Flow Guide

FLOW MARKETING GUIDE

OCTOBER 2021

FLOW MARKETING GUIDE

Put yourself in the position that when the decision to buy or sell a home is considered you are the first person on their mind.

GOAL A minimum of three touches each month per member of your database, for over 36 touches at a minimum each year.

HOW DOES IT WORK? First, ensure your email database is up to date in the CRM as well as your physical mailing list. Then, create a FLOW Calendar to schedule the touches you will have on each member of your database every month (minimum of 3). Lastly, utilize all of these resources available to you by visiting MyHNRoffice.com and your office marketing coordinator/graphic designer.

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TABLE OF CONTENTS

DIGITAL • • • • • • • • • •

Agent Newsletter | Monthly Luxury Edition Newsletter | Quarterly CRM - Customizable eCards Relo eCards The Buzz | Weekly Market Update Reports | Quarterly Social Stats | Monthly Market Insight Reports | Varies Adwerx Digital Magazine | Bi-Monthly

PRINTED • • • • •

Postcard Program | Quarterly Residential Real Estate Forecast | Yearly Pop Bys Real Estate Reviews | CMA Toolkit | Yearly Real Estate Reviews | Realtors Property Resources

MISCELLANEOUS • F.O.R.D Phone Call • LoLo Gifts | Monthly or Yearly • Handwritten Notes

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DIGITAL

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AGENT NEWSLETTER | MONTHLY

HARRY NORMAN AGENT NEWSLETTER Informative, yet fun, seasonal newsletter sent on the first Monday of every month

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LUXURY EDITION NEWSLETTER | QUARTERLY

HARRY NORMAN LUXURY EDITION NEWSLETTER Informative, high-end, seasonal newsletter of luxury trends

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CRM | CUSTOMIZABLE ECARDS IT’S EASY TO STAY IN TOUCH WITH ECARDS FOR EVERY OCCASION Visit the CRM to access an entire library of customizable eCards including messages have been created for every holiday. Easily go in your CRM, chose your holidays, then set it and forget it for the rest of the year!

The graphics can be found on the cloud under Documents > Company Public > Marketing > Social Media Holiday Messages 7

HARRY NORMAN RELO ECARDS

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THE BUZZ FROM THE EXPERTS

STAY INFORMED AND ON TOP OF THE MARKET. Harry Norman, REALTORS® creates a weekly buzz that keeps digital and social viewers up to date with the newest trends and need to know facts about the Atlanta Real Estate Market

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MARKET UPDATES FROM THE EXPERTS

QUARTERLY MARKET REPORTS - LUXURY & RESIDENTIAL These reports can be shared through the Harry Norman website under Services > Market Insights and through the CRM.

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SOCIAL STATS | SOCIAL MEDIA

YEARLY COMPARISONS OF KEY MARKETS IN ATLANTA. HNR creates monthly social stats that keep digital and social viewers up to date with the market stats in their area.

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MARKET INSIGHT REPORT

KEEP YOUR SPHERE INFORMED WITH THE MARKET HAPPENINGS

BY SUBSCRIBING TO THE MARKET INSIGHT REPORT • Utilize the Market Insight Report as a tool to inform your clients on the market activity in their local area.

• Access over 400 defined areas based on cities, schools, and neighborhoods

• Automate the report to send weekly, monthly or quarterly.

• Bonus: The “Home Valuation” button at

the bottom of the report serves as a lead generation tool for you

DIRECTIONS • Visit the CRM • On the menu toolbar in the CRM click on Leads > My Leads or Contacts

• Click on the lead or contacts name, scroll down the page, and select Market Insights.

• Click the Subscribe button and fill out the form Note: If a custom market insight area was created the custom areas will show at the bottom of the Location drop-down menu Frequency: • Weekly goes out every Monday • Monthly goes out on the first of the month • Quarterly goes out the first of every quarter 12

ADWERX | PERSONAL MARKETING CAMPAIGN

PROVIDING EXCEPTIONAL DIGITAL VISIBILITY FOR YOU AND YOUR BRAND Take your farming efforts to the next level by purchasing a zip code to promote yourself as the area expert. Your ads will follow potential clients around the web and social media.

