A useful check-in starts with a reason, not a sales pitch
By Wim Schulte | eXp South Africa | 2 November 2026
Photo: Wim Schulte's authorised portrait, reused from his existing website. It identifies the author; it does not depict a client meeting.
Property agents: when you open a conversation with a past client, what useful reason have you given them to respond?
“Just checking in” is easy to write. I think a better starting point is a specific question or piece of information that relates to something the person actually asked for. Relationship marketing deserves the same care as a property presentation: be useful, be accurate and give people room to choose.
Start with what they told you
Before contacting anyone, read the last conversation. What did they need? What did you agree to do? Which channel and timing did they choose? A past transaction, public phone number or social connection should not be treated as blanket permission for promotional messages. Check the permission that applies to the purpose of your proposed contact.
If someone asked for a particular update, deliver that update clearly. If there is no agreed next step or suitable permission, do not turn an old record into a recurring marketing sequence.
Make the reason concrete
Useful service can mean explaining a document they asked about, sending an agreed maintenance checklist or answering a practical moving question. A market update needs a source, date and clear distinction between asking prices and completed sales. Avoid adding a value estimate just to make a message sound personal.
Here is an illustrative structure for an update someone has already requested, not a message sent to a real client:
“You asked me to send the preparation checklist before your next move. Here it is. Which item would you like me to explain?”
The connection is the person's stated need. Do not invent a life event, financial difficulty or intention to sell to create that connection.
Keep a useful reply easy
One relevant question is often enough. Let the recipient tell you whether the issue still matters, whether another time suits them or whether they want no further contact. Do not make a reply the price of receiving information you already promised.
For ongoing articles, ask separately about the topic, channel and frequency. Agreement to one update is not agreement to daily delivery. Every recurring delivery should offer an easy way to stop.
Measure service, not just activity
Separate an update sent, delivery shown, a reply, a requested conversation and a confirmed appointment. A page impression is not a named reader. No response does not tell you why someone stayed quiet, and it does not justify repeated reminders.
Before the next check-in: real need → suitable permission → useful information → voluntary next step.
Thinking about eXp with me?
Bring one relationship-marketing task you want to handle more consistently. Ask what systems and support would help you do it, who is responsible for reviewing communications and what current costs and terms apply. Tool access and ongoing support are agreed separately.
Start with my CAS career advisor or explore my website. Which kind of useful update do your clients actually ask for? Voluntary feedback is welcome; leave client names and private details out of public comments. No obligation to join or daily-message enrolment.
Wim Schulte | eXp South Africa
Call or WhatsApp 071 146 4871, Monday, Wednesday and Friday 10:00–11:00 SAST. Dedicated 20-minute conversations require my personal confirmation.