Listen up, brokers! Gifting is like a secret weapon for boosting client loyalty. When done right, it’s a surefire way to improve client relationships, show goodwill, lift your brand perception, and remind your clients that you care about them.
But not all gifts tick the box, and there are some major gifting faux pas you’re going to want to avoid. So, before you start swiping the business credit card, be sure to read our successful client gifting tips below.
Gift Without Expectations
A quick reminder that gifts aren’t about buying loyalty; they’re not a transaction. This isn’t the moment to market to your clients (or prospective clients) by covering a gift in your branding.
When choosing gifts that delight and provide your clients with genuine value, remember the golden rule: keep it clean (nothing in poor taste), keep it beautiful (lean into aesthetics), and keep it real (tangible is best).
“Keep it clean, keep it beautiful, keep it real.” — Ruan Burger.
Timing is everything. We recommend gifting when it’s least expected, like on a client’s anniversary with you, on their birthday, or perhaps for a major milestone. Choosing the right time adds that extra layer of magic and surprise, reinforcing to your client that you care about them outside of just doing business with them.
Gift Ideas Your Clients Will (Actually) Love
You know your clients best, so try to choose gifts that appeal to their individual interests. Say one client is a big foodie — a voucher for a new restaurant would go a long way. Or perhaps, they’re a golfing fanatic; how about some new personalised golf balls to make them stand out on the course?
Don’t be fooled; bigger isn’t always better. A small gift can be just as impactful as a big expensive one — it’s the thought that counts! If you’re stuck for ideas, we’ve added a few foolproof gifts that are always guaranteed to be a hit:
- A classic wall clock.
- High-quality monogrammed towels.
- A leather luggage tag.
Add A Personal Touch
Now that you’ve chosen the right gift, it’s time to go the extra mile and add a personal touch. In our digital world, packed with emails and text messages, a personalised, hand-written note is the best way to show thoughtfulness and cut through the noise. We love the idea of including a hand-written message to make clients feel extra special and share extra context about why they’re receiving the gift.
While we’re on the topic of personalisation, we encourage you to spend the extra money to have your gift hand-delivered by a courier (ideally to your client’s workplace). Of course, this is a little self-indulgent, but having your clients open a thoughtful gift in front of their colleagues is great publicity for your brokerage — it’s a win-win.
Make Gifting a Regular Habit
Don’t make gifting a once-off, include it in your annual budget and look for opportunities to give regularly. Now, we’re not saying you need to shower your clients with gifts constantly — that would make you look a little desperate. Rather, we encourage you to find moments to sprinkle gifts throughout the year to show your appreciation to clients as they continue to work with you.
A Quick Recap on Gifting!
In short, gifts can be a powerful tool for boosting client loyalty (when done right)! We recommend giving thoughtful, personalised gifts that align with your client’s interests or values at a time that will surprise and delight them.
Gifting can help you to build stronger relationships and positive brand associations while keeping your clients coming back for more. At its core, gifting is about reminding clients they’re important to you and that you appreciate their business — it’s not a transaction but a value exchange.
