The psychology of closing gifts

Give a gift that keeps on giving–and reminds clients of your services.

by Ward Lowe   Closing gifts don’t sell houses. It’s inconceivable that a client would agree to complete a real estate transaction because he heard about the fabulous closing gifts you offer. So why did an informal TAR poll indicate that more than 60% of Texas real estate professionals give such gifts? You give them for future business, of course.

But simply giving your clients a small token of appreciation isn’t enough. Flowers, gift baskets, and bottles of wine make nice gifts–if you want to be forgotten. Provide your clients with a souvenir of your relationship that shows them you paid attention to their lives and will remind them long after they unpack the last box of the (hopefully) stellar service you provided.

Develop a few categories of gifts that correspond to the types of clients you might have, such as families, relocating homebuyers, and seniors. Come up with several gift options for each category–gifts that last for more than a week and keep you in your clients’ thoughts.

Thank the kids

You may sell a home to Mom and Dad, but give the gift to Junior. Think of something that can be used around the house and personalize it with the child’s name to ensure it won’t be thrown away. Give monogrammed blankets or small wooden signs for their new rooms (e.g., "Welcome to Julia’s room"). The parents will appreciate your kindness toward their kids and will invoke your name whenever anyone asks about the gift.

Play ball

Do your clients play tennis? Does the house have a hoop in the driveway? Imprint your logo or contact information on sporting equipment, such as golf balls, tees, water bottles, tennis balls, and hand towels for the gym. Tailor these gifts to your clients: Avid golfers get enough balls and tees for the season, while runners get a gift certificate for a new pair of sneakers. What could be better than associating your name with your clients’ hobby or favorite activity?

Safety first

Few buyers know how old the batteries in the smoke detectors are when they move in to a home. Replace them with new ones and provide your clients with extras for the future along with a fire extinguisher for the kitchen. These items give them one less thing to worry about and show your concern for their well-being.

Your loyal subjects

Create a loyalty program that counts only your clients as members and outline its perks when you present a closing gift. Treat your members to an array of complimentary services that promote contact with you when they’re not actively buying or selling a home. For more details on how to build relationships with your clients through a loyalty program, see "Build a loyal following" in the November issue of Texas REALTOR®.

Of course, if the size of your commissions justifies lavish closing gifts, you may want to give one-time-use items. A client likely will remember a $500 bottle of champagne or a weekend package at a spa. Closing gifts like that might sell houses after all.

Photo © Corbis Images.

home   current issue    top 10    resources 

discussions   contact us   search

Buyers & sellers, visit www.texasrealestate.com.
REALTORS®, visit www.texasrealtors.com.