☕ Retention in Action
You know that moment: you send a “Happy New Year!” text… then you instinctively add, “If you know anyone buying or selling…” and suddenly it feels like you just turned a handshake into a cold call.
Worse? You watch the typing bubble appear… then vanish. Here’s what happened to one agent, what went wrong, and the simple fix that changed everything.
An agent I know (let’s call her Tanya) started last January like most agents do: fresh planner, big goals, and a “New Year blast” to her whole database.
It was the usual: Happy New Year! Wishing you a great 2026! If you or anyone you know is thinking of buying or selling…
She got a handful of thumbs-ups… and a whole lot of silence. The message wasn’t “bad.” It just felt like a disguised flyer wearing a party hat.
So she tried something different. She picked 25 past clients and sent a message that had one personal detail and zero agenda. No market talk. No “referrals appreciated.” No “just circling back.”
That day, she got replies like: “Thanks for checking in!” “We were just talking about you!” and—this is the sneaky part—one conversation turned into a referral two weeks later without her ever asking for one.
Lesson/Takeaway
Past clients don’t ignore you. They ignore the feeling of being marketed at.
The big idea: Start the year by reconnecting like a human… and the business shows up as a side effect.
⚡ Action Tip
The “No-Agenda + One Memory” New Year Text
What it is: A 3–4 line message that includes one specific personal detail, a light question, and a clear “no pressure” tone.
Why it works: It feels like a real relationship (because it is) — and it lowers the guard that “salesy” messages trigger.
How to do it (5 minutes):
Pull 25 past clients you genuinely liked working with.
Add one personal memory (their dog, reno plans, new baby, moving date, job change, neighborhood, etc.).
Ask a simple question they can answer in one line.
Copy/Paste Template (Text):
Hey [Name] — happy New Year!
Randomly thought of you when I [specific memory: drove past your old neighborhood / saw something about their hobby / remembered their reno].
How are things going with [personal detail] these days?
No need to reply fast — just wanted to say hi.
Even shorter version:
Happy New Year, [Name] — quick check-in. How’s [personal detail] going lately?
If you want a “tiny bit of value” without sounding salesy:
Happy New Year, [Name]! Quick one: I’m putting together my “2026 homeowner watch list” (stuff that tends to pop up after the holidays). Want me to send it over? No rush.
📚 Worth a Look
Resource of the Week: NAR: 2025 Profile of Real Estate Firms (repeat + referral business stats)
Here’s the insight: 46% of sales volume comes from repeat business and 44% comes from past client referrals.
(NAR-National Association of REALTORS®)
Why it matters: If you start January chasing strangers while ignoring past clients, you’re leaving the biggest, warmest pool of business untouched.
How to apply it this week: Block 30 minutes on Jan 2 or Jan 3 and send this reconnect text to 25 people. That’s it. Your only goal is replies—not leads.
🔮 Coming Next Week..
Most agents lose referrals because they’re “top of mind”… but not top of conversation.
Next issue: the simple, weird little habit that gets past clients bringing you up at dinners, in group chats, and at work—without you ever asking for referrals.
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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.