How to Systematically Pursue Your Former Clients in These 6 Steps

At the end of this post, you can download a worksheet that will help you put these 6 steps into instant application.

As the father of 3 young kids, I’m always finding things in the couch.  Ninja sword.  Costume jewelry.  Goldfish (the snack).  I never know what I’m going to find when I place my hand between the cushions.

Photo courtesy of

Photo courtesy of

Then there is the wonderful experience that comes with winter.  You put on your coat for the first time since last year and find a $20 in the pocket.  I love that feeling.  Found money.

Your previous clients are like the couch cushions and the $20 long forgotten in a winter coat.  We neglect them.  Then every so often, we lower our hands between the cushions.  I submit that you intentionally pursue these past clients.

You can re-engage your former clients by following these 6 steps.

6 Steps to Re-engage Your Past Clients

  1. Make a list – As in, make a list of all your former or inactive clients.
  2. Scrub the list – You can choose who you would like to work with.  Pursue only the clients that you’d like to work with again.
  3. Prepare – Do your homework.  Be informed.  Have they won an award recently?  Did their daughter get married?  Run a google search.  Check out their LinkedIn profile.
  4. Call 2 a week on Friday afternoons – Call 2 on the list every week.  Do it on a Friday afternoon when the week is winding down.  Make it a habit.  If you would do this every week all year, then you would contact about 100 people that have already done business with you.  These are former clients who have hired you before and actually pulled the trigger on a deal.
  5. Have something of value for them – Don’t just call them to check in.  Maximize this opportunity by having something of value to offer them.  Maybe a building sold by one of their properties and you have comp info for them.  Maybe it has been 3 years since anyone evaluated their portfolio.  Offer to do it for them.
  6. Close for the meeting – Keep in mind the you have an existing relationship.  You should know if they love to golf or would rather sit down for a quick cup of coffee.  Use that information to your advantage and be strategic.  But don’t forget to close for the meeting.  Nothing is more effective than getting face to face.

Question: So what are you going to do now? I challenge you to make your list and then do three things: first, schedule a task on your calendar for every Friday; second, send this article to a friend whom you know needs to read it; and third, tell me when you are done by leaving a comment below. You can leave a comment by clicking here.

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Please note: I reserve the right to delete comments that are offensive or off-topic.

  • Patty McClimans

    Bo. Thanks for this article. I have been thinking about this very subject for too long. This time of year is a great time for making this list, or updating the list. It’s the holidays so putting together the list will get you set up to send a holiday card! Last year I sent out ‘Happy New Year’ cards to stand out from the crowd. (I got some good feedback from that effort). But now, coupling the card with your idea of the Friday afternoon call is a good one two punch. I find that people are winding down and a little more receptive to talk. Happy Holidays!!

    • I like the Happy New Year card idea. I often advise my clients to send their holiday cards right after Thanksgiving. You just don’t want to be one of 20 that someone receives on Dec. 22. Thanks for the comment!

  • abuchanan

    I pick an “off holiday” such as cinco de Mayo and deliver a small themed gift basket. I have found the personal touch is huge.

    • The key is to stand out and exceed expectations, and something on May 5th would definitely do that!

  • Jonathan Moultrup

    Thank you for this article, Bo. I hope you don’t mind if I reblog it. Of course I will give full credit to you and a ping back link to this page as well!

    • Jonathan – please don’t reblog it word for word. Google penalizes for duplicate content. If you would like to write a summary, and link to the post, I would be ok with that. Thanks for asking.

      • Jonathan Moultrup

        No problem! thanks for the quick feedback.

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  • Robert E. Castells

    Again Bo it would be very helpful if you coud share a copy of your stantard 3/4 page prospecting letter that you talk about indefinitely, but dont show as an example, which would be of enormous benefit, thanks. Email me the letter at:

    • I will see about publishing the prospecting letter. Thanks for your comments!

  • Robert E. Castells

    Hey how about that my request for you to show us a sample of your typical 3/4 page ” prospecting letter got rated as the best comment. Please bo show us your most common effective prospecting letter,Please, please, please!!!