Client Communication
We’ve all been there—miscommunication that leads to frustration, confusion, or even lost deals. Whether you’re working with a buyer, a seller, or a past client, the way you communicate can make or break your relationships and your transactions.
This checklist is here to help you stay on top of your communication game, so you can keep things running smoothly and make sure your clients always feel informed, confident, and taken care of. Use it to stay organized, set clear expectations, and make every conversation count!
Client Communication Checklist
1. Initial Client Meeting / Onboarding
Active Listening: Start the relationship off strong by asking open-ended questions to really get to know what your client needs. Pay close attention and repeat key points to show you’re listening. Make them feel heard!
Set Expectations: Set the tone early by explaining the entire process. Let them know the timelines, potential bumps in the road, and the steps ahead. Clear expectations = fewer surprises later.
Determine Preferred Communication Style: Ask how they like to communicate. Do they prefer text for quick updates or email for detailed info? Adjust to their style and make it easier for them to reach out.
Provide Communication Frequency: Let clients know how often you’ll touch base with them and through which channels (email updates, phone calls, etc.). Regular check-ins help ease their minds.
Clarify Jargon: Not everyone is familiar with real estate terms. Explain things in simple language—don’t assume they know the lingo.
2. During the Transaction
Confirm Receipt of Documents: When important documents come in, acknowledge receipt right away. This shows you're on top of things and that you're handling it.
Set a Communication Schedule: Establish a rhythm for your updates. Whether it’s a weekly call, daily check-ins, or emails after meetings, keeping the communication regular will keep clients in the loop.
Follow Up on Tasks/Deadlines: Keep things moving forward by reminding clients of deadlines or upcoming tasks (inspections, document submission, etc.). Proactive reminders prevent last-minute stress.
Check-In for Updates: Even when nothing major has changed, a quick text or email goes a long way. It keeps your clients feeling secure.
Send Call Summaries: After important phone calls or meetings, send a follow-up email summarizing what was discussed and what the next steps are. This avoids confusion and ensures everyone is on the same page.
How to Communicate:
✔ Call to discuss urgent matters, contract negotiations, or potential deal-breakers.
✔ Text for quick updates, appointment reminders, deadline nudges, or simple confirmations.
✔ Email for official summaries, paperwork, or detailed next steps.
3. Handling Challenges and Concerns
Stay Calm and Positive: Challenges will arise. Whether it’s a low offer or an inspection hiccup, stay calm and reassure your client that you’ve got this. A solution-focused attitude can turn a problem into a minor setback.
Communicate Problems Early: If something goes wrong, inform your client right away. Don’t wait—be upfront with details and offer a clear plan of action.
Be Transparent: Don’t sugarcoat bad news. Honesty builds trust. If there’s an issue, be honest and offer possible solutions.
Address Difficult Conversations Directly: If tough conversations arise (like price adjustments or loan complications), tackle them head-on and with respect. No one likes surprises—especially when it comes to money.
4. Communication After the Deal Closes
Post-Closing Check-In: After the deal is done, send a thank-you message and check in with your client. Ask how everything is going and if they need any further assistance.
Keep the Relationship Alive: Don’t let the relationship end when the sale does. Keep in touch by sending useful updates, like market reports or home maintenance tips. This keeps you on their radar for future needs.
Request Feedback: Ask for feedback or reviews. Whether it’s positive or constructive, it helps you grow and provides valuable testimonials for future clients.
Refer to Future Needs: Remind them that you’re still there for them—whether they need to buy, sell, or have questions down the road. Stay top of mind for referrals.
5. Ongoing Client Communication (Client Retention)
Birthday/Anniversary Messages: A simple text or card on their birthday or home anniversary is a great way to keep the relationship going. Personal touches go a long way.
Home Value Updates: Stay connected by sending them regular updates on their home’s value and any market trends that could affect them. It shows you care about their investment even after the sale.
Regular Check-ins: Every once in a while, just check in and see how they’re doing. It doesn’t always need to be about business—it’s a great way to build rapport and stay in touch.
6. Quick Response Time
Acknowledge Every Message: Make it a priority to respond to emails and calls within the same workday. For texts, try to reply within 2 hours—at the very least, let them know you’re working on it.
Address Urgent Issues Promptly: If something time-sensitive comes up, like a last-minute showing or a contract issue, respond immediately or as soon as possible. Keeping things moving smoothly shows you’re reliable.
Common Communication Pitfalls & How to Avoid Them
🚫 Overloading Clients with Info: Keep explanations clear and concise.
🚫 Being Too Formal or Too Casual: Adapt to your client’s tone while maintaining professionalism.
🚫 Not Responding Quickly Enough: Even if you don’t have an answer yet, acknowledge their message.
🚫 Avoiding Difficult Conversations: Be honest about challenges, and offer solutions. Don’t shy away from difficult topics.
Remember
Real estate is built on relationships, and relationships thrive on great communication. The better you connect with your clients, the more successful you’ll be—not just in closing deals, but in creating a business that lasts.
Reflection Questions
Can you recall a time when a misunderstanding with a client could have been avoided with clearer communication? What could you have done differently?
How do you tailor your communication to match your client's preferred style? Have you ever noticed a significant difference in client satisfaction when doing so?
What steps do you take to ensure that expectations are set clearly from the beginning of a transaction? How do you handle clients who have unrealistic expectations?
How do you stay connected with past clients after the transaction? What types of communication have helped you build long-lasting relationships?
What tools do you currently use to ensure clear client communication? What are some new ideas you would like to implement?