AUTOMATED RETARGETING SERVICES Complimentary automated retargeting ads have been branded to promote you and bring visitors to your Harry Norman website.

These ads follow the viewer around the internet on Facebook, Instagram, and other websites the same way retail ads appear after visiting an online retailer.

ADDITIONAL SERVICES INCLUDE: SERVICES INCLUDE:

EXTENDED LISTING CAMPAIGNS

EXTENDED LISTING CAMPAIGNS • Extend your listing campaigns beyond one • Extend your listing campaigns beyond one week. week.

ZIP CODE ADS ZIP CODE ADS • Take your farming efforts to the next level by

• $59-$100/monthly per zip code based

purchasing a zip code to promote yourself as the on area.* (*Minimum 3-month purchase. areaLimited expert. Your ads will follow potential availability per zip code.)clients around the web and social media.

• $59-$100/monthly per zip code based on area.* ADS purchase. Limited availability *SPHERE Minimum 3-month • perKeep yourself top of mind for past and zip code.

present clients using targeted ads to follow your sphere around the web and social SPHERE ADS media. * Minimum 100 email address • Keep yourself top of mind for past and present targets. clients using targeted ads to follow your sphere

around the web and social media.

TV COMMERCIALS *STREAMING Minimum 100 email address targets.

• $2,000 - $5,000 per 3 month contract.

STREAMING TV COMMERCIALS • $2,000 - $5,000 per 3 month contract.

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DIGITAL MAGAZINE | THE BUCKHEAD OFFICE

EXCLUSIVE TO THE BUCKHEAD OFFICE | Bi-Monthly A key part of what makes our department unique is the amount of personalized marketing we provide. Our Digital Magazine is an Online publication that can be sent out on an agent’s behalf through their CRM or personal email. This Buckhead Office exclusive resource filled with fun & informative content to serve as a touch point for your database, while giving you and your clients a break from real estate data & statistics.

HOSTED ON ISSUU.COM

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DIGITAL MAGAZINE | SOCIAL MEDIA

Along with the bi-monthly digital magazine, our office offers an extensive library of social media assets, in the form of stories and posts, based on the digital magazines.

These are available for agents to use on their own social media platforms.

The graphics can be found on the cloud under Documents > BH > Office Public > _Marketing Department > Digital Magazine 15

PRINTED

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POSTCARD PROGRAM

BE VISIBLE IN MAILBOXES WITH THE QUARTERLY POSTCARD PROGRAM It’s a great idea to easily get in touch with everyone in your mailing database at least 4 times a year with The Buckhead Office - Quarterly Postcard Program. Depending on the season and the happenings of each quarter, there will be 2 templates per quarter that you can request your contact information be added to. Then the marketing department can assist with mailing out to your mailing database via XpressDocs (pricing may vary with postcard size and current postage pricing). Below are just a few options that will be available to you

Fall EVENTS NEIGHBORHOOD

09.21

Atlanta Beltline Lantern Parade

09.28-29

Old 4th Ward Park Arts Festival

art.beltline.org/events/lantern-parade

oldfourthwardparkartsfestival.com

09.28

East Atlanta strut

09.28

AID Atlanta AIDS Walk & 5K

09.29

Sunday in the Park at Oakland

10.05-06

Fall Festival in Candler Park

eastatlantastrut.com

aidatlanta.org/2018registration

oaklandcemetery.com/event/sundayin-the-park-2019 oldfourthwardparkartsfestival.com

09.28

Trick-or-Treat Trot 5K

10.20

Little Hands, Big LOVEFEST

Celebrating the

runsignup.com/Race/GA/Norcross/ TrickOrTreatTrot

HOLIDAYS

chcatlanta.org/

HOLIDAY LIGHTS Through Dec 31

Life University Lights of Life | Marietta

Through Jan 5

Fantasy in Lights | Callaway Gardens

Through Jan 6

Magical Nights of Lights | Lake Lanier Islands

Through Jan 6

Stone Mountain Christmas | Stone Mountain Park

Through Jan 6 Dec 7 - 23

Garden Lights Holiday Nights | Atlanta Botanical Garden Holiday Lights of Hope | Woodstock

SPECIAL MUSIC ALABAMA 09/4 09/11 09/18 09/25 10/2 10/9 10/16 10/23 11/6 11/13 11/20 11/27

MIAMI MERCER FLORIDA SOUTHERN MISS OLE MISS TEXAS A&M MISSISSIPPI STATE TENNESSEE LSU NEW MEXICO ST ARKANSAS AUBURN

ARKANSAS 09/4 09/11 09/18 09/25 10/2 10/9 10/16 10/23 11/6 11/13 11/20 11/27

RICE TEXAS GA SOUTHERN TEXAS A&M GEORGIA OLE MISS AUBURN UAPB MISSISSIPPI ST LSU ALABAMA MISSOURI

AUBURN 09/4 09/11 09/18 09/25 10/2 10/9 10/16 10/30 11/6 11/13 11/20 11/27

AKRON ALABAMA STATE PENN STATE GEORGIA STATE LSU GEORGIA ARKANSAS OLE MISS TEXAS A&M MISSISSIPPI ST SOUTH CAROLINA ALABAMA

FLORIDA 09/4 09/11 09/18 09/25 10/2 10/9 10/16 10/30 11/6 11/13 11/20 11/27

FLA ATLANTIC SOUTH FLORIDA ALABAMA TENNESSEE KENTUCKY VANDERBILT LSU GEORGIA SOUTH CAROLINA SAMFORD MISSOURI FLORIDA STATE

GEORGIA 09/4 09/11 09/18 09/25 10/2 10/9 10/16 10/30 11/6 11/13 11/20 11/27

KENTUCKY 09/4

CLEMSON UAB SOUTH CAROLINA VANDERBILT ARKANSAS AUBURN KENTUCKY FLORIDA MISSOURI TENNESSEE CHARLESTON SO GEORGIA TECH

09/11 09/18 09/25 10/2 10/9 10/16 10/30 11/6 11/13 11/20 11/27

ULM MISSOURI CHATTANOOGA SOUTH CAROLINA FLORIDA LSU GEORGIA MISSISSIPPI STATE TENNESSEE VANDERBILT NEW MEXICO ST LOUISVILLE

LSU 09/4 09/11 09/18 09/25 10/2 10/9 10/16 10/23 11/6 11/13 11/20 11/27

UCLA MCNEESE STATE CEN MICHIGAN MISSISSIPPI STATE AUBURN KENTUCKY FLORIDA OLE MISS ALABAMA ARKANSAS ULM TEXAS A&M

SEC 2021 FOOTBALL SCHEDULE MISSOURI 09/4 09/11 09/18 09/25 10/2 10/9 10/16 10/23 11/6 11/13 11/20 11/27

CEN MICHIGAN KENTUCKY SE MISSOURI STATE BOSTON COLLEGE TENNESSEE NORTH TEXAS TEXAS A&M VANDERBILT GEORGIA SOUTH CAROLINA FLORIDA ARKANSAS

MISSISSIPPI STATE 09/04 09/4 09/11 09/18 09/25 10/2 10/9 10/16 10/23 11/6 11/13 11/20 11/27

LOUISIANA TECH N CAROLINA STATE MEMPHIS LSU TEXAS A&M ALABAMA VANDERBILT KENTUCKY ARKANSAS AUBURN TENNESSEE STATE OLE MISS

OLE MISS 09/6 09/11 09/18 10/2 10/9 10/16 10/23 10/30 11/6 11/13 11/20 11/27

LOUISVILLE AUSTIN PEAY TULANE ALABAMA ARKANSAS TENNESSEE LSU AUBURN LIBERTY TEXAS A&M VANDERBILT MISSISSIPPI STATE

SOUTH CAROLINA 09/4 09/11 09/18 09/25 10/2 10/9 10/16 10/23 11/6 11/13 11/20 11/27

EASTERN ILLINOIS EAST CAROLINA GEORGIA KENTUCKY TROY TENNESSEE VANDERBILT TEXAS A&M FLORIDA MISSOURI AUBURN CLEMSON

With summer coming to a close, and football season on the horizon, it’s time to get your game face on for what the rest of theTEXAS yearA&M will hold!

VANDERBILT TENNESSEE

09/4 09/11 09/18 09/25 10/2 10/9 10/16 10/23 11/6 11/13 11/20 11/27

BOWLING GREEN PITTSBURGH TENNESSEE TECH FLORIDA MISSOURI SOUTH CAROLINA OLE MISS ALABAMA KENTUCKY GEORGIA SOUTH ALABAMA VANDERBILT

09/4 09/11

KENT STATE COLORADO NEW MEXICO ARKANSAS MISSIPPI STATE ALABAMA MISSOURI SOUTH CAROLINA AUBURN OLE MISS PRAIRIE VIEW LSU

09/4 09/11

E TENNESSEE ST COLORADO STATE STANFORD GEORGIA UCONN FLORIDA SOUTH CAROLINA MISSISSIPPI STATE MISSOURI KENTUCKY OLE MISS TENNESSEE

Thinking of selling? Call me today and let’s talk.

09/18

09/25 10/2 10/9

10/16

10/23 11/6 11/13 11/20 11/27

09/18

09/25 10/2 10/9

10/16

10/23 10/30 11/13 11/20 11/27

AGENT NAME 404-123-4597 D 404-233-4142 O Agent.Name@HarryNorman.com

Dec 1

Holiday POPS | GA Symphony Orchestra | Marietta Performing Arts Center

Dec 4

Martina McBride - Atlanta Symphony Orchestra | Atlanta Symphony Hall

Dec 8

Trans Siberian Orchestra | Infinite Energy Arena

Dec 8 - 9

Christmas w/ the Atlanta Symphony Orchestra | Atlanta Symphony Hall

Dec 13 - 14

Handel’s Messiah w/ ASO and Chamber Chorus | Atlanta Symphony Hall

Dec 14

Jingle Ball Concert | State Farm Arena

Dec 20

Holiday Hootenanny | Variety Playhouse

Dec 20 - 21 Dec 23 THE BUCKHEAD OFFICE 532 East Paces Ferry Road Atlanta, Georgia 30305 404-233-4142 | HarryNorman.com

A Very Merry Holiday POPS | Atlanta Symphony Hall Joe Gransden Christmas Special w/ Francine Reed | Eddie’s Attic

HOLIDAY FUN Through Dec 2

Irving Berlin’s White Christmas | Fox Theatre

Through Dec 9

Christmas at Callanwolde | Atlanta

Through Dec 31

Festival Of The SEAson | Georgia Aquarium

Through Jan 6

Winter Wonderland | Fernbank Museum of Natural History

Through Jan 6

Macy’s Pink Pig | Macy’s at Lenox Square

Through Feb 14

Skate the Sky at Skyline Park | Rooftop at Ponce City Market

Dec 1 - 30

Rudolph the Red-Nosed Reindeer Puppet Show | Center for Puppetry Arts

Dec 1 - 30

Madeline’s Christmas | Horizon Theatre

Dec 1

Children’s Christmas Parade | Midtown Atlanta

Dec 1

Reindog Parade | Atlanta Botanical Garden

Dec 1 - 30

Ornament Class | Decatur Glass Blowing

Dec 7 - 16

Elf The Musical | Sandy Springs Performing Arts

Dec 8

Pub Crawl on the BeltLine | Eastside Trail of Atlanta BeltLine

Dec 8

Atlanta Santa Pub Crawl | Live! at the Battery Atlanta

Dec 8

Sleighbells on the Square 5K/1K/Tot Trot | Marietta Square

Dec 8 - 24 Dec 9

Atlanta Ballet’s Nutcracker | Fox Theatre Enchanted Woodland Wonders | Chattahoochee Nature Center Roswell

Dec 12 - 24

A Christmas Carol | Alliance Theatre Group Cobb Energy Centre

Dec 14 & 21

Candlelight Nights | Atlanta History Center

@agentname_realtor If your home is currently listed for sale, this is not intended as a solicitation.

Information is believed to be accurate but is not warranted.

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RESIDENTIAL REAL ESTATE FORECAST

ANNUALLY UPDATED REAL ESTATE TRENDS & INSIGHTS Include this informational piece in your Real Estate Review or send solo to keep your network informed on local and national trends

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POP BYS

“POP-IN” YOUR SPHERE WITH SEASONAL OR SPECIAL OCCASION POP BYS Who doesn’t love a goodie bag, small thoughtful gift, or a quick activity or event?

Connect in a more personal way with pop bys that you can deliver personally to your close sphere. Along with a fun/simple gift, the marketing department will happily create catchy tags to attach. Below are just a few ideas that can spark some creativity.

Home!

On your new

• • • • • • • • • • •

Mason jar of jam Bag of Baseball peanuts Halloween candy bags Popsicles Popcorn Home made cookies Pumpkins Jar of honey Spiced tea Candle Hand sanitizer 19

REAL ESTATE REVIEWS | TOOLKIT CMA

CONTACT EVERYONE IN YOUR DATABASE YEARLY It’s a great idea to get in touch with everyone in your database once a year and suggest they sit down with you to review the current market activity in their neighborhood and nationally.

Create Personalized Real Estate Reviews with ToolKit CMA

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REAL ESTATE REVIEWS | REALTORS PROPERTY RESOURCES

FOR MORE INFORMATION VISIT: WWW.NARRPR.COM

Peachtree Hills in Atlanta, GA

Peachtree Hills in Atlanta, GA

Closed: 10 (cont.)

Peachtree Hills in Atlanta, GA

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Market Snapshot: Sales Price

Closed

Bed /Ba

Living Area (sq ft)

Lot Size (sq ft)

Year Built

Close Date

Close Price

Price per sq. ft.

Single Family

3/3

1,559

15,290

1937

8/12/2021

$880,000

$527

Single Family

3/2

1,618

11,979

1944

7/20/2021

$725,000

$431

Single Family

4/2

1,565

8,320

1930

8/27/2021

$650,000

$404

Single Family

3/2

1,786

9,017

1935

8/2/2021

$747,000

$380

Single Family

2/1

1,964

7,013

1927

7/20/2021

$795,000

$390

MLS ID: –

220 Springdale Dr NE

MARKET ACTIVITY REPORT

Prop Type

–

Peachtree Hills in Atlanta, GA

7

Closed

MLS ID: –

262 Springdale Dr NE

– 8

Closed

MLS ID: –

2255 Stephen Long Dr NE

– 9

Closed

MLS ID: –

7 E Dr NE

– 10 This map layer shows the average sales price for properties sold in the previous six months, in areas where RPR has MLS data. Source(s): MLS data; updated Quarterly.

Closed

2229 Edison Ave NE

MLS ID: –

– Median Sales Price

$690K

Change Over

Change Over

Change Over

Change Over

Last Month

Last Quarter

Last 12 Months

Last 24 Months

9.8%

4.58%

6.81%

4.55%

Updated: 9/30/2021

Pre se n t e d b y |

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Emily Norris

REALTOR®

About this data: The Metrics displayed here reflect median sales price for SFR using MLS listing data.

Copyright 2021 Realtors Property Resource® LLC. All Rights Reserved.

Information is not guaranteed. Equal Housing Opportunity.

Copyright 2021 Realtors Property Resource® LLC. All Rights Reserved.

Information is not guaranteed. Equal Housing Opportunity.

10/14/2021

10/14/2021 Copyright 2021 Realtors Property Resource® LLC. All Rights Reserved.

Information is not guaranteed. Equal Housing Opportunity.

10/14/2021

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MISCELLANEOUS

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MAKING A F.O.R.D. PHONE CALL

PICK UP THE PHONE & CONNECT WITH SOMEONE No matter how much online marketing, print marketing and relationship building you do, nothing has more power than a voice-to-voice or face-to-face interaction.

Here are some great reasons to pick up the phone, using the FORD call technique.

A FORD call should be sort and sweet. Your goal is to ask questions that help you learn more about your client while demonstrating you are genuinely interested in their life. Be sure to pay attention for any changes they are going through that may cause a real estate need. For example, if someone is having a baby they may need to up-size from their condo to a larger single family home.

F

FRIENDS & FAMILY

O

OCCUPATION

R

RECREATION

D

DREAMS (FUTURE)

“How is the family doing?”

“You mentioned your daughter was getting married, are you ready for the big day?”

“What are the kids up to this summer vacation?”

“How’s the new business coming along?”

“Last time we talked you mentioned a career change, any progress on that?”

“I know you are into skiing. Have you been able to get out to the slopes this year?”

“Any vacation plans for over the summer?” “How was your trip to Italy?”

“Now that the kids have left for college, what’s next for you guys?

“Have you thought about where you want to retire?”

Here are some other reasons to pick up the phone and call.

Sellers > update Active buyers > update Recent closed customers > do you need anything?

Referral sources > thank you & update on progress Anniversaries > guess what happened 5 years ago today?

Birthdays Invitations Annual market update Thank you Congratulations 23

LOLO GIFTS | LOCAL GIFT OF THE MONTH CAMPAIGN

+

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WHAT ARE LOLO GIFTS? Digital gifts sent from your email to your clients Redeemable by email or text Gifts are curated by region Create more personal and meaningful touches

HOW MUCH DOES IT COST? Fixed cost no matter how many gifts are redeemed or used First month is free Monthly Option: $1.35 per client Annual Option: $1.00 per client Both options Minimum of 25 clients

WHAT ARE THE GIFT ZONES? Atlanta North/Cumming Decatur/Midtown East Cobb West Cobb

Buckhead Dunwoody/Sandy Springs North Georgia Mountains North Fulton

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HANDWRITTEN NOTES

THE APPEAL OF A HANDWRITTEN NOTE Although emailing is convenient, a handwritten note has a “stand out” quality.

The handwritten note helps distinguish your voice and message from the hundreds of others that often crowd a person’s inbox.

Holidays and life events are a great reason to send a special note: Invitation to an event Congratulations Marriage Anniversary New Baby New Job

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Personal Achievement Happy Birthday Holidays Easter Passover Mother’s Day

Father’s Day 4th of July Thanksgiving Christmas Hanukkah New Years

OCCASIONS TO WRITE HANDWRITTEN NOTES Here are some reasons to send a note: THANK A CLIENT FOR THEIR BUSINESS:

Dear X, Thank you for the opportunity to work with you and for putting your trust in me. I am honored to have helped you with the [sale/purchase] of your home and most important asset. Please keep in touch and let me know if there is anything else I can do to help you.

It was a pleasure working with you!

Sincerely,

THANK YOU FOR A REFERRAL:

Dear X, Thank you for recommending me and putting your name and trust in me. I will do my very best to ensure Y has a great real estate experience! I will keep in touch and let you know how everything turns out. Thank you for your referral.

Sincerely,

SAY IT WAS NICE MEETING YOU:

Dear X, I just wanted to write you a quick note to say how great it was meeting you earlier this week.

I really enjoyed our conversation regarding Z. (this could be about their business, their family, specific interests, an event etc.) and hope that we can stay in touch in the future.

I have included my business card so you have my contact information.

Sincerely,

TOUCH BASE AND SAY “HI”:

Dear X, Just a quick note to say hi and see how you are doing. I was thinking about you the other day and realized we haven’t been in touch over the last little while. I hope everything is going well with you and your family. I would love to catch up over coffee or connect by phone. I will give you a call in the next few days so hopefully we can find a time that works!

Looking forward to chatting soon!

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© Harry Norman, REALTORS® 2021