How To Get More

As we discussed at the beginning of my book, your estate agency business is essentially one large sales funnel. Each step in the process—from generating leads to closing deals—is a critical component. When a property completes and exits the bottom of the funnel, we face the challenge of replacing that property with new leads to keep the business thriving. If we don’t, the business risks shrinking. Let’s break down how to approach this pivotal moment effectively.

The journey doesn’t end when the sale completes. In fact, it’s a prime opportunity to reinforce your presence in the local market. When a property completes, you should leaflet-drop the area again. You’ve likely already distributed leaflets announcing the property as “For Sale” and “Sold Subject to Contract.” Now it’s time for a third round of leaflets announcing the completion. This message solidifies your reputation as a successful agent in the area. Distribute 250-500 leaflets (or more, depending on the property’s location and price bracket) to properties you’ve previously targeted.

On completion day, capture the moment by taking a photo or video with the buyers as they receive their keys. A simple selfie in the doorway or a snapshot of you handing over the keys can be highly effective. Share this content on your social media platforms with a celebratory message. If your relationship with the buyers permits, tag them in the post to boost engagement as their friends and family comment and interact.

This is the perfect time to ask both the buyer and seller for reviews. The emotions of completing a transaction are high, making it an ideal moment to gather testimonials about your service. Once these reviews come in, use them as social media content to further showcase your success and credibility.

Legally, you can keep a “Sold” board outside the property for up to two weeks after completion. However, new buyers often remove them sooner. Communicate with your buyers to let them know you’ll handle the board’s removal. This ensures your board doesn’t disappear—or worse, end up on someone’s bonfire!

Many buyers in the UK forget who sold them their home, meaning missed opportunities for repeat business. To counter this, establish processes that keep you connected with past clients. Consider gifting practical items like branded keyrings that will stay in the buyer’s hands for years to come. Add buyers to a “moving-in anniversary” list. Each year, send a card celebrating another year in their home. It’s a simple gesture that leaves a lasting impression. Take time during the holiday season to thank your clients for their support. A Christmas card wishing them well for the upcoming year keeps your name front and centre.

These strategies aren’t complicated, but they require organisation and follow-through. Without a system in place, they may end up as unrealised ideas. Whether it’s a database for tracking anniversaries or a stockpile of branded materials, preparation will make these initiatives seamless and impactful. By consistently leveraging these touchpoints, you not only replace the leads lost from a completed sale but also position your agency for sustained growth and client loyalty. Remember, every interaction—from leaflets to social media posts—is another opportunity to fill your sales funnel and establish your reputation in the marketplace.