strategy to keep your inactive clients connected and ready to work with you again when the opportunity arises. By implementing a structured follow-up routine, you’ll ensure that you stay top-of-mind and your clients feel valued—not forgotten.
- Create a follow-Up schedule for every transaction
- One-week anniversary: Check in after the first week to reinforce your support.
- 30-day anniversary: Make sure everything is running smoothly and offer any additional help.
- 90-day anniversary: Follow up to discuss how their investment or property is performing.
- Quarterly calls: After the first 90 days, touch base every quarter.
- Conduct anniversary calls thoughtfully
When you reach out on each scheduled call, keep it simple and genuine. Here’s a suggested framework:
- Acknowledge the anniversary: A small gesture that shows you remember and care about their business.
- Thank them: Express gratitude for the chance to work with them.
- Check on their investment: Ask how things are going and if they need any support.
- Reinforce your value: Remind them of your expanded services and how you can continue to assist.
- Ask for referrals: If they’re happy with your work, see if they’d be willing to connect you with others.
This approach goes beyond the transactional and demonstrates that you genuinely value them as clients. Plus, these calls aren’t “salesy”—they’re thoughtful and personalized, which clients appreciate.
By following this simple routine, you’ll stay top-of-mind, creating a stronger connection with clients even after the deal closes. And when they’re ready to expand, renew, or refer to someone, you’ll be the first person they think of.
