The Past Client Anniversary Strategy: Why February Movers Matter for 2026 Business

Every person who moved with you in February of any previous year is thinking about their house right now.

February 2025. February 2024. February 2023. Even February 2020.

They remember moving. They remember you. They're in the mood to connect.

The Anniversary Psychology

People mark time by major life events. Moving is one of those events.

"We've been here a year now." "Can't believe it's been two years already." "Three years in this house goes fast."

These thoughts happen naturally. Your job is to show up exactly when they're having them.

The February Advantage

February is short. It feels like it goes fast. It's right after the new year when people are reflective.

Your past clients are already thinking about time passing. Your message hits differently in February than it would in July.

Who to Contact

Pull a list from your CRM of every client whose closing date falls in February of any year.

If you don't track closing dates, pull everyone you worked with in February, January, or March of previous years. Cast a wide net.

Categories: 1-year anniversary (moved February 2025) 2-year anniversary (moved February 2024) 3-year anniversary (moved February 2023) 5+ year anniversary (moved February 2021 or earlier)

The Message That Works

Keep it personal. Keep it brief. Make it about them.

Text version: "Hey [Name], I realized it's been [X] years since you moved into [Address/Neighborhood]. How's the house treating you? Hope you're doing great!"

Email version: "Happy anniversary! I was looking through my files and realized it's been [X] years since we found your home at [Address]. Time flies. Hope everything is going well and the house is everything you wanted it to be."

Handwritten note version: "Happy [X]-year house anniversary! Thanks again for trusting me with such an important decision. Hope you're loving the house and life is good."

The Response Strategy

When they respond (and many will), continue naturally:

If they mention home projects: "That sounds great. Let me know if you ever need contractor recommendations."

If they mention the neighborhood: "Glad you're loving it there. That area has really grown."

If they mention moving: "Oh interesting. What's making you think about a move?" Then schedule an appointment.

If they mention someone else who might need help: "I'd love to help them. What's the best way to reach them?"

The Three-Tier Approach

Tier 1 (Moved within last 2 years): Handwritten note or personal text They're still settling in. They remember you clearly. This relationship is fresh.

Tier 2 (Moved 3-5 years ago): Personal text or email They're established but still remember working with you. They're likely stable but might know people moving.

Tier 3 (Moved 6+ years ago): Email or social media message They might not remember you as clearly, but they still appreciate the touch. Focus on rekindling the connection.

The Referral Opportunity

Past clients 2-7 years out are your highest referral source.

They're established in their homes. They're not thinking about moving. But they know plenty of people who are.

Year 2-3: Friends from their life pre-move asking about the area Year 4-5: Coworkers and neighbors considering moves Year 6-7: Extended family asking for agent recommendations

Your anniversary message reminds them you exist exactly when someone asks them for a real estate recommendation.

The Timing Strategy

Send anniversary messages the week of the actual anniversary if possible.

If you're batching, send all February anniversary touches during the third week of February (February 16-20).

Don't wait until March. The whole point is the February timing.

The CRM Setup

Tag every past client with their closing month. This takes 30 minutes once and benefits you forever.

Set a recurring task: "Pull February anniversary clients" repeats every February 1st.

This system runs automatically once you set it up.

The Business Impact

100 past clients contacted with anniversary messages typically produces:

5-10 referrals within 90 days 2-3 repeat business opportunities within 12 months 30-40 quality conversations that strengthen relationships

Cost: $50 for cards and stamps Time: 3-4 hours total Return: $15,000-$30,000 in GCI

This is your highest ROI activity.

What to Do When They Mention Issues

Some clients will share problems with their homes. Listen carefully.

If they mention needed repairs: Offer contractor recommendations If they mention buyer's remorse: Acknowledge it and help problem-solve If they mention wanting to move: Schedule a consultation immediately If they mention financial stress: Be compassionate and see how you can help

Your job is to be a resource, not to sell them something.

The System for Next Month

Before March 1st, pull your March anniversary clients.

Prepare your messages. Send them during mid-March.

Do this every month. January clients in January. June clients in June.

Your database becomes a 12-month anniversary calendar.

Your Assignment This Weekend

Saturday: Pull every client who closed in February of any previous year Sunday: Write personalized messages for your top 20 past clients Monday: Mail notes or send texts to all February anniversary clients

By Tuesday, you'll have 50+ past clients hearing from you at the perfect time.

The Mistake Most Agents Make

They send generic holiday cards to everyone at the same time.

You're sending personalized, timely messages based on their specific experience with you.

Which one do you think gets better responses?

The Long Game

Anniversary touches aren't about immediate transactions. They're about staying connected.

This February's touch might lead to a referral in May. Or a listing in September. Or a recommendation to their cousin in 2027.

You're playing the relationship game, not the transaction game.

Why This Works

People appreciate being remembered on meaningful dates.

Moving is stressful and expensive and important. When you acknowledge that anniversary, you show you remember their story.

That memory creates loyalty. Loyalty creates referrals. Referrals create your future business.

Start with February anniversaries today. Build the habit for every month going forward.

Your past clients are your best future business. Treat them that way.

Tiffany Hampton is a seasoned real estate leader and MAPS Coach with over two decades of experience helping agents succeed through leadership, coaching, and 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.