☕ Retention in Action
You send the classic: “Hey! Just checking in 😊”
They reply: “All good! Hope you’re well!”
And somehow… you still find out they listed with someone else from Instagram.
A newer agent I know was feeling proud of their “stay in touch” game. Every month: quick check-in text, a friendly emoji, no pressure. They got replies almost every time. Great sign, right?
Fast-forward: one of those past clients sells. With a different agent. When the agent asked (politely) what happened, the client said: “Oh, we didn’t know you were still doing real estate full-time… and honestly, we weren’t sure if you worked our area anymore.”
Here’s the brutal part: the client liked them. They just never got a question that made it easy to say, “Actually… we’ve been thinking about moving.”
Lesson/Takeaway
“Checking in” is a social message. It invites a polite response — not a real signal.
If your text can be answered with “Good!” you didn’t open a business conversation… you opened small talk.
⚡ Action Tip
Try this now: Before you send any follow-up text, ask: Can they reply with one word and be done?
If yes, rewrite it.
What it is
A quick filter that forces your message to create direction, not just friendliness.
Why it works
People avoid awkward conversations. A generic “checking in” makes them do the work (bring up moving, finances, life changes). They won’t. But a clearer question gives them a “safe lane” to answer honestly.
How to do it
Take your current check-in and add either:
A reason (why you’re texting today) + a directional question (not a status question), or
A simple choice (Option A / Option B), which is easier to answer than an open-ended question.
Example rewrite (principle, not the full script):
Instead of: “Checking in! How’s everything?”
Try: “Quick one — I’m updating my client notes for 2026. Are you guys more likely to stay put this year, or is there a chance you’ll want a change?”
(Notice: it’s still friendly… but it can’t be answered with “Great!”)
📚 Worth a Look
NAR (National Association of Realtors) data makes this painfully clear:
A huge chunk of business comes from people who already know an agent — but they still don’t automatically come back. In the 2024 NAR Profile, 38% of sellers found their agent via referral, and 28% used an agent they previously worked with. Also, 72% of sellers said they’d definitely use the same agent again. This is
Why it matters: People intend to come back… but life gets busy and whoever’s easiest to talk to in the moment wins. Your job is to make it easy for them to say, “Actually… yes.”
How to apply it this week: Identify 25 past clients you think would use you again. Then stop “checking in” and start asking one directional question that surfaces intent.
🔮 Coming Next Week..
Most agents’ follow-ups fail because they sound like a trap:
“So… you buying or selling yet?”
Next week I’ll give you the exact 2-sentence check-in that quietly reveals who’s planning a move (or knows someone who is) — without sounding salesy, needy, or like you’re fishing.
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Disclaimer:
The Grind Works newsletter is for educational and informational purposes only. The strategies, tools, and resources shared are general in nature and may not be suitable for every business or situation. Nothing in this newsletter should be interpreted as legal, financial, or professional advice. Results from client retention and referral strategies will vary based on market conditions, execution, and other factors outside our control. Before implementing any tactic, you should evaluate it in light of your own business circumstances and, where appropriate, consult with qualified professionals. The Grind Works makes no guarantees regarding outcomes, income, or results.