Pat Zaby's
DIGITAL EDGE FOR REALTORS
Strategies that keep your clients coming back—and referring more. Tips and tools to strengthen your real estate connections.

Monday, October 13, 2025

You may have heard of the "puppy dog close"; it's a classic sales technique based on a simple and emotional idea.

Imagine a pet store lets someone who's thinking about buying a puppy take it home just for a couple of days, no strings attached. The idea is to "try it out" and see how it fits with the family.

Well, you can probably guess what happens next.

The kids fall in love with it. The parents get attached. The puppy becomes part of the daily routine: snuggles on the couch, games in the backyard, maybe even a name. They might introduce it to friends and neighbors.

And at that point? The idea of returning the puppy feels unthinkable. It's already part of the family.

That's the power of emotional attachment—and it's exactly what the puppy dog close is about: let someone experience ownership, and their heart takes over.

In real estate, we can use a similar approach. Let buyers visualize themselves living in the home. Let sellers imagine the relief of being moved on to the next chapter. The more we can make it real, the easier the decision becomes—because people rarely let go of something they already feel is theirs.

Here's a list of real estate scenarios where you can use the "puppy dog close" principle, helping buyers or sellers emotionally step into the experience of ownership, so the decision becomes less logical and more emotional.

These ideas help them feel like the home (or sale) is already theirs, which makes backing out far less likely:

For Buyers: Creating Emotional Ownership

  1. Invite parents or close friends to tour the home
    → "Why don't we schedule a second showing so your parents can see it too?"
    They'll imagine hosting family and sharing the space...emotional connection deepens.
  2. Let them take a video walkthrough to share with others
    → "Feel free to take some video and photos...it helps to get second opinions."
    They start showing it off like it's already theirs.
  3. Encourage them to measure for furniture or decor
    → "Want to bring a tape measure and check the fit for your sectional or dining table?"
    This creates a mental move-in...they're picturing themselves living there.
  4. Point out where they could host events or holidays
    → "Can you see Thanksgiving dinner here?"
    Emotionally anchors them to the space through life events.
  5. Schedule a twilight or weekend showing
    → "Want to see it in the evening, when you'd actually be coming home from work?"
    The more they can envision their routine in the home, the stronger the bond.
  6. Suggest driving by at different times
    → "You might want to swing by at night or on a Saturday to see what the neighborhood feels like."
    They start building a relationship with the area, not just the house.
  7. Send them a photo of "their future backyard" or "kitchen"
    → Follow-up message: "Couldn't help but picture this as your new grilling spot this summer!"
    It reinforces personal ownership.

For Sellers: Helping Them Emotionally Detach and Imagine Moving On

  1. Show them photos of homes in their next chapter
    → "Here are a few listings like what you're looking for...just to start the dream."
    Gets them thinking forward, not just about what they're leaving behind.
  2. Have them pre-pack or declutter as if moving
    → "Let's start staging—think of it like pre-moving. It'll make the transition smoother."
    Physically shifting their mindset toward 'letting go' of the house.
  3. Invite them to envision handing over the keys
    → "Imagine closing day, walking out knowing someone new is about to make memories here."
    Creates emotional closure.
  4. Introduce the idea of what they'll do with proceeds
    → "What are you most looking forward to doing once this home is sold?"
    Connects the sale to something exciting and personal.
  5. Set up a visit to their future destination
    → "Let's explore your next neighborhood while your home is listed."
    Shifts emotional investment toward the next phase.

Pro Tip for Agents: The key to the puppy dog close isn't pressure, it's experience. The more people can see, feel, and live in the outcome, the more likely they are to move forward confidently.

Monday, September 29, 2025

In today's real estate market, success depends on more than just great service; you also need a strong, consistent digital presence. But between showings, closings, and client communication, who has time to plan, research, write, design, and post fresh content regularly? That's where a third-party content service becomes a game-changer.

Creating compelling content isn't as easy as it sounds. Coming up with valuable topics, writing them clearly, making them visually appealing, and publishing them to multiple platforms takes hours. And that's before you even analyze results or try to optimize what's working. The smarter, faster solution? Let a professional service handle it.

Third-party providers bring time-saving efficiency and deliver high-quality content tailored to your audience. With experienced writers, designers, and marketers working behind the scenes, your brand gets the polish and professionalism it deserves—without adding to your to-do list.

