This article was updated July 9, 2025.
Believe it or not, one of the most overlooked sources of leads for agents is the list of past clients sitting there in their database. Why is that, you ask?
First, fear gets in the way. Based on the questions I often get, I think a lot of agents are afraid to call. They don’t want to “bother” anyone. They don’t want to feel like they are “selling” anything. The best way to get past that fear is to understand that you are providing a service and you’re a good human being.
What do good human beings do? They stay in touch with people they have a relationship with. Not in a “let me see what I can get from them” way, but in a “let me see how I can serve them” way. Can you see how that little shift in thinking makes picking up the phone a little less scary?
Secondly, organization, or lack of it, plays a poor hand. I can’t tell you how many agents I’ve seen over 30-plus years who have no database in place and no means or system for staying in touch with their clients. They have a transaction with a client, then move immediately to the next client and transaction.
In today’s market, it is more important than ever to have a CRM or some sort of system to track your clients. According to National Association of Realtors statistics, 88 percent of buyers would use their agent again, and 87 percent of sellers would recommend their agent for future work. If that is not a shining beacon for you to stay top of mind with a system for contact, I don’t know what is.
The bottom line: This is a reminder to get organized, get your contacts into a system, and get ready to stay in consistent communication with your sphere and farm.
Now, let’s dive into nine great ways to reach out to your database without being “salesy.”
1. Call just to check in
That’s it. Not real estate-related. Not talking shop. Just check in. See how they are. Ask about their lives. Ask if they’ve done anything fun lately and share your own stories. Wish them well, and let them know you’re there for them. This casual, friendly touchpoint helps you restart on the right foot.
2. Check in via text
Not a talker? Know that your clients aren’t very chatty? Take the same approach as the first idea but via text. NO sales. Just a simple, “Hey, it’s (your name), you popped into my head today, and I just wanted to check in with you and see how you and your family are. If there’s anything I can do for you — just let me know. Have an amazing day, and know I’m here for you!”
3. Invest in some pop-bys
You know what says, “I’m thinking about you,” in a powerful way? A simple stop by a great client’s house with a small gift.
Kick off the year with items like:
- A cute desk calendar with a note: “Let’s make 2025 one to remember!”
- A cozy candle: “Here’s to lighting the way for a bright year ahead!”
- A small plant: “Here’s to growth and thriving in 2025!”
These thoughtful gestures aren’t about sales — they’re about connection.
4. Highlight home maintenance tips
People love actionable advice that’s helpful. Send an email or postcard with a checklist of home maintenance tips.
For example:
- Change HVAC filters
- Test smoke detectors
- Declutter one room at a time
End with: “Need any referrals for reliable contractors or services? I’m happy to help!” This positions you as a resource without being pushy.
5. Send a birthday or home anniversary card
Sending cards= is almost a lost art these days, so receiving one is even more special, especially if it’s handwritten. Make it a practice on the first of every month to check in with your CRM or calendar and send a special card to your clients with a sincere note.
6. Share a neighborhood market update
Frame this as a helpful resource, not a sales pitch. Use language like,
“I’m helping my clients stay informed about our local market this spring. Here’s a quick snapshot of what’s happening. Let me know if you have any questions or if I can provide more insights!”
People appreciate staying in the know.
7. Get social with a 15 and 5 strategy
Spend 15 minutes on social media each day to look at five clients’ profiles and like or comment on their posts. It’s a subtle way of staying top of mind that takes little time.
8. Host a ‘neighborhood snapshot’ webinar
Invite your database to a short, informal webinar or Zoom call where you provide insights on the local real estate market, trends for 2025 and tips for maximizing home value. Position it as an informative session with no strings attached. Clients appreciate the effort and information, and it’s a great way to re-engage with them.
9. Send a certificate for a CMA
Wait — don’t get twisted. This doesn’t have to feel salesy. I tell agents to call a CMA a “Neighborhood Market Report.” Not because we’re trying to be slick, but because that is a term that makes sense to them, and it’s a little more family-friendly. Include a note (and a follow-up call) that says:
“Hey, I know there is a lot on the news and in the media right now about home values and the market, and that has a lot of people questioning what that means to them. If you have those same questions, know that I am here to help.”
See – that’s not salesy – that’s service!
Here’s the thing about all of these ideas — they aren’t meant to get you a sale. While that may sound counterintuitive for a “how-to” real estate article, people know when you aren’t being authentic. So, be authentic.
If you’re truly in this business to help and serve people, then these service and relationship-forward ideas will resonate with you. Better still, they’ll resonate with your clients because they will feel that you are truly just there to check in and serve.
What’s amazing and wonderful and fascinating is that when you do these things without the promise of reward, more often than not, you’ll find yourself fielding referrals, getting listings and really enjoying having conversations with your clients.
So, take the leap. Get in the groove. Connect. Be kind. Serve. You’ll amaze yourself, and you’ll feel way better about your business.
Darryl Davis is a speaker, coach, and the bestselling author of How to Become a Power Agent in Real Estate, as well as the CEO of Darryl Davis Seminars. Connect with him on Facebook or YouTube.
