CHICAGO – When Liz Levey-Pruyn began in the real estate industry, closing gifts were simple: a bottle of wine, a nice candle.
“But I try to always give something that will be meaningful and stick around, so every time the clients look at it, they remember our wonderful experience working together,” says Levey-Pruhn, team leader at Seacoast Dwellings Team at Aland Realty in Portsmouth, N.H.
When she works with relocators, for example, she presents them with a bean pot, a kitchen staple in New England. These brown or tan pots are used to slow-cook dishes, including beans, in the oven.
“I feel a closing gift is a nice way to say ‘thank you’ for choosing us to help them navigate the crazy world of real estate,” she says. “By choosing something meaningful and special, it shows we listened and paid attention to them.”
Closing gifts are a great way to:
Build client loyalty, which can lead to referrals and to them coming back to you.
Stay in the minds and hearts of clients.
Show that you are a professional and that you care about your clients.
Here are some personal, unique gifts that Levey-Pruyn and four other brokerage leaders suggest giving to make it a lasting connection:
Charity donations: “For every closing, I make a donation to the local homeless shelter in our client’s name,” says Levey-Pruhn. “I feel it’s important to support those who can’t afford to purchase their own home,” she adds. She feels making a contribution to a charity is a win-win, especially for people who don’t desire more material possessions. “I had a client who was a breast cancer survivor – as I am – and I made a large donation to a Boston hospital that treated her.”
Iconic brands: L.L. Bean is one of Maine’s major companies, specializing in clothing and outdoor recreation equipment. For the past 20 years, Fletcher Smith-McNaboe, broker-owner of City + Harbor Real Estate in Rockland, has purchased a big tote bag with the ZIP code of the person’s new residence embroidered on it. “They love it. They’ll have that tote for life. It just gets better with age,” she says. She says she thinks the bag elicits a positive feeling for her clients.
Local goods: Putting together a basket full of useful, thoughtful and yummy products from local businesses and swag from his own brand has become a fun closing gift for his clients, says Cody Chembars, ABR, PSA, C2EX, owner of Anchor Real Estate Advisors in Dawsonville, Ga. “We give them a bag of our own coffee, a coffee mug from a local coffee shop, gift cards for a local experience, a bottle of wine from a local winery and more.” He also includes Anchor merchandise, like t-shirts. “I want them to wear them. I got frisbees for the kids. Basically, it’s an Anchor basket with the special touch of local businesses. But I want them to be anchored out. We want them to remember us.”
Memberships: “For buyers moving in from out of town, I like to purchase memberships to local organizations. It’s a great way for them to meet other people,” says Levey-Pruhn. “It also supports the organization.” Levey-Pruhn suggests memberships to local museums and arts venues. Other options include local gardens and recreational facilities.
Home warranty: A buyer’s worst nightmare is closing on a home only to have a major system or appliance go down a few months later. To add an extra layer of assurance for his clients, Joseph Lawler purchases them a home warranty. He had a client who purchased a home, only to flip the air conditioner on a week later and find it only blew hot air. “In the end, the clients got a brand-new furnace and air conditioner unit and were very appreciative and thankful they had that home warranty,” says Lawler, ABR, EPRO, broker-owner of The Minnesota Realty Company in Hastings, Minn.
Experiences: Lawler also knows that buyers might need a little escape from unpacking and organizing their new home, so he gives them tickets to local amateur baseball games. It allows his clients to experience the local community, and it supports the team. “Around here, we have the Hastings Hawks, the Miesville Mudhens, and the Hampton Cardinals,” he adds. “These games usually have good entertainment for the kids and provide a lot of fun for two to three hours during the summer.”
Smith-McNaboe says that a closing gift is a good way to convey gratitude. The idea might feel dated to some, but that could just be because the gift itself has no relevance. A fresh or unconventional idea brings flair and flavor to the gesture.
“It’s nice, especially when working with a buyer. Most of the time, you end up for the most part creating relationships with people. You’re with them a minimum of three to four months, talking to them all the time,” she adds. “You get to understand a lot of aspects of their lives. Real estate is personal. The gift is a way to say, ‘Congratulations. I’m so happy for you.’”
© 2024 National Association of Realtors® (NAR)
