Past Client CMAs: The Touch Strategy Most Agents Skip

You closed deals last year. Where are those clients now?

Probably forgotten in your database while you chase new leads.

Meanwhile, your past clients are getting market updates from other agents.

The Strategy Nobody's Doing

Send every past client a CMA (Comparative Market Analysis) once a year.

Not an automated email. A real CMA with a phone call.

This simple strategy creates more listings, referrals, and repeat business than any marketing campaign you'll ever run.

Why Past Clients Matter More Than You Think

Your past clients already know you. They already trust you. They already hired you once.

The conversion rate on a past client is 10x higher than a cold lead.

But most agents ignore their past clients after closing, then complain about not having enough business.

The Math on Past Client Touches

If you closed 24 deals last year, you have 24 past clients (minimum, some deals had two sides).

24 past clients receiving annual CMAs = 2-3 listings per year on average. 24 past clients getting regular touches = 6-8 referrals per year on average.

That's 8-11 transactions just from staying in touch with people who already hired you.

Most agents are spending money on leads when their goldmine is sitting in their database.

The CMA Strategy That Works

January through March: Pull every past client from last year.

Create a simple schedule:

• Week 1: Clients from January-March closings
• Week 2: Clients from April-June closings
• Week 3: Clients from July-September closings
• Week 4: Clients from October-December closings

By the end of March, every client gets their annual market update.

What Goes in the CMA

Keep it simple and valuable:

Current estimated value of their home Recent sales in their neighborhood (last 90 days) Active listings in their area Market trends affecting their property value Equity gained since they purchased

This takes 10 minutes to create per client if you have good systems.

The Phone Call Script

Don't email the CMA and hope they read it. Call them.

"Hi [name], it's [your name]. I wanted to touch base and share your annual market update. Your home has gained [amount] in value since you bought it. Do you have 5 minutes so I can walk you through the numbers?"

Most will say yes. Some won't answer. Leave a message and follow up.

What Happens on the Call

Walk them through their CMA. Point out:

• Their equity position
• Market trends in their area
• Comparable sales
• What their home would sell for today

Then ask the question most agents skip: "What are your housing plans for the next 1-2 years?"

This question creates appointments.

The Three Responses You'll Get

Response 1: "We're thinking about moving." Your reply: "Great, let's schedule time to talk about your options. I have Tuesday at 10am or Thursday at 2pm. Which works better?"

Response 2: "Not planning to move, but curious about the market." Your reply: "Good to know. While I have you, who do you know who might be thinking about buying or selling this year?"

Response 3: "We're staying put for now." Your reply: "Perfect. I'll check in with you again in 6 months. Keep my number handy if anything changes or you hear of anyone looking to move."

All three responses move your business forward.

The Referral Timing

When someone isn't ready to move themselves, they become your referral source.

Here's what to say: "I'm building my business through referrals from great clients like you. If you hear of anyone buying or selling, would you send them my way?"

Then get specific: "Do you know anyone at work talking about moving?" "Anyone in your neighborhood mentioned selling?" "Family members looking to buy?"

Specific questions get better responses than general requests.

The Follow-Up Schedule

After the CMA call, set up your next touches:

6 months: Market update check-in call 12 months: Another full CMA with call Between touches: Birthday cards, holiday cards, occasional market updates

This keeps you top of mind without being pushy.

The Listing Conversion Rate

Out of every 20 past client CMA calls, expect:

• 2-3 to schedule listing appointments within 90 days
• 3-4 to provide referrals
• 5-6 to schedule future conversations
• 8-10 to appreciate the update and stay in touch

That's a 50% conversion rate to some kind of business activity.

Compare that to cold calling where 2% conversion is considered good.

What Stops Agents From Doing This

The excuses are predictable:

"I don't have time." - You have time to call new leads but not clients who already hired you?

"I don't want to bother them." - Providing a valuable market update isn't bothering anyone.

"What if they're mad about something?" - Better to find out and fix it than let them hire someone else next time.

"I'm not good on the phone." - Practice. These are friendly calls with people who already like you.

The System for Managing This

Create a simple spreadsheet:

Client Name | Close Date | CMA Sent Date | Call Date | Result | Next Touch

Update it after every call.

This tracking shows you exactly where your past client pipeline stands.

The Equity Conversation

Some past clients have gained significant equity since they bought.

When someone has $100,000+ in equity, have a different conversation:

"You've built up substantial equity. Have you thought about using that to upgrade, invest in another property, or help a family member buy?"

This creates:

• Upgrade listings
• Investment property buyers
• First-time buyer referrals (kids, family members)

One equity conversation can create multiple transactions.

The Quarterly Touch Alternative

Can't commit to annual CMAs for everyone? Start smaller.

Pick your top 25 past clients. The ones who:

• Sent you referrals before
• Were great to work with
• Have strong networks
• Are likely to move again

These 25 get quarterly touches:

• Q1: Full CMA with call
• Q2: Market update email with follow-up call
• Q3: "Thinking of you" call
• Q4: Holiday card with personal note and call

This keeps you top of mind with your best referral sources.

What Happens After 90 Days

Three months of past client CMAs creates:

• 3-5 listing appointments scheduled
• 5-10 referrals received
• 20+ meaningful conversations
• Stronger database relationships

Six months in, you'll wonder why you ever chased cold leads when your past clients were ready to do business.

The Competitor Reality

While you're reading this, another agent is calling your past clients.

They're offering market updates. They're building relationships. They're getting the referrals you should be getting.

Your past clients will work with whoever stays in touch.

Make sure that's you.

Your Next 48 Hours

Pull your past client list from last year.

Pick 10 clients. Create CMAs for them.

Call all 10 within the next two days.

Track what happens. Then do 10 more next week.

By the end of January, you'll have 40+ past client touches completed and multiple appointments on your calendar.

Stop chasing strangers. Start serving the people who already hired you.

Tiffany Hampton is a seasoned real estate leader and MAPS Coach with over two decades of experience helping agents succeed through leadership, coaching, and innovative strategy. As the founder of AgentGrowth365.com, Tiffany delivers proven systems, tools, and training that empower agents and market center leaders to grow with clarity and purpose. Whether you're looking to hit 24 transactions, streamline your coaching systems, or lead your business with impact, AgentGrowth365 offers a full suite of solutions designed to meet today's challenges and scale tomorrow's success.