As a relationship marketer for Microsoft, Brennen Clouse was gradually realizing that he didn’t quite fit in with the corporate world. So, when he committed himself full-time to real estate in 2017, he knew he’d taken the right step.

Of all he had learned at Microsoft, the most important was that relationships are everything, because relationships open the door for quality service. If he was going to do this right, Brennen knew he needed to create a business where people would feel genuinely appreciated and cared for throughout the client journey.

Not surprisingly, at Microsoft he had become quite comfortable with applying technology to consumer-facing concerns. Now in his own business, Brennen and his team began leveraging technology to create a system that could massively scale client gifting.

Their goal: A stellar client experience that would result in glowing reviews, client referrals, and repeat business.

Building this kind of system began with the question: As a client, what would I need to experience during the process to make me not only happy but a loyal advocate?

But before Brennen reached that question, there were a few false starts – steps where the client might not have felt as appreciated as they needed to. Only when Brennen and his team connected the dots between what they wanted 5-star reviews and raving client fans – did they perceive the gap.

Knowing the gap and how to fill it makes all the difference. You don’t have to be an ex-Microsoft employee to know what it takes and make it happen.

• Brennen envisioned a gifting system that would result in 5-star reviews.
• It would be scalable because every tool and process would seamlessly interconnect.

• He created an “All About You” client intake form, hosted on Airtable, and included a bit.ly link to it in their buyer consultation follow-up email. In bit.ly, every team member can easily access it. The form helps them gather all relevant client preferences and needs to personalize their gift selection.
• By ordering gifts directly from Amazon, Brennen ensures quick and efficient delivery to his clients. Furthermore, the use of gift notes enables clients to respond with a thank you note, fostering a sense of gratitude and appreciation.
• He can also source moving boxes and supplies through Amazon.
• He provides personalized Buyers Guide notecards for each team member. The notecards include a prompt for the client to leave a review. FedEx Office prints the notecards in batches of 50.

• The agent and other team members complete a New Contract Gifting form. It is then sent to their virtual assistant (VA) who handles ordering all the gifts.
• For the moving boxes, a kit is chosen from Amazon. The boxes are accompanied by a congratulatory script personalized with the agent’s name, adding a personal touch for each client.
• Seven days before closing, they send Crumbl Cookies to the client with a note that reads, “Looking forward to a sweet close!”
• Finally, they send a personalized closing gift based on the interest or hobby the client shared in the “All About You” form.
• They also gift monthly subscriptions to maintain ongoing connection with clients.
• Finally, they send a standardized email to nudge the client toward giving a review.