You'll benefit from:

  • Consistent Branding: Your voice, logo, and message are kept consistent across email, social, and web.
  • Industry-Specific Expertise: Real estate-focused teams stay current on market trends, helping position you as a knowledgeable pro.
  • Engaging Social Media & Email Campaigns: Active profiles and well-timed messages keep you top-of-mind with your sphere.
  • Diverse Content Formats: From blogs and newsletters to infographics and videos, your marketing covers all the bases.
  • Audience Targeting: Sophisticated tools allow content to be tailored to your ideal client segments.
  • Scalability: Whether you're busy or expanding, your content output keeps up with your growth.
  • Legal Compliance: Professional providers ensure your messaging meets real estate marketing regulations.
  • Cost-Effectiveness: You get a whole team without the overhead of hiring one.

You don't need to do everything yourself to look like a pro. By outsourcing content creation to a trusted third-party service, you free up your time, elevate your brand, and ensure your marketing works for you—even while you're with clients.

If you're ready to elevate your marketing without adding to your workload, InTouch Systems is here to help. We specialize in automated email newsletters and social media posting tailored specifically for real estate professionals.

Visit www.InTouchSystems.com to browse sample posts, watch short explainer videos, and explore what consistent, professional marketing can look like for your business. Take the free trial and see firsthand how InTouch can help you stay top-of-mind, nurture your sphere, and grow your repeat and referral business...without doing it all yourself.

Monday, September 15, 2025

Staying in touch with former clients is one of the most effective ways to grow your business. Even if you've done an outstanding job for them, consistent communication shows that you want to remain their trusted real estate professional for all future needs.

But remember—clients won't stay engaged if all you ever talk about are listings and market stats. The real goal is to be a resource for all things homeownership—not only when they buy or sell, but throughout all the years in between.

Newsletters as a Foundation

A bi-weekly newsletter is an excellent vehicle to share homeowner-focused content. Today's consumer prefers quick, digestible articles, 350 to 600 words, paired with strong visuals. Covering topics like maintenance, seasonal tips, market updates, and financial insights positions you as an ongoing educational resource while keeping your name top of mind.

Additional Ways to Stay Connected

  • Homeowner tips: Share maintenance, gardening, decorating, and entertainment ideas that show you care about their daily homeowner experience.
  • Annual property reviews: Provide an annual snapshot of their home's value, equity growth, and potential tax appeal opportunities.
  • Service providers: Offer referrals to trusted contractors and professionals.
  • Information guides: Provide professional reports on topics like downsizing, rental property, moving, taxes, or the role of a buyer's agent.
  • Personal touches: Remember birthdays, anniversaries, and home purchase dates with a call or note. As the saying goes: "People don't care how much you know until they know how much you care."
  • Community calendars: Share schedules of local concerts, festivals, or farmer's markets to connect clients to their community.
  • Customer appreciation events: Host activities such as pie giveaways, shredding trucks, or family picnics to thank your sphere.
  • Local merchant spotlights: Highlight favorite restaurants or shops to provide extra value and strengthen local ties.
  • Financial insights: Simplify concepts like refinancing, equity growth, and investment property benefits.
  • Social media: Consistently post on the top platforms to extend your reach and reinforce your expertise.

Why It Matters

It costs 5...7 times more to attract a new customer than to keep a current one. Building client relationships for life translates into a business that grows stronger year after year and extends far beyond the average retirement age.

With a plan and commitment to long-term connection, your past clients can become lifelong advocates. Consider how InTouch Systems  can complement your efforts and make staying in touch effortless.

National Trainer Pat Zaby

Pat Zaby is a distinguished leader in the real estate industry, serving as a charter member of the Residential Real Estate Council (RRC) and a past national president. With a career spanning over five decades, he has been a senior instructor since 1983, earning recognition as a national speaker, author, and developer.

His extensive contributions have established him as a respected authority in the field. As the co-owner of InTouch Systems, a digital marketing company, Pat continues to provide valuable insights and resources to real estate professionals, helping them thrive in an ever-evolving market.

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Achievements

  • Lifetime Achievement Award 2024 – Residential Real Estate Council
  • Over 200 articles published in national real estate periodicals
  • Senior instructor for the Residential Real Estate Council
  • Convention speaker at the NAR® and numerous franchise and state associations of REALTORS® for over 25 years
  • Past President, Residential Real Estate Council
  • Past President - REALTORS® National Marketing Institute®
  • Recipient of Omega Tau Rho, National Association of REALTORS®
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