Tips for Creating Authentic Relationships with Clients


Sometimes the best learning doesn’t occur in the classroom; rather I was lucky enough to stumble across a wonderful presentation in the Conference Exhibit Hall called People Not Prospects by Krista Clark, a REALTOR® from Iowa.

Krista’s belief is that with the rise of Zillow,®, etc. REALTORS® are no longer the gatekeepers of information, which means our value proposition has to change. And while the data clients have access to might not be 100% accurate—that’s a whole other conversation!—in order to survive we must create authentic lasting relationships with clients based on trust and regular communication. And the relationships must be about them, not just promoting how wonderful we are! Krista believes consumers want four main things from REALTORS®:
1.  Solve a problem
2.  Make their life easier
3.  Transparency and honesty
4.  Your time and attention
Solve a Problem
  • Have a client who is new to the area and can’t make a showing? Video your drive to the house so they can see what the area is like in addition to doing a video of the home itself.
Make their life easier
  • Find out how they want you to communicate with them and how often.
  • Go paperless to make things easier for your clients.
  • Do nice things for them like having pizza delivered on moving day along with paper plates, napkins, etc. Krista keeps a set of handwritten notes at her favorite pizza place, and the pizza place knows to always deliver one of her notes with her pizza orders.
  • Get a subscription to and let your clients use it to transfer all of their mail and utilities in one easy step, saving them 5 – 6 hours of work.
  • Mail them a custom address stamp after closing.
Transparency and honesty
  • Don’t just give them info. Explain why it matters.
  • Don’t be afraid to talk a client out of a bad transaction. Honest builds loyalty.
Your time and attention
  • Be authentic. Clients like you for who you are, not who you pretend to be.
  • Use video to communicate.
  • Consider a year end review card (check out piktochart).
  • Have a post closing system to stay in regular contact with closed clients. There’s only a 25% chance your client will call you when they want to sell unless you stay in constant contact. Remember, it’s 4-10x more to secure a new client than to keep an existing one.
Krista’s favorite tools and technology:
“You can close more business in two months by becoming genuinely interested in other people than you can in 2 years by trying to get others interested in you” – Dale Carnegie

2-Time Featured Attendee

Shay Hata is an Ivy League grad and REALTOR® serving the luxury market on the north side of Chicago.