From past clients to future growth: how teams can win with community-focused CX

HousingWire

Real estate is a relationship business and in this episode of The Agent Blueprint, Jason Mitchell and Jake Kraft of the Jason Mitchell Group explain how client experience drives sustainable growth. With 93% of repeat buyers and sellers choosing not to use their original agent, the cost of neglecting past clients is too high to ignore.   Learn how real estate teams can boost retention and growth with community events and consistent client engagement.   #CustomerExperience #RealEstateTips #ClientLoyalty

Transcript

00:00Hi everyone, I'm Allison LaGorgia, the Managing Editor of HousingWire's Content Studio.

00:05Today, I am joined by two people who need no introduction in the real estate world.

00:09We have Jason Mitchell, who is the founder and CEO of the Jason Mitchell Group,

00:13and we have Jake Craft, who is the CRO of the Jason Mitchell Group.

00:17Now, Jason has built one of the most recognized, top-performing real estate organizations in the

00:21country, known for redefining what the partnership experience looks like between agents, clients,

00:27and institutions. And in this conversation, we are going to dive into some of the strategy

00:32behind that growth and how JMG is navigating today's market and what it really takes to lead

00:38with innovation in the shifting housing landscape. Awesome. Thanks for having us.

00:44What customer experience strategies do you believe every team should be focused on right now to build

00:49long-term loyalty? I get asked, and that sounds so cliche because anytime someone starts with

00:54Instagram, they're like, I always get asked. And you're like, oh God, sure you do.

00:58But when people say, where would you spend money? Everyone goes to, they immediately think of

01:03prospecting. They immediately think, where can I get potential sellers and buyers to come into my

01:09funnel? So the mindset is always, where should I spend money to go find new business? And it's

01:16interesting because when you talk about client experience, part of that cadence is the past

01:21client awareness that anything you need, I'm here for you. So what I answered that question with

01:27always was, first, spend money on your past clients. Have events every quarter, throw an event,

01:34throw a picnic. Like real estate is still done locally. Wherever we sell, wherever you sell,

01:40you're selling in an area. And when you want to get really good at dominating that area,

01:45you talk about community. And so the feel of staying in front of your clients,

01:49making sure that you have community events. Like I used to do, people thought I was nuts.

01:53I would bring horses and ice cream trucks, and I would get a sponsor or two for the event.

01:59And it might cost me two to three grand in total to do it. But what I would do is I'd have ponies

02:03there. But you got to set up the program. So the program's every quarter. Every quarter,

02:08I'm going to do a past client event. What does that mean? Here's my past clients. This is what I'm

02:12in an event. This is what I'm going to market to that event. Personal call, email them,

02:18get a registration link, and get the event set up. So they're like, I'd love to go to that.

02:21Because guess what? Families, they don't have anything to do on Saturdays. Like we, you know,

02:26I have three kids. We look for things to do on the weekends, right? So I'd host these events every

02:30quarter. But I invested in my past clients because what I would tell them is, bring your friends or

02:35family to this event too. And they would. And the one thing that all of those people had in common,

02:41the only thing they had in common when they were meeting new friends that they were meeting at this

02:45event, meaning it's my client, this is my client, this is my client, this is their kids, this is

02:49their kids. The only thing they had in common typically was they worked with me. And that was

02:55their, that was their icebreaker of how do you know Jason? And so when we talk about where people

03:02should look to make investments, the investment is done in the book. We work so hard to build that book

03:10of business. All of a sudden we don't pay attention to it. 93%. I think this was in housing wire. One

03:18of my quotes, 93% of people that transact for the second time don't use their same agent. That's

03:25nuts. Insane. So you have somebody that likes you, trusts you, would use you again, but they didn't.

03:34And the only reason they didn't is you lost touch with them. They didn't lose touch with you.

03:39And so when I think about client experience and where to invest your time, effort, and money,

03:44I always go to go with the people that love you first because prospecting is a, is a gamble. You

03:50can buy leads, you can do all these things, but those people are gold. And when you work so hard to

03:55build it, pay attention to that book. It is the number one mistake agents and team leaders make

04:00is not paying attention to the people that already love you. Yeah. I would just kind of echo exactly

04:05what he's saying. You just got to stay relevant in their lives, um, and be there to help. And then

04:09if you can do things that are unique, like Jason's done in the past, um, again, they'll always remember

04:13you. Great advice.

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