How to Nurture Past Clients for End-of-Year Referrals: A Proven SOI Campaign Structure
Why Past Clients Are Your Best Referral Source
As the year comes to a close, many agents shift focus to wrapping up deals. But some of the most valuable business opportunities are waiting in your sphere of influence (SOI)—the past clients, friends, and neighbors who already know, like, and trust you.
According to NAR, 36% of sellers find their agent through a referral from friends or family, and 67% of repeat business comes from SOI relationships. With gatherings, holiday conversations, and family visits, the final months of the year are prime time for referrals.
Step 1: Personal Check-Ins
Start with simple, personal outreach. A quick call or text to past clients can both strengthen relationships and spark natural referral conversations.
Sample script:
“Hi [Name], just wanted to wish you and your family a wonderful holiday season! If you hear of anyone thinking about moving in the new year, I’d love to help them the way I helped you.”
These touches show you care and subtly remind clients you welcome referrals.
Step 2: Tangible Marketing Touches
Consistency is key. While phone calls are personal, you also need visible, professional touches that keep your name in front of your SOI. This is where postcards shine—tangible, memorable, and shareable.
Our Referral Postcard Series is designed to do the asking for you with messages like:
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“I’m never too busy for your referrals.”
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“A referral from you is the highest compliment I can receive.”
These postcards spark conversations that naturally lead to introductions—without feeling pushy.
Step 3: Structured Cadence
To maximize impact, build a simple campaign rhythm:
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1 personal call or text per past client before year-end.
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1 postcard drop (referral-focused) to reinforce your message.
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1 social media post thanking clients for referrals, which shows gratitude and reminds your network you value introductions.
This three-step cadence keeps you top-of-mind and positions you as the go-to agent as soon as real estate comes up in conversation.
Step 4: Express Gratitude
Referrals grow when clients feel appreciated. A small gift, handwritten note, or public thank-you goes a long way in showing you don’t take their trust for granted.
Ready to Spark Referrals Before Year’s End?
Your past clients already trust you—now’s the time to remind them you’re ready to serve their friends and family too.
👉 Explore our Referral Postcard Series today and make it easy to stay top-of-mind when clients are gathered with loved ones.
Get Referral Postcards Now →
PLUS: When you have time…below are some marketing tools to help support your success.
Kickstart each quarter with the Quarterly Real Estate Marketing Guide, designed to help you achieve your real estate business goals. Packed with tools like a goal-setting sheet, monthly insights, tailored task lists, and marketing recommendations, this free guide is your ultimate resource for success—download it today for FREE! –Click Here
3. The Free Interactive 6-Month Real Estate Business Plan
The Free Interactive 6-Month Real Estate Business Plan allows you to enter your business goals for the remainder of the year and get a breakdown of how many prospects, listings, closings, and so on are needed to reach your goals. – Click Here
