☕ Retention in Action
Top Of Mind
Jason thought he was doing everything right. He sent market updates, holiday greetings, and the occasional “just checking in!” email. But one afternoon, a long-time past client casually mentioned they had used another agent for a recent sale — simply because “your name hasn’t popped up in a while.”
Here’s what happened, what went wrong, and how you can avoid the same gut-punch moment.
Jason wasn’t spamming his clients… but he also didn’t have a rhythm. His communication came in bursts: three emails in one month, then radio silence for six. His clients liked him, but he wasn’t consistently present — and in real estate, invisibility kills referrals faster than a bad headshot.
The other agent, meanwhile, was sending one short, useful email every month. Nothing salesy. Nothing pushy. Just value: a quick homeowner tip, a property tax reminder, a seasonal checklist. It was enough for Jason’s client to think, “Oh right, her. She’s on her game.”
Jason realized too late that clients don’t remember the loudest agent — they remember the most consistent one.
Lesson/Takeaway
Top-of-mind isn’t about volume — it’s about rhythm. The agent who shows up with predictable, useful value wins the referral every time.
⚡ Action Tip
Adopt the “Two-Touch Rhythm”
Two valuable touches per month is the sweet spot: one newsletter, one quick value add (text, email, DM, or market insight).
What it is:
A simple cadence that keeps you present without overwhelming people.
Why it works:
Consistency builds familiarity. Familiarity builds trust. Trust earns referrals.
How to do it:
Week 1 → Send your monthly newsletter (use the Ready-To-Send section).
Week 3 → Send one targeted, value-driven micro-touch (tax reminder, utility tip, rate update, etc.).
Keep it light. Keep it helpful. Keep it predictable.
Example:
“Hey! Quick heads up — the city just announced the 2026 property tax assessment dates. Heads up so you’re not surprised by the letter when it arrives.”
🧠Strategy & Playbook
📚 Worth a Look
Resource of the Week: “The Mere Exposure Effect” (Cognitive Clicks)
The Mere Exposure Effect: Why Familiarity Influences Consumer Choices More Than You Think
Key Insight:
People prefer things they see more often — even if they aren’t consciously paying attention. Familiar = trustworthy.
Why it matters:
Your clients don’t need big gestures. They need predictable presence.
Apply it this week:
Pick ONE recurring touch you’ll send every month (e.g., “Homeowner Tip Tuesday”), and stick with it. Predictable beats perfect.
🔮 Coming Next Week..
“The Newsletter Formula That Gets People to Actually Read What You Send”
You’ll learn the 4-part storytelling structure top agents use to turn boring updates into clients-forward content they look forward to.
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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.