Mark Slade: cultivate your clients and build your real estate business
Real estate is a service industry. And for service, you need clients. Thatās why ālead generationā is a significant focus for agents and why itās a booming business to help those agents find and nurture leads.
But once a lead converts into a client, many agents take a āone and doneā approach. They close the sale, take their commission and move on to the next lead.
This transactional focus may work for retail. But itās not a smart strategy for real estate. At Adwerx, we put some numbers behind the need to reframe how you view your clients and encourage agents to think about relationships more than transactions. We created a Lifetime Value Calculator tool, which puts real math behind this strategy.

Itās the kind of tool that agent Mark Slade of Keller Williams in Maplewood, New Jersey, can get behind. And Markās strategy is to encourage the repeat and referral business starts well before the closing.
First, Mark is a big player in his community. He enthusiastically supports local businesses, sports teams and events with his own social media and digital outreach. Secondly, he makes sure to say thank you. A lot.
āClosing gifts are big for me,ā he notes. But he doesnāt just deliver your average bottle of champagne. Mark puts thought into each gift, such as a custom welcome mat or a mailbox for a homeowner who didnāt have one yet. And of course, his signature homemade cookies.
āIt seems Iām known for those now,ā he laughed. But the point of the gifts isnāt the price tag. Itās about staying top of mind with his past clients in a genuine and personal way.

āThis whole thing about staying top of mind ā itās critical,ā Mark said. āThe trick is to stand out and doing that requires a combination of marketing strategies. Staying in front of clients with Adwerx is huge for me, building my brand awareness. They donāt have to touch me, and I donāt have to touch them, but with Adwerx it means that Iām always there.ā
Of course, not all clients want to be nurtured in this way. Some buyers and sellers close on a house and move on, letting their real estate agent relationships fade. But Mark notes that if you are more than just an agent for that client, then you are more likely to stay connected to that client. As a community ambassador, agents can stay relevant and valuable.
In that vein, Mark uses an email touch tool called Happy Grasshopper that helps him stay in front of clients in their inbox. But he doesnāt just talk real estate. He sends information on community events, interesting videos and technology headlines. In fact, it was an emailed video on a new scientific breakthrough that garnered him the response he wanted: a former client replied that she was ready to sell again.
It just goes to show it takes different tactics to reach different people. Because there is no silver bullet for success. But for some agents, building a genuine relationship with clients is one of the most rewarding parts of real estate ā personally and professionally.