A client can have a great experience working with you and still forget to mention your name when someone asks for a real estate agent. Years may have passed since closing, and another agent may be more familiar to them simply because they’ve stayed in touch. Doing good work gives people a reason to recommend you. Maintaining the relationship helps them remember to do it.
A lot of real estate agents overlook LinkedIn in their marketing and business development efforts, and I think they’re missing an opportunity. Past clients, former colleagues, professional contacts and friends are all people who could introduce you to your next client. LinkedIn gives you ways to stay connected with them between transactions and keep demonstrating your expertise.
When I help professionals think about LinkedIn, I recommend starting with the relationships they already have. For real estate agents, past clients are an important part of that network. They know how you work, have experience with your advice and may be happy to recommend you. Those relationships deserve attention after the closing photo.
Connect While You’re Working Together
Make connecting on LinkedIn part of your relationship building process. When you’re actively working with a client, there’s a natural reason to connect, and they’re likely to recognize your name and welcome the request.
Keep the note personal and simple. You might say you’ve enjoyed working together and would like to stay connected. Once you’re connected, take the time to learn more about their professional life. Understanding what someone does and what matters to them gives you more opportunities to have relevant conversations and make helpful introductions.
If you haven’t connected with past clients, start with a few people each week. Reference your work together or something you remember from your conversations. A thoughtful message will feel more personal than a generic request sent years after you last spoke.
Give Past Clients a Reason to Keep Reading
Someone who bought a home with you last year may have little interest in another listing announcement. They may, however, appreciate advice about preparing for renovations, keeping property records organized or thinking ahead about a future sale.
Build some of your content around the questions people have after they become homeowners. Consider topics such as:
- What to discuss with an agent before renovating with resale in mind.
- Which documents homeowners should keep accessible for a future sale.
- How to research comparable properties without drawing conclusions from a single listing.
- What to consider when buying and selling at the same time.
- How to begin preparing for a move several months in advance.
Stay within your expertise and bring in other professionals when a topic calls for their knowledge. You could interview an attorney, mortgage professional or home inspector about a question your clients frequently ask. That gives your network helpful information and introduces them to another resource.
Take an Interest in Their Lives
Some of the most valuable interactions on LinkedIn happen on other people’s posts. A past client might announce a promotion, share a professional accomplishment or publish an article. A thoughtful comment gives you a natural way to reconnect.
Read what they’ve shared and respond to something specific. If they’ve launched a business, take a look at it. If they’re speaking at an event, acknowledge the topic. Show the same interest you’d show if you ran into them in person.
Be thoughtful about how you interpret updates. A new job doesn’t automatically mean someone is moving, and a personal milestone isn’t an invitation to pitch your services. Let the interaction be about what they chose to share.
Send Messages That Have a Reason Behind Them
“Just checking in” can be hard to respond to when someone hasn’t heard from you in a while. A message connected to a previous conversation gives them more to work with and shows that you remember them.
Perhaps you discussed a home renovation project, a new business or a local organization they support. Following up on that conversation can feel natural. You might also send an article related to their work or let them know about a resource they mentioned needing.
For example: “I remember you were planning to renovate the kitchen once you’d settled in. I hope it’s coming along well and you’re enjoying the apartment.” That message acknowledges your relationship without immediately asking for something.
You can still make it clear that you’re available for real estate questions. Use judgment about when that fits the conversation, and give people room to respond.
Be Someone Who Makes Helpful Introductions
Your network has value beyond potential real estate business. You may know someone who could help a former client hire, find a service provider or make a professional connection. Pay attention when people share what they’re working on or where they need help. If you see a relevant connection, ask whether they’d welcome an introduction and check with the other person before making it. This is part of being a good networker. You’re taking an interest in someone’s success and using your relationships thoughtfully. People remember those gestures because they’re personal and useful.
Make Your Expertise Easy to Remember
Staying connected works best when your network also understands what you do. Past clients may know you helped them buy an apartment, but they may be less familiar with the full scope of your experience or the areas you serve.
Your profile and content should make that clear. Share examples of the questions you help clients answer, explain your approach and discuss situations where your experience matters. If you have particular knowledge of co-ops, relocations or complex buying and selling timelines, give people enough context to recognize when you could help.
That makes a recommendation easier. Someone who understands your experience can say more than “I know an agent.” They can explain why you might be a good person to contact.
Build Follow-Up Into Your Week
Good intentions are easy to lose during a busy week. Set aside a manageable amount of time to engage with past clients, send a few personal messages and share something helpful.
You might begin with 15 minutes a few times a week. Review updates from people you know, respond where you have something to contribute and reconnect with someone you haven’t spoken to recently. Keep a simple record of meaningful conversations so you can follow up when you said you would.
Pay attention to the responses. A past client asking for advice, a former colleague making an introduction or someone mentioning a post during a conversation can all indicate that your efforts are helping you stay connected.
Real estate agents put significant time into earning a client’s trust. LinkedIn gives you a practical way to continue that relationship after the transaction ends. Keep sharing your knowledge, taking an interest in people and finding ways to help. When someone in their life needs an agent, you’ve given them reasons to remember you and confidence in making the introduction.
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