How Often Should You Mail Past Clients?

Staying connected to your past clients is a must if you want repeat business and referrals. When it comes to direct mail, one big question always comes up...

How often should you mail your past clients?

If you've had this question before, you are asking the right things. Direct mail is not the most inexpensive marketing channel, so you want to make sure that your budget doesn't become over inflated and that the money you are spending is a wise investment of resources.

Here's the short answer: More than you think, but with a plan in place.

If you're only sending mail once a year (like a "Happy Holidays" card), you're practically invisible the other 364 days. People move on fast. Your past clients have new needs and new people marketing to them every day. You can't afford to lose the relationships you worked hard to build.

For most real estate agents, mortgage pros, and home services businesses, a monthly mailer is the sweet spot. It's often enough to keep your name top-of-mind, but not so often that it feels like you're crowding their mailbox.

A simple, well-designed postcard once a month keeps you part of the conversation without being "salesy" or pushy.

If monthly feels like too much to start, you can work up to it. Every other month is a solid Plan B.

Consistency matters, but so does variety. Here are some easy ideas to keep your mail fresh:

• Market updates

• Home maintenance tips

• Client success stories

• Upcoming community events

• Seasonal messages ("Spring Cleaning Checklist")

  
  

Providing value will cement you as the go-to expert in your area. And staying personal will leverage the human side of business, the trust you've already built with past clients.

Automating your direct mail (like with Reaching Neighbors’ full-service program) makes it crazy simple to stay consistent without feeling like you're constantly scrambling to get something out the door.

When your mail runs itself, you stay top-of-mind and the referrals keep rolling in.

If you're serious about growing your repeat and referral business, mail regularly. Once a month is the gold standard and layering in a few extra personal touches a year can set you apart in a big way.

Consistency wins.

Even when you don't hear back immediately, your clients are noticing. And when the time comes to buy, sell, or refer a friend? You'll be the first name they think of.