Loyalty Is on You

Maintaining a strong client base of repeat and referral clients is crucial for sustained success. For many agents with more than three years’ experience, 70% of bookings come from these sources. As we strive to keep clients engaged and loyal, there are three key areas we can focus on: understanding client dynamics, fostering loyalty through proactive engagement and leveraging community presence.

As we advance in our careers, the proportion of new clients typically decreases, making it vital to nurture existing relationships. It’s important to track the source of sales and understand how clients discovered you, whether through social media, events or referrals. By systematically recording this information, you can tailor your marketing strategies to better attract and keep your clients in your world.

The biggest thing to remember is that loyalty is our responsibility — not the client’s. Once they have traveled, they are no longer your client. It is up to you to keep them in your world to ensure the relationship goes beyond just one trip.  

Client loyalty is often the most neglected aspect of the business-building cycle, yet it is crucial for long-term success.

Follow-up strategies, such as sending welcome home emails, postcards and reminders for clients to download their travel photos, are a good start to keeping them in your world. Additionally, personal touches like remembering birthdays or significant life events can strengthen connections and demonstrate genuine care for clients as individuals.

Lastly, leveraging community presence is a powerful way to maintain visibility and foster loyalty. You have to view your marketing as part of the loyalty strategy. Sending monthly emails with valuable information, creating a Facebook group for past and current clients and using social media to nurture relationships are all part of not only marketing for new clients but a way to keep your past clients in your world.  

Consistency in communication and engagement is key, as it helps you remain active on platforms frequented by your clients. Also, participating in community events and sponsorships enhances your visibility and reinforces your commitment to the community, encouraging clients to view you as a trusted and reliable resource.

These strategies not only help retain existing clients but also attract new ones through referrals and positive word of mouth. As the year draws to a close, reflect on your current practices and explore ways to implement loyalty into your business practices.