Writing a Personal Update that Keeps you Top-of-Mind

There’s a reason your past clients worked with you in the first place: they trusted you. Real trust is a rare resource in today's world.

The real estate, mortgage, and home services industries are inundated with professionals trying to position themselves as the go-to experts. But no matter how many ads they run, webinars they host, or events they sponsor, they can't beat out the pro who has a personal relationship with a client.

So, while sending mail pieces like market reports are an important reminder of your expertise, a well-written personal update can be one of the easiest ways to drive repeat business or referrals.

Here’s how to make that update feel less like a pitch and more like a relationship builder.

1. Start with a Real Story

Your update should sound like it's coming from a human, not a template. Think about what’s been going on in your business or life lately.

• Did you help a first-time buyer get their dream home?

• Did you see interest rates shift and help someone refinance just in time?

• Did you reach a new milestone or tackle a big achievement?

• Did you see something happen in the life of your family?

Share one of those quick wins in a casual tone. People relate to stories more than stats. Your story also doesn't have to be the most noteworthy or monumental event to ever take place. Sharing the small things builds trust all the same and will make you more relatable!

Example:

"Last month I helped a young couple close on their first home just two blocks from where they got engaged. Reminded me why I love doing this."

"I've been trying to build the habit of hiking on the weekends. This past Saturday I set out and walked on my favorite trail so far. It was a great reminder to try something new and that there is adventure in doing something uncomfortable!"

2. Give them Something Useful

One of the best ways to stay relevant with past clients is by continuing to be useful, even when you’re not asking for anything in return. That's the stuff loyal customers are built out of. People remember those small, helpful touches, especially when they feel timely and personal.

Think about what your clients might be dealing with right now.

• Are they wondering about home values in their neighborhood?

• Curious about refinancing?

• Trying to decide whether to renovate or move?

• Need a home maintenance tip?

You don’t need to write a full report or have a new tool. Just offer something simple and helpful. Bonus points if it connects back to your everyday life. The key is to remember this should be a gift, not bait.

Example:

"If you're wondering whether it's a good time to move or refinance, I’ve got a cheat sheet that breaks it down by neighborhood. Happy to send it your way."

"Last weekend I got started on my list of home maintenance items for spring cleaning. While I was out in the yard, I was using some new tools and they made things so much easier. Shoot me a text and I'll send you a few tips and tricks!"

3. Make it Personal, Not Polished

This part is huge. A lot of professionals feel like they need to sound “professional” to earn trust. The truth is most people tune out formal-sounding messages. What they really respond to is something that feels like it’s from you!

You don’t need perfect grammar or clever taglines. What matters is that your message sounds like how you’d actually talk to someone you’ve worked with before.

Instead of this...

“We’re excited to announce that we’ve helped over 100 clients secure their dream homes this year.”

Try this...

“It’s wild to think I’ve helped more than 100 families this year. Every story’s different, but one thing that never gets old is that feeling when someone gets the keys.”

Write like you talk, share something real, and don't over-edit. It's okay if it's a little imperfect. That's what makes it human.

When people feel like you're being real with them, they’re way more likely to read the whole thing and reach out when they need help!

4. Invite a Response

   
   

You’ve told a story, shared something useful, kept it personal... now what? If your update ends with “Thanks for reading!” and nothing else, you’ve missed an opportunity to turn a passive reader into an active connection.

Make sure you keep in mind that your goal is to start a conversation. A good call-to-action doesn't need to be loud. It just needs to be clear, casual, and easy to act on.

Example:

“If we haven’t caught up in a while, I’d love to hear how you’re doing. Just send me a text, email, or give me a call and let me know what’s new with you.”

Or if you want it to be a little more specific, you can include a way you can help them.

“If you're ever curious about what your home might be worth today, just shoot me a text. I'm happy to run the numbers. No pressure to keep going through the process after that!”

Give them an open door to reach out without making it transactional. That’s where the relationship deepens. Keep your call-to-action brief. Make it sound like something you'd actually say. Make the next step easy. If you stick to those standards, you can't go wrong!

Sending out your Personal Update

Now that you've written the perfectly imperfect (because you're a human and not a robot) personal update, you need to get it out to your past clients.

Our team has been sending out personal updates on postcards and in letters for over 20 years. Reach out today if you're curious how we can make the process simple and handle to heavy lifting for you.

We even have programs to make the process as automated as possible while preserving the human touch. We've had clients mail exclusively to their past client database and see amazing results. You could be next!