📬 Keeping Clients Informed: Communication Plans for Buyers and Sellers

By Risa Weiss-Kallis, VP of Agent Development – Kale Realty

One of the biggest complaints consumers have about real estate agents is a lack of communication. At Kale Realty, we strive to be different—clear, proactive communication is our standard, not an afterthought.

Whether your client is buying or selling, your role as their trusted advisor includes keeping them updated, setting expectations, and guiding them through every step.

Here's how to build a simple but powerful communication plan that makes your clients feel supported, informed, and in control.

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🛍️ For Buyers: Your Buyer Communication Plan

🎯 Goal: Help buyers feel educated, empowered, and confident in their decisions.

✅ Before the Search Begins:

• Kickoff Consultation: Walk them through the buying process and timeline.

• Share a Buyer’s Guide: Branded PDF with key steps and FAQs.

• Send Pre-Approval Referrals: Make lender introductions if they’re not yet pre-approved.

• Set Expectations: Let them know how and when you’ll communicate (email, text, weekly calls, etc.).

Tip: Use Kale Huddle resources or create a simple email with a home buying checklist.

🔍 During the Search:

• Set Up a Custom MLS Search: Make sure they’re seeing properties in real time.

• Weekly Check-Ins: Even if no showings are scheduled, update them on market activity.

• Send New Listings Immediately: Be fast. Buyers love responsiveness.

• Recap Showings: Text or call after each showing to debrief and keep momentum.

📝 Once Under Contract:

• Send a “Next Steps” Timeline: Email outlining the contract-to-close process.

• Weekly Progress Updates: Include inspection status, appraisal, mortgage steps, etc.

• Be Proactive: If a delay or hiccup happens, tell them before they ask.

Use tools like Dotloop to track progress and loop in all parties.

📦 After Closing:

• Deliver a Closing Gift 🎁

• Send a “Welcome Home” Email with home maintenance tips

• Check In After 30 Days: Ask how things are going—and request a review!

• Add to Your Client for Life Program (anniversary cards, invites to client events, pop-bys)

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🏡 For Sellers: Your Seller Communication Plan

🎯 Goal: Keep sellers confident in your strategy and aware of every marketing and offer-related update.

✅ Pre-Listing:

• Seller Strategy Session: Discuss pricing, marketing, and what to expect.

• Send a Listing Prep Checklist: Help them get the home ready.

• Share a Branded CMA Report: Review comps and price recommendations.

• Provide a Marketing Plan: Email or present a detailed plan: staging, photos, social media, open houses, etc.

  
  

📣 While Listed:

• Weekly Seller Update: This is non-negotiable. Include:

  • Showing activity

  • Feedback from buyers

  • Website/MLS traffic

  • Upcoming marketing actions

  • Local market stats and competitor updates

  
  

• New Offers? Tell Them ASAP: Be clear, calm, and strategic.

• Check-In Call/Text Every 3–4 Days: Even if there’s no news, let them know that.

Pro Tip: Use a consistent subject line like “Weekly Update for 123 Main Street” to keep your emails organized.

📝 Once Under Contract:

• Send a “Next Steps” Email: Include important dates and what to expect next.

• Coordinate with Attorney/Lender/Appraiser: Keep everyone on the same page.

• Weekly Transaction Check-In: Confirm everything is moving smoothly.

• Explain Each Milestone: Don’t assume they know what’s next.

🎉 After Closing:

• Thank You Card or Gift

• Home Sale Summary Email with final stats and link to leave a review

• Add to Your Client for Life Plan (quarterly check-ins, market updates, etc.)

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📌 Communication Tools to Help You Stay on Track

Tool	Use
Dotloop	Transaction updates & document sharing
Your CRM (Follow Up Boss, Wise Agent, etc.)	Automated reminders, drip campaigns
Canva	Create branded checklists and guides
ATNAgentOne	Send net sheets and seller updates
Google Calendar	Set client follow-up reminders
Social Media	Keep clients engaged and aware of market trends

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💬 Final Thoughts: Be the Agent Who Over-Communicates

When you stay in touch, provide updates before they ask, and explain the "why" behind each step, you reduce stress, build trust, and create a client for life.

Clients may not always remember every detail of their transaction—but they will always remember how you made them feel.

Clear, consistent communication = loyalty, referrals, and repeat business.

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💡 Want templates for your Buyer and Seller Communication Plans? 📩 Email me at risa@kalerealty.com and I’ll send you plug-and-play versions ready to brand and use!