Win-back Sequence for Commercial Brokers Email Guide
Why Win-back Sequence Emails Fail for Commercial Brokers (And How to Fix Them)
Your best client just closed a major deal, with another broker. You didn't even know they were looking.
It's a common frustration among commercial brokers: past clients drift away, often because they simply forget the value you delivered, or aren't aware of your evolving capabilities. The market shifts, new opportunities emerge, and if you're not consistently top-of-mind, someone else will be.
A strategic win-back sequence isn't just about chasing lost revenue; it's about reactivating valuable relationships, showcasing your continued relevance, and securing future commissions. It reminds them why they chose you in the first place, and what they might be missing now.
The emails below are crafted to rekindle those connections, highlight your current expertise, and bring those valuable clients back into your pipeline.
The Complete 4-Email Win-back Sequence for Commercial Brokers
As a commercial broker, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Remember
Remind them of the value they received
Hi [First Name],
It's been a while, but I often think about the work we did on the [PROPERTY TYPE] project at [SPECIFIC LOCATION/CLIENT NAME]. We navigated [SPECIFIC CHALLENGE, e.g., tough zoning, tight timelines, complex negotiations] together, and seeing [POSITIVE OUTCOME, e.g., their business thrive there, the quick ROI] was truly rewarding.
Those kinds of challenges are exactly what make this business so engaging, and it's why I'm still passionate about finding the right solutions for clients like you. I wanted to reach out, not with a pitch, but just to say hello and see how things are going on your end.
The market has certainly seen some interesting shifts lately. If you're ever curious about current trends in [THEIR NICHE/SUBMARKET], or just want to catch up, I'm always available for a quick chat.
Best, [YOUR NAME]
This email uses nostalgia and validates past shared success, activating the principle of reciprocity. By reminding them of the positive experience and your role in it, you rebuild a foundation of trust and competence. It's a low-pressure, relationship-first approach, making the client feel valued rather than targeted.
The Update
Share what is new since they last engaged
Hi [First Name],
The commercial real estate never stands still, and neither do we. Since we last connected, we've been busy adapting to new market demands and enhancing the solutions we offer.
For example, we've integrated [PRODUCT NAME], a new analytical tool that helps us identify off-market opportunities in [THEIR TARGET GEOGRAPHY] with greater precision. It's truly changed how we approach sourcing prime assets.
We've also expanded our network in [RELATED INDUSTRY/NICHE], allowing us to connect clients with an even broader range of investors and specialized service providers. This means even more tailored support for complex transactions.
If you're thinking about future moves or just want to stay ahead of the curve, I'd be happy to share some of these new insights and discuss how they might benefit your portfolio. A brief call could reveal opportunities you haven't considered.
Best, [YOUR NAME]
This email uses the 'fear of missing out' (FOMO) and establishes authority. By highlighting new tools and expanded capabilities without making an explicit ask, you position yourself as an evolving expert. It subtly suggests that staying connected means staying informed and competitive, appealing to their professional self-interest.
The Offer
Give a special incentive to return
Hi [First Name],
As a valued past client, I wanted to extend a special invitation and offer. We're currently seeing unique movement in the [PROPERTY TYPE] sector within [SPECIFIC SUBMARKET], driven by [BRIEF EXPLANATION, e.g., shifts in corporate strategy, new infrastructure projects].
To help you capitalize on this, I'm offering a complimentary, personalized market analysis for any property type or submarket you're interested in exploring. This isn't a generic report; it's a deep dive tailored to your specific investment criteria.
Additionally, if you decide to engage our services for your next transaction within the next [NUMBER] weeks, we're offering a [SPECIAL INCENTIVE, e.g., reduced advisory fee, priority access to off-market listings, a complimentary valuation report]. Consider this an appreciation for our past collaboration and an opportunity to experience our enhanced services firsthand.
There's no obligation, just an invitation to explore possibilities.
Best, [YOUR NAME]
This email employs the principles of scarcity, exclusivity, and reciprocity. By presenting a 'special offer' for 'valued past clients' and a time-bound incentive, it creates a sense of urgency and privilege. The 'complimentary, personalized analysis' acts as a low-barrier entry point, demonstrating value before any commitment is required.
The Final
Last chance before you move on
Hi [First Name],
This is my last message regarding the special opportunity I shared recently. Our offer for a personalized market analysis and the [SPECIAL INCENTIVE, e.g., reduced advisory fee] will be concluding at the end of this week, [DATE].
I understand you have many demands on your time, but I genuinely believe that missing out on these insights and the potential savings could mean overlooking a significant advantage in the current market. My goal is to ensure you have every opportunity to make informed decisions and achieve exceptional results, just like we did on previous projects.
If you've been considering new investments or strategic dispositions, now is the moment to act. Once this offer expires, it will be some time before a similar opportunity arises.
Don't let a valuable connection and potential gains slip away. A quick reply is all it takes to start the conversation.
Best, [YOUR NAME]
This email uses loss aversion and strong urgency. By clearly stating it's the 'last message' and setting a firm deadline, it triggers the psychological bias where people are more motivated to avoid a loss than to acquire an equivalent gain. It frames inaction as a missed opportunity, pushing for a decision.
4 Win-back Sequence Mistakes Commercial Brokers Make
| Don't Do This | Do This Instead |
|---|---|
✕ Relying solely on inbound leads and neglecting past client relationships. | Implement a proactive CRM strategy to regularly check in with past clients, offering market updates and relevant insights, even when they're not actively looking. |
✕ Not tracking the specific outcomes and successes achieved for each client. | Document detailed case studies and client testimonials for every successful deal. This provides concrete examples of your value when re-engaging. |
✕ Failing to update past clients on new services, tools, or expanded market expertise. | Regularly communicate your evolving capabilities. Share how new technologies, certifications, or team members enhance your ability to serve their future needs. |
✕ Assuming a past client will remember your impact without a reminder. | Craft compelling narratives that re-establish your unique value proposition. Remind them of specific challenges you overcame and the positive results you delivered. |
Win-back Sequence Timing Guide for Commercial Brokers
When you send matters as much as what you send.
The Remember
Remind them of the value they received
The Update
Share what is new since they last engaged
The Offer
Give a special incentive to return
The Final
Last chance before you move on
Use after 3-12 months of no activity.
Customize Win-back Sequence for Your Commercial Broker Specialty
Adapt these templates for your specific industry.
Office Space Brokers
- Highlight expertise in hybrid work models and their impact on space requirements (e.g., flex space, smaller footprints).
- Discuss opportunities in specific submarkets seeing new corporate relocations or tech growth.
- Emphasize the importance of tenant improvement allowances and negotiation strategies in the current climate.
Retail Brokers
- Focus on the evolution of retail: experiential concepts, last-mile delivery hubs, and e-commerce resistant tenants.
- Provide insights into co-tenancy clauses and their significance in protecting tenant interests.
- Discuss strategies for repositioning struggling retail assets into mixed-use or alternative concepts.
Industrial Brokers
- Address the booming demand for logistics, distribution centers, and cold storage facilities.
- Share knowledge on supply chain disruptions and how strategic industrial locations can mitigate risks.
- Advise on the benefits of specialized infrastructure like high clear heights, heavy power, and rail access for specific industries.
Multi-Family Brokers
- Offer analysis on local rent growth trends, vacancy rates, and new development pipelines.
- Discuss the impact of interest rate fluctuations on cap rates and investment strategies.
- Provide insights into in-demand tenant amenities and property management best practices that enhance asset value.
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