Real estate professionals don’t lose business because past clients don’t like them. They lose business because past clients forget them.
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The data tells a powerful story. The 2025 NAR Profile of Home Buyers and Sellers shows that for buyers:
- 41 percent found their agent through a referral
- 18 percent used an agent they had worked with before
- 91 percent said they would use their agent again
For sellers, the numbers are even stronger:
- 66 percent hired their agent through a referral
- 51 percent used the same agent again
- And the majority said they would definitely use their agent in the future
The trust is there. The loyalty is there. So the real question becomes: Do they remember you when it matters?
That’s where the power of the pop-by comes in.
What a pop-by really means
A pop-by isn’t a branded giveaway or a seasonal drop-off designed to “check a box.” And it’s certainly not about asking for business.
A true pop-by is a relationship strategy.
It’s a purposeful, tangible way to stay connected with people who already know, like and trust you. It’s personal. It’s intentional. And when done correctly, it keeps you top of mind without ever feeling transactional.
Because while clients may intend to use you again, intention doesn’t always translate into action — especially when time passes, life changes and new names enter the conversation.
Pop-bys close that gap.
Memory is the missing link
In a world dominated by emails, texts, social media posts and ads, physical presence stands out.
A pop-by creates:
- A pause in someone’s day
- A moment of recognition
- A reminder of the relationship
People don’t refer agents they barely remember — even if they had a positive experience. They refer the agent who shows up consistently, stays present after the transaction and makes them feel valued beyond the closing table.
Pop-bys aren’t about volume. They’re about being memorable.
Strategic targeting is what makes it work
Effective pop-by strategies are never random.
They are focused on a clearly defined group — often your top 50 past clients and sphere. These are the people most likely to refer you, advocate for you and bring your name into conversations when real estate comes up.
If you don’t have 50 past clients yet, your starting point is already around you:
- Friends
- Family
- Coworkers
- Your personal sphere
Everyone starts somewhere. What matters is intention.
A strong pop-by strategy:
- Targets people who already trust you
- Is personalized to their interests or life stage
- Provides value, not clutter
- Feels human, not automated
This is how raving fans are created — not through one big gesture, but through consistent, thoughtful ones.
Consistency builds advocacy
One pop-by won’t change your business. Consistency will.
When clients hear from you regularly — without being sold to — trust deepens. When they feel remembered and appreciated, loyalty grows. And when loyalty grows, referrals follow naturally.
This is where many agents fall short. After closing, communication slows. Touchpoints disappear. And relationships are left to maintain themselves.
They won’t.
Strong businesses are built on follow-up, follow-back and follow-through. Over time, those small, consistent actions compound into something far more powerful than marketing spend — they create advocacy.
Your past clients are your future clients
The data already shows us the path forward. Referrals matter. Repeat business matters. Relationships matter.
Pop-bys are simply the bridge between exceptional service and long-term growth.
They reinforce who you are, how you serve and why you matter — long after the transaction ends. And when done consistently, they don’t just generate business. They create connection, community and longevity.
One small pivot is all it takes
Most agents put their energy into finding the next client, but the most successful agents focus on honoring the relationships they already have.
Your past clients are not your history — they are your future.
So ask yourself:
- Do the people I’ve served remember me?
- Do they feel connected to me?
- Do they talk about me when real estate comes up?
If the answer isn’t a confident yes, the solution isn’t more marketing. It’s more relationship. That is the true power of the pop-by.
Lori Muller is the founder and CEO of PAR+NER Real Estate and Empower Coaching, Consulting, Speaking and Events in Appleton, Wisconsin. Connect with her on Facebook or LinkedIn.
