What I Learned About Business in 2025
Myself and Ben attending the Queensland Tennis Awards in November 2025 where I (strategically) ran into a former client for the opportunity to reconnect in person.
This year for Christmas, my mother gifted me a bunch of old photos dating as far back as 1982 when I was just a year old, all the way through to today, and everything in between — including some pictures taken on the day I officially opened my first real estate office.
I was 23 years old and it was 2004.
The mayor was there and so were some old family friends, and of course, my parents. It was a milestone day and we even had the cutting of the ribbon to signify the start of what would be a 5 year stint in my first ever independent office.
I sat in my home office and looked at the images in front of me and reflected on just how far I’d come in my business journey, and how much I’m still learning today, even after 20 years in business.
So much has changed, particularly in the business of real estate.
But yet, some things never go old and still ring true today.
We don’t develop kodak images at the chemist anymore and I can’t say I’ve heard a real estate radio jingle in a few years. Yep, we had a radio jingle in 2005, can you believe?!
These days it’s all about social media, personal branding and creating tik toks that go viral.
Does anyone still letterbox drop and talk on the phone instead of send auto texts and emails?
I know I do.
And to this day, both still work.
Here’s what also continues to deliver lasting results in my business.
Good old fashioned one to one customer service.
No, it isn’t groundbreaking advice but what I will conclude is that if you operate a boutique business like I do, then you have the luxury of delivering one to one service, well.
I’ll admit, taking the time to really nurture my client relationships is probably THE best way I’ve grown my business over the years.
Not social media.
Not paid ads.
Thoughtful human interaction with my existing clients.
As in, I personally pick up the phone and have a conversation.
I personally send the text messages. I personally attend the inspections and I personally make the effort to re-connect with clients should an opportunity arise past our engagement period.
What many agents and business owners tend to forget is that we can all get too caught up in automation and outsourcing to our assistants that we fail to deliver on what truly matters to our clients.
That feeling of being seen, heard and communicated to by the person they actually engaged to help them — and on a level that is so personal, you’re asking them how that clay shooting tournament went on the weekend.
Yep, one of my clients who is a busy and well respected local surgeon loves to participate in clay shooting events. In between the formal real estate chat, we also talk about the tournaments, where he keeps the guns and why he loves this hobby so much.
I’m not saying you have to pry. Of course, read the room, but showing a genuine interest in your clients at a deeper level is what forms bonds that are rarely broken because the Form 6 expired.
These are the professional relationships that last well beyond the selling or buying term and these are the clients who continue to rave and refer you to others in their network.
You want to play the long game in business?
Turn your focus laser like on your existing clients and watch what happens.
Here are some of the things I do to nurture the client relationship above and beyond.
I check in on their week.
I’m curious about their wins and if something didn’t go to plan, I validate their experience. I sit in the mud with them if I have to. I genuinely care because I’m genuinely interested and I want them to win in life.
I invite them to dinner.
When I feel a client relationship is moving in a certain direction and I feel it appropriate to ask, I’ll invite them to dinner with Ben and I.
It’s incredible how one dinner date can move the relationship from business to friendship in just a few hours and a few drinks.
I always pick up the tab at the end of the evening and I keep my drink limit to two glasses of champagne or wine max.
You might be dining out with what feels like friends, but remember, it’s still a professional relationship so keep your business hat on in partial.
I pick them up from the airport.
This one is always a crowd pleaser. It’s usually your friends and family who willingly commit to an airport run (for free that is), so when your agent does it, the relationship automatically shifts gears in the client’s eyes.
I remember their purchase anniversary and personally reach out to them on this date.
I set a calendar reminder for each of my clients’ purchase anniversary dates and on the first year following their purchase, I check in via text message. This touch point often leads to a communication exchange that extends well beyond the initial text, and I get to see what they’ve been up to the past 12 months.
Gifting to clients and referral partners at Christmas is one of the things I do to nurture these relationships.
Show genuine care, but don’t overdo it to the point of being that annoying waiter that never seems to disappear.
You don’t need to completely infiltrate their life and constantly communicate well after the engagement period, but showing just a little extra initiative and a genuine care where it’s appropriate goes a long way in securing a client for life… and perhaps access to their network.
You CAN build a sustainable long-term service business on client relationships alone.
This year, my client book comprised ONLY of returning clients and referred clients.
So what does this tell you?
Rather than focus on creating social media viral moments (which I’ve had ONE of by the way and it lasted all of 48 hours and returned ZERO clients), in 2026, I’m going to focus more energy on ensuring my existing client base is nurtured to the nines!
Don’t worry about AI taking over your career. Focus on building those relationships as solid as possible and you’ll be set for life in this business.
Remember what they say about real estate. It’s about the people, not the properties.
MEET THE WRITER
Hi, I’m Wendy.
I’m a storytelling writer, champagne lover and Luxury Buyer’s Agent based in Brisbane Australia. I share my journey as an independent real estate professional and self-made career woman. Curious about how I got here and what drives me? READ MY STORY
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Wendy Russell is a Luxury Buyer’s Agent, and self-made business woman who writes about the realities of a career in real estate.
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