BUYER’S GUIDE: Closing gifts
BY MICHAEL ANTONIAK
Saying thank you
As your last point of contact with buyers and sellers in a transaction, closing gifts are more than just an unexpected courtesy. They serve as a sincere show of appreciation for business and a low-key way to generate referrals.
Although some practitioners balk at the notion that they should feel obliged to further reward clients for a job well done, an overwhelming majority do bestow gifts at the completion of a sale. Seventy-seven percent of REALTOR® Magazine readers had given closing gifts to clients in the previous year, according to the magazine’s April 2003 REALTOR® Profile Study, MRI Custom Division.
The form gifts take are as varied as the personalities of those who give them. But the most popular, according to the survey, are gift cards, flowers and plants, gift baskets, personalized home accessories, alcoholic beverages, and food or sweets.
REALTOR® Magazine’s own informal online poll—asking REALTOR® Magazine Online visitors about their closing gift choices—uncovered a much broader mix of gift options. Some enthused about giving distinct items, such as artistic renderings of the new house, hand-painted plates, or maple syrup. Others went the practical route: new locks for all doors and windows and environmentally friendly cleaning products. Still others suggested donations to a charity in the client’s name, a year’s membership to the local zoo, and even chew toys for the family dog.
If there’s consensus among gift givers, it’s to put some thought into the gift selection so it reflects well on the giver and that it’s better to give nothing at all than something obviously cheap or inappropriate for the recipient.
Today e-commerce makes it more convenient than ever to select and experiment with a variety of gifts. Many gift company Web sites feature “wizards” to help narrow your selection based on price or purpose of the gift. The companies mentioned in the accompanying chart are a good place to begin the search for the gift that’ll speak best for you, long after closing.
Thoughtful giving
Deciding to use closing gifts is the easy part. Making the selection work for you takes thought. Consider:
- Cost. Don’t try to “cheap” your way out on gifts. Make it something someone will actually appreciate receiving. Let the home’s selling price and buyers’ affluence help guide you to what’s appropriate to spend and give.
- Personal touch. Though it asks more time and effort to make the selection, a personalized gift can say most about how much you appreciate the client.
- Staying power. Something the client proudly displays or uses for years will serve as an ongoing reminder of you and a chance for the client to talk up your services again and again.
- Follow-up. A giving strategy, in which you regularly follow up with tokens of appreciation, cards, or friendly calls can effectively reinforce the good will generated by your gift.
Voices of experience
Galen Gruman, Prudential California Realty, San Francisco
In the fast-paced San Francisco market, Gruman rarely spends enough time with clients to get an in-depth sense of their style. “I know almost every house needs something, however, so I give everyone something practical: a $50 gift card to Lowe’s,” he says. He backs it with a more altruistic gesture, making a $100 donation in the clients’ name to their charity of choice or to the Prudential Foundation, dedicated to community involvement. “They like the idea of giving something back to the community,” Gruman says.
Kelly Exline,ABR®, Prudential Jensen Real Estate, Boise, Idaho
Exline tries to personalize each client’s gift. “I listen for ideas as I take them around and talk with them,” she says. One client checked the refrigerator while touring a home and joked he’d buy the home if it came with beer. When he made the purchase, Exline stocked the fridge with imported beer before handing over the keys.
Jennifer Bunker, Keller Williams Success Realty, Ogden, Utah
Because of Utah’s $50 limit on business gifts, Bunker spends $25 on a gift basket given at closing. A week later she delivers “something flashy, always with balloons,” to the client at work. “It catches the attention of other people in the office and gives the client a reason to tell other people about me,” she says. Bunker reports the effort has netted six closed deals through one client’s office alone.
ONLINE EXCLUSIVE
· For more closing gift ideas, click here.
· REALTOR VIP® partners offer special pricing to NAR members. Learn more at REALTOR.org/realtorVIP
QUOTE
The excellence of a gift lies in its appropriateness rather than in its value.
—Charles Dudley Warner (1829-1900)
Closing gift ideas
Building Keepsakes
www.buildingkeepsakes.com
989/737-3437
Handmade memory books, scrapbooks, journals, new-home announcement cards, and invitations. Prices start under $15; customized products and volume discounts available.
Charpics Technologies
www.charpics.com
704/795-0918
Artistic digital renderings of photographs of a home or other subject give the appearance of a charcoal sketch or colored pencil drawing. Pricing starts at $30 for an 8.5-by-11-inch charcoal-style print.
Confluence Books
www.confluencebooks.com
800/444-5450
The Home Owner’s Journal lets new owners track all activity and expenses related to their purchase and remodel. Customize covers and inside page with your message, contact information, or logo. $9.95 each in quantities up to 999; $6.95 each for orders more than 1,000.
CustomMat
www.custommat.com
800/842-9971
Customize floor and door mats in a variety of materials, colors, and shapes with your slogan or logo. Pricing starts under $5 for 18-by-27-inch mats when ordered in quantities of 50 or more; volume discounts available.
Dedication Trees
www.dedicationtrees.com
800/377-7699
Live tree with dedication marker inscribed with your message for planting in homeowner’s yard. Variety of trees and marker design art offered, including REALTOR® logo. $39.95 plus shipping and handling, plus choice of $20 or $50 gift card for purchase of tree or plant at Lowe’s or Home Depot.
Figi’s Business Services
www.fbsgifts.com
866/843-1738
Gourmet food, fruit, chocolate, cheese and sausage, and gift baskets, as well as accessories, such as cutting boards and glassware. Pricing starts under $20; volume discounts available.
1-800Flowers.com
www.1800flowers.com
800/356-9377
Floral arrangements and gift baskets for every occasion. Pricing starts under $30.
Godiva Chocolatier Inc.
Corporate Incentive and Amenity Sales, e-mail KimWesthoff@godivachoc.com
866/888-6095
Selection of gift boxes, baskets, and assorted gourmet chocolates and confections. Pricing starts at $3.
Innovative Software LLC
www.bestclosinggift.com
800/999-2734
Homeowners can keep track of all improvements made to their new house with the Complete Home Journal software for PCs. Customize software packaging with your contact information and company name. $14.95 in quantities of 10 or fewer; volume discounts available.
KaBloom—VIP Partner
www.KaBloom.com/NAR
(use code NAR when you shop online)
800/KaBloom (522-5666)
Mention your NAR membership.
KaBloom’s “fresh flowers at the grower’s prices” help you maintain contacts and say, “Welcome home.” In addition to the 10 percent discount on everyday pricing, KaBloom offers NAR members specials on flowers, bouquets, plants and other gifts, for holidays, such as Mother’s Day, Thanksgiving, and Christmas.
Kim’s Crafts
www.kimscrafts.com
800/830-5480
Selection of hand-painted slate signs that can be customized with homeowner’s name or address. Handcrafted items for the home produced in Maine. Pricing starts at $14.99 for personalized slate.
Linens ’N Things Gift Card
www.lntgiftcards.com
877/447-5429
Gift card for use online or in store for towels, bedding, and home decor items. Cards start at $25. Use order code RGMAY to receive 10 percent discount.
Publishing Promotions Inc.
E-mail pubpro@juno.com
770/924-9697
Illustrated coffee table books on art, home decorating, gardens, cooking, and more. Each book can be embossed with “compliments of” in gold foil with your name and company logo. Pricing starts at $20.
Schwan’s Home Services
www.schwans.com
888/724-9267
Have frozen food delivered to new homeowners who may not have had time to stock the fridge. Breakfast, lunch, dinner for two or more in a variety of cooking styles. Meal prices start under $20.
Smithsonian Institution—VIP Partner
www.smithsonianmag.com/nar
877/485-6410
NAR/Smithsonian National Associate Memberships include a one-year subscription to Smithsonian magazine; Smithsonian store, restaurant, and online shopping discounts; study tour and travel opportunities; and exclusive invitations to regional events. Members also receive 8-by-10-inch lithograph of Ipswich House, featured in NAR-sponsored exhibition at Smithsonian. Recipients receive gift announcement with NAR logo. Memberships: $12 per year.
SouthernSeason
www.southernseason.com
866/253-5317
Gourmet foods, candies, baked goods, and snacks. Special line of gift baskets and samplers created specifically as closing gifts. Pricing starts under $30.
Tiffany & Co.
www.tiffany.com
800/770-0800
Luxury items; gift sets; jewelry; silver, pewter, and crystal items; and clocks. Pricing starts under $100.
Up North Baskets
www.thebasketmall.com
320/654-1886
Food and gift baskets for any occasion, including a selection of housewarming baskets. Baskets start under $40.
USA Gifts Direct
www.usagiftsdirect.com
800/505-6143
Assortment of items for the home and garden, including gift baskets, collectibles, and home improvement items. Company offers program for automatically sending gifts over set period of time. Pricing starts under $25.
Viansa Winery and Italian Marketplace
www.viansa.com
800/995-4740
Italian wines, foods, gift baskets, books, and accessories produced in California’s Sonoma Valley. Custom labeling of some wines available. Pricing on gift baskets starts under $40.
Wolferman’s
www.wolfermans.com
800/798-6234
Gourmet baked goods and food items for individual purchase or for gift baskets. Custom selections can be included in gift baskets if purchased in volume. Pricing starts under $30.
REALTOR VIP® partners offer special pricing to NAR members on certain products and services. Find out more at REALTOR.org/realtorVIP.
Prices are the manufacturers’ suggested retail prices and are subject to change. This list isn’t comprehensive; NAR doesn’t evaluate or endorse these products and isn’t responsible for changes in company info.
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This month's Cool Tools.
Buyer's Guide: Your Parting Thank You , May 2001
Buyer's Guide: Wrapping Up the Sale , June 2002
