Building Relationships Beyond the Sale – Lessons from Breakfast at Cracker Barrel
This morning, over hashbrown casserole and coffee at Cracker Barrel, I found myself in a lively conversation with two fellow members of my Business Networking Chapter, BNI Wealth Builders. Joining me were Adam Zipper, an esteemed Real Estate/Title Attorney with over 40 years of experience (and enough stories to fill a novel), and Stephen Benson, a rising star in real estate with four years under his belt and a fresh take on the industry.
What started as a casual chat about real estate quickly turned into a deeper conversation about something much bigger—the value of personal connection in business.
The 91% Problem
During breakfast, Adam and I shared a statistic that left all three of us shaking our heads. According to reports, a staggering 91% of real estate agents stop communicating with their clients after the sale. That’s right—no follow-up calls, no check-ins, no birthday wishes. Nada.
Essentially, the majority of agents treat the end of a transaction as the end of a relationship. In an industry driven by trust and referrals, this approach doesn’t just seem counterintuitive—it’s downright baffling.
Disposable Culture Meets Business
Stephen enthusiastically explained how a marketing agency he knows of sends quarterly postcards to past clients, as if that was the gold standard of client connection. Meanwhile, Adam and I exchanged a knowing look. A postcard? Every three months? That’s the bare minimum of effort, not a relationship-building strategy.
And then it got worse. Stephen told us about an app called “Sly Dial,” designed to send your call straight to voicemail so you don’t have to actually talk to someone. At that point, none of us could hide our disbelief. Are we really avoiding conversations now?
This isn’t just about the younger generation’s avoidance of contact or real estate—it’s a reflection of a broader shift in our culture. With the rise of texts, emails, and automated messages, genuine personal interaction is becoming a lost art.
Why Personal Connection Still Wins
Adam, Stephen, and I, all agreed on one thing—nothing replaces a personal phone call. A simple, heartfelt “Happy Birthday” or a quick “How’s the new house treating you?” can mean more than a dozen mass-produced postcards.
Here’s why this matters. Studies show that 65% of a company’s business comes from existing customers, yet nearly half of businesses prioritize acquiring new clients over nurturing the ones they already have. Loyal clients aren’t just easier to retain; they’re also more valuable. A 5% increase in customer retention can boost profits by up to 95%.
In short, staying connected isn’t just about being nice—it’s about being smart.
The Solution – Marrying Systems with Personal Touch
Here’s the good news. You don’t have to choose between efficiency and authenticity. With the right systems in place, you can keep the personal touch alive without feeling overwhelmed.
Think automated reminders for client birthdays, streamlined scheduling for follow-up calls, or personalized email campaigns that actually feel personal. Whether you’re in real estate, healthcare, or retail, these processes can make staying in touch effortless—and effective.
My Challenge to You
If you’re part of the 91% who struggle to stay connected after the sale, it’s time to flip the script. Schedule a Discovery Call with me, and let’s create a customized process for your business. Together, we’ll design a system that not only keeps your clients engaged but also makes your life easier.
Because here’s the truth—clients remember how you make them feel. And a phone call will always mean more than a text.
If you’re looking for a real estate attorney or agent who truly values the “personal” touch with their clients, Adam and Stephen are your go-to guys. They’re not just knowledgeable—they’re genuinely committed to building relationships that last.
Reach out to them—you’ll be in great hands!
