The Valentine's Day Touch: Why February 14th is Your Best Database Excuse All Year

February 14th is tomorrow.

You have the perfect excuse to contact every person in your database. Most agents will waste it posting hearts on social media.

The Touch Everyone Expects

People expect to hear from friends and businesses around Valentine's Day. Your database expects to hear from you too.

This is the one time per year when a "just thinking of you" message lands perfectly without feeling forced or sales-focused.

The Math on Database Touches

Most agents touch their database 2-3 times per year. Top agents touch their database 12-36 times per year.

Valentine's Day is one of 12 natural touch points you should never skip.

What Actually Works

Forget the branded cards and generic email blasts. Those go straight to trash.

Here's what gets responses:

Personal text: "Happy Valentine's Day! Hope you and [spouse name] are doing great. How's [neighborhood name]?"

Quick video: 15-second selfie video saying "Happy Valentine's Day from your real estate friend. Thinking of you today."

Handwritten note: "Happy Valentine's Day to the [last name] family. Hope this year is treating you well."

The Three-Tier Strategy

Tier 1 (A-List Clients): Handwritten cards mailed by February 13th Send to past clients, active leads, and top referral sources. 50-100 people maximum.

Tier 2 (Active Database): Personal texts sent February 14th Text everyone you've worked with or who's in your active pipeline. 200-300 people.

Tier 3 (Entire Database): Email on February 15th Everyone else gets a genuine, non-salesy email checking in.

What to Write

Keep it short. Keep it real. Make it about them, not you.

Text version: "Happy Valentine's Day [Name]! Thinking of you today. How's life in [City]?"

Email version: "Happy Valentine's Day from your real estate connection. Hope this year is off to a great start for you and your family. Let me know if I can help with anything."

Note version: "Happy Valentine's Day to one of my favorite clients. Thanks for trusting me with your real estate needs. Hope you're doing great."

The Response Strategy

When people respond (and many will), have a plan:

If they respond positively: Continue the conversation naturally. Ask about their life, their house, their neighborhood.

If they mention real estate: "Let's set up a time to talk. When works for you this week?"

If they refer someone: "Thank you. What's the best way to reach them?"

Why This Touch Matters

You're not selling anything on Valentine's Day. You're reminding people you exist and you care about them.

Six months from now when they think about moving, they'll remember you reached out. They'll remember you thought of them when you didn't need anything from them.

The Week Before Valentine's Day

This week (February 13): Buy cards and stamps for Tier 1: Write and mail Tier 1 cards: Create your text message list for Tier 2: Review your email list for Tier 3: Send texts to Tier 2, schedule email for Saturday

February 14th: Morning: Send Tier 3 email Throughout the day: Respond to replies personally and promptly

The Cost vs Return

50 cards with stamps: $75 Your time: 2-3 hours total Result: 300-400 people hear from you at the perfect time

Compare this to $75 spent on Facebook ads or $75 spent on Zillow leads.

Your database is always your best ROI.

What NOT to Do

Don't attach a market update to your Valentine's message. This isn't a business email disguised as a holiday greeting.

Don't include a call to action like "Call me for a free home valuation." Save that for different touches.

Don't use a bulk email service that makes it obvious you sent the same message to 500 people.

The Follow-Up Plan

When someone responds, note it in your CRM. Tag them as "Engaged - Valentine's 2026."

Follow up with these people again in March. They've shown they're open to communication.

People who respond to holiday touches are 3x more likely to give you business or referrals within 90 days.

Your Next Steps

Today (February 6): Order cards or buy them locally This weekend: Write and address all Tier 1 cards Monday: Mail Tier 1 cards Wednesday: Prepare Tier 2 text list Friday: Send Tier 2 texts and schedule Tier 3 email

The Real Opportunity

Most agents send nothing. A few agents send generic cards.

You're sending personal, thoughtful touches that remind people why they worked with you in the first place.

This small effort in February creates referrals and repeat business for the rest of 2026.

Don't skip Valentine's Day. Your database is waiting to hear from 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 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.