Want more referrals and repeat clients? Sending home anniversary cards is a simple, powerful way to stay top of mind—and win business for years.

Direct mail is far from dead — in fact, in an age of digital overload, it’s one of the few marketing tools that still cuts through the noise. However, flyers and generic postcards can get lost amidst the bills and other mail. If you want to build lasting relationships, generate repeat business, and increase referrals, there’s one simple habit that can make a massive impact: sending home anniversary cards. 

One of our POWER AGENTS®, Annette Mina, has sent home anniversary cards for years and had this to say, “I just send happy home anniversary cards to the buyers of my listings every year without fail. I try to personalize every card. I just got another reply from one — they believe after six or seven years of me sending anniversary cards that I was the one who sold them the house!” Annette is one of the TOP 0.5% of ALL REALTORS® in the U.S. and credits her Anniversary card strategy as one of the reasons for her success.  

By sending cards to both her client and the buyer, she has capitalized on the reality that most agents fail to stay in touch with their clients after the ink dries on the closing documents, allowing her to pick up those buyers as clients the next time they need to sell. 

Related reading: Direct Mail Marketing: How to Promote Yourself In Real Estate 

Related reading: Entrepreneur – 10 Direct Mail Marketing Mistakes to Avoid 

Here’s an example. 

While Annette sends handwritten notes, we love the ease (and handwriting fonts) of our vendor partner Thanks.io for sending heartfelt notecards that have real stamps!  (POWER AGENTS®, head to the Print tab of the Classroom to get 500 free contacts and your $10 quick start offer!)

Sending your client’s an anniversary card with a gift card attached is a great way to help them celebrate very year in their new home, even when it’s not so new to them anymore. Here’s an example of a message you could include:  

Dear [Client’s Name], 

Happy Home Anniversary! Another year of making memories, planting roots, and building your dreams. I hope you still love your home as much as you did on move-in day. Here’s a little something to treat yourself—it’s just my way of saying thank you for allowing me to be part of your journey. 

Cheers to many more, 

[Your Name] 

How to Use This Strategy Effectively 

Here’s how to make anniversary cards a consistent and productive part of your direct mail routine: 

1. Build Your List – Track the closing dates for all your past buyers — even those you didn’t represent. If you’ve got access to MLS records, you can identify buyers who worked with other agents but might not be hearing from them anymore. These are often referred to as “orphans,” and they’re a golden opportunity. 
2. Automate the Process – Use a CRM or mailing service to remind you when anniversaries are coming up. You can order pre-printed anniversary cards or design your own through a vendor that allows for personalization and branding like Thanks.io, our print-on-demand vendor. 
3. Personalize the Message – Take a few minutes to handwrite a note or mention something personal if you’re connected on social media (e.g., “Congratulations on the new baby!” or “Hope you’re still loving that kitchen remodel!”). 
4. Stay Consistent – Don’t skip a year. This is a long-game strategy, and consistency is what builds familiarity and trust. 
5. Pair with Other Mailings
   For added visibility, you can also send monthly or quarterly postcards featuring homeowner tips, local events, or real estate market updates. Anniversary cards become the relationship-building core of a larger direct mail plan. 

Related reading: Send, Call, See – How to Get More Results From Your Mailings  

Relationship Marketing Wins the Long Game 

Anniversary cards may seem like a small gesture, but they carry long-term weight. They show that you care — not just about the sale, but about the people and their lives after closing. That level of service and authenticity is what builds a strong, referral-based business. 

If you’re not already sending home anniversary cards, now’s the time to start. Because someone else might — and that “orphan” buyer could become their loyal client instead of yours. 

POWER AGENTS® – Remember, head to our Vendor Portal to connect with Thanks.io to create your anniversary cards today! 

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