by Michele Gillis
Staff Writer
You’ve received a nice commission. Now, what do you do in return?
A closing gift isn’t required but smart agents know it’s appreciated and it’s a gift that keeps giving in the way of future sales and referrals.
So, what to give?
“I try to give items that they will personally appreciate that also support other local businesses,” said Michelle Gonzalez of Davidson Realty. “For instance, I’ll listen to their personal stories throughout the sale process and if I hear they like to travel to Italy, then I’ll buy them a bottle of Italian wine and a gift card to a local wine merchant.
“If the house needs a lot of work, maybe a gift card to a local nursery or hardware store. Often I give a nice basket containing an orchid from the vendor at the Wednesday market, a signed book by a local author and a bottle of wine from the winery.
“And, of course, a no-fail gift is a gift card to a local restaurant.”
Sometimes it’s as simple as just taking them out for a drink or meal after the closing to celebrate. Every Realtor adjusts their buyer gifts to suit the individual buyer and make a customer for life.
“I try to get to know my customers and make the gift personalized to either their interests or the home,” says Ana Speziale of Davidson Realty. “If they buy a home with a pool, to get them started I’ll give a gift card to a pool company. If it’s a foreclosure, a home warranty is a great gift. If they are relocating to the area, I like to include spirit wear for the kids from the school they’ll be attending. Don’t forget the pets, they’re family, too.”
Judy Hicks of Re/Max Coastal gives a gift that will also help make their house a home.
“My standard closing gift is a Pampered Chef Pizza Stone kit, a Tastefully Simple Seasoning along with a recipe for Garlic Pesto Chicken Pizza, toilet tissue, paper towels and antibacterial hand soap, all usually in a basket,” said Hicks. “I also provide new address labels with a photo of the home and ‘We’ve Moved’ postcards they can mail. I like to give practical gifts and I find that the items I give are usually items they need on the day of move in.”
Maureen Dunn of Coldwell Banker Vanguard Realty recently gave her buyers solar walkway lights.
“I like to give something that can make the house a home,” said Dunn. “I determine the price of the gift by my expense budget including how much I spent on advertising for that house.”
If you are having trouble figuring out what to get, ask a professional.
Tiger Concierge by Surprise Me! is a local company in Jacksonville that may be able to help.
“I have tried to create something to make every Realtor able to give an affordable, personalized gift,” said Toni Stenmark of Tiger Concierge. “Anyone can give a gift card. As soon as they spend it, they have forgotten where it came from. Our gifts stay in the home to be seen, complimented and remembered by all.”
Tiger Concierge specializes in custom gift baskets.
“We consult with each client about the person they want the gift to go to, their budget, and any special items that might have meaning,” said Stenmark. “Realtors are able to have us go into the house the buyer purchased before they move in. We can do a setup, thus making the client have the total surprise effect and with the new homeowners, we don’t want to just create a basket, we want to add excitement about all the nice things included in the gift.”
Another place that makes unique gift baskets: ABC Liquors.
“I found that ABC Liquors makes these great baskets that include cheese and crackers, biscottis, coffee mix and glasses,” said Teri Davis of Exit Real Estate Gallery. “They can make them anywhere from $10 to whatever you want. If you have a specific wine you want in there or no wine at all, they will design it for you.”
Davis came up with a great idea as a buyer gift to one of her special buyers.
She had to go get the lockbox off the door before closing because the listing agent couldn’t do it, so she decided to surprise the new homeowners.
“While I was there, I put water, soft drinks and beer in the refrigerator,” she said. “I also left paper towels, hand soap, toilet paper and a bottle of champagne with two glasses. When they came to move in, they had the necessities. They loved it.”
Sometimes giving gifts can be tricky, so Realtors say to steer away from giving anything political or religious. Even alcohol can be tricky — remember, not everyone drinks.
“A gift that is too personal is, generally, not a good idea,” said Sue Ann Ogden of Suncastle Properties. “A gift basket is a safe bet, but it should be specific to the buyer. For example, if the buyer is a family with young children, the basket needs to contain something for them, too.”
In the process of getting to know your clients, listen for clues when they are in the house.
“A great time is during the inspection, while you’re there helping measure for furniture and the like,” said Speziale. “You have several hours to ask what their wish list is. Be a good listener.”
Hicks agree: listening is the key.
“I like to give my clients things they can use but I also keep my ears open for special things also if I think they would like and use the items,” she says. “The address labels are probably the biggest hit.”
Determining how much you will spend on the client can depend on many factors.
“I’m pretty sure everyone will agree that it’s not about the cost,” said Ogden. “The gift simply needs to let the buyer know that you sincerely appreciate their business.”
The gift also can help you down the road if it is unique enough so the client remembers you and your thoughtfulness.
“Be creative,” said Ogden. “Do something they’ll remember and tell their friends about.
“I once represented buyers who loved the billiard table in the bonus room of the home they were buying. I found out that the sellers were planning on selling it, so I bought it from the sellers and it was waiting there for the buyers, with a bow on it, the day we closed.
“Both the buyers and sellers have told friends the story and I have received a number of referrals because of that one gift. In a way, a gift that shows the buyer you’re listening, and truly care, can be an excellent form of advertising.”
Jenet Cattar of Cattar Realty gives her buyers an ink stamper with their new address and a book to keep their important papers in.
“I call it the ‘hurricane book’ because it is something they can easily grab if they have to evacuate,” said Cattar